i want answer of q. 1 under heading ' internet and computer exercises '.

3:50 PM & O 4G LTE IN all all 25 books.google.co.in/books?i 5 . . . ws Gmail Drive More shradhatambi@gmail.com - Add to my library Write review Page 701 * Result 1 of 1 for a respondents rating of nine luxury cars (multidimensional scaling) Clear search X conjoint analysis. I. toemily two marketing research problems where MUS could be 12. Describe the pairwise approach to constructing stimuli in con- applied. Explain how you would apply MDS in these situations. joint analysis. 2. Identify two marketing research problems where conjoint 13. How can regression analysis be used for analyzing conjoint data? analysis could be applied. Explain how you would apply con- 14. Graphically illustrate what is meant by part-worth functions. joint analysis in these situations. 15. What procedures are available for assessing the reliability and validity of conjoint analysis results? 16. Briefly describe hybrid conjoint analysis. IBM Internet and Computer Exercises SPSS Ssas 1. A respondent's ratings of nine luxury car brands on four dimen- SPSS Data File SAS Data File sions are shown. Each brand was evaluated on each dimension 2. Analyze the data of Table 21.1 using an appropriate MDS pro- (prestige, performance, luxury, and value) on a 7-point scale cedure. Compare your results to those given in the text. with 1 = poor and 7 = excellent. Using SPSS Windows, SAS, or 3. Analyze the similarity judgments that you provided for the 12 alternative software, develop an MDS plot in two dimensions, bath soap brands in Fieldwork exercise 1. Use an appropriate Interpret the dimensions, Explain the plot. MDS procedure, such as ALSCAL.. Label the dimensions and interpret your own spatial map. IBM 4. Use OLS regression to develop part-worth functions for the SPSS three sneaker attributes using the data you provided in Field- Ssas work exercise 2. How do your results compare with those SPSS Data File SAS Data File reported in the text? Brand Prestige Performance Luxury Value Lexus 7 Infiniti BMW Mercedes Cadillac Lincoln Porsche Bentley Rolls Activities Role Playing Fieldwork 1. You are the director of marketing research for Macy's. 1. Consider the following 12 brands of bath soap: Jergens, Dove. Develop an MDS map showing the positioning of the ten Zest. Dial, Camay, Ivory, Palmolive, Irish Spring, Lux, Safe- department stores considered in this book. See Table 8.2 in guard, Tone, and Monchel. Form all the possible 66 pairs of Chapter 8 for the names of these stores. You can also down- these brands. Rate these pairs of brands in terms of similarity. load the SPSS data file Wal-Mart Data 21 from the Web site using a 7-point scale. for this book and see the store names there. Explain this map 2. Construct the nine sneaker profiles given in Table 21.4. Rate and its implications for competitive positioning of Macy's to these nine profiles in terms of your preference, using a 9-point your boss who is the vice president of marketing (role played rating scale. by another student). 2. As the senior marketing research manager for Nike, explain Group Discussion the role that conjoint analysis can play in designing superior 1. In small groups, discuss the similarities and differences athletic shoes to top management (represented by a group of between MDS and conjoint analysis. fellow students). 2. Discuss, in a small group, the similarities and differences among MDS, factor analysis, and discriminant analysis. CHAPTER Structural Equation Modeling