dichotomous

Question 1

dichotomous

Answer 1

1 or 0

Question 2

multicollinearity

Answer 2

highly related

Question 3

mediation

Answer 3

one variable explains how or why another variable affects an outcome.

Question 4

moderation

Answer 4

the strength or direction of a relationship between two variables changes depending on a third variable.

Question 5

Factor analysis

Answer 5

variables can be reduced to fewer latent variables that share a common variance and are unobservable

Question 6

hierarchical clustering

Answer 6

object is to group together objects or records that are “close” to one another

Question 7

k-mean clustering

Answer 7

1st step find centre, 2nd cluster means are computed again using the cases/objects that are assigned to the cluster

Question 8

2 step cluster analysis

Answer 8

analysis identifies groupings by running pre-clustering first and then by running hierarchical methods.

Question 9

agglomerative clustering

Answer 9

one starts at the individual objects and successively merges clusters together.

Question 10

the divisive clustering

Answer 10

one starts with all the objects as one cluster and recursively splits the clusters.

Question 11

Brand/category Development Index

Answer 11

measure performance of a brand or product category in a specific market or audience, compared to its overall average performance.

Question 12

detractor

Answer 12

Customers who are unwilling to recommend the company to others

Question 13

Usage Index

Answer 13

Measures the relative usage of a category by customers of a specific brand

Question 13

Share of Requirements

Answer 13

Level of commitment to a brand by its existing customers

Question 14

Decomposed Market Share

Answer 14

why a brand has the market share it does

Question 14

Break-Even Number of Employees

Answer 14

minimum number of employees needed to cover the total fixed costs of a business

Question 15

Numeric distribution

Answer 15

measures how widely a brand/product is available

Question 16

All Commodity Volume (ACV)

Answer 16

how available a product is, but it also considers how important the stores are — based on total sales volume

Question 17

Product Category Volume (PCV)

Answer 17

measures your product’s distribution based on how much of the category is sold in the stores where your product is available.

Question 18

Share of Shelf (PCV)

Answer 18

is your brand seen in a shop

Question 19

Baseline Sales

Answer 19

e normal, expected sales of a product without promotions, discounts, or special events.

Question 20

Incremental Sales, or Promotional Lift

Answer 20

To determine short-term effects of marketing effort.

Question 21

Redemption Rates

Answer 21

percentage of distributed coupons, codes, or offers that consumers actually use.

Question 22

Percentage Sales with Coupon/ Deals

Answer 22

A measure of brand dependence on promotional efforts

Question 23

Pass-Through

Answer 23

Pass-through measures how much of a manufacturer’s price discount or promotion is passed on to the shopper by retailers (e.g., in the form of a shelf price discount).

Question 24

Gross Rating Points (GRPs)

Answer 24

measure of the total exposure an advertising campaign achieves in a target audience.

Question 25

Cost per Thousand Impressions (CPM)

Answer 25

PM tells you how much it costs to show an ad 1,000 times to people

Question 26

discriminant

Answer 26

the criterion or dependent variable is categorical, and the predictors or independent variables are metric.is a statistical method used to predict a category (group) that something belongs to — based on its characteristics (numbers, measurements, etc.).

Question 27

Two-attribute tradeoff analysis.

Answer 27

Respondents compare two attributes at a time, ranking their preferences for different combinations

Question 28

Full-profile analysis

Answer 28

The full profile method creates a complete product’s profile for all attributes. Usually, the complete profile is presented on different cards.

Question 29

Fractional factorial conjoint analysis.

Answer 29

each attribute can be evaluated independently of all other attributes, i.e. each level of one attribute is combined an equal number of times with each level of another attribute.

Question 30

Adaptive Conjoint Analysis (ACBC)

Answer 30

In the first stage of ACBC, respondents are asked to show their preferences for some potential attributes’ levels. In the second stage, the algorithm optimises the projected combinations of discrete choice alternatives, based on the answers given in the first stage.