Quiz 21 :
Multidimensional Scaling and
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The text reports on a research project which used MDS to plot the perceived ethics of marketing research firms using a broad- based moral equity dimension (factor 1) and a relativistic dimension (factor 2). Based on the research, internal marketing research departments are perceived to be the most ethical on both dimensions.
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Suppose a researcher is interested in obtaining consumer perceptions of automobiles, the choice of the number and specific brands or stimuli to be included in the MDS analysis should be based on the statement of the marketing research problem and theory only. The researcher should not bias the research by also using his judgment to determine what should be included in the analysis.