Exam 21: Multidimensional Scaling and Conjoint Analysis

Direct approaches to collecting perception data are attribute-based approaches.

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two-dimensional maps or configurations than with those involving more dimensions?

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

For Kruskal's stress formula 1,a stress value of zero would indicate a poor fit of the MDS model to the data.

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

Each dimension determined in MDS represents only one attribute.

________ is a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data.

If the attribute-based approaches are used to obtain input data,spatial maps can also be obtained by using factor or discriminant analysis.

Quantitative data can be mapped using correspondence analysis.

Which of the following is not one of the procedures for assessing the reliability and validity of conjoint analysis results?

For interpreting conjoint analysis,it is helpful to plot the part-worth functions.

Which is a disadvantage of the direct approach to collecting perception data?

Conjoint analysis could be used for all of the marketing applications below except ________.

When constructing conjoint analysis,full or complete profiles of brands are constructed for all the attributes in (the)________.

________ is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

If you are determining if you should have respondents rank or rate nonmetric or metric data,you are at which step of conducting conjoint analysis?

When conducting conjoint analysis,the attributes selected should be salient in influencing consumer preference and choice.

In conjoint analysis,________ indicate which attributes are important in influencing consumer choice.

Which statement is true about correspondence analysis?

For nonmetric conjoint analysis input data,the respondents are typically required to provide rank order evaluations.