Question 1

With regard to data analysis,data collected on the ordinal level of measurement is more limiting than data collected on the ________ level.

Accepted Answer

A) nominal 
B) interval 
A) nominal 
B) interval

Question 2

Consider the question shown below.
What is your year in school?
Freshman
Sophomore
Junior
The lack of "Senior" on this list of responses violates the rule of ________.

Accepted Answer

A) response exclusivity 
B) response exhaustiveness 
C) response latency 
D) response attribution 
A) response exclusivity 
B) response exhaustiveness 
C) response latency 
D) response attribution

Question 3

At what level of measurement is the question below written?
Would you like to register for our e-mail newsletter?
Yes
No

Accepted Answer

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

Question 4

The ________ level of measurement has a true zero point.

Accepted Answer

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

Question 5

Open-ended questions tend to provide ________ variability in response versus closed-ended questions.

Accepted Answer

A) more 
B) less 
C) about the same 
A) more 
B) less 
C) about the same

Question 6

For any particular identified concept,there ________ conceptual definition(s).

Accepted Answer

A) is only one 
B) are four or less 
C) are a large number of 
A) is only one 
B) are four or less 
C) are a large number of

Question 7

Which approach uses judgment and personal expertise to assess a measure's validity?

Accepted Answer

A) face validity 
B) concurrent validity 
C) predictive validity 
A) face validity 
B) concurrent validity 
C) predictive validity

Question 8

The question "Why have you stopped visiting your Facebook page?" is an example of an ________ question.

Accepted Answer

A) closed-ended 
B) constant sum 
C) ranking 
D) open-ended 
E) rating scale 
A) closed-ended 
B) constant sum 
C) ranking 
D) open-ended 
E) rating scale

Question 9

Consider the question shown below.
What is your gender?
Male (1)
Female (2)
The data coding in this question reflects the researcher's belief that men are superior to women.

Accepted Answer

A) True 
B) False 
A) True 
B) False

Question 10

A systematic approach of moving from a concept to an observable event increases the likelihood that conclusions drawn from the research are appropriate,reliable,and valid.

Accepted Answer

A) True 
 B)False

Question 11

________ questions allow an individual or observer to reply in his or her own words without the use of a fixed,predetermined set of answers.

Accepted Answer

A) Closed-ended 
B) Constant sum 
C) Ranking 
D) Open-ended 
E) Rating scale 
A) Closed-ended 
B) Constant sum 
C) Ranking 
D) Open-ended 
E) Rating scale

Question 12

Easily observable concepts present ________ measurement challenges.

Accepted Answer

A) large 
B) minimal 
C) unknown 
D) unanticipated 
E) synergistic 
A) large 
B) minimal 
C) unknown 
D) unanticipated 
E) synergistic

Question 13

Eye-tracking data which reports the order in which elements in an ad are observed are an example of ________ level measurement.

Accepted Answer

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

Question 14

You ask respondents to rank order three television programs.You then average the rankings for each program and report that:
LostAverage ranking: 1.5
FringeAverage ranking: 2.0
Grey's AnatomyAverage ranking: 2.5
Assuming the math is correct,this is an appropriate way to report ordinal level data.

Accepted Answer

A) True 
 B)False

Question 15

A rank order question represents what level of measurement?

Accepted Answer

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

Question 16

The text discusses a four-step process for moving from a conceptual definition to an operational definition.The first step is "explicitly specify the concept of interest." The second step is ________.

Accepted Answer

A) narrow alternative operational definitions to the three best 
B) evaluate and select the best operational definition 
C) explicitly state what can be observed 
D) explore different aspects of the concept's meaning 
A) narrow alternative operational definitions to the three best 
B) evaluate and select the best operational definition 
C) explicitly state what can be observed 
D) explore different aspects of the concept's meaning

Question 17

Explain what is means to "collect data at the highest level of measurement." Why is this important?

Accepted Answer

All things being equal,data collection a

Question 18

Which of the following is NOT a characteristic of a conceptual definition?

Accepted Answer

A) states the major characteristics of the concept 
B) distinguishes the target concept from similar,but different,concepts 
C) needs to be less than 15 words in length 
A) states the major characteristics of the concept 
B) distinguishes the target concept from similar,but different,concepts 
C) needs to be less than 15 words in length

Question 19

The following two statements refer to conceptual definitions.
I.When faced with multiple conceptual definitions,a researcher should use
Consensus to determine the "best" definition.
II.A conceptual definition directly leads to decisions regarding how the concept
Of interest will actually be measured.
Which,if any,of these statements is (are)true?

Accepted Answer

A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true 
A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true

Question 20

What type of question is a good way to introduce a new topic area in a survey or interview?

Accepted Answer

A) closed-ended 
B) constant sum 
C) ranking 
D) open-ended 
E) rating scale 
A) closed-ended 
B) constant sum 
C) ranking 
D) open-ended 
E) rating scale

With regard to data analysis,data collected on the ordinal level of measurement is more limiting than data collected on the ________ level.

Consider the question shown below. What is your year in school? Freshman Sophomore Junior The lack of "Senior" on this list of responses violates the rule of ________.

At what level of measurement is the question below written? Would you like to register for our e-mail newsletter? Yes No

The ________ level of measurement has a true zero point.

Open-ended questions tend to provide ________ variability in response versus closed-ended questions.

For any particular identified concept,there ________ conceptual definition(s).

Which approach uses judgment and personal expertise to assess a measure's validity?

The question "Why have you stopped visiting your Facebook page?" is an example of an ________ question.

Consider the question shown below. What is your gender? Male (1) Female (2) The data coding in this question reflects the researcher's belief that men are superior to women.

A systematic approach of moving from a concept to an observable event increases the likelihood that conclusions drawn from the research are appropriate,reliable,and valid.

________ questions allow an individual or observer to reply in his or her own words without the use of a fixed,predetermined set of answers.

Easily observable concepts present ________ measurement challenges.

Eye-tracking data which reports the order in which elements in an ad are observed are an example of ________ level measurement.

You ask respondents to rank order three television programs.You then average the rankings for each program and report that: LostAverage ranking: 1.5 FringeAverage ranking: 2.0 Grey's AnatomyAverage ranking: 2.5 Assuming the math is correct,this is an appropriate way to report ordinal level data.

A rank order question represents what level of measurement?

The text discusses a four-step process for moving from a conceptual definition to an operational definition.The first step is "explicitly specify the concept of interest." The second step is ________.

Explain what is means to "collect data at the highest level of measurement." Why is this important?

Which of the following is NOT a characteristic of a conceptual definition?

What type of question is a good way to introduce a new topic area in a survey or interview?

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

Exam 11: Measurement

With regard to data analysis,data collected on the ordinal level of measurement is more limiting than data collected on the ________ level.

Consider the question shown below. What is your year in school? Freshman Sophomore Junior The lack of "Senior" on this list of responses violates the rule of ________.

At what level of measurement is the question below written? Would you like to register for our e-mail newsletter? Yes No

The ________ level of measurement has a true zero point.

Open-ended questions tend to provide ________ variability in response versus closed-ended questions.

For any particular identified concept,there ________ conceptual definition(s).

Which approach uses judgment and personal expertise to assess a measure's validity?

The question "Why have you stopped visiting your Facebook page?" is an example of an ________ question.

Consider the question shown below. What is your gender? Male (1) Female (2) The data coding in this question reflects the researcher's belief that men are superior to women.

A systematic approach of moving from a concept to an observable event increases the likelihood that conclusions drawn from the research are appropriate,reliable,and valid.

________ questions allow an individual or observer to reply in his or her own words without the use of a fixed,predetermined set of answers.

Easily observable concepts present ________ measurement challenges.

Eye-tracking data which reports the order in which elements in an ad are observed are an example of ________ level measurement.

You ask respondents to rank order three television programs.You then average the rankings for each program and report that: LostAverage ranking: 1.5 FringeAverage ranking: 2.0 Grey's AnatomyAverage ranking: 2.5 Assuming the math is correct,this is an appropriate way to report ordinal level data.

A rank order question represents what level of measurement?

The text discusses a four-step process for moving from a conceptual definition to an operational definition.The first step is "explicitly specify the concept of interest." The second step is ________.

Explain what is means to "collect data at the highest level of measurement." Why is this important?

Which of the following is NOT a characteristic of a conceptual definition?

What type of question is a good way to introduce a new topic area in a survey or interview?

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