Question 1

Measurement is the way in which concrete observable concepts are linked to ________ events.

Accepted Answer

A) observable 
B) unobservable 
C) fictional 
D) psychological 
E) social 
A) observable 
B) unobservable 
C) fictional 
D) psychological 
E) social B

Question 2

At what level of measurement is the question below written?
What is your year in school?
Freshman
Sophomore
Junior
Senior

Accepted Answer

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

Question 3

When presented with the option of collecting respondents' age on either the nominal or ratio level of measurement,a researcher should collect the data on the ________ level.

Accepted Answer

A) nominal 
B) ratio 
A) nominal 
B) ratio A

Question 4

Which of the following is NOT a defining characteristic of nominal level measures?

Accepted Answer

A) response categories are mutually exclusive and collectively exhaustive 
B) response options must be four or less 
C) for purposes of data analysis numbers are merely a way to distinguish categories 
D) there is internal category equivalence 
A) response categories are mutually exclusive and collectively exhaustive 
B) response options must be four or less 
C) for purposes of data analysis numbers are merely a way to distinguish categories 
D) there is internal category equivalence

Question 5

Consider the holes shown on the target below.   If the holes represent repeated measures,these measures would be considered to be ________.

Accepted Answer

A) reliable,but not valid 
B) valid,but not reliable 
C) neither valid nor reliable 
D) both valid and reliable 
A) reliable,but not valid 
B) valid,but not reliable 
C) neither valid nor reliable 
D) both valid and reliable

Question 6

You want to measure respondents' "engagement" with Facebook.Provide two operational definitions.

Accepted Answer

Answers will vary but should be of the f

Question 7

Ordinal level measures arrange characteristics or attributes according to their magnitude in an ordered relationship along an explicit dimension,for example,from greater to lesser.

Accepted Answer

A) True 
 B)False

Question 8

Consider the holes shown on the target below.   If the holes represent repeated measures,these measures would be considered to be ________.

Accepted Answer

A) reliable,but not valid 
B) valid,but not reliable 
C) neither valid nor reliable 
D) both valid and reliable 
A) reliable,but not valid 
B) valid,but not reliable 
C) neither valid nor reliable 
D) both valid and reliable

Question 9

The three broad steps in the measurement process are: (1)identify and define the concept of interest,(2)specify an observable event,and (3)________.

Accepted Answer

A) pre-test the survey instrument 
B) evaluate reliability 
C) evaluate and revise the observable event 
D) evaluate validity 
A) pre-test the survey instrument 
B) evaluate reliability 
C) evaluate and revise the observable event 
D) evaluate validity

Question 10

Write a question to collect information on a respondent's age on both the nominal and ratio levels.Which question type is preferred?

Accepted Answer

Nominal: Into which of the following gro

Question 11

A constant sum question is an illustration of a question written on the ________ level of measurement.

Accepted Answer

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

Question 12

List and briefly describe the four levels of measurement.

Accepted Answer

Nominal: to classify Ordinal: classify a

Question 13

The text's discussion of the operational definitions of "attitude toward the advertisement" illustrates that every conceptual definition should move to one and only one operational definition.

Accepted Answer

A) True 
 B)False

Question 14

Which level(s)of measurement can be used for "determining ratios"?

Accepted Answer

A) ratio only 
B) interval and ratio 
C) ordinal,interval,and ratio 
D) all four levels: nominal,ordinal,interval,and ratio 
A) ratio only 
B) interval and ratio 
C) ordinal,interval,and ratio 
D) all four levels: nominal,ordinal,interval,and ratio

Question 15

At what level of measurement is the question below written?
What is your gender?
Male
Female

Accepted Answer

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

Question 16

For any operational definition there is one,and only one,method for data collection.

Accepted Answer

A) True 
 B)False

Question 17

The numbers used to code responses on the ________ level of measurement have real meaning and may be averaged.

Accepted Answer

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

Question 18

Consider the holes shown on the target below.   If the holes represent repeated measures,these measures would be considered to be ________.

Accepted Answer

A) reliable,but not valid 
B) valid,but not reliable 
C) neither valid nor reliable 
D) both valid and reliable 
A) reliable,but not valid 
B) valid,but not reliable 
C) neither valid nor reliable 
D) both valid and reliable

Question 19

A ________ is an invented name for a property of an object,person,state,or event.

Accepted Answer

A) production 
B) metaphor 
C) syllogism 
D) concept 
E) fallacy 
A) production 
B) metaphor 
C) syllogism 
D) concept 
E) fallacy

Question 20

There is (are)________ levels of measurement.

Accepted Answer

A) one 
B) two 
C) three 
D) four 
E) five 
A) one 
B) two 
C) three 
D) four 
E) five

Exam 11: Measurement

Measurement is the way in which concrete observable concepts are linked to ________ events.

At what level of measurement is the question below written? What is your year in school? Freshman Sophomore Junior Senior

When presented with the option of collecting respondents' age on either the nominal or ratio level of measurement,a researcher should collect the data on the ________ level.

Which of the following is NOT a defining characteristic of nominal level measures?

Consider the holes shown on the target below. If the holes represent repeated measures,these measures would be considered to be ________.

You want to measure respondents' "engagement" with Facebook.Provide two operational definitions.

Ordinal level measures arrange characteristics or attributes according to their magnitude in an ordered relationship along an explicit dimension,for example,from greater to lesser.

Consider the holes shown on the target below. If the holes represent repeated measures,these measures would be considered to be ________.

The three broad steps in the measurement process are: (1)identify and define the concept of interest,(2)specify an observable event,and (3)________.

Write a question to collect information on a respondent's age on both the nominal and ratio levels.Which question type is preferred?

A constant sum question is an illustration of a question written on the ________ level of measurement.

List and briefly describe the four levels of measurement.

The text's discussion of the operational definitions of "attitude toward the advertisement" illustrates that every conceptual definition should move to one and only one operational definition.

Which level(s)of measurement can be used for "determining ratios"?

At what level of measurement is the question below written? What is your gender? Male Female

For any operational definition there is one,and only one,method for data collection.

The numbers used to code responses on the ________ level of measurement have real meaning and may be averaged.

Consider the holes shown on the target below. If the holes represent repeated measures,these measures would be considered to be ________.

A ________ is an invented name for a property of an object,person,state,or event.

There is (are)________ levels of measurement.

The Nature and Process of Advertising Research

Research Ethics

Secondary Research

Sampling

Collecting Qualitative Insights

Focus Groups

Analysis of Qualitative Data

Observation Research: Human and Automated

Observation Research: Biometrics

Data Collection Through Surveys

Writing Survey Questions

Questionnaire Design

Experimentation

Descriptive Statistics

Inferential Statistics

Segmentation

Brand Mapping

Advertising Testing: Concept and Communications Tests

Post-Production Advertising Testing and Optimization

Reporting Research

Filters