multidimensional scaling and conjoint analysis · stimuli are represented as geometric...

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall 23-1

Chapter Twenty-One

Multidimensional Scaling andConjoint Analysis


Multidimensional Scaling (MDS)

Multidimensional scaling (MDS) is a class of procedures for representing perceptions and preferences of respondents spatially by means of a visual display.

Perceived or psychological relationships among stimuli are represented as geometric relationships among points in a multidimensional space.

These geometric representations are often called spatial maps. The axes of the spatial map are assumed to denote the psychological bases or underlying dimensions respondents use to form perceptions and preferences for stimuli.


Similarity Rating Of Toothpaste Brands

Table 21.1

Aqua-Fresh Crest Colgate Aim Gleem Plus White Ultra Brite Close-Up Pepsodent SensodyneAqua-Fresh

Crest 5Colgate 6 7

Aim 4 6 6Gleem 2 3 4 5

Plus White 3 3 4 4 5Ultra Brite 2 2 2 3 5 5Close-Up 2 2 2 2 6 5 6

Pepsodent 2 2 2 2 6 6 7 6Sensodyne 1 2 4 2 4 3 3 4 3
Sheet1Aqua-FreshCrestColgateAimGleemPlus WhiteUltra BriteClose-UpPepsodentSensodyneAqua-FreshCrest5Colgate67Aim466Gleem2345Plus White33445Ultra Brite222355Close-Up2222656Pepsodent22226676Sensodyne124243343Sheet2Sheet3


Conducting Multidimensional Scaling:Obtain Input Data

Perception Data: Derived Approaches. Derived approaches to collecting perception data are attribute-based approaches requiring the respondents to rate the brands or stimuli on the identified attributes using semantic differential or Likert scales.

Whitens Does notteeth ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ whiten teeth

Prevents tooth Does not preventdecay ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ tooth decay

.

.

.

.Pleasant Unpleasanttasting ___ ___ ___ ___ ___ ___ ___ ___ ___ ___ tasting

If attribute ratings are obtained, a similarity measure (such as Euclidean distance) is derived for each pair of brands.


A Spatial Map of Toothpaste Brands

0.5

-1.5

Sensodyne

-1.0-2.0

0.0

2.0

0.0

Close Up

-0.5 1.0 1.50.5 2.0

-1.5

-1.0

-2.0

-0.5

1.5

1.0

Pepsodent

Ultra Brite

Plus White Aim

Crest

Colgate

Aqua-Fresh

Gleem

Fig. 21.4


Using Attribute Vectors to Label Dimensions

Fig. 21.5

0.5

-1.5

Sensodyne

-1.0-2.0

0.0

2.0

0.0

Close Up

-0.5 1.0 1.50.5 2.0

-1.5

-1.0

-2.0

-0.5

1.5

1.0

Pepsodent

Ultra Brite

Plus White Aim

Crest

Colgate

Aqua-Fresh

Gleem Fights Cavities

Whitens Teeth

Sensitivity Protection


Conjoint Analysis

Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes and the utilities they attach to the levels of attributes.

The respondents are presented with stimuli that consist of combinations of attribute levels and asked to evaluate these stimuli in terms of their desirability.

Conjoint procedures attempt to assign values to the levels of each attribute, so that the resulting values or utilities attached to the stimuli match, as closely as possible, the input evaluations provided by the respondents.


Sneaker Attributes and Levels

LevelAttribute Number Description

Sole 3 Rubber2 Polyurethane1 Plastic

Upper 3 Leather2 Canvas1 Nylon

Price 3 $30.00 2 $60.00 1 $90.00

Table 21.2


Pairwise Approach to Conjoint Data

Upper

Sole Sole

Price

Price

Upper

Nylon

Canvas

PlasticPolyure-thane

Rubber

$90.00

$60.00

$30.00

PlasticPolyure-thane

Rubber

Leather

Nylon

Canvas

$90.00$60.00$ 30.00

Leather

Fig. 21.9


Conducting Conjoint Analysis: Construct the Stimuli

A special class of fractional designs, called orthogonal arrays, allow for the efficient estimation of all main effects. Orthogonal arrays permit the measurement of all main effects of interest on an uncorrelated basis. These designs assume that all interactions are negligible.

Generally, two sets of data are obtained. One, the estimation set, is used to calculate the part-worth functions for the attribute levels. The other, the holdout set, is used to assess reliability and validity.


Sneaker Profiles and Ratings

Attribute Levels aPreference

Profile No. Sole Upper Price Rating1 1 1 1 92 1 2 2 73 1 3 3 54 2 1 2 65 2 2 3 56 2 3 1 67 3 1 3 58 3 2 1 79 3 3 2 6

a The attribute levels correspond to those in Table 21.2.

Table 21.4


Chapter Twenty-Three

Report Preparation and Presentation


Importance of the Report and Presentation

For the following reasons, the report and its presentationare important parts of the marketing research project:

1. They are the tangible products of the research effort. 2. Management decisions are guided by the report and the

presentation. 3. The involvement of many marketing managers in the

project is limited to the written report and the oral presentation.

4. Management's decision to undertake marketing research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report and the presentation.


The Report Preparation and Presentation Process

Fig. 23.1

Data Analysis

Oral Presentation

Report Preparation

Interpretations, Conclusions, and Recommendations

Reading of the Report by the Client

Research Follow-Up

Problem Definition, Approach, Research Design, and Fieldwork


Report Format

I. Title pageII. Letter of transmittalIII. Letter of authorizationIV. Table of contentsV. List of tablesVI. List of graphsVII. List of appendicesVIII. List of exhibitsIX. Executive summary

a. Major findingsb. Conclusionsc. Recommendations


Report Format

X. Problem definitiona. Background to the problemb. Statement of the problem

XI. Approach to the problemXII. Research design

a. Type of research designb. Information needsc. Data collection from secondary sourcesd. Data collection from primary sourcese. Scaling techniques f. Questionnaire development and pretestingg. Sampling techniquesh. Fieldwork


Report Writing

Readers. A report should be written for a specific reader or readers: the marketing managers who will use the results.

Easy to follow. The report should be easy to follow. It should be structured logically and written clearly.

Presentable and professional appearance. The look of a report is important.

Objective. Objectivity is a virtue that should guide report writing. The rule is, "Tell it like it is."

Reinforce text with tables and graphs. It is important to reinforce key information in the text with tables, graphs, pictures, maps, and other visual devices.

Terse. A report should be terse and concise. Yet, brevity should not be achieved at the expense of completeness.


Oral Presentation

Filler words like "uh," "y'know," and "all right," should not be used.

The "Tell 'Em" principle is effective for structuring a presentation.

Another useful guideline is the "KISS 'Em" principle, which states: Keep It Simple and Straightforward (hence the acronym KISS).

Body language should be employed. The speaker should vary the volume, pitch, voice quality,

articulation, and rate while speaking. The presentation should terminate with a strong closing.


Chapter Twenty-Four

International Marketing Research


Measurement and Scaling

Construct equivalence concerns whether the marketing constructs have the same meaning and significance in different countries. Construct equivalence is comprised of conceptual equivalence, functional equivalence, and category equivalence.

Conceptual equivalence deals with the interpretation of brands, products, consumer behavior, and marketing effort, e.g., special sales.

Functional equivalence examines whether a given concept or behavior serves the same role or function in different countries, e.g., bicycles.

Category equivalence refers to the category in which stimuli like products, brands, and behaviors are grouped, e.g., principal shopper.



Measurement equivalence concerns the comparability of responses to particular (sets of) items. It comprises of configural, metric, and scalar equivalence.

Configural equivalence concerns the relationships of measured items to the latent constructs; the patterns of factor loadings should be the same.

Metric equivalence refers to the unit of measurement; the factor loadings should be the same.

Scalar equivalence refers to both the unit of measurement and the constant in the equation between the construct and the items measuring the construct (the intercept).


Operational equivalence concerns how theoretical constructs are operationalized to make measurements, e.g., leisure.

Linguistic equivalence refers to both the spoken and the written language forms used in scales, questionnaires, and interviewing. The scales and other verbal stimuli should be translated so that they are readily understood by respondents in different countries and have equivalent meaning.



Questionnaire Translation: Back Translation

In back translation, the questionnaire is translated from the base language by a bilingual speaker whose native language is the language into which the questionnaire is being translated.

This version is then retranslated back into the original language by a bilingual whose native language is the initial or base language.

Translation errors can then be identified.

Several repeat translations and back translations may be necessary to develop equivalent questionnaires, and this process can be cumbersome and time consuming.


Questionnaire Translation: Parallel Translation

In parallel translation, a committee of translators, each of whom is fluent in at least two of the languages in which the questionnaire will be administered, discusses alternative versions of the questionnaire and makes modifications until consensus is reached.

In countries where several languages are spoken, the questionnaire should be translated into the language of each respondent subgroup.

It is important that any nonverbal stimuli (pictures and advertisements) also be translated using similar procedures.
Chapter Twenty-OneMultidimensional Scaling (MDS) Slide Number 3Similarity Rating Of Toothpaste BrandsConducting Multidimensional Scaling:Obtain Input DataA Spatial Map of Toothpaste BrandsUsing Attribute Vectors to Label DimensionsConjoint AnalysisSneaker Attributes and LevelsPairwise Approach to Conjoint DataConducting Conjoint Analysis: Construct the StimuliSneaker Profiles and RatingsSlide Number 13Importance of the Report and PresentationThe Report Preparation and Presentation ProcessReport FormatReport FormatReport WritingOral PresentationSlide Number 20Measurement and ScalingMeasurement and ScalingSlide Number 23Questionnaire Translation: Back TranslationQuestionnaire Translation: Parallel Translation

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