MCQ ON CONSUMER PERCEPTION AND CONSUMER

PREFERENCE

1) Consumer reaction is unaffected by perceptions and preferences.

a) True
b) False

2) Which of the following is a subjective assessment of a stimulus such as a

picture, sound, or odor?
a) Perception
b) Preference
c) Both
d) None

3) Which of the following forms of analysis helps in the summarization of

data and the subsequent use of that summary data in analytics?
a) Factor Analyses
b) Cluster Analyses
c) Correspondence Analyses
d) None

4) Which method is used for calculating factor scores?

a) Correlation Method
b) Regression Method
c) Both
d) None

5) The Scree Plot is a common method of calculating the number of

factors.
a) True
b) False
6) Which process is chosen during the Factor Analyses Procedure if
each factor has strong correlations with multiple variables?
a) Oblique Rotation
b) Factor Rotation
c) Both
d) None

7) Which Analyses are used to categorize objects into classes that are
relatively homogeneous?
a) Cluster Analyses
b) Factor Analyses
c) Correspondence Analyses
d) None

8) Cluster Analyses are used when a marketer needs to identify

consumer groups in order to conduct segment-level research or
strategy.
a) True
b) False

9) Hierarchical clustering consists of:

a) Agglomerative Clustering
b) Divisive Clustering
c) Both
d) None

10) In marketing analytics, agglomerative approaches that are used

includes:
a) linkage methods,
b) variance methods
c) centroid methods
d) All of the Above
11) Which clustering methods start by choosing one or more cluster
centers and then building clusters around them?
a) Hierarchical
b) Non-Hierarchical
c) Both
d) None

12) Which cluster analysis are you going to use when Pre-clustering
approaches are used to identify clusters, and then hierarchical
methods are used to identify clusters?
a) Two Step Clustering
b) Hierarchical Clustering
c) Non-Hierarchical Clustering
d) None

13) Data collected for undertaking MDS can be based on

a) perception data with direct comparisons
b) perception data with derived comparisons
c) preference data
d) All of the Above

14) Which type of analysis uses data in the form of a contingency table as
input?
a) Correspondence
b) Conjoint
c) Factor
d) Cluster

15) Conjoint analysis is used to assess how important specific features of

a product or service are to customers.
a) True
b) False
ANSWERS
1B
2A
3A
4B
5A
6B
7A
8A
9C
10 D
11 B
12 A
13 D
14 A
15 A