Question 1

An orthogonal conjunct design means that what is observed for one variable is unrelated to what is observed for any of the others.

Accepted Answer

An orthogonal design is one in which,when several quantities have to be measured in an experiment,manipulations of one quantity will not affect measurements of another.

Question 2

The virtual of the perceptual map produced by MDS is that it is always a 2-dimensional image that can be quickly understood by researchers and that is not burdened with quantitative information.

Accepted Answer

MDS can also produce a 3-dimensional image.It preserves and illustrates the quantitative information about the relationships.If humans were capable of visually processing more than 3 dimensions,it could produce those as well.

Question 3

In adaptive conjoint,the research objectives are adapted on the fly to market changes.

Accepted Answer

In adaptive conjoint,a respondent's answers to prior questions are used to determine subsequent questions,to help best use respondents' time and obtain superior statistical estimates.

Question 4

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions.
 
-The output above shows that Buyer A generally values brightness more than bulb life,whereas Buyer B generally has the opposite preference.

Accepted Answer

The output shows the reverse; Buyer A generally prefers longer bulb life,whereas Buyer B generally prefers a brighter bulb.

Question 5

It is important to use a "none" or "no choice" option in all choice-based conjoint analysis.

Accepted Answer

Respondents must have the opportunity to choose none of the choices in case all of the choices are below the person's minimum threshold.

Question 6

Conjoint is very useful for predicting market share of an optimal product.

Accepted Answer

Conjoint predicts preference,not sales or market share.

Question 7

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions.
 
-The preferences expressed in the output above are consistent and do not show the customers making any trade-offs between brightness and bulb life.

Accepted Answer

Buyer A generally prefers bulb life,but trades off some bulb life for brightness in ranking #3.Buyer B makes the opposite trade-off in ranking #3.

Question 8

An advantage of test markets is that products can be adjusted on the fly if targets are not being met.

Accepted Answer

In a test market,making changes to the product is difficult or impossible,whereas in a conjoint study,they can be adjusted on the fly if targets are not being met or the results indicate that the tested configurations need to be fixed.

Question 9

The following set of part worths reproduces the rankings of Buyer A above:
100 watts: 100
75 watts: 60
60 watts: 50
2500 hours: 50
2000 hours: 25
15 hours: 0

Accepted Answer

This set of part worths results in the rankings of Buyer A above.

Question 10

To determine the optimal levels of attributes for a product,researchers should use multidimensional scaling.

Accepted Answer

Determining the optimal levels of attributes for a product is a use of conjoint analysis.

Question 11

Refer to this output regarding customer preferences for light bulbs relative to brightness and bulb life to answer the following questions.
 
-The output above includes the relative importances of the attributes of brightness and bulb life and the relative importances of the various levels of these attributes.

Accepted Answer

The output above does not include the relative importances.These can be estimated by spanning each variable from 0 to 100 and assigning intermediate values for the rankings.

Question 12

In real life,consumers generally decide their preferred brands by mentally ranking their options.

Accepted Answer

In real life,consumers generally decide their preferred brands by choosing one option from an available set based on perceived trade-offs.

Question 13

Conjoint allows researchers to determine how a product should be priced.

Accepted Answer

The nature of economic transactions means that everything is ultimately traded off against price,which is almost always an element of conjoint studies.One helpful feature of conjoint is that it quantifies how any attribute is traded off against price and,therefore,how each possible product should be priced.

Question 14

Conjoint analysis is a set of methods designed to understand and quantify trade-offs.

Accepted Answer

Conjoint analysis quantifies trade-offs made in consumers' minds while evaluating products.

Question 15

The set of utility values for Buyer A given in question #10 is the unique solution to the rankings given.

Accepted Answer

The rankings can be reproduced by assigning part worths to the attribute levels that fit the buyer's rankings,but these values will not be unique for this set of rankings.

Question 16

The overall goal of conjoint analysis is to measure the "part worths" or "importance utilities" using information provided by respondents,such as rankings,ratings,or choices.

Accepted Answer

Conjoint analysis attempts to measure trade-offs using a consumer's evaluations.

Question 17

In order to interpret the dimensions created by MDS,researchers must overlay external information.

Accepted Answer

MDS will always provide as faithful a representation of relative similarity or distance as possible,but researchers can only attach meaning to the dimensions in the derived graph by tying in other kinds of data.

Question 18

One technique that can be used with an ordinal level dependent variable and nominally-scaled independent variables is conjoint measurement.

Accepted Answer

Conjoint can employ these data types.

Question 19

In interdependence methods,like conjoint and factor analyses,one or more variables are designated as being predicted by (dependent on)a set of independent variables.

Accepted Answer

The description is of dependence methods,which include conjoint analysis,but not factor analysis (an interdependence method).

Question 20

Multidimensional scaling summarizes data about associations between a fixed set of objects by determining the minimum "dimensionality" required to represent the objects' interrelationships and the position of each object on each dimension.

Accepted Answer

Multidimensional scaling summarizes data about associations between a fixed set of objects to reveal relationships between them.It does this by determining two things: (1)the minimum "dimensionality" (e.g.,2-D,3-D)required to represent the objects' interrelationships well,and (2)the position of each object on each dimension (i.e.,its location in the map).

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