Question 1

Which guideline for deciding on the number of MDS dimensions suggests plotting stress versus dimensionality?
A) interpretability of the spatial map
B) elbow criterion
C) ease of use
D) a priori knowledge

Accepted Answer

The elbow criterion suggests choosing the number of MDS dimensions at the point where adding additional dimensions does not significantly decrease stress. Plotting stress versus dimensionality can help visualize where this point occurs and therefore guide the selection of the number of dimensions.

Question 2

________ is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.
A) Correspondence analysis
B) External analysis of preferences
C) Conjoint analysis
D) Internal analysis of preferences

Accepted Answer

Conjoint analysis is a statistical technique used to determine how consumers value different attributes of a product or service. It allows researchers to understand the trade-offs consumers make between different attributes and the utilities they attach to different levels of those attributes. The other options, such as Correspondence analysis, External analysis of preferences, and Internal analysis of preferences, do not directly address the task of determining relative attribute importance and utility values.

Question 3

In MDS,when a spatial map is obtained,it is assumed that interpoint distances are ________ scaled and that the axes of the map are multidimensional ________ scaled.
A) ordinal;interval
B) interval;ratio
C) interval;interval
D) ratio;interval

Accepted Answer

In MDS (Multidimensional Scaling), it is assumed that interpoint distances are ratio scaled, meaning they have a true zero and equal intervals, while the axes of the map are interval scaled, meaning they have equal intervals but no true zero.

Question 4

________ is a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data.
A) Metric analysis of preferences
B) Correspondence analysis
C) External analysis of preferences
D) Internal analysis of preferences

Accepted Answer

Internal analysis of preferences is a method that uses preference data to configure a spatial map representing both brands or stimuli and respondent points or vectors.

Question 5

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two-dimensional maps or configurations than with those involving more dimensions?
A) a priori knowledge
B) elbow criterion
C) interpretability of the spatial map
D) ease of use

Accepted Answer

Ease of use suggests that two-dimensional maps are simpler to work with and interpret compared to maps with more dimensions.

Question 6

Which of the ways below is not a way in which preference data might be obtained?
A) asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale
B) asking respondents to make paired comparisons and indicate which brand in a pair they prefer
C) asking respondents to rank brands from the most preferred to the least preferred
D) asking respondents for preference ratings for the various brands

Accepted Answer

Asking respondents to rate all possible pairs of brands in terms of similarity on a Likert scale is a way of obtaining similarity data, not preference data. The other options (B, C, and D) all involve obtaining preference data.

Question 7

Values of .60 or better are considered acceptable values of ________,the index of fit.
A) R-square
B) relative importance weights
C) attribute levels
D) stress

Accepted Answer

A value of .60 or better is considered acceptable for the index of fit for R-square, which measures the proportion of the variance in the dependent variable that is explained by the independent variable(s). The other options, relative importance weights, attribute levels, and stress, do not have a defined threshold of .60 for acceptable values.

Question 8

________ is a method of configuring a spatial map,such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.
A) Correspondence analysis
B) Metric analysis of preferences
C) Internal analysis of preferences
D) External analysis of preferences

Accepted Answer

External analysis of preferences involves fitting ideal points or vectors based on preference data into a spatial map derived from perception data, allowing for the integration of both types of data.

Question 9

Which statement is true about using factor analysis to create spatial maps?
A) The dimensions would be labeled by examining the eigenvalues.
B) Discriminant weights can be used to label the dimensions.
C) By factor analyzing the data obtained using attribute-based approaches,one could derive,for each respondent,n factor scores for each factor,one for each brand.
D) Both A and B are correct.

Accepted Answer

Factor analysis can be used to derive factor scores for each respondent for each factor, which can then be used to create spatial maps for each brand.

Question 10

Which guideline for deciding on the number of MDS dimensions warns that it is difficult to interpret configurations or maps derived in more than three dimensions?
A) elbow criterion
B) a priori knowledge
C) ease of use
D) interpretability of the spatial map

Accepted Answer

The guideline that warns about the difficulty in interpreting configurations or maps derived in more than three dimensions is the interpretability of the spatial map. Therefore, the best choice is D. The elbow criterion refers to selecting the number of dimensions that explain most of the variability in the data. A priori knowledge can be used to guide the choice of the number of dimensions, but it is not always available. Ease of use is a subjective criterion that depends on the user's experience and preferences.

Question 11

Which statement is true about correspondence analysis?
A) An advantage over other MDS techniques is that it reduces the data collection demands put on the respondents because only interval or ratio data are obtained.
B) A disadvantage is that between-set distances cannot be meaningfully interpreted.
C) The interpretation of results is similar to that in chi-square analysis.
D) All of the statements are true.

Accepted Answer

Correspondence analysis has a disadvantage in that between-set distances cannot be meaningfully interpreted. Therefore, statement A is not true because correspondence analysis does not necessarily reduce data collection demands. Statement C is also not true because the interpretation of results in correspondence analysis is based on graphical representations rather than p-values used in chi-square analysis. Statement D is not true because only statement B is accurate.

Question 12

Which of the following is not a factor influencing the MDS selection procedure?
A) whether some of the original values will be used in subsequent analysis
B) whether the MDS analysis will be conducted at the individual respondent level or at an aggregate level
C) the nature of the input data
D) whether perception or preference data are being scaled,or whether the analysis requires both kinds of data

Accepted Answer

All of the other factors listed are important considerations in the MDS selection procedure. However, whether some of the original values will be used in subsequent analysis is not a factor in selecting an appropriate MDS method.

Question 13

Which of the following is not a way to assess reliability and validity of the MDS solution?
A) Selectively eliminate stimuli from the input data and then determine the solution from the remaining stimuli.
B) Collect input data at two different points in time and then determine test-retest reliability.
C) Add a random error term to the input data,subject the resulting data to MDS analysis,and compare the solutions.
D) All of the above are ways to assess reliability and validity.

Accepted Answer

All three options are valid ways to assess reliability and validity of the MDS solution. Option A tests sensitivity to changes in input data, option B tests stability over time, and option C tests robustness to random error. Therefore, all three options are important in assessing the reliability and validity of the MDS solution.

Question 14

________ data order the brands or stimuli in terms of respondents' preferences for some property.
A) Direct
B) Derived
C) Preference
D) Likert

Accepted Answer

Preference data is used to order brands or stimuli based on respondents' preferences for some property. This type of data is typically collected through ranking or rating tasks where respondents indicate their preferred option. Direct data refers to actual measurements (e.g. weight or height) and Likert data is a type of rating scale where respondents indicate the extent to which they agree or disagree with a statement. Derived data is calculated from other data sources (e.g. percent change).

Question 15

Various ways to label dimensions obtained in MDS were mentioned in the text.Which of the ways below was not mentioned in your text?
A) Axes may be labeled for the attributes with which they are most closely aligned.
B) Respondents can be shown their maps and asked to label the dimensions by inspecting the configurations.
C) label based on the criteria respondents used in making their evaluations
D) none of the above

Accepted Answer

All three ways mentioned in the question were listed in the text. Therefore, option D, "none of the above," was not mentioned in the text.

Question 16

Which of the following statements is not true concerning conjoint analysis?
A) Conjoint analysis seeks to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute.
B) Unlike multidimensional scaling,conjoint analysis relies on respondent's objective evaluations.
C) Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.
D) The underlying assumption is that any set of stimuli,such as products,brands,or stores,is evaluated as a bundle of attributes.

Accepted Answer

This statement is not true because conjoint analysis relies on respondent's subjective evaluations rather than objective evaluations. Conjoint analysis involves presenting respondents with a set of hypothetical product profiles and asking them to rate or rank the profiles based on their preferences. The subjective evaluations of the respondents are used to develop the part-worth or utility functions describing the utility consumers attach to the levels of each attribute. So, option B is the correct answer.

Question 17

________ is an MDS technique for scaling qualitative data that scales the rows and columns of the input contingency table in corresponding units so that each can be displayed in the same low-dimensional space.
A) Metric analysis of preferences
B) External analysis of preferences
C) Internal analysis of preferences
D) Correspondence analysis

Accepted Answer

Correspondence analysis is the MDS technique that scales qualitative data by creating a low-dimensional space where each row and column of the input contingency table are displayed in corresponding units. This allows for easy visualization of relationships between variables and their relative proximity in the space. Option A, B, and C are not accurate descriptions of this method.

Question 18

Which statement is true about using discriminant analysis to create spatial maps?
A) Input data should be obtained via attribute-based approaches to obtaining perception data.
B) Factor weights can be used to label the dimensions.
C) Spatial maps are obtained by plotting brand scores on the factors.
D) Both A and C are true.

Accepted Answer

The answer of Which statement is true about using discriminant...

Question 19

Which of the following is a way to interpret the configuration or spatial map?
A) profile dimensions in terms of variables that were not used in the MDS procedure
B) examine the coordinates and relative positions of the brands
C) examine dimension centroids
D) examine variables that load high on a factor

Accepted Answer

Examining the coordinates and relative positions of the brands is the most appropriate way to interpret the configuration or spatial map in MDS. This involves understanding the distance and relationships between the points representing the brands in the MDS plot. Option A is not relevant as it suggests interpreting the profile dimensions using variables not included in the MDS procedure. Option C refers to dimension centroids which are not relevant to interpretation in this context. Option D refers to factor analysis, which is a different statistical technique.

Question 20

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?
A) interpretability of the spatial map
B) elbow criterion
C) ease of use
D) a priori knowledge

Accepted Answer

A priori knowledge involves using theoretical or past research to provide guidance on the number of dimensions in MDS analysis. This approach is more robust than relying on interpretability, ease of use, or the elbow criterion alone.

Quiz 21: Multidimensional Scaling and Conjoint Analysis

Which guideline for deciding on the number of MDS dimensions suggests plotting stress versus dimensionality?

________ is a technique that attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

In MDS,when a spatial map is obtained,it is assumed that interpoint distances are scaled and that the axes of the map are multidimensional scaled.

________ is a method of configuring a spatial map such that the spatial map represents both brands or stimuli and respondent points or vectors and is derived solely from the preference data.

Which guideline for deciding on the number of MDS dimensions suggests it is easier to work with two-dimensional maps or configurations than with those involving more dimensions?

Which of the ways below is not a way in which preference data might be obtained?

Values of .60 or better are considered acceptable values of ________,the index of fit.

________ is a method of configuring a spatial map,such that the ideal points or vectors based on preference data are fitted in a spatial map derived from perception data.

Which statement is true about using factor analysis to create spatial maps?

Which guideline for deciding on the number of MDS dimensions warns that it is difficult to interpret configurations or maps derived in more than three dimensions?

Which statement is true about correspondence analysis?

Which of the following is not a factor influencing the MDS selection procedure?

Which of the following is not a way to assess reliability and validity of the MDS solution?

________ data order the brands or stimuli in terms of respondents' preferences for some property.

Various ways to label dimensions obtained in MDS were mentioned in the text.Which of the ways below was not mentioned in your text?

Which of the following statements is not true concerning conjoint analysis?

________ is an MDS technique for scaling qualitative data that scales the rows and columns of the input contingency table in corresponding units so that each can be displayed in the same low-dimensional space.

Which statement is true about using discriminant analysis to create spatial maps?

Which of the following is a way to interpret the configuration or spatial map?

Which guideline for deciding on the number of MDS dimensions relies on theory or past research to suggest the number of dimensions?