Question 1

By using _______________,a large conjoint design with 15,000 possible profiles can be reduced down to just 25.
A) correlations
B) factors from factor analysis
C) orthogonal designs
D) clusters from cluster analysis

Accepted Answer

Orthogonal designs are used because all possible trade-off combinations would be too cumbersome for respondents,therefore,researchers can drastically reduce the number.

Question 2

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions.
 
-Given the part worths above,which lightbulb will be preferred in the market,a "super bright" bulb that is 100 watts but burns out in 1500 hours and sells for $2.50,or a "long life" bulb that lasts 2500 hours,is 75 watts and sells for $3.00?
A) the super bright bulb
B) the long life bulb
C) The two bulbs will be equally preferred.
D) There is no way of determining this without more data.

Accepted Answer

The sum of the part worths for the super bright bulb is 105,whereas the sum of the part worths for the long life bulb is 110; so the long life bulb will be slightly preferred.

Question 3

A stress level of over 0.2 may indicate that a higher-dimensional solution may be called for.

Accepted Answer

A stress level of over 0.2 is considered quite poor,indicating that there is a good deal of disparity between the derived map and the original distance data,and therefore that a higher-dimensional solution may be called for.

Question 4

Conjoint analysis can be used to answer all of the following questions except: A) How much are specific attributes of a product or service valued? B) What levels of each attribute should the product or service have? C) How should a product or service be priced? D) What brands do consumers tend to view as being similar?

Accepted Answer

In looking at what brands consumers see as being similar,cluster analysis will work the best.

Question 5

Stress in MDS is a goodness-of-fit measure between the input rank order and the output.

Accepted Answer

In multidimensional scaling,stress is a measure of how well the derived MDS map actually represents the original pairwise similarity data.

Question 6

Fully metric MDS methods require interval- or ratio-scaled input measures and generate a set of relationships among objects that is also interval or ratio.

Accepted Answer

This is the definition of fully metric MDS methods.

Question 7

When using _______________,a respondent's prior choices or responses are used to determine future comparisons.
A) choice-based profiles
B) rankings
C) adaptive conjoint
D) the k-means method

Accepted Answer

With the adaptive conjoint approach,the program adapts the comparisons to the respondent's prior choices so that time is not spent on comparisons that the respondent does not believe is important.

Question 8

The research method that is used to understand and quantify trade-offs is
A) factor analysis
B) discriminant analysis
C) conjoint analysis
D) multidimensional scaling

Accepted Answer

Conjoint analysis is useful for examining why consumers make the choices they do by understanding and quantifying trade-offs.

Question 9

A valenced attribute is
A) an attribute with many, usually greater than 7, levels
B) an attribute where some levels are universally preferred
C) an attribute with one or more undetermined levels
D) a constructed attribute that mixes one or more levels of other attributes

Accepted Answer

With attributes that are valenced,everyone will prefer some levels of the attribute over others.Everyone,for example,will prefer a camera that is less prone to breaking,

Question 10

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions.
 
-Given the part worths above,what is the utility of a 60-watt bulb that lasts 2000 hours and costs $2.00?
A) 0
B) 20
C) 45
D) More information is needed to determine this.

Accepted Answer

The utility of the bulb is the sum of the part worths,0+25+20 = 45.

Question 11

In a nonadaptive conjoint program,even when all the data are collected,
A) researchers don't know if it will match the information needs of the project
B) researchers don't know if these respondents are the best respondents to query
C) researchers have no guarantee of sufficiently accurate results
D) all of the above

Accepted Answer

An adaptive conjoint program will calculate part worths after each new piece of data is supplied by the respondent and use special algorithms to better measure those part worths that are not yet determined with sufficient accuracy.The researcher can specify exactly how much accuracy is required,and respondents can continue to reply until that level of accuracy is achieved.In a nonadaptive conjoint program,even when all the data are collected,researchers have no guarantee of sufficiently accurate results.

Question 12

In conjoint analysis,_______________ allows researchers to offer a subset rather than all of the possible combinations when looking a trade-offs on a number of product attributes.
A) the k-means method
B) orthogonal designs
C) adaptive conjoint
D) choice-based conjoint

Accepted Answer

To consider all possible trade-off combinations would be too cumbersome for respondents,therefore,researchers can use an orthogonal design.

Question 13

For k attributes,k-1 trade-off matrices are produce in what type of conjoint study?
A) k-means conjoint
B) adaptive conjoint
C) ranking data
D) choice-based conjunct

Accepted Answer

To use ranking data for k attributes requires k-1 trade-off matrices.

Question 14

MDS starts being more reliable,in terms of unambiguous interpretation of the resulting spatial dimensions,for large numbers of object comparisons.

Accepted Answer

For n objects,data on n(n-1)/2 possible pair-wise comparisons will be used to estimate 2n coordinates in two-dimensional space.The resultant MDS starts being more reliable for large numbers of object comparisons.

Question 15

In adaptive conjoint,if the first few conjoint responses indicate that a respondent is insensitive to some aspect of a product,
A) he or she should be questioned on that attribute in greater detail to determine why
B) he or she should be questioned on that attribute in greater detail to achieve more finely-grained data
C) he or she should be questioned on trade-offs more relevant to that person
D) he or she should be questioned exactly as planned in the research design

Accepted Answer

In adaptive conjoint,if the first few conjoint responses strongly indicate that a person is insensitive to some aspect of a product,he or she should be questioned about trade-offs more relevant to that person.

Question 16

The set of conjoint analysis methods used by marketing professionals include of all of the following except A) k-means conjoint B) orthogonal designs C) adaptive conjoint D) choice-based conjoint

Accepted Answer

The k-means method is a nonhierarchical clustering technique.

Question 17

Which research method is considered excellent as a premarket testing methodology?
A) discriminant analysis
B) cluster analysis
C) conjoint analysis
D) multidimensional scaling

Accepted Answer

Because of the cost of test marketing,conjoint analysis can be used prior to test marketing to discover consumer trade-offs.

Question 18

Advantages of adaptive conjoint include all of the following except A) it allows one to quickly zero in on accurate utility measurements for a particular respondent B) the researcher can specify exactly how much accuracy is required C) it is especially suitable if there are many attribute levels D) adaptive conjoint routines are included in most general statistics programs

Accepted Answer

Adaptive conjoint routines are highly specialized and are not included in commonly used general statistics programs.

Question 19

Nonmetric multidimensional scaling takes rank-ordered input measures and generates a set of relationships among the objects which is ordinally-scaled.

Accepted Answer

Nonmetric multidimensional scaling takes rank-ordered input measures and generates a set of relationships among the objects that is interval.

Question 20

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions.
 
-Given the part worths above,should the company produce the long life bulb,the super bright bulb (both of which are described in question #5),or both of the bulbs?
A) the long life bulb
B) the super bright bulb
C) both of the bulbs
D) The answer cannot be determined from this information.

Accepted Answer

The question of whether both bulbs,or any other configurations,should be produced is known as the product line design problem and has been studied by academic researchers for decades.To solve it requires a great deal of information over and above conjoint part worths,such as production costs,retailing operations,distribution,market size,and relative demand.

Quiz 11: Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

By using _______________,a large conjoint design with 15,000 possible profiles can be reduced down to just 25.

A stress level of over 0.2 may indicate that a higher-dimensional solution may be called for.

Conjoint analysis can be used to answer all of the following questions except:

Stress in MDS is a goodness-of-fit measure between the input rank order and the output.

Fully metric MDS methods require interval- or ratio-scaled input measures and generate a set of relationships among objects that is also interval or ratio.

When using _______________,a respondent's prior choices or responses are used to determine future comparisons.

The research method that is used to understand and quantify trade-offs is

A valenced attribute is

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -Given the part worths above,what is the utility of a 60-watt bulb that lasts 2000 hours and costs $2.00?

In a nonadaptive conjoint program,even when all the data are collected,

In conjoint analysis,_______________ allows researchers to offer a subset rather than all of the possible combinations when looking a trade-offs on a number of product attributes.

For k attributes,k-1 trade-off matrices are produce in what type of conjoint study?

MDS starts being more reliable,in terms of unambiguous interpretation of the resulting spatial dimensions,for large numbers of object comparisons.

In adaptive conjoint,if the first few conjoint responses indicate that a respondent is insensitive to some aspect of a product,

The set of conjoint analysis methods used by marketing professionals include of all of the following except

Which research method is considered excellent as a premarket testing methodology?

Advantages of adaptive conjoint include all of the following except

Nonmetric multidimensional scaling takes rank-ordered input measures and generates a set of relationships among the objects which is ordinally-scaled.

Refer to this output regarding part worths for brightness, bulb life, and price in light bulbs to answer the following questions. -Given the part worths above,should the company produce the long life bulb,the super bright bulb (both of which are described in question #5) ,or both of the bulbs?