Exam 21: Multidimensional Scaling and Conjoint Analysis

When constructing conjoint analysis stimuli,it is necessary to evaluate all possible combinations of levels of the attributes.

Preference data order the brands or stimuli in terms of respondents' preference for some property.

Gaps in the spatial map may indicate potential opportunities for introducing new products.

In conjoint analysis,________ are the values assumed by the attributes.

The metric and non-metric MDS methods often produce vastly different results.

In conjoint analysis,________ are utility functions that describe the utility consumers attach to the levels of each attribute.

The number of brands or stimuli selected for use in MDS analysis and the specific brands included determines the nature of the resulting dimensions and configurations.

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

The derivation and use of ________ lie at the heart of multidimensional scaling.

In (the)________ for constructing conjoint analysis stimuli,respondents evaluate two attributes at a time until all the possible pairs of attributes have been evaluated.

The pair-wise approach to conducting conjoint analysis stimuli is more commonly used than the full-profile approach.

The fit of an MDS solution is commonly assessed by the stress measure.Stress is a goodness-of-fit measure;higher values of stress indicate better fits.

The conjoint analysis procedure is based on trade-offs respondents make when evaluating alternatives.

________ is a computer program developed for conducting MDS.

Correspondence analysis requires more effort on the part of the respondent than other MDS techniques.

In conjoint analysis,the importance of an attribute,Ii,is defined in terms of the range of the part-worths,αij,across the levels of that attribute Ii = {max(αij)- min(αij)},for each i.

Which statement is true about using discriminant analysis to create spatial maps?

In order to perform internal analysis of preferences,both preference and perception data must be obtained.

With the full-profile approach to constructing conjoint analysis stimuli,respondents rank all the stimulus profiles.

To develop spatial maps by means of discriminant analysis,the independent variable is the brand rated and the dependent variables are the attribute ratings.