Question 1

Which statement is true concerning constant sum scaling?

Accepted Answer

A) It does not have an absolute zero. 
B) It allows for fine discrimination among stimulus objects without requiring much time. 
C) Respondents may allocate more or fewer units than those specified. 
D) Both B and C are correct. 
A) It does not have an absolute zero. 
B) It allows for fine discrimination among stimulus objects without requiring much time. 
C) Respondents may allocate more or fewer units than those specified. 
D) Both B and C are correct. D

Question 2

From the viewpoint of the respondents,ratio scales are the simplest to use,whereas the nominal scales are the most complex.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

Accepted Answer

A) factor analysis 
B) harmonic mean 
C) binomial test 
D) t-tests 
A) factor analysis 
B) harmonic mean 
C) binomial test 
D) t-tests B

Question 4

________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

Accepted Answer

A) Q-sort scaling 
B) Magnitude estimation 
C) Guttman scaling 
D) Constant sum scaling 
A) Q-sort scaling 
B) Magnitude estimation 
C) Guttman scaling 
D) Constant sum scaling

Question 5

Which statement is not correct about measurement?

Accepted Answer

A) The assignment of numbers to characteristics must be isomorphic. 
B) The rules for assigning numbers should be standardized and applied uniformly. 
C) The placement of individual companies on the annual revenue continuum represents measurement. 
D) All of the above statements are not true. 
A) The assignment of numbers to characteristics must be isomorphic. 
B) The rules for assigning numbers should be standardized and applied uniformly. 
C) The placement of individual companies on the annual revenue continuum represents measurement. 
D) All of the above statements are not true.

Question 6

The origin is the highest level characteristic,i.e. ,a scale that has origin also possesses all the other basic characteristics.

Accepted Answer

A) True 
 B)False

Question 7

Compare the rank order scaling technique to the paired comparison scaling technique.

Accepted Answer

After paired comparisons,the most popula

Question 8

The constant sum should be considered an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 9

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

Accepted Answer

A) True 
 B)False

Question 10

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

Accepted Answer

A) range 
B) mode 
C) rank order correlation 
D) all of the above 
A) range 
B) mode 
C) rank order correlation 
D) all of the above

Question 12

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

Accepted Answer

A) Opinion formation may not be well crystallized. 
B) In some developing countries,preferences can be best measured by using ordinal scales. 
C) Respondents in many developed countries,due to higher education and consumer sophistication levels,are quite used to providing responses on interval and ratio scales. 
D) None of the above statements are incorrect. 
A) Opinion formation may not be well crystallized. 
B) In some developing countries,preferences can be best measured by using ordinal scales. 
C) Respondents in many developed countries,due to higher education and consumer sophistication levels,are quite used to providing responses on interval and ratio scales. 
D) None of the above statements are incorrect.

Question 13

Comparative scales involve the direct comparison of stimulus objects.

Accepted Answer

A) True 
 B)False

Question 14

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Accepted Answer

A) True 
 B)False

Question 15

If a scale has the description characteristic,it also has order.

Accepted Answer

A) True 
 B)False

Question 16

Ratio scales allow proportionate transformations of the form y = bx,where b is a positive constant.One can add an arbitrary constant,as in the case of an interval scale.

Accepted Answer

A) True 
 B)False

Question 17

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Accepted Answer

A) Ordinal scale 
B) Interval scale 
C) Ratio scale 
D) Nominal scale 
A) Ordinal scale 
B) Interval scale 
C) Ratio scale 
D) Nominal scale

Question 18

In marketing research,attitudinal data obtained from rating scales are often treated as ________ data.

Accepted Answer

A) nominal 
B) ordinal 
C) interval 
D) ratio 
A) nominal 
B) ordinal 
C) interval 
D) ratio

Question 19

There are three primary scales of measurement: nominal,ordinal,and ratio.

Accepted Answer

A) True 
 B)False

Question 20

After paired comparisons,the most popular comparative rating scale is ________.

Accepted Answer

A) constant sum 
B) q-sort 
C) metric 
D) rank order 
A) constant sum 
B) q-sort 
C) metric 
D) rank order

Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Which statement is true concerning constant sum scaling?

From the viewpoint of the respondents,ratio scales are the simplest to use,whereas the nominal scales are the most complex.

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

Which statement is not correct about measurement?

The origin is the highest level characteristic,i.e. ,a scale that has origin also possesses all the other basic characteristics.

Compare the rank order scaling technique to the paired comparison scaling technique.

The constant sum should be considered an ordinal scale.

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

Comparative scales involve the direct comparison of stimulus objects.

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

If a scale has the description characteristic,it also has order.

Ratio scales allow proportionate transformations of the form y = bx,where b is a positive constant.One can add an arbitrary constant,as in the case of an interval scale.

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

In marketing research,attitudinal data obtained from rating scales are often treated as ________ data.

There are three primary scales of measurement: nominal,ordinal,and ratio.

After paired comparisons,the most popular comparative rating scale is ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters