Test your knowledge.Receive immediate feedback.You find all answers in the book. Quiz | Conjoint Analysis /26 50 Quiz | Conjoint Analysis 1 / 26 What model(s) could you use to specify the relation between the attribute levels for the attribute 'sugar content' and its utility contributions? Ideal point model Vector model Partworth model 2 / 26 In conjoint analysis, what are "stimuli"? The stimuli are consumers' reactions to products. The stimuli are advertisements used to promote products. The stimuli are sensory cues used in marketing. The stimuli are the objects or products being evaluated in the analysis. 3 / 26 What is the main criticism of traditional conjoint analysis in relation to predicting consumer behavior? It assumes consumers make choices, which may not reflect real-world decision-making. It relies too heavily on the logit rule for predictions. It does not consider the plausibility of estimated utility parameters. It is computationally complex and time-consuming. 4 / 26 Which evaluation method in conjoint analysis involves respondents assigning a numerical value to stimuli, typically on a scale? Rating scale Dollar metric Paired comparison Rank order 5 / 26 Which of the following models in conjoint analysis assumes a linear relationship between attribute levels and total utility? Partworth Model Ideal Point Model Vector Model Mixed Model 6 / 26 What is the recommended approach for the number of attributes and attribute levels in conjoint analysis? Include at least 10 attributes with numerous levels for a detailed analysis Utilize a wide range of attributes to capture all possible consumer preferences Use as many attributes as possible to gather comprehensive data Keep attributes and levels to a minimum 7 / 26 In the context of attribute selection in conjoint analysis, why is it important for attributes to be independent of each other? Independent attributes allow for more accurate estimations of partworths. Independent attributes make the analysis more complicated. Independent attributes increase respondents' cognitive effort. Independent attributes reduce the number of possible stimuli. 8 / 26 What is the primary difference between the full-profile method and the trade-off method in conjoint analysis? The full-profile method is used for metric data, while the trade-off method is used for ordinal data. The full-profile method presents all attributes simultaneously, while the trade-off method presents only two attributes at a time. The full-profile method involves ranking, while the trade-off method involves rating. The full-profile method is less realistic than the trade-off method 9 / 26 Why might the full-profile method in conjoint analysis be considered more realistic than the trade-off method? It reflects how consumers typically make decisions. It leads to metric preference data. It involves fewer evaluations by respondents. It avoids the occurrence of position effects. 10 / 26 In a conjoint analysis with 9 stimuli, how many paired comparisons would be required if the paired comparison method were used for evaluation? 18 paired comparisons 27 paired comparisons 9 paired comparisons 36 paired comparisons 11 / 26 To effectively manage an employer brand, HR managers need an understanding what makes an employer attractive. Therefore, a conjoint study was conducted to elicit young talent’s preferences for certain employer characteristics. In total, 5 attributes with 3 levels each have been considered. How many stimuli would you need for a full factorial design? 125 15 243 12 / 26 What are the three criteria used to assess the validity of the estimated utility functions in conjoint analysis? Predictive validity, correlation-based measures, and standardized utility parameters Plausibility of the estimated utility parameters, goodness-of-fit, and predictive validity Plausibility of the estimated utility parameters, correlation-based measures, and aggregation of results Face validity, significance of utility parameters, and goodness-of-fit 13 / 26 What evaluation methods result in non-metric measured preferences? Ranking Dollar metric Rating Pair comparison Constant sum scale 14 / 26 What does a value of Kendalls Tau close to 0 mean? Check 15 / 26 What is a key consideration when selecting attributes and attribute levels for conjoint analysis? The attribute levels should be unrealistic to test consumer preferences. The attributes should be complex to challenge respondents. The attribute levels should be compensatory. The attributes should be relevant to respondents' decisions. 16 / 26 For what type of attributes do you need to use the partworth model? Metrically scaled attributes Nominally scaled attributes Ordinally scaled attributes 17 / 26 What does the term "partworths" refer to in conjoint analysis? The total number of attributes considered The consumer's overall preference The price of the product The utility value of each attribute level 18 / 26 What is the first step in conducting a conjoint analysis? Estimation of the utility function Selection of attributes and attribute levels Design of the experimental study Evaluation of the stimuli 19 / 26 What is the key assumption of conjoint analysis regarding how consumers form their preferences? Consumers consider each attribute independently. Consumers consider all presented attributes jointly when forming preferences. Consumers only focus on the price of the product. Consumers make choices without considering product attributes. 20 / 26 Each respondent ranked 15 job descriptions. Below you find the results of the regression analyses for one respondent. What is the preferred job of the respondent? Remark: The reference category is not listed and has a partworth of 0. Check 21 / 26 When should you consider a reduced design for a conjoint analysis? When the number of participants is large When the survey design is complex When you consider just 2 attributes When the full factorial design includes more than 20 stimuli 22 / 26 How does Choice-Based Conjoint (CBC) analysis differ from traditional conjoint analysis? CBC analysis involves ranking stimuli. CBC analysis focuses on evaluating products using metric scales. CBC analysis involves consumers making choices between stimuli. CBC analysis is used only for non-existing products. 23 / 26 What is the primary goal of conjoint analysis? To determine the brand perception of a product To calculate the market share of a product To analyze consumers' purchasing history To measure and analyze consumers' preferences for specific objects 24 / 26 In the Ideal Point Model, what does the "ideal point" represent? The level that respondents consider the most ideal or desirable The lowest attribute level The highest attribute level The average attribute level 25 / 26 What is one potential drawback of metric evaluation methods, such as rating and dollar metric, in conjoint analysis? They lead to fewer unique evaluations. They assume that all attribute levels are independent. They require respondents to rank stimuli. They may have low reliability due to respondents' difficulty in providing strength-of-preference information. 26 / 26 What does the range of partworths for an attribute indicate in conjoint analysis? The standardization of utility parameters The relative importance of the attribute The number of levels of the attribute The absolute importance of the attribute Your score is 0% Restart quiz Learn more…MethodsServiceAbout us ContactFeedbackOrder data etc. GeneralImprintPrivacy notice
