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(mark222)[2009](s)eaxm2~PPSpider^_10376.pdf
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MARK 222 Marketing Research
Spring 2009
Exam II

Name (in block letter): Answer Key
Student ID:
Section Number:
Total 200 points. 1 hour and 20 minute exam. Be concise and clear in writing answers.

There are 6 pages including this page. Make sure that your copy has all 6 pages.

Part I. Short Questions, 20 points for each
1. Suppose the following question is used to analyze relative importance of attributes.
Please select 5 most important criteria when you buy soft drinks or juice. And rank them from 1 to 5 with 1 being the most important. ( ) Taste ( ) Price ( ) Brand ( ) Souvenirs ( ) Trend ( ) Packaging ( ) Nutrition Value ( ) Calories Level
(i)
Explain how to code the question. In particular, explain how to code the particular case where a respondent chooses Taste as 1, Price as 2, Brand as 3, Trend as 4, and Packaging as 5.

(ii)
Suppose we collect opinions from 100 consumers. Explain how to compare the relative importance of Price over Nutrition Value at the market level.


(iii) Explain what analytical method can be used to check if consumers with different occupations have different importance weight on Price .
Since there are 5 groups in the occupation dimension, we cant use t-test. Instead, we use ANOVA. The basic assumption is that the within-group variance is the same for all groups. In this case, the variance of importance weight on price is the same for all different type of occupations.
(i)
Define 8 variables for the 8 attributes. If an attribute is selected among the 5 chosen items, then input the number given by the respondent. For those 3 attributes that are not included in the set of the 5 important items in the repondents answer, give a number larger than 5 (such as 6) to indicate that those attributes are not as important as the chosen 5 attributes. The key is that we need to keep the order.

(ii)
Compute the median for each variable across 100 consumers. Check if the median of price is smaller than the median of nutrition value. (Summing or averaging data is completely wrong as the data are ordinal. Computing the mode is not technically wrong but is not effective in comparing the relative importance between the items.)


(iii) Since the importance variable is ordinal scaled and the occupation is norminal scaled, we use Chi-square independence test.
2. Discuss the differences between two alternative methods for perceptual mapping, in terms of (i) the type of product category, (ii) the input data, and
(iii) the analytical method.
Attribute-based rating method
(i)
suitable for information product

(ii)
input data are the rating of each attribute for each object


(iii) use factor analysis to identify key attributes
Similarity-based rating
(i)
suitable for experience product

(ii)
input data are similarity between objects


(iii) use multi-dimensional scaling
3. Explain ANOVA in terms of (i) the purpose, (ii) the underlying assu