When Consumers Have Difficulty in Verbalizing Their Perceptions, and There

question 16

Multiple Choice

When consumers have difficulty in verbalizing their perceptions, and there are different alternative brands of toothpaste, what is the best method of judging them in terms of similarity?

• A)cluster analysis
• B)MDS
• C)dependence techniques
• D)factor loading
• E)focus group

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Definitions:

Type II Error

The mistake of failing to reject a null hypothesis when it is actually false, commonly represented by the symbol β (beta).

One-Tailed Test

A hypothesis test in which the region of rejection is only on one side of the sampling distribution, used when a research hypothesis predicts a direction of the effect.

P-Value

The p-value measures the evidence against the null hypothesis, indicating the probability of observing the test results under the null hypothesis.

Two-Tailed

Pertains to a type of hypothesis test where the area of interest is in both tails of the distribution, indicating that deviations from the null hypothesis in either direction are considered.