Marketing Analytic

1. Researchers found sales and price are very closely related by analyzing the data. The correlation between the price and sales will be most likely:

(a) Close to 1

(b) Close to .2

(c) Close to 0

(d) Close to -.2

(e) Close to -1

2. Which model analyzes the similarity among people?

(a) Regression

(b) Segmentation

(c) Conjoint analysis

(d) Correlation analysis

(e) Choice model analysis

3. Which of the following describes dimensions of perceptual maps?

(a) Show the preference segments of consumers

(b) Show the bases consumers use to perceive competitors

(c) Show the strong attributes of competitors

(d) Show the attributes researchers selected for the study

4. What is the Global Hit Rate in the Segmentation Analysis?

(a) Size of each segment

(b)% of correct segment predictions of respondents using discriminant data

(c)% of cumulative variance explained

(d)% of customers working in a certain industry

5. How are the Discriminant data used in the ENGINIUS segmentation analysis?

(a) Calculate similarities among sample consumers.

(b) Make groups based on the similarities.

(c) Generate profile statistics of each identified segment.

(d) Determine the number of groups appropriate in the analysis.

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