Question 1

Clustering should be done on samples of ________ or more.

Accepted Answer

A)  50 
B)  100 
C)  200 
D)  300 
A)  50 
B)  100 
C)  200 
D)  300

Question 2

In cluster analysis,the set of variables selected should describe the similarity between objects in terms that are relevant to the marketing research problem.

Accepted Answer

A) True 
 B)False

Question 3

The complete linkage method of hierarchical clustering is based on the minimum distance or the nearest neighbor approach.

Accepted Answer

A) True 
 B)False

Question 4

It is helpful to profile the clusters in terms of variables that were not used for clustering.

Accepted Answer

A) True 
 B)False

Question 5

Which of the methods below is not a hierarchical method?

Accepted Answer

A)  parallel threshold 
B)  optimizing partitioning 
C)  both A and B 
D)  variance 
A)  parallel threshold 
B)  optimizing partitioning 
C)  both A and B 
D)  variance

Question 6

Cluster analysis has been used in marketing for all of the purposes below except ________.

Accepted Answer

A)  determining how strongly sales are related to advertising expenditures 
B)  identifying new product opportunities by clustering brands and products so that competitive sets within the market can be determined 
C)  segmenting the market based on benefits sought from the purchase of a product 
D)  selecting test markets 
A)  determining how strongly sales are related to advertising expenditures 
B)  identifying new product opportunities by clustering brands and products so that competitive sets within the market can be determined 
C)  segmenting the market based on benefits sought from the purchase of a product 
D)  selecting test markets

Question 7

In SPSS,the main program for hierarchical clustering of objects or cases is ________.

Accepted Answer

A)  CLUSTER ANALYSIS 
B)  FASTCLUS 
C)  HIERARCHICAL CLUSTER 
D)  VARCLUS 
A)  CLUSTER ANALYSIS 
B)  FASTCLUS 
C)  HIERARCHICAL CLUSTER 
D)  VARCLUS

Question 8

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Accepted Answer

A)  cluster centers 
B)  scree plot 
C)  icicle plot 
D)  both A and C 
A)  cluster centers 
B)  scree plot 
C)  icicle plot 
D)  both A and C

Question 9

Which of the following is a variance method of clustering?

Accepted Answer

A)  optimizing partitioning 
B)  sequential threshold 
C)  complete linkage 
D)  Ward's method 
A)  optimizing partitioning 
B)  sequential threshold 
C)  complete linkage 
D)  Ward's method

Question 10

Which method of analysis does not classify variables as dependent or independent?

Accepted Answer

A)  cluster analysis 
B)  regression analysis 
C)  analysis of variance 
D)  discriminant analysis 
A)  cluster analysis 
B)  regression analysis 
C)  analysis of variance 
D)  discriminant analysis

Question 11

In cluster analysis,objects with larger distances between them are more similar to each other than are those at smaller distances.

Accepted Answer

A) True 
 B)False

Question 12

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Accepted Answer

A)  factor loading plot 
B)  scree plot 
C)  scattergram 
D)  icicle plot 
A)  factor loading plot 
B)  scree plot 
C)  scattergram 
D)  icicle plot

Question 13

Which is best to use when selecting a clustering procedure: hierarchical or nonhierarchical clustering?

Accepted Answer

Although nonhierarchical clustering is f

Clustering should be done on samples of ________ or more.

In cluster analysis,the set of variables selected should describe the similarity between objects in terms that are relevant to the marketing research problem.

The complete linkage method of hierarchical clustering is based on the minimum distance or the nearest neighbor approach.

It is helpful to profile the clusters in terms of variables that were not used for clustering.

Which of the methods below is not a hierarchical method?

Cluster analysis has been used in marketing for all of the purposes below except ________.

In SPSS,the main program for hierarchical clustering of objects or cases is ________.

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Which of the following is a variance method of clustering?

Which method of analysis does not classify variables as dependent or independent?

In cluster analysis,objects with larger distances between them are more similar to each other than are those at smaller distances.

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Which is best to use when selecting a clustering procedure: hierarchical or nonhierarchical clustering?

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

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

Exam 20: Cluster Analysis

Clustering should be done on samples of ________ or more.

In cluster analysis,the set of variables selected should describe the similarity between objects in terms that are relevant to the marketing research problem.

The complete linkage method of hierarchical clustering is based on the minimum distance or the nearest neighbor approach.

It is helpful to profile the clusters in terms of variables that were not used for clustering.

Which of the methods below is not a hierarchical method?

Cluster analysis has been used in marketing for all of the purposes below except ________.

In SPSS,the main program for hierarchical clustering of objects or cases is ________.

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Which of the following is a variance method of clustering?

Which method of analysis does not classify variables as dependent or independent?

In cluster analysis,objects with larger distances between them are more similar to each other than are those at smaller distances.

Which method allows the researcher to obtain information on cluster membership of cases if the number of clusters is specified?

Which is best to use when selecting a clustering procedure: hierarchical or nonhierarchical clustering?

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

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters