Question 1

Which is an advantage of the direct approach to collecting perception data?
A)It is easier to label the dimensions.
B)It is easy to identify respondents with homogeneous perceptions.
C)The researcher does not have to identify a set of salient attributes.
D)The respondents can be clustered based on the attribute ratings.

Accepted Answer

The direct approach to collecting perception data allows researchers to gather insights without pre-defining a set of attributes, relying instead on respondents' spontaneous perceptions, which can reveal more natural and potentially unexpected insights.

Question 2

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.

Accepted Answer

The text states that internal marketing research departments are perceived to be the most ethical on both dimensions according to the MDS plot, which used a broad-based moral equity dimension and a relativistic dimension to measure perceived ethics of marketing research firms.

Question 3

________ is a lack of fit measure; higher values indicate poorer fits.
A)Attribute levels
B)Stress
C)R-square
D)Relative importance weights

Accepted Answer

Stress is a common lack-of-fit measure used in structural equation modeling and higher values of stress indicate a poorer fit of the model. Attributes levels refer to the different levels of a variable, R-square is a measure of the proportion of variability in a dependent variable explained by independent variables, and relative importance weights are used to determine the relative importance of different predictors in a model.

Question 4

In conjoint analysis, the importance of an attribute, I_i, is defined in terms of the range of the part-worths, α_ij, across the levels of that attribute I_i = {max(α_ij)- min(α_ij)}, for each i.

Accepted Answer

This statement is true. In conjoint analysis, the importance of an attribute is measured by the range of the part-worths across the levels of that attribute. This range is calculated as the difference between the maximum and minimum part-worth values for each level of the attribute.

Question 5

________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.
A)Attribute levels
B)Stress
C)R-square
D)Relative importance weights

Accepted Answer

R-square is a measure of how well the MDS procedure fits the data. It indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure. Higher values of R-square indicate a better fit between the data and the MDS model.

Question 6

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.
A)Formulating the problem
B)Obtaining input data
C)Selecting an MDS procedure
D)Deciding on the number of dimensions

Accepted Answer

Formulating the problem involves defining the research question and specifying the objectives for which MDS results would be used. This includes identifying the brands or other stimuli that will be analyzed using MDS.

Question 7

The derivation and use of ________ lie at the heart of multidimensional scaling.
A)perceptual maps
B)pair-wise tables
C)part-worth functions
D)contrasts

Accepted Answer

Perceptual maps are a key tool in multidimensional scaling, as they visually represent how target markets perceive products or services in relation to competitors, based on various attributes.

Question 8

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, W_i.

Accepted Answer

Conjoint analysis does normalize attribute importance to compare it with other attributes.

Question 9

Which is a disadvantage of the derived approach to collecting perception data?
A)The criteria are influenced by the brands or stimuli being evaluated.
B)The researcher must identify all the salient attributes.
C)It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined.
D)It may be difficult to label the dimensions of the spatial map.

Accepted Answer

The derived approach requires the researcher to identify all the salient attributes, which can be a disadvantage as it may be difficult to determine which attributes are relevant or important to measure. Additionally, if important attributes are not included, the results may not be representative of consumers' perceptions. Other options listed are potential disadvantages of other data collection approaches, but not specifically related to the derived approach.

Question 10

In ________ approaches to collecting perception data, the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.
A)direct
B)preference
C)derived
D)Likert

Accepted Answer

In direct approaches to collecting perception data, respondents are asked to use their own criteria to judge the similarity or dissimilarity between various brands or stimuli, relying on their personal judgments and perceptions without predefined criteria or scales.

Question 11

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

Accepted Answer

Conjoint analysis is based on the assumption that consumers make trade-offs between different attributes of a product or service when evaluating choice alternatives. This allows researchers to estimate the relative importance of different attributes and the preferences of different segments of consumers.

Question 12

MDS could be used for all of the marketing applications below except ________
A)Market segmentation - position brands and consumers in the same space and thus identify groups of consumers with relatively homogeneous perceptions.
B)Assessing advertising effectiveness-spatial maps can be used to determine whether advertising has been successful in achieving the desired brand positioning.
C)Consumer intention - how do consumer's intentions to buy the brand vary with different price levels?
D)Channel decisions - judgments on compatibility of brands with different retail outlets could lead to spatial maps useful for making channel decisions.

Accepted Answer

MDS is not suitable for predicting consumer intentions, as it is primarily a visualization tool for representing and analyzing data sets based on consumer perceptions and attitudes. While MDS can help identify groups of consumers with similar perceptions and enable brand positioning assessments, it is not designed to predict specific consumer behaviors such as buying intentions or preferences.

Question 13

Conjoint analysis assumes that the important attributes of a product can be identified.

Accepted Answer

Conjoint analysis is based on the premise that important attributes of a product can be identified and quantified. These attributes are then used to create hypothetical product profiles, which are evaluated by customers to determine their preferences and willingness to pay for each attribute.

Question 14

In MDS, at minimum, ________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.
A)6; 20
B)6; 25
C)8; 20
D)8; 25

Accepted Answer

The answer of In MDS, at minimum, ________ brands or...

Question 15

If individual-respondent level analysis has been conducted, the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

Accepted Answer

The answer of If individual-respondent level analysis has been conducted,...

Question 16

For interpreting conjoint analysis, it is helpful to plot the part-worth functions.

Accepted Answer

Plotting the part-worth functions allows for visual interpretation of the data and helps to understand the relative importance of different attributes and levels.

Question 17

Which is an advantage of the derived approach to collecting perception data?
A)Respondents make similarity judgments using their own criteria, as they would under normal circumstances.
B)It is easy to identify respondents with homogeneous perceptions.
C)The researcher does not have to identify a set of salient attributes.
D)Both A and C are advantages.

Accepted Answer

The answer of Which is an advantage of the derived...

Question 18

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.
A)Conjoint analysis
B)Regression analysis
C)Hybrid conjoint analysis
D)Multidimensional scaling (MDS)

Accepted Answer

Multidimensional scaling (MDS) is a class of procedures used for representing perceptions and preferences of respondents spatially by means of a visual display. These displays show the relative relationships among different stimuli, concepts, or objects in a clear, easy-to-understand format. MDS is particularly useful in market research for understanding consumer preferences and perceptions of different brands, products, or features.

Question 19

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?
A)direct
B)preference
C)derived
D)indirect

Accepted Answer

The answer of In which approach to collecting perception data...

Question 20

Which is a disadvantage of the direct approach to collecting perception data?
A)The criteria are influenced by the brands or stimuli being evaluated.
B)The researcher must identify all the salient attributes.
C)The spatial map obtained depends upon the attributes identified.
D)Both B and C are disadvantages.

Accepted Answer

The answer of Which is a disadvantage of the direct...

Quiz 21: Multidimensional Scaling and Conjoint Analysis

Which is an advantage of the direct approach to collecting perception data?

________ is a lack of fit measure; higher values indicate poorer fits.

In conjoint analysis, the importance of an attribute, I_i, is defined in terms of the range of the part-worths, α_ij, across the levels of that attribute I_i = {max(α_ij)- min(α_ij)}, for each i.

________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

The derivation and use of ________ lie at the heart of multidimensional scaling.

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, W_i.

Which is a disadvantage of the derived approach to collecting perception data?

In ________ approaches to collecting perception data, the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

MDS could be used for all of the marketing applications below except ________

Conjoint analysis assumes that the important attributes of a product can be identified.

In MDS, at minimum, brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than brands is likely to be cumbersome and may result in respondent fatigue.

If individual-respondent level analysis has been conducted, the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

For interpreting conjoint analysis, it is helpful to plot the part-worth functions.

Which is an advantage of the derived approach to collecting perception data?

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?

Which is a disadvantage of the direct approach to collecting perception data?

Quiz 21: Multidimensional Scaling and Conjoint Analysis

Which is an advantage of the direct approach to collecting perception data?

________ is a lack of fit measure; higher values indicate poorer fits.

In conjoint analysis, the importance of an attribute, Ii, is defined in terms of the range of the part-worths, αij, across the levels of that attribute Ii = {max(αij)- min(αij)}, for each i.

________ is a squared correlation index that indicates the proportion of variance of the optimally scaled data that can be accounted for by the MDS procedure.This is a goodness-of-fit measure.

________ requires that the researcher specify the purpose for which the MDS results would be used and select the brands or other stimuli to be included in the analysis.

The derivation and use of ________ lie at the heart of multidimensional scaling.

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, Wi.

Which is a disadvantage of the derived approach to collecting perception data?

In ________ approaches to collecting perception data, the respondents are asked to use their own criteria to judge how similar or dissimilar the various brands or stimuli are.

Conjoint analysis assumes that consumers evaluate the choice alternatives in terms of the important attributes and make trade-offs.

MDS could be used for all of the marketing applications below except ________

Conjoint analysis assumes that the important attributes of a product can be identified.

In MDS, at minimum, ________ brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than ________ brands is likely to be cumbersome and may result in respondent fatigue.

If individual-respondent level analysis has been conducted, the estimation sample can be split in several ways to assess the stability of conjoint analysis solutions.

For interpreting conjoint analysis, it is helpful to plot the part-worth functions.

Which is an advantage of the derived approach to collecting perception data?

________ is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

In which approach to collecting perception data are respondents often required to rate all possible pairs of brands or stimuli in terms of similarity on a Likert scale?

Which is a disadvantage of the direct approach to collecting perception data?

In conjoint analysis, the importance of an attribute, I_i, is defined in terms of the range of the part-worths, α_ij, across the levels of that attribute I_i = {max(α_ij)- min(α_ij)}, for each i.

In conjoint analysis, the attribute's importance is normalized to ascertain its importance relative to other attributes, W_i.

In MDS, at minimum, brands or stimuli should be included so as to obtain a well-defined spatial map.Including more than brands is likely to be cumbersome and may result in respondent fatigue.