Deck 6: Analytical Attribute Approaches: Introduction and Perceptual Mapping

Question 1

MDS attempts to plot the choices on a map such that the similarities are best preserved.

Answer 1

True

Question 2

Theoretically,functions permit benefits,which leads to features.

Answer 2

False

Question 3

Sales data generated by using statistical forecasting techniques is used to for creating determinant gap map.

Answer 3

False

Question 4

Determinant gap maps are speedy and cost-efficient.

Question 5

Techniques used for creating perceptual gap maps based on overall similarities require customers to rate choices on individual attributes.

Question 6

A product is really nothing but attributes.

Question 7

With reference to gap maps,attributes that are static and quantifiable are called determinant attributes.

Question 8

The "data cubes" produced by AR perceptual gap maps are typically too large / complicated to be of practical value to managers.

Question 9

Western (particularly European and North American)thought goes heavily toward rearranging things,while Eastern (Asian)thought tends to start work anew.

Question 10

Analytical attribute techniques are felt to be more useful in Eastern culture than in Western.

Question 11

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue less than zero.

Question 12

Product attributes include features,functions,and benefits.

Question 13

Factor analysis can be used to reduce an "overwhelming" number of attributes to a manageable number of underlying dimensions / factors that can serve as the axes of the perceptual maps.

Question 14

Gap analysis does not discover demand.

Question 15

A product attribute which indicates what the product does and how it works is known as the _____ of the product.

A)usability
B)feature
C)function
D)benefit

Question 16

Dimensional analysis focuses upon:

A)features.
B)functions.
C)benefits.
D)economic gains.

Question 17

The data obtained from users using customer attribute ratings is used for creating an OS perceptual gap map.

Question 18

A pen that sprays ink onto the paper is an example of a product:

A)trait.
B)function.
C)feature.
D)benefit.

Question 19

Which of the following attributes of a product indicates how the product provides satisfaction to the user?

A)Usability
B)Feature
C)Function
D)Benefit

Question 20

The feature attribute of a product indicates:

A)what the product does and how it works.
B)what the product consists of.
C)how the product provides satisfaction to the user.
D)how simple it is to use the product.

Question 21

With reference to gap maps,which of the following statements is true regarding data cubes?

A)They are extremely small in size.
B)They are not very helpful to managers.
C)They are generated using past sales data.
D)They are used for creating perceptual gap maps based on overall similarities.

Question 22

Analytical attribute techniques are used to:

A)identify users' problems.
B)create new product concepts.
C)reduce the cost of producing the product.
D)improve the quality of the product.

Question 23

Gap maps are made in all of the following ways EXCEPT:

A)by using managerial expertise and judgment to plot products on a map.
B)by using customer attribute ratings to get data from users.
C)by using overall similarities to get data from customers.
D)by using conceptual leaps to get data for new products.

Question 24

Which of the following statements is true regarding analytical attribute techniques?

A)They are felt to be more useful in Eastern,than Western cultures.
B)They cannot be used for concept generation.
C)They are only focused on product features.
D)Perceptual gap analysis is an analytical attribute technique.

Question 25

Which of the following statements is true regarding an attribute rating perceptual gap mapping method?

A)It takes into consideration the "phantom" attributes.
B)It uses multidimensional scaling to develop a perceptual map.
C)It typically uses Likert-type scales to gather data from customers.
D)It is developed from the past sales data.

Question 26

Marketing managers in the America-First Corporation routinely create "gap maps" representing the position of their product vis-à-vis competitive offerings.These maps,based on managerial expertise and judgment,are examples of a(n)_____ GAP map.

A)AR perceptual
B)determinant
C)OS perceptual
D)experiential

Question 27

Which of the following is a statistical technique available in computer packages which is typically used to reduce the large number of attributes to a small number of underlying dimensions,which can then serve as the axes of the perceptual map?

A)Factor analysis
B)PEST analysis
C)Cluster analysis
D)Projective analysis

Question 28

The data obtained from users using overall similarities are used to produce _____ GAP maps.

A)OS perceptual
B)AR perceptual
C)SA perceptual
D)determinant

Question 29

Which of the following is a perceptual mapping technique?

A)Multidimensional scaling
B)Risk analysis
C)Dynamic leaps
D)SWOT analysis

Question 30

On a market map produced by gap analysis,customer perceptions of various products are indicated by:

A)their positions on the map.
B)their relative size.
C)a unique color code.
D)a unique shape code.

Question 31

Customer attribute ratings are used to produce _____ GAP maps.

A)determinant
B)OS perceptual
C)AR perceptual
D)projective

Question 32

In AR perceptual gap mapping,individual respondents can be grouped together into benefit segments based on their preferences through the use of:

A)attribute analysis.
B)cluster analysis.
C)factor analysis.
D)function analysis.

Question 33

Once a factor analysis is done,which of the following are used to determine how many underlying factors should be retained for further analysis in the AR perceptual gap mapping model?

A)The factor test and scree rule
B)The scree test and eigenvalue rule
C)The cluster test and factor rule
D)The level test and eigenvalue rule

Question 34

Product attributes used in gap analysis,which differentiate between offerings and are important in consumer purchase decisions,are called _____ attributes.

A)purchase
B)consumer
C)developmental
D)determinant

Question 35

In AR perceptual gap mapping,once the Likert-scale attribute scores are obtained,average ratings of each brand on each attribute are presented in the:

A)cubical plot.
B)cluster plot.
C)spherical plot.
D)snake plot.

Question 36

Perceptual maps are based on:

A)past sales datA.
B)experience and judgment of managers.
C)data generated by using statistical forecasting methods.
D)marketplace perceptions of reality.

Question 37

_____ is a statistical technique which uses maps of the market to determine how various products are perceived by how they are positioned on the market map.

A)SWOT analysis
B)Gap analysis
C)Risk analysis
D)Trend analysis

Question 38

Attributes used in gap analysis should normally be _____ and:

A)dynamic;quantifiable.
B)static;differentiating.
C)differentiating;important.
D)quantifiable;important.

Question 39

The first step in creating AR perceptual GAP maps typically is to:

A)measure consumers attribute perceptions using a Likert-type scale.
B)create a data cube.
C)conduct a factor analysis.
D)conduct a cluster analysis.

Question 40

Which of the following statements is true regarding a determinant gap map?

A)It is based on data obtained from consumers using attribute rating.
B)It is speedy and cost-efficient.
C)It takes into consideration those attributes which are static and quantifiable.
D)It is based on sales data generated by using statistical forecasting techniques.

Question 41

Discuss various attributes of products with examples.

Question 42

What are the three types of gap maps?

Question 43

Describe determinant gap maps.

Question 44

GAP analysis may be criticized for of all of the following reasons EXCEPT:

A)it overlooks nuances and shadings of consumer responses.
B)it cannot identify or evaluate interrelationships and synergies.
C)it cannot deal with "conceptual leaps" critical to developing new-to-the-world products.
D)it cannot be used for concept generation and new product development.

Question 45

Which of the following techniques is used in OS perceptual gap mapping to convert the customer similarity data into a perceptual map?

A)Multidimensional scaling
B)Factor analysis
C)Cluster analysis
D)Scree test

Question 46

Briefly describe the strengths and weaknesses of AR perceptual maps.

Question 47

Discuss various drawbacks of gap analysis.

Question 48

In developing new products,marketers must:

A)not use perceptual mapping.
B)always distribute a few free samples of the product.
C)rely only upon managerial intuition / experience.
D)avoid being bound by what is now impossible.

Question 49

In order to be useful,a factor which has been identified during factor analysis should have an eigenvalue greater than:

A)5.0.
B)0.5.
C)1.0.
D)10.0.

Question 50

Which of the following gap maps was developed to deal with the fact that users may make purchase decisions based on "phantom" attributes that they cannot identify or verbalize?

A)AR perceptual GAP maps
B)OS perceptual GAP maps
C)Snake plot maps
D)Determinant maps

Question 51

OS techniques:

A)run on perceptions of overall similarities between pairs of brands.
B)require customers to rate choices on individual attributes.
C)essentially view products as bundles of attributes.
D)result in formidable data cubes.

Question 52

Which of the following statements is true regarding a perceptual gap map based on overall similarities?

A)It discovers gaps as well as demand.
B)It uses past sales data to predict future trend.
C)It takes into consideration phantom attributes.
D)It generates a perceptual map whose axes are clearly labeled with determinant attributes.

Question 53

Which of the following forms of perceptual maps are distinguished by the fact that its axes are not labeled or defined?

A)AR perceptual gap maps
B)Determinant gap maps
C)MDS-based perceptual gap maps
D)Reflective gap maps

Question 54

Gap maps:

A)are useful in identifying potential product concepts.
B)identify potential threats in the market.
C)identify or evaluate interrelationships and synergies.
D)accurately measure nuances and shadings of consumer responses.

Question 55

The factor analysis procedure provides a useful statistic called the _____ for each factor,which is mathematically related to the amount of variance explained.

A)eigenvalue
B)factorvalue
C)clustervalue
D)basevalue