Chapter 18 Appendix
More Multivariate Statistical Techniques
a. Correspondence analysis (CA) can be used for research on the Internet.
b. CA uses the same distance formula as MDS or cluster analysis.
c. CA provides a perceptual map like MDS but the data can come from checklists.
d. CA provides a perceptual map like MDS but the points represent market shares.
e. both c and d are false
a. Correspondence analysis (CA) tracks the flow of correspondence, and these days
is mostly used to analyze patterns of email.
b. CA is used to track the correspondence between consumers’ attitudes and their
behaviors.
c. CA is a mapping technique.
d. CA maps consumer preferences to market segments.
e. None of these statements are true.
a. are like regression in that some variables predict others.
b. are like factor analysis in that multiple indicator variables may be included.
c. are like discriminant analysis in that group differences are modeled.
d. a and b
e. a, b and c
a. are the best tool to study customer loyalty.
b. can be modeled in Excel, if you specify the regression statements properly.
c. are like regressions but the regression equation is more “structured.”
d. is a mapping technique.
e. can fit models where z=fn(y) and y=fn(x).
a. are believed to describe fairly accurately neural transmissions in the brain.
b. require assumptions of multivariate normality.
c. require large data bases.
d. require ratio level data.
e. require the user to specify the beta-weights.
a. neural networks can learn relationships among variables
b. neural networks can be tested in cross-validation
c. neural nets have few methodological assumptions
d. neural networks are like social networks but they map cognitive connections,
not social ones
e. neural networks come out of expert systems
a. Social networks model connections between variables.
b. Social networks model connections between employees.
c. Social networks could be used to model the word-of-mouth communications
among consumers.
d. a and b
e. b and c
a. Social networks finds actors who are central to the network.
b. Social networks find cliques and coalitions in networks.
c. Social networks describe connections between people, but unfortunately do not
describe the qualities of the people very well.
d. Social networks can be used to describe the relationships between people, or
relationships between organizations.
e. Social networks could be used to describe interactions between CEOs and their
VPs.