Question 1

Rank order scaling is commonly used to measure preferences for brands as well as attributes.

Accepted Answer

A) True 
 B)False

Question 2

In the four primary scales,the level of measurement increases from ordinal to nominal to ratio to interval scale.This increase in measurement level is obtained at the cost of complexity.

Accepted Answer

A) True 
 B)False

Question 3

When using Q-sort,scaling ________ to ________ objects is a reasonable range.

Accepted Answer

A) 60;90 
B) 90;140 
C) 60;140 
D) 40;60 
A) 60;90 
B) 90;140 
C) 60;140 
D) 40;60

Question 4

Paired comparison data can be analyzed in several ways.One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another.The researcher can also perform all of the following analyses on paired comparison data except

Accepted Answer

A) simultaneous evaluation of all the stimulus objects 
B) convert paired comparison data to a rank order 
C) derive an interval scale from paired comparison data 
D) order a set of objects into an internally consistent,uni-dimensional scale 
A) simultaneous evaluation of all the stimulus objects 
B) convert paired comparison data to a rank order 
C) derive an interval scale from paired comparison data 
D) order a set of objects into an internally consistent,uni-dimensional scale

Question 5

In measurement,when assigning numbers to the characteristics there must be a one-to-one correspondence between the numbers and the characteristics being measured.

Accepted Answer

A) True 
 B)False

Question 6

________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed.Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

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 7

A(n)________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects.

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 8

The rankings of teams in a tournament constitute a(n)________ scale.

Accepted Answer

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

Question 9

All statistical techniques can be applied to ratio data.

Accepted Answer

A) True 
 B)False

Question 10

The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information?

Accepted Answer

A) Each respondent was given a several cards,each listing one personality characteristic. 
B) Respondents are asked to sort cards and to rank order the personality characteristics. 
C) Use interval scale data to examine differences in the personality characteristics of readers and nonreaders and relate them to marketing strategy variables. 
D) All of the above statements belong in the process. 
A) Each respondent was given a several cards,each listing one personality characteristic. 
B) Respondents are asked to sort cards and to rank order the personality characteristics. 
C) Use interval scale data to examine differences in the personality characteristics of readers and nonreaders and relate them to marketing strategy variables. 
D) All of the above statements belong in the process.

Question 11

When ordinal scaled data are collected,statistical procedures developed for use with interval or ratio data should be used.

Accepted Answer

A) True 
 B)False

Question 12

________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.

Accepted Answer

A) Ranking 
B) Measurement 
C) Scaling 
D) Rating 
A) Ranking 
B) Measurement 
C) Scaling 
D) Rating

Question 13

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Accepted Answer

A) Preference scales 
B) Comparative scales 
C) Non-comparative scales 
D) None of the above 
A) Preference scales 
B) Comparative scales 
C) Non-comparative scales 
D) None of the above

Question 14

In the department store project,numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text).Thus,store number 9 referred to Dillard's and store number 6 referred to Neiman Marcus.Using this information,which of the following statements is true?

Accepted Answer

A) Dillard's is in some way superior or inferior to Neiman Marcus. 
B) It is meaningful to state that the number of the average store is 5.5. 
C) Both A and B are true. 
D) None of the above statements are true. 
A) Dillard's is in some way superior or inferior to Neiman Marcus. 
B) It is meaningful to state that the number of the average store is 5.5. 
C) Both A and B are true. 
D) None of the above statements are true.

Question 15

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Accepted Answer

A) True 
 B)False

Question 16

The benefits of comparative scaling includes all of the following except ________.

Accepted Answer

A) comparative scales involve fewer theoretical assumptions 
B) comparative scales are easily understood and can be applied easily 
C) comparative scales tend to reduce halo or carryover effects from one judgment to another 
D) small differences between stimulus objects can be detected 
A) comparative scales involve fewer theoretical assumptions 
B) comparative scales are easily understood and can be applied easily 
C) comparative scales tend to reduce halo or carryover effects from one judgment to another 
D) small differences between stimulus objects can be detected

Question 17

Constant sum scale data are sometimes treated as metric.

Accepted Answer

A) True 
 B)False

Question 18

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data.It implies that if brand A is preferred to brand B and brand B is preferred to brand C,then brand A is preferred to brand C.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements is not true about the comparative scales technique?

Accepted Answer

A) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. 
B) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. 
C) Comparative scaling is also referred to as non-metric scaling. 
D) Comparative scales include paired comparisons,rank order,and constant sum scales. 
A) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. 
B) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. 
C) Comparative scaling is also referred to as non-metric scaling. 
D) Comparative scales include paired comparisons,rank order,and constant sum scales.

Question 20

________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion.The data obtained is ordinal in nature.

Accepted Answer

A) Constant sum 
B) Q-sort 
C) Paired comparison 
D) Rank order 
A) Constant sum 
B) Q-sort 
C) Paired comparison 
D) Rank order

Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Rank order scaling is commonly used to measure preferences for brands as well as attributes.

In the four primary scales,the level of measurement increases from ordinal to nominal to ratio to interval scale.This increase in measurement level is obtained at the cost of complexity.

When using Q-sort,scaling ________ to ________ objects is a reasonable range.

Paired comparison data can be analyzed in several ways.One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another.The researcher can also perform all of the following analyses on paired comparison data except

In measurement,when assigning numbers to the characteristics there must be a one-to-one correspondence between the numbers and the characteristics being measured.

________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed.Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

A(n)________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects.

The rankings of teams in a tournament constitute a(n)________ scale.

All statistical techniques can be applied to ratio data.

The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information?

When ordinal scaled data are collected,statistical procedures developed for use with interval or ratio data should be used.

________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

In the department store project,numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text).Thus,store number 9 referred to Dillard's and store number 6 referred to Neiman Marcus.Using this information,which of the following statements is true?

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

The benefits of comparative scaling includes all of the following except ________.

Constant sum scale data are sometimes treated as metric.

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data.It implies that if brand A is preferred to brand B and brand B is preferred to brand C,then brand A is preferred to brand C.

Which of the following statements is not true about the comparative scales technique?

________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion.The data obtained is ordinal in nature.

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

When using Q-sort,scaling to objects is a reasonable range.