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Q:
A strength of the full-profile conjoint analysis approach is that it measures interactions among attributes.
Q:
Conjoint analysis puts all of the determinant attributes together in new sets and identifies which sets of attributes would be most liked or preferred by customers.
Q:
In using conjoint analysis, one assumes that a product cannot be represented as a set or bundle of attributes.
Q:
A full-profile conjoint analysis is one for which one obtains information on all possible levels of all the product's attributes.
Q:
Trade-off analysis and conjoint analysis mean one and the same and therefore can be used interchangeably.
Q:
Conjoint analysis fails in generating high-potential concepts for future evaluation.
Q:
Discuss various drawbacks of gap analysis.
Q:
Briefly describe the strengths and weaknesses of AR perceptual maps.
Q:
Explain determinant gap maps and mention their advantages and disadvantages.
Q:
List and elaborate on the three types of gap maps.
Q:
Discuss various attributes of products with examples.
Q:
In developing new products, marketers must:
A. avoid using perceptual mapping.
B. always distribute a few free samples of the product.
C. rely only upon managerial intuition/experience.
D. avoid being bound by what is now impossible.
Q:
Which of the following is a disadvantage of perceptual gap mapping?
A. It ignores the nuances and shadings of consumer responses.
B. It relies only on managerial intuition/experience.
C. It deals only with "conceptual leaps" critical to developing new-to-the-world products.
D. It cannot be used for concept generation and new product development.
Q:
Perceptual gap mapping:
A. considers nuances and shadings of consumer responses.
B. cannot identify or evaluate interrelationships and synergies.
C. primarily deals with "conceptual leaps" critical to developing new-to-the-world products.
D. cannot be used for concept generation and new product development.
Q:
Which of the following forms of perceptual maps are distinguished by the fact that its axes are not labeled or defined?
A. AR perceptual gap maps
B. Determinant gap maps
C. MDS-based perceptual gap maps
D. Reflective gap maps
Q:
Which of the following techniques is used in OS perceptual gap mapping to convert the customer similarity data into a perceptual map?
A. Multidimensional scaling
B. Factor analysis
C. Cluster analysis
D. Scree test
Q:
OS techniques:
A. run on perceptions of overall similarities between pairs of brands.
B. require customers to rate choices on individual attributes.
C. do not consider phantom attributes.
D. typically result in formidable data cubes.
Q:
Which of the following gap maps was developed to deal with the fact that users may make purchase decisions based on "phantom" attributes that they cannot identify or verbalize?
A. AR perceptual GAP maps
B. OS perceptual GAP maps
C. Snake plot maps
D. Determinant maps
Q:
Which of the following statements is true of a perceptual gap map based on attribute rating similarities?
A. It does not require customers to rate choices on individual attributes.
B. It uses attributes that cannot be otherwise normally identified.
C. It does not show up phantom attributes.
D. It generates a perceptual map whose axes are clearly labeled with determinant attributes.
Q:
In order to be useful, a factor that has been identified during factor analysis should have an eigenvalue greater than:
A. 0.4.
B. 0.5.
C. 1.0.
D. 0.3.
Q:
The factor analysis procedure provides a useful statistic called the _____ for each factor, which is mathematically related to the amount of variance explained.
A. eigenvalue
B. factorvalue
C. clustervalue
D. basevalue
Q:
Once a factor analysis is done, which of the following is used to determine how many underlying factors should be retained for further analysis in the AR perceptual gap mapping model?
A. The factor test and scree rule
B. The scree test and eigenvalue rule
C. The cluster test and factor rule
D. The level test and eigenvalue rule
Q:
In AR perceptual gap mapping, once the Likert-scale attribute scores are obtained, average ratings of each brand on each attribute are presented in the:
A. cubical plot.
B. cluster plot.
C. spherical plot.
D. snake plot.
Q:
In AR perceptual gap mapping, individual respondents can be grouped together into benefit segments based on their preferences through the use of:
A. attribute analysis.
B. cluster analysis.
C. factor analysis.
D. function analysis.
Q:
The first step in creating AR perceptual GAP maps typically involves:
A. measuring consumers attribute perceptions using a Likert-type scale.
B. creating a data cube that is impressive in size.
C. conducting a factor analysis to group individual respondents together based on preferences.
D. conducting a cluster analysis to reduce large attributes to small factors.
Q:
Which of the following statements is true of an attribute rating perceptual gap mapping method?
A. It takes into consideration the "phantom" attributes.
B. It primarily uses determinant attributes.
C. It typically uses Likert-type scales to gather data from customers.
D. It is developed from the past sales data.
Q:
With reference to gap maps, which of the following statements is true regarding data cubes?
A. They are extremely small in size.
B. They are of little value to managers.
C. They are generated using past sales data.
D. They are a part of the determinant gap map method.
Q:
Which of the following is a statistical technique available in computer packages that is typically used to reduce the large number of attributes to a small number of underlying dimensions?
A. Factor analysis
B. SWOT analysis
C. Cluster analysis
D. Projective analysis
Q:
Perceptual maps are based on:
A. past sales data.
B. experiences and perceptions of managers.
C. determinant attributes as perceived by the users.
D. marketplace perceptions of reality.
Q:
Which of the following statements is true of a determinant gap map?
A. It is based on data obtained from consumers using attribute rating.
B. It has the tendency of being driven by only managerial judgment.
C. It takes into consideration those attributes which are static and quantifiable.
D. It is slow and not cost-efficient.
Q:
The reason it is important to use determinant attributes in making market maps is:
A. to group individual respondents together into benefit segments based on their preferences.
B. to identify market segmentation techniques for potential markets.
C. to find a spot on the map where a gap offers potential as a new item.
D. to reduce a large number of attributes to a small number of underlying factors.
Q:
Product attributes used in gap analysis, which differentiate between offerings and are important in consumer purchase decisions, are called _____ attributes.
A. purchase
B. consumer
C. developmental
D. determinant
Q:
Jonathan, a marketing manager, is involved in a gap analysis procedure to seek customer perceptions of his company's new product. He obtains useful data from users using overall similarities of his customer preferences. This data is particularly useful in generating _____ gap maps.
A. OS perceptual
B. AR perceptual
C. reflective
D. determinant
Q:
Customer attribute ratings are primarily used to produce _____ gap maps.
A. determinant
B. OS perceptual
C. AR perceptual
D. projective
Q:
An OS perceptual gap map is made by typically using:
A. attribute ratings to get data from top management.
B. group ideation techniques to assess new product ideas.
C. overall similarities to get data from customers.
D. managerial expertise and judgment alone.
Q:
Marketing managers in a product development firm routinely create "gap maps" representing the position of their company's product vis--vis competitive offerings. The marketing managers use their subject matter knowledge and make judgment calls based on prior experience and expertise. This is an example of a(n) _____ gap map.
A. AR perceptual
B. determinant
C. OS perceptual
D. experiential
Q:
In a determinant gap map, _____.
A. a manager uses customer attribute ratings to get data
B. the scoring may seem arbitrary
C. a manager uses overall similarities to get data from users
D. the accuracy of the scoring system is not subject to managerial error
Q:
_____ is a statistical technique that uses maps of the market to determine how various products are perceived by how they are positioned on the market map.
A. SWOT analysis
B. Gap analysis
C. Risk analysis
D. Trend analysis
Q:
Which of the following statements is true of analytical attribute techniques?
A. They are seen to be more useful in Eastern cultures than in Western cultures.
B. They are meant to be used exclusively in the concept generation phase, but not in the concept evaluation phase.
C. They are focused only on product features.
D. They are useful for commodity-type products.
Q:
Which of the following is a perceptual mapping technique?
A. Multidimensional scaling
B. Risk analysis
C. Dynamic leaps
D. SWOT analysis
Q:
Analytical attribute techniques:
A. are used to preserve current product attributes.
B. are used to create new product concepts.
C. are used to enhance current product attributes but not to add new attributes.
D. are used to promote groupthink in the new product development process.
Q:
A pen that sprays ink onto the paper is an example of a product:
A. usage.
B. function.
C. feature.
D. benefit.
Q:
Among the product attributes, which of the following is a feature?
A. Uses
B. Structures
C. Sensory enjoyments
D. Savings
Q:
With reference to product attributes, which of the following does the dimensional analysis approach use?
A. Features
B. Functions
C. Benefits
D. Economic gains
Q:
A product attribute that is unlimited in variety and indicates what a product does and how it works is known as the _____ of the product.
A. usability
B. feature
C. function
D. benefit
Q:
Which of the following attributes of a product indicates how a product provides satisfaction to the user?
A. Usability
B. Feature
C. Function
D. Benefit
Q:
Gap analysis does not discover demand.
Q:
In the context of perceptual maps, multidimensional scaling attempts to plot the user choices on a map such that the similarities are best preserved.
Q:
Techniques used for creating perceptual gap maps based on overall similarities require customers to rate choices on individual attributes.
Q:
In order to be useful, a factor which has been identified during factor analysis should have an eigenvalue that is less than zero.
Q:
Factor analysis can be used to reduce an "overwhelming" number of attributes to a manageable number of underlying dimensions/factors that can serve as the axes of the perceptual maps.
Q:
The "data cube" produced by AR perceptual gap maps are typically small in terms of size and are of practical value to managers.
Q:
Determinant gap maps are speedy and cost-efficient.
Q:
In the context of gap maps, attributes that both differentiate and are important are called determinant attributes.
Q:
Determinant gap maps rely less on managerial judgment and more on tangible sales data.
Q:
The data obtained from users through the customer attribute ratings system is primarily used for creating an OS perceptual gap map.
Q:
Theoretically, the three basic types of attributes occur in the sequence of a benefit permits a certain feature, which in turn leads to its function.
Q:
Analytical attribute techniques are felt to be more useful in Eastern culture than in Western.
Q:
Benefits are product attributes that can be broken down into a limited setuses and users.
Q:
Product attributes include features, functions, and benefits.
Q:
A product is really nothing but attributes.
Q:
The use of stakeholder contacts as a methodology for gathering information useful for problem analysis involves the use of:
A. quality circles.
B. focus groups.
C. published sources.
D. internal records.
Q:
Which of the following statements is true of a focus group?
A. A focus group is designed to yield an exploratory and depth-probing type of discussion.
B. A focus group is often very difficult to set up and is the most expensive method of gathering information.
C. A focus group makes it difficult for a person to talk about his or her problems when others in the group have already admitted they have problems too.
D. A focus group, unlike the traditional survey, depends on the power of numbers rather than in-depth discussions.
Q:
Which of the following is the most common method used to directly contact business or household customers?
A. Observation
B. Role playing
C. Focus group
D. Interviewing
Q:
The most productive methodology to use for gathering a list of consumer problems is:
A. to consult experts.
B. to review published sources.
C. to brainstorm with members of consulting firms.
D. to directly contact stakeholders.
Q:
One of the dimensions used by the bothersomeness technique for ranking and sorting problems according to their severity or importance is the _____.
A. cost of resolving the problem
B. frequency of the problem
C. time required to resolve the problem
D. complexity of the problem
Q:
_____ is a technique that uses the extent of the problem and the frequency of its occurrence for sorting and ranking problems according to their severity.
A. Brainsketching
B. Brainstorming
C. Crowdsourcing
D. Bothersomeness
Q:
The phenomenon of _____ is the tendency of respondents to mention minor, but frequently encountered, problems first.
A. reverse brainstorming
B. omniscient proximity
C. observational projection
D. brainsketching
Q:
Common complaints by end users or consumers taken as requests for new products are a direct result of _____.
A. brainsketching
B. reverse brainstorming
C. omniscient proximity
D. speedstorming
Q:
Identify the process in which participants generate a list of key problems with the product currently in use, then group and prioritize these such that product development can focus on addressing the most important problems.
A. Psychological projection
B. Skimming
C. Crowdsourcing
D. Reverse brainstorming
Q:
One of the real problems with using in-house people to report on customer problems is that:
A. they don't know how to interact with customers and lack experience.
B. each suggestion is usually someone's perception of what the customer problem is.
C. they tend to focus on finding out what new products customers are looking for instead of providing a solution with each suggestion.
D. they generally lack the skills and expertise required for analyzing customer problems.
Q:
Which of the following internal records serves as a psychological projective technique that may reveal the products or services sought by consumers?
A. A warranty file
B. A sales file
C. A complaint file
D. A sales call report
Q:
Which of the following is the most common source for the needs and problems of stakeholders?
A. Internal records
B. Problem analysis
C. Scenario analysis
D. Direct inputs from marketing departments
Q:
In the context of the sources for the needs and problems of stakeholders, which of the following is an example of an internal record?
A. Competitor's marketing collaterals
B. A government report
C. A warranty file
D. Direct inputs of technical team members
Q:
The problem-based ideation process begins with:
A. the selection of one or more problem identification techniques.
B. a study of the situation.
C. the development of concept statements for further evaluation.
D. the creation of a list of potential problems.
Q:
The final step of the problem-based ideation process involves:
A. a detailed situation analysis.
B. the selection of one or more problem identification techniques.
C. the development of concept statements for further evaluation.
D. a rank-ordered list of potential problems.
Q:
The longer an online community is in operation, the more difficult it becomes to organize the content and make it easy for participants to find their way around.
Q:
There is increasing evidence that electronic brainstorming outperforms traditional brainstorming in terms of productivity and output of unique ideas.
Q:
In speed storming, participants draw their ideas instead of expressing them in words.
Q:
Groups, in general, are much better than individuals in handling really new ideas and finding radical solutions to problems.