Question 1

In hierarchical cluster analysis,the _______________ tells researchers what order various clusters join with one another.It begins by assuming each object is in its own cluster and then lets the various objects join up.

Accepted Answer

The agglomeration schedule begins with each object in its own cluster,then agglomerates objects into like clusters.

Question 2

Suppose a factor analysis results in 8 factors and that the communality for variable 12 is 0.863.The 0.863

Accepted Answer

Communalities explain how much variance a particular variable has explained by all of the factors in the model.

Question 3

Knowing the value that someone scores on the principle factor after a varimax rotation tells you _______________ their score on other factors.

Accepted Answer

Varimax rotation results in uncorrelated factors,so knowing the score for one factor tells you nothing at all about their score on any other factor.

Question 4

Use the following table from a cluster analysis to answer the following questions.
Agglomeration Schedule for Centroid Hierarchical Cluster Analysis
 
-At the point where 7 clusters remain and the centroid distance is 0.617,the Schlitz beer joins which cluster of beers?

Accepted Answer

At this point,Budweiser,Lowenbrau,and Schlitz are all in the same cluster.

Question 5

A z-transformation is done by

Accepted Answer

To perform a z-transformation,the variable's mean is subtracted from each data value,and the result is then divided by the variable's standard deviation.This makes each variable have a mean of 0 and a standard deviation of 1.

Question 6

When researchers want to divide a set of items into a known number of clusters,the clustering technique that should be used is _______________ clustering.

Accepted Answer

k-means clustering tells the cluster analysis program how many clusters the researcher wants.

Question 7

When analyzing a nominal dependent variable in terms of several interval independent variables,researchers use

Accepted Answer

Discriminant analysis is appropriate for analyzing nominal dependent variables in terms of several interval or binary independent variables.

Question 8

A scree plot gives a simple,but fairly crude,visual representation of

Accepted Answer

A scree plot is a visual representation of the incremental variances of each of the factors.

Question 9

Loadings of -1 or 1 mean the factors are _______________ with those variables.

Accepted Answer

Loadings of -1 or 1 mean the factors are "parallel" or perfectly correlated with those variables; loadings of 0 mean the factors are "orthogonal," or perpendicular,and uncorrelated.

Question 10

In the distance or dissimilarity matrix for a cluster analysis using squared Euclidean distance,the larger the number

Accepted Answer

The table shows dissimilarities so the larger the value,the greater the distance between the two points.

Question 11

In simple terms,_______________ works on dividing up data points so that those in the same group are close to one another while those in different groups are far away.

Accepted Answer

The goal of cluster analysis is to locate groups or clusters within a data set that are similar to each other and different than the other groups,or data points.

Question 12

The first thing the clustering routine does is

Accepted Answer

The first thing the clustering routine does is take the raw data and standardize it.

Question 13

After making a decision on how many factors to use in a factor analysis,a varimax rotation is used because it will reorient the original factors so their loadings are near

Accepted Answer

Varimax will reorient factor loadings near 1,0,or -1 so they can be interpreted.

Question 14

In examining factor loadings in a factor analysis,a high loading would have a score

Accepted Answer

Factor loadings range from -1 to +1 and scores close to either -1 or +1 are high loadings.

Question 15

In cluster analysis,if the range of the variables is drastically different,then the

Accepted Answer

When the variables are drastically different,then the variables with the larger ranges will dominant the solution.

Question 16

The best analysis technique for discovering segments within a market is

Accepted Answer

Segmentation of a market is really just clustering its brands or its customer base,albeit often informally.

Question 17

_______________ refer(s)to how well all the factors in the solution taken together explain each of the variables.

Accepted Answer

Communalities refer to how well two things correlate; in the case of factor analysis,how well the factors taken all together correlate with each variable.

Question 18

In the factor analysis output,the proportion refers to

Accepted Answer

The proportion tells how much of incremental variance is explained by that factor.

Question 19

Use the following table from a cluster analysis to answer the following questions.
Agglomeration Schedule for Centroid Hierarchical Cluster Analysis
 
-After the first 3 clusters are formed,there are 9 clusters remaining,

Accepted Answer

Based on the table,the first three clusters contain two brands each.Given the total of 12 brands,that leaves 6 brands that are in their own clusters.

Question 20

Use the following table from a cluster analysis to answer the following questions.
Agglomeration Schedule for Centroid Hierarchical Cluster Analysis
 
-If the researcher were to stop after the centroid distance of 0.683,how many clusters would be left with a single brand in it?

Accepted Answer

The three single-brand clusters are Heineken,Budweiser Light,and Coor's Light.

Quiz 10: Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses