Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Only a limited number of statistics,all of which are based on frequency counts,are permissible on the numbers in a nominal scale.

The ________ is the highest scale.It allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.It is also meaningful to compute ratios of scale values.

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Discuss measurement and scaling.What are they and how are they related?

In marketing research,________ scales are used to measure relative attitudes,opinions,perceptions,and preferences.In the opening example for Chapter 8,this was shown by the rank order of the most admired companies.

Non-comparative scaling data are generally assumed to be interval or ratio scaled.

________ is a procedure for determining whether a set of objects can be ordered into an internally consistent,uni-dimensional scale.

In constant sum scaling,if an attribute is twice as important as some other attribute,it receives twice as many points.

________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point,dollars,chits,stickers,or chips among a set of stimulus objects with respect to some criterion.

Which of the following is not one of the suggested modifications of the paired comparison technique?

Why is there confusion over whether constant sum data are ordinal or metric?

In constant sum scaling,respondents allocate a constant sum of units,such as points,dollars or chips among a set of stimulus objects with respect to some criterion.

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

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness,with 1 = extremely unfavorable,and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

Are there any limitations on implementing comparative scaling techniques in mobile marketing research?

Which of the following is not a measure developed to evaluate social media sites based on information that is publicly available?

________ scaling and ________ scaling both are comparative in nature.Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

________ is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.