Question 1

Conjoint analysis assumes that the important attributes of a product can be identified.

Accepted Answer

A) True 
 B)False

Question 2

The objective in MDS is to obtain a spatial map that best fits the input data in the smallest number of dimensions.

Accepted Answer

A) True 
 B)False

Question 3

What are the steps involved in conducting multidimensional scaling?

Accepted Answer

∙ formulate the problem
∙ obta

Question 4

In conjoint analysis,the attribute's importance is normalized to ascertain its importance relative to other attributes,Wi.

Accepted Answer

A) True 
 B)False

Question 5

Which guideline for deciding on the number of MDS dimensions warns that it is difficult to interpret configurations or maps derived in more than three dimensions?

Accepted Answer

A)  elbow criterion 
B)  a priori knowledge 
C)  ease of use 
D)  interpretability of the spatial map 
A)  elbow criterion 
B)  a priori knowledge 
C)  ease of use 
D)  interpretability of the spatial map

Question 6

Which of the following is not a factor influencing the MDS selection procedure?

Accepted Answer

A)  whether some of the original values will be used in subsequent analysis 
B)  whether the MDS analysis will be conducted at the individual respondent level or at an aggregate level 
C)  the nature of the input data 
D)  whether perception or preference data are being scaled,or whether the analysis requires both kinds of data 
A)  whether some of the original values will be used in subsequent analysis 
B)  whether the MDS analysis will be conducted at the individual respondent level or at an aggregate level 
C)  the nature of the input data 
D)  whether perception or preference data are being scaled,or whether the analysis requires both kinds of data

Question 7

Contrast conjoint analysis with MDS.

Accepted Answer

Like multidimensional scaling,conjoint a

Question 8

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

Accepted Answer

A)  It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined. 
B)  The researcher must identify all the salient attributes. 
C)  The criteria are influenced by the brands or stimuli being evaluated. 
D)  It may be difficult to label the dimensions of the spatial map. 
A)  It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined. 
B)  The researcher must identify all the salient attributes. 
C)  The criteria are influenced by the brands or stimuli being evaluated. 
D)  It may be difficult to label the dimensions of the spatial map.

Question 9

What are the two main purposes for which hybrid conjoint analysis models were developed?

Accepted Answer

Hybrid models have been developed to ser

Question 10

In direct approaches to gathering perception data,respondents are asked to make similarity judgments on pairs of various brands or stimuli.

Accepted Answer

A) True 
 B)False

Question 11

What are the limitations of conjoint analysis?

Accepted Answer

In situations where image or brand name

Question 12

How does hybrid conjoint analysis simplify the data collection task?

Accepted Answer

In the hybrid approach,the respondents e

Question 13

In conjoint analysis,the dependent variable is usually preference or intention to buy.

Accepted Answer

A) True 
 B)False

Question 14

In ________ approaches to collecting perception data,the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.

Accepted Answer

A)  derived 
B)  direct 
C)  preference 
D)  Likert 
A)  derived 
B)  direct 
C)  preference 
D)  Likert

Question 15

The metric MDS procedures assume that input data are metric and the output is also metric.

Accepted Answer

A) True 
 B)False

Question 16

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?

Accepted Answer

A)  interpretability of the spatial map 
B)  elbow criterion 
C)  ease of use 
D)  a priori knowledge 
A)  interpretability of the spatial map 
B)  elbow criterion 
C)  ease of use 
D)  a priori knowledge

Question 17

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

Accepted Answer

A)  The dimensions would be labeled by examining the eigenvalues. 
B)  Discriminant weights can be used to label the dimensions. 
C)  By factor analyzing the data obtained using attribute-based approaches,one could derive,for each respondent,n factor scores for each factor,one for each brand. 
D)  Both A and B are correct. 
A)  The dimensions would be labeled by examining the eigenvalues. 
B)  Discriminant weights can be used to label the dimensions. 
C)  By factor analyzing the data obtained using attribute-based approaches,one could derive,for each respondent,n factor scores for each factor,one for each brand. 
D)  Both A and B are correct.

Question 18

List the steps in conjoint analysis.

Accepted Answer

Formulate the problem.
Constru

Question 19

________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.

Accepted Answer

A)  Relative importance weights 
B)  Stress 
C)  Attribute levels 
D)  R-square 
A)  Relative importance weights 
B)  Stress 
C)  Attribute levels 
D)  R-square

Question 20

The configuration derived from preference data is very similar to that obtained from similarity data.

Accepted Answer

A) True 
 B)False

Exam 21: Multidimensional Scaling and Conjoint Analysis

Conjoint analysis assumes that the important attributes of a product can be identified.

The objective in MDS is to obtain a spatial map that best fits the input data in the smallest number of dimensions.

What are the steps involved in conducting multidimensional scaling?

In conjoint analysis,the attribute's importance is normalized to ascertain its importance relative to other attributes,Wi.

Which guideline for deciding on the number of MDS dimensions warns that it is difficult to interpret configurations or maps derived in more than three dimensions?

Which of the following is not a factor influencing the MDS selection procedure?

Contrast conjoint analysis with MDS.

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

What are the two main purposes for which hybrid conjoint analysis models were developed?

In direct approaches to gathering perception data,respondents are asked to make similarity judgments on pairs of various brands or stimuli.

What are the limitations of conjoint analysis?

How does hybrid conjoint analysis simplify the data collection task?

In conjoint analysis,the dependent variable is usually preference or intention to buy.

In ________ approaches to collecting perception data,the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.

The metric MDS procedures assume that input data are metric and the output is also metric.

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?

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

List the steps in conjoint analysis.

________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.

The configuration derived from preference data is very similar to that obtained from similarity data.

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

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