Question 1

Various ways to label dimensions obtained in MDS were mentioned in the text.Which of the ways below was not mentioned in your text?

Accepted Answer

A)  Axes may be labeled for the attributes with which they are most closely aligned. 
B)  Respondents can be shown their maps and asked to label the dimensions by inspecting the configurations. 
C)  label based on the criteria respondents used in making their evaluations 
D)  none of the above 
A)  Axes may be labeled for the attributes with which they are most closely aligned. 
B)  Respondents can be shown their maps and asked to label the dimensions by inspecting the configurations. 
C)  label based on the criteria respondents used in making their evaluations 
D)  none of the above

Question 2

Values of .60 or better are considered acceptable values of ________,the index of fit.

Accepted Answer

A)  R-square 
B)  relative importance weights 
C)  attribute levels 
D)  stress 
A)  R-square 
B)  relative importance weights 
C)  attribute levels 
D)  stress

Question 3

Perception data may be direct or derived.

Accepted Answer

A) True 
 B)False

Question 4

When conducting conjoint analysis in ________,the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

Accepted Answer

A)  deciding on the form of input data 
B)  constructing the stimuli 
C)  selecting a conjoint analysis procedure 
D)  formulating the problem 
A)  deciding on the form of input data 
B)  constructing the stimuli 
C)  selecting a conjoint analysis procedure 
D)  formulating the problem

Question 5

Non-metric MDS procedures assume that the input data are ordinal,and they result in ordinal output.

Accepted Answer

A) True 
 B)False

Question 6

Which statement is true about the full-profile approach to constructing conjoint analysis stimuli?

Accepted Answer

A)  The disadvantage of pair-wise is that it requires more evaluations than the full-profile approach. 
B)  The number of stimulus profiles can be greatly reduced by means of fractional factorial designs. 
C)  It is possible to reduce the number of paired comparisons by using cyclical designs. 
D)  The advantage of pair-wise is that it is easier for the respondents to provide judgments on the paired comparisons. 
A)  The disadvantage of pair-wise is that it requires more evaluations than the full-profile approach. 
B)  The number of stimulus profiles can be greatly reduced by means of fractional factorial designs. 
C)  It is possible to reduce the number of paired comparisons by using cyclical designs. 
D)  The advantage of pair-wise is that it is easier for the respondents to provide judgments on the paired comparisons.

Question 7

The interpretation of results in correspondence analysis is similar to that in principal components analysis.

Accepted Answer

A) True 
 B)False

Question 8

Which of the ways below is not a way in which preference data might be obtained?

Accepted Answer

A)  asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale 
B)  asking respondents to make paired comparisons and indicate which brand in a pair they prefer 
C)  asking respondents to rank brands from the most preferred to the least preferred 
D)  asking respondents for preference ratings for the various brands 
A)  asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale 
B)  asking respondents to make paired comparisons and indicate which brand in a pair they prefer 
C)  asking respondents to rank brands from the most preferred to the least preferred 
D)  asking respondents for preference ratings for the various brands

Question 9

MDS solutions are subject to substantial random variability.

Accepted Answer

A) True 
 B)False

Question 10

Derived approaches to collecting perception data require respondents to rate the brands or stimuli on the identified attributes using semantic differential scales or Likert scales.

Accepted Answer

A) True 
 B)False

Question 11

Which is an advantage of the direct approach to collecting perception data?

Accepted Answer

A)  It is easy to identify respondents with homogeneous perceptions. 
B)  The researcher does not have to identify a set of salient attributes. 
C)  The respondents can be clustered based on the attribute ratings. 
D)  It is easier to label the dimensions. 
A)  It is easy to identify respondents with homogeneous perceptions. 
B)  The researcher does not have to identify a set of salient attributes. 
C)  The respondents can be clustered based on the attribute ratings. 
D)  It is easier to label the dimensions.

Question 12

Internal analysis of preferences allows both brands and respondents to be represented in the same spatial map.

Accepted Answer

A) True 
 B)False

Question 13

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: 
$$U ( X ) = \sum _ { i = 1 } ^ { m } \sum _ { j = 1 } ^ { k i } \alpha _ { i j } X _ { i j }$$
What does ?ij represent?

Accepted Answer

A)  1 if the jth level of the ith attribute is present,or 0 otherwise. 
B)  the part-worth contribution or utility associated with jth level (j,j=1,2,...ki)of the ith attribute (i,i=1,2,...m) 
C)  number of levels of attribute i 
D)  number of attributes 
A)  1 if the jth level of the ith attribute is present,or 0 otherwise. 
B)  the part-worth contribution or utility associated with jth level (j,j=1,2,...ki)of the ith attribute (i,i=1,2,...m) 
C)  number of levels of attribute i 
D)  number of attributes

Question 14

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below: 
$$U ( X ) = \sum _ { i = 1 } ^ { m } \sum _ { j = 1 } ^ { k i } \alpha _ { i j } X _ { i j }$$
What does Xij represent?

Accepted Answer

A)  number of levels of attribute i 
B)  number of attributes 
C)  1 if the jth level of the ith attribute is present,or 0 otherwise 
D)  the part-worth contribution or utility associated with jth level (j,j=1,2,...ki)of the ith attribute (i,i=1,2,...m) 
A)  number of levels of attribute i 
B)  number of attributes 
C)  1 if the jth level of the ith attribute is present,or 0 otherwise 
D)  the part-worth contribution or utility associated with jth level (j,j=1,2,...ki)of the ith attribute (i,i=1,2,...m)

Question 15

Define and describe hybrid conjoint analysis.

Accepted Answer

Hybrid conjoint analysis is an attempt t

Question 16

In MDS,when a spatial map is obtained,it is assumed that interpoint distances are ________ scaled and that the axes of the map are multidimensional ________ scaled.

Accepted Answer

A)  ordinal;interval 
B)  interval;ratio 
C)  interval;interval 
D)  ratio;interval 
A)  ordinal;interval 
B)  interval;ratio 
C)  interval;interval 
D)  ratio;interval

Question 17

The direct approaches to collecting perception data are used more frequently than the attribute-based approaches.

Accepted Answer

A) True 
 B)False

Question 18

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

Accepted Answer

Direct approaches have the advantage tha

Question 19

In MDS,at minimum,________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.

Accepted Answer

A)  8;20 
B)  6;25 
C)  6;20 
D)  8;25 
A)  8;20 
B)  6;25 
C)  6;20 
D)  8;25

Question 20

The basic conjoint analysis model expressing the fundamental relationship between attributes and utility in conjoint analysis is shown below:
$$U ( X ) = \sum _ { i = 1 } ^ { m } \sum _ { j = 1 } ^ { k i } \alpha _ { i j } X _ { i j }$$
What does ki represent?

Accepted Answer

A)  number of levels of attribute i 
B)  number of attributes 
C)  the part-worth contribution or utility associated with jth level (j,j=1,2,...ki)of the ith attribute (i,i=1,2,...m) 
D)  1 if the jth level of the ith attribute is present,or 0 otherwise 
A)  number of levels of attribute i 
B)  number of attributes 
C)  the part-worth contribution or utility associated with jth level (j,j=1,2,...ki)of the ith attribute (i,i=1,2,...m) 
D)  1 if the jth level of the ith attribute is present,or 0 otherwise

Exam 21: Multidimensional Scaling and Conjoint Analysis

Various ways to label dimensions obtained in MDS were mentioned in the text.Which of the ways below was not mentioned in your text?

Values of .60 or better are considered acceptable values of ________,the index of fit.

Perception data may be direct or derived.

When conducting conjoint analysis in ________,the researcher must identify the attributes and attribute levels to be used in constructing stimuli.

Non-metric MDS procedures assume that the input data are ordinal,and they result in ordinal output.

Which statement is true about the full-profile approach to constructing conjoint analysis stimuli?

The interpretation of results in correspondence analysis is similar to that in principal components analysis.

Which of the ways below is not a way in which preference data might be obtained?

MDS solutions are subject to substantial random variability.

Derived approaches to collecting perception data require respondents to rate the brands or stimuli on the identified attributes using semantic differential scales or Likert scales.

Which is an advantage of the direct approach to collecting perception data?

Internal analysis of preferences allows both brands and respondents to be represented in the same spatial map.

Define and describe hybrid conjoint analysis.

In MDS,when a spatial map is obtained,it is assumed that interpoint distances are ________ scaled and that the axes of the map are multidimensional ________ scaled.

The direct approaches to collecting perception data are used more frequently than the attribute-based approaches.

What are the advantages and disadvantages of the direct and derived approaches to obtaining perception data for multidimensional scaling?

In MDS,at minimum,________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

In MDS,when a spatial map is obtained,it is assumed that interpoint distances are scaled and that the axes of the map are multidimensional scaled.

In MDS,at minimum, brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than brands is likely to be cumbersome and may result in respondent fatigue.