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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Data Analysis: Multivariate Techniques for the Research Process

Multiple Choice Quiz


1	Which of the following is concerned with the simultaneous relationships among two or more phenomena?
		A)	multivariate analysis
		B)	bi-variate analysis
		C)	corellational analysis
		D)	bi-lateral analysis
		E)	lateral analysis.


2	Cluster analysis is an example of a(n):
		A)	dependence technique.
		B)	muticorellational technique.
		C)	simple regression technique.
		D)	independence technique.
		E)	ordinal technique.


3	The X-Cel Corporation is preparing to “distill” a large data set into a smaller, more manageable number of subsets. The firm's researchers are most likely to employ ___________________________ analysis for this purpose.
		A)	regression
		B)	factor
		C)	corellation
		D)	ordinal
		E)	multivariate


4	Factor analysis may be applied to which of the following types of marketing problems?
		A)	advertising
		B)	pricing
		C)	product
		D)	distribution
		E)	all of the above


5	A researcher facing a large number of variables to be analyzed by multiple regression analysis may employ _____________________________ analysis to reduce the number of variables to a more manageable level.
		A)	correlation
		B)	t
		C)	factor
		D)	coefficient
		E)	multivariate


6	____________________ analysis is designed to classify segments or objects so that there will be as much similarity within segments with as much difference between segments as possible.
		A)	Cluster
		B)	t
		C)	Coefficient
		D)	Multivariate
		E)	F-test


7	Cluster analysis can be employed to:
		A)	examine a firm's product offerings relative to competition.
		B)	group cities into homogeneous clusters for test marketing.
		C)	identify buyer groups sharing similar choice criteria.
		D)	segment markets.
		E)	all of the above.


8	____________ analysis is a multivariate technique used for predicting group membership on the basis of two or more independent variables.
		A)	Factor
		B)	Discriminant
		C)	Cluster
		D)	Multivariate
		E)	Correlation


9	The ______________________________ function can be used to show large differences in group means.
		A)	cluster
		B)	multivariate
		C)	discriminant
		D)	correlation
		E)	factor


10	The accuracy of a discriminant function can be evaluated through the use of a(n):
		A)	ANOVA matrix.
		B)	MANOVA matrix.
		C)	F-test.
		D)	classification matrix.
		E)	functional matrix.


11	Discriminant analysis can be used to:
		A)	identify heavy, medium, and light users of a product.
		B)	differentiate between customers who have a favorable or unfavorable image of the firm.
		C)	identify differences in the consumption habits of different market segments.
		D)	identify those who are most likely to respond to direct marketing.
		E)	all of the above.


12	__________ analysis is used to estimate the utility of the levels of various attributes or features of an object, as well as the relative importance of the attributes themselves.
		A)	Factor
		B)	Conjoint
		C)	Chi-square
		D)	ANOVA
		E)	MANOVA


13	Conjoint analysis may be employed to:
		A)	identify important attributes that influence consumer choice.
		B)	estimate market share potential.
		C)	analyze product image.
		D)	identify high and low potential market segments.
		E)	all of the above.


14	______________ is used to create visual displays of consumer beliefs about the relationships of specified objects with respect to two or more attributes believed to be significant.
		A)	Perceptual mapping
		B)	Factor analysis
		C)	Conjoint analysis
		D)	Attribute analysis
		E)	Purchase analysis


15	Perceptual mapping may be used to:
		A)	position new products.
		B)	identify the image of a product or firm.
		C)	assess the success of image advertising.
		D)	assess similarities of brands and channel outlets.
		E)	all of the above.

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