QUESTION 1

2 of 2 points

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In discriminant analysis, the criterion or dependent variable is ___ and the predictor or
independent variables are ___ in nature.

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Interval; categorical
Ordinal; interval
(Correct answer) Categorical; interval
Ordinal; categorical
QUESTION 2
2 of 2 points

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The ____ represents the total variance explained by each factor.

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(Correct answer) Eigenvalue
Percentage of variance
Residual
Communality
QUESTION 3
2 of 2 points

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____ are simple correlations between the variables and the factors (in factor analysis).

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Eigen value
(Correct answer) Factor loadings
R-square values
Stress values
QUESTION 4
2 of 2 points

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Which method of analysis does not classify variables as dependent or independent?

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Regression analysis
Discriminant analysis
(Correct answer) Cluster analysis
None of the above
QUESTION 5
2 of 2 points

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____ is a class of techniques used to classify customers into relatively homogeneous groups.

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Principal components analysis
(Correct answer) Cluster analysis
Common factor analysis
Conjoint analysis
QUESTION 6
2 of 2 points

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Which statement is not true about cluster analysis?

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(Correct answer) Cluster analysis is a technique for analyzing data when the criterion or
dependent variable is categorical, and the independent variables are interval in nature.
Cluster analysis is an interdependence data analytic.
Groups or clusters are suggested by the data, not defined a priori.
Customers in each cluster tend to be similar to each other and dissimilar to customers in the
other clusters.
QUESTION 7
2 of 2 points

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A(n) ____ or tree graph is a graphical device for displaying clustering results. Vertical lines
represent clusters that are joined together. The position of the line on the scale indicates the
distances at which clusters were joined.

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(Correct answer) Dendrogram
Scatter diagram
Scree plot
Icicle diagram
QUESTION 8
2 of 2 points

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____ is a clustering procedure characterized by the development of a tree-like structure.
Answer (Hide)
Non-hierarchical clustering
(Correct answer) Hierarchical clustering
Two-Step clustering
Optimizing partitioning clustering
QUESTION 9
2 of 2 points

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The ____ method is based on minimum distance or the nearest neighbor rule.

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(Correct answer) Single linkage
Medium linkage
Complete linkage
Average linkage
QUESTION 10
2 of 2 points

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Which of the following is a variance method of clustering?

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Sequential threshold
(Correct answer) Ward's method
Complete linkage
Optimizing partitioning
QUESTION 11
2 of 2 points

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____ is frequently referred to as k-means clustering.

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(Correct answer) Non-hierarchical clustering
Ward's method
Divisive clustering
Agglomerative clustering
QUESTION 12
2 of 2 points

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____ is a lack of fit measure; higher values indicate poorer fits.
Answer (Hide)
Attribute levels
(Correct answer) Stress
R-square
Relative importance weights
QUESTION 13
2 of 2 points

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In ____ approaches to collecting perception data for Multidimensional scaling (MDS), the
respondents are asked to use their own criteria to judge how similar or dissimilar the various
brands or stimuli are.

Answer (Hide)
(Correct answer) Direct
Preference
Derived
Likert
QUESTION 14
2 of 2 points

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In conjoint analysis, ____ are utility functions that describe the utility consumers attach to the
levels of each attribute.

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Relative importance weights
Orthogonal arrays
(Correct answer) Part-worth functions
Attribute levels
QUESTION 15
2 of 2 points

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When constructing conjoint analysis, full or complete profiles of brands are constructed for all
the attributes in (the) ____.

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(Correct answer) Full-profile approach
Pair-wise approach
Two-factor evaluations
Both B and C
QUESTION 16
2 of 2 points
Question (Hide)
____ is a state of very high intercorrelations among independent variables.

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Hypercollinearity
Partial collinearity
(Correct answer) Multicollinearity
Variable collinearity
QUESTION 17
2 of 2 points

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____ is a class of procedures primarily used for data reduction and summarization.

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Regression analysis
(Correct answer) Factor analysis
Discriminant analysis
Conjoint analysis
QUESTION 18
2 of 2 points

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Conjoint analysis could be used for all of the marketing applications below except ____.

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Determining the relative importance of attributes in the consumer choice process
Help in product design/development
(Correct answer) Used as a general data reduction tool
Determining the composition of the most preferred brand
QUESTION 19
2 of 2 points

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Which statement is not true about formulating the conjoint analysis problem?

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Attributes selected should be salient in influencing consumer preference and choice.
Once the salient attributes have been identified, their appropriate level should be selected.
(Correct answer) The set of variables selected should describe the similarity between objects in
terms that are relevant to the marketing research problem.
The researcher should take into account the attribute levels prevalent in the marketplace and
the objectives of the study.
QUESTION 20
2 of 2 points

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In bivariate regression, the null hypothesis is that no linear relationship exists between X and Y,
or H0: β1 = 0.

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(Correct answer) True
False
Both A and B
Neither A nor B
QUESTION 21
2 of 2 points

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The conditions that must be satisfied before making causal inferences include all of the
following except ____.

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Time order of occurrence of variables
(Correct answer) Grouping of variables
Concomitant variation
Elimination of other possible factors
QUESTION 22
2 of 2 points

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Experimental design is the set of experimental procedures specifying the test units and
sampling procedures and all of the following except ____.

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Specifying the independent variables
Specifying the dependent variables
(Correct answer) Specifying the plan for data analysis
Specifying how to control the extraneous variables
QUESTION 23
2 of 2 points

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D is the ____ in the model D = b0 + b1 X1 + b2 X2 + b3X3 + ... + bkXk (Discriminant model)

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(Correct answer) Discriminant score
Disordinal interaction
Difference variable
Discriminant coefficients or weights
QUESTION 24
2 of 2 points

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Factor analysis can be used in which of the following circumstances?

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To identify underlying dimensions, or factors, that explain the correlations among a set of
variables.
To identify a new, smaller set of uncorrelated variables to replace the original set of correlated
variables in subsequent multivariate analysis.
To identify a smaller set of salient variables from a larger set for use in subsequent multivariate
analysis.
(Correct answer) All are correct circumstances.
QUESTION 25
2 of 2 points

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____ is a clustering procedure where each object starts out in a separate cluster.

Answer (Hide)
Non-hierarchical clustering
K-means clustering
Divisive clustering
(Correct answer) Agglomerative clustering
QUESTION 26
2 of 2 points

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

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Conjoint analysis
Regression analysis
Hybrid conjoint analysis
(Correct answer) Multidimensional scaling (MDS)
QUESTION 27
2 of 2 points

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

Answer (Hide)
(Correct answer) Direct
Preference
Derived
Indirect
QUESTION 28
2 of 2 points

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____ 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.

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Internal analysis of preferences
External analysis of preferences
(Correct answer) Conjoint analysis
Correspondence analysis
QUESTION 29
2 of 2 points

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In (the) ____ for constructing conjoint analysis stimuli, respondents evaluate two attributes at a
time until all the possible pairs of attributes have been evaluated.

Answer (Hide)
Full-profile approach
(Correct answer) Pair-wise approach
Orthogonal approach
None of the above
QUESTION 30
2 of 2 points

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The ____ is a measure of the association between two variables after controlling or adjusting for
the effects of one or more additional variables.

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Regression analysis
(Correct answer) Partial correlation coefficient
ANOVA
Product moment correlation
QUESTION 31
2 of 2 points

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The question of "How strongly are sales related to advertising expenditures when the effect of
price is controlled?" is best answered via ____.

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Factor analysis
(Correct answer) Partial correlation coefficient
ANOVA
Product moment correlation
QUESTION 32
2 of 2 points

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A technique for fitting a straight line to a scattergram by minimizing the square of the vertical
distances of all the points from the line is known as the ____.

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(Correct answer) Least-square procedure
Scatter diagram plot
Sum of square errors procedure
Maximum residual procedure
QUESTION 33
2 of 2 points

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A principal components analysis was run and the following eigenvalue results were obtained:
2.731, 2.218, .442, .341, .183, and .085. How many factors would you retain using the
eigenvalues to determine the number of factors?

Answer (Hide)
One
(Correct answer) Two
Four
Six
QUESTION 34
2 of 2 points

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Sometimes, because of prior knowledge, the researcher knows how many factors to expect and
thus can specify the number of factors to be extracted beforehand. This is referred to as ____.
Answer (Hide)
(Correct answer) A priori determination
Determination based on split-half reliability
Determination based on significance tests
Determination based on scree plot
QUESTION 35
0 of 2 points

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The ____ are the initial starting points in nonhierarchical clustering.

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Factor scores
(Correct alternative) Number of clusters
(Incorrect answer) Cluster centroids
Factor loadings
QUESTION 36
2 of 2 points

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Cluster analysis requires prior knowledge of the cluster or group membership for each customer
included to develop the classification rule.

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True
(Correct answer) False
Both A and B
Neither A nor B
QUESTION 37
2 of 2 points

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In conjoint analysis, ____ indicate which attributes are important in influencing consumer
choice.

Answer (Hide)
(Correct answer) Relative importance weights
Orthogonal arrays
Pairwise approach
Attribute levels
QUESTION 38
2 of 2 points

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Direct approaches to collecting perception data (for MDS) are attribute-based approaches.

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True
(Correct answer) False
Both A and B
Neither A nor B
QUESTION 39
2 of 2 points

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The estimated parameter B is usually referred to as the non-standardized regression coefficient.

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(Correct answer) True
False
Both A and B
Neither A nor B
QUESTION 40
2 of 2 points

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When fitting a straight line to a scattergram, the best-fitting line is called the regression line.

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(Correct answer) True
False
Both A and B
Neither A nor B
QUESTION 41
2 of 2 points

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In two-group discriminant analysis it is possible to derive only one discriminant function

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(Correct answer) True
False
Both A and B
Neither A nor B
QUESTION 42
2 of 2 points

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The null hypothesis in discriminant analysis, that in the population, the means of all discriminant
functions in all groups are not equal, can be statistically tested.

Answer (Hide)
True
(Correct answer) False
Both A and B
Neither A nor B
QUESTION 43
2 of 2 points

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In order to use factor analysis, it is important that the variables be appropriately measured on an
ordinal or nominal scale.

Answer (Hide)
True
(Correct answer) False
Both A and B
Neither A nor B
QUESTION 44
2 of 2 points

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Factor loadings represent the correlations between sets of variables.

Answer (Hide)
True
(Correct answer) False
Both A and B
Neither A nor B
QUESTION 45
2 of 2 points

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In cluster analysis, customers with larger distances between them are more similar to each
other than are those at smaller distances.

Answer (Hide)
True
(Correct answer) False
Both A and B
Neither A nor B