Question 1

In marketing research, all of the following are levels of measurement EXCEPT

Accepted Answer

A)  ratio. 
B)  ordinal. 
C)  interval. 
D)  nominal. 
E)  conscious. 
A)  ratio. 
B)  ordinal. 
C)  interval. 
D)  nominal. 
E)  conscious. E

Question 2

A ratio scale differs from an interval scale in that it possesses a natural or absolute______________that reflects the complete absence of the attribute being assessed.

Accepted Answer

zero

Question 3

Which type of scale assumes an arbitrary zero point?

Accepted Answer

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

Question 4

You have been assigned the task of evaluating consumer acceptance of and favorability toward a new product that a company has just test marketed in your area. In order to determine the degree to which consumers hold favorable attitudes toward the product, what is the lowest level of scale that you can use?

Accepted Answer

A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Need more information 
A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Need more information

Question 5

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way would be scaled as a(n) Check appropriate category
 $55 per month

Accepted Answer

A)  nominal scale. 
B)  ordinal scale. 
C)  interval scale. 
D)  ratio scale. 
E)  Likert scale. 
A)  nominal scale. 
B)  ordinal scale. 
C)  interval scale. 
D)  ratio scale. 
E)  Likert scale.

Question 6

The most common approach to measuring attitudes is to obtain self-reports from respondents.

Accepted Answer

A) True 
 B)False

Question 7

The most widely used attitude-scaling technique in marketing research is

Accepted Answer

A)  itemized-ratings scale. 
B)  semantic-differential scale. 
C)  graphic-ratings scale. 
D)  summated-ratings (Likert) scale. 
E)  comparative-ratings scale. 
A)  itemized-ratings scale. 
B)  semantic-differential scale. 
C)  graphic-ratings scale. 
D)  summated-ratings (Likert) scale. 
E)  comparative-ratings scale.

Question 8

Which of the following statements about the ordinal scale is TRUE?

Accepted Answer

A)  There is a consistent order in whatever numbers are assigned to the scale. 
B)  It is possible to calculate the median as a measure of central tendency. 
C)  Two individuals with the same rank order response can have very different feelings about what they ranked. 
D)  It is impossible to say how much any individual respondent preferred one object to another. 
E)  All of the above are true. 
A)  There is a consistent order in whatever numbers are assigned to the scale. 
B)  It is possible to calculate the median as a measure of central tendency. 
C)  Two individuals with the same rank order response can have very different feelings about what they ranked. 
D)  It is impossible to say how much any individual respondent preferred one object to another. 
E)  All of the above are true.

Question 9

Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly useful in corporate, brand and product-images studies?

Accepted Answer

A)  Itemized-ratings scale 
B)  Semantic-differential scale 
C)  Graphic-ratings scale 
D)  Summated-ratings (Likert) scale 
E)  Comparative-ratings scale 
A)  Itemized-ratings scale 
B)  Semantic-differential scale 
C)  Graphic-ratings scale 
D)  Summated-ratings (Likert) scale 
E)  Comparative-ratings scale

Question 10

Refer to Scenario 12.1. Which of the following is NOT a potential source of difference between these scores?

Accepted Answer

A)  True differences with regard to the feeling of warmth created by the ad. 
B)  Perry had a rotten day at work, while Joe had a good day. 
C)  The sampling of items chosen to measure warmth could have contributed to the difference in scores. 
D)  Perry and Joe interpreted one of the questions differently. 
E)  All of the above are potential sources of differences between the scores. 
A)  True differences with regard to the feeling of warmth created by the ad. 
B)  Perry had a rotten day at work, while Joe had a good day. 
C)  The sampling of items chosen to measure warmth could have contributed to the difference in scores. 
D)  Perry and Joe interpreted one of the questions differently. 
E)  All of the above are potential sources of differences between the scores.

Question 11

When the scale type is nominal, the appropriate measure of central tendency is When the scale type is interval or ratio, the appropriate measure of central tendency is______________.

Accepted Answer

A)  Mode; mean 
B)  Median; mean 
C)  Mean; mode 
D)  Mean; median 
E)  Mode; median 
A)  Mode; mean 
B)  Median; mean 
C)  Mean; mode 
D)  Mean; median 
E)  Mode; median

Question 12

What factor determines which level of measurement is possible?

Accepted Answer

A)  Properties of the attribute 
B)  Objects being measured 
C)  Quantities of attributes of objects 
D)  Quantities of objects being measured 
E)  Variance among attributes 
A)  Properties of the attribute 
B)  Objects being measured 
C)  Quantities of attributes of objects 
D)  Quantities of objects being measured 
E)  Variance among attributes

Question 13

Code words, letters, or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

Accepted Answer

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

Question 14

An attitude rating scale that uses a set of faces, varying systematically in terms of whether they are frowning or smiling, to capture a person's satisfaction or preference is an example of which of the following?

Accepted Answer

A)  Itemized-ratings scale 
B)  Semantic-differential scale 
C)  Graphic-ratings scale 
D)  Summated-ratings (Likert) scale 
E)  Comparative-ratings scale 
A)  Itemized-ratings scale 
B)  Semantic-differential scale 
C)  Graphic-ratings scale 
D)  Summated-ratings (Likert) scale 
E)  Comparative-ratings scale

Question 15

What characteristic must a scale possess in order for the researcher to compute the ratio of the magnitude of the numbers?

Accepted Answer

A)  It must have an arbitrary zero point. 
B)  The range of the absolute scale intervals must be divisible by two. 
C)  It must use only integers. 
D)  It must have an absolute zero point. 
E)  The modal ratio must be greater than two. 
A)  It must have an arbitrary zero point. 
B)  The range of the absolute scale intervals must be divisible by two. 
C)  It must use only integers. 
D)  It must have an absolute zero point. 
E)  The modal ratio must be greater than two.

Question 16

______________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure.

Accepted Answer

The answer of ______________ is the ability of a measure...

Question 17

Which of the following is FALSE?

Accepted Answer

A)  If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors. 
B)  If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted. 
C)  Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways. 
D)  Reliability is necessary, but not sufficient, for establishing the validity of a measure. 
E)  If a set of items all measure the same construct, the responses to the items should be correlated. 
A)  If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors. 
B)  If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted. 
C)  Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways. 
D)  Reliability is necessary, but not sufficient, for establishing the validity of a measure. 
E)  If a set of items all measure the same construct, the responses to the items should be correlated.

Question 18

Random error affects the measurement in a constant way.

Accepted Answer

A) True 
 B)False

Question 19

Consistency is the hallmark of validity.

Accepted Answer

A) True 
 B)False

Question 20

Regarding measurement basics, it is possible to measure

Accepted Answer

A)  objects. 
B)  quantities of objects. 
C)  quantities of attributes of objects. 
D)  variance among objects. 
E)  variance among attributes. 
A)  objects. 
B)  quantities of objects. 
C)  quantities of attributes of objects. 
D)  variance among objects. 
E)  variance among attributes.

In marketing research, all of the following are levels of measurement EXCEPT

A ratio scale differs from an interval scale in that it possesses a natural or absolute______________that reflects the complete absence of the attribute being assessed.

Which type of scale assumes an arbitrary zero point?

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way would be scaled as a(n) Check appropriate category < $25 per month $26 to $40 month $41 to $55 month > $55 per month

The most common approach to measuring attitudes is to obtain self-reports from respondents.

The most widely used attitude-scaling technique in marketing research is

Which of the following statements about the ordinal scale is TRUE?

Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly useful in corporate, brand and product-images studies?

Refer to Scenario 12.1. Which of the following is NOT a potential source of difference between these scores?

When the scale type is nominal, the appropriate measure of central tendency is When the scale type is interval or ratio, the appropriate measure of central tendency is______________.

What factor determines which level of measurement is possible?

Code words, letters, or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

An attitude rating scale that uses a set of faces, varying systematically in terms of whether they are frowning or smiling, to capture a person's satisfaction or preference is an example of which of the following?

What characteristic must a scale possess in order for the researcher to compute the ratio of the magnitude of the numbers?

______________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure.

Which of the following is FALSE?

Random error affects the measurement in a constant way.

Consistency is the hallmark of validity.

Regarding measurement basics, it is possible to measure

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 12: Asking Good Questions

In marketing research, all of the following are levels of measurement EXCEPT

A ratio scale differs from an interval scale in that it possesses a natural or absolute______________that reflects the complete absence of the attribute being assessed.

Which type of scale assumes an arbitrary zero point?

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way would be scaled as a(n) Check appropriate category < $25 per month $26 to $40 month $41 to $55 month > $55 per month

The most common approach to measuring attitudes is to obtain self-reports from respondents.

The most widely used attitude-scaling technique in marketing research is

Which of the following statements about the ordinal scale is TRUE?

Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly useful in corporate, brand and product-images studies?

Refer to Scenario 12.1. Which of the following is NOT a potential source of difference between these scores?

When the scale type is nominal, the appropriate measure of central tendency is When the scale type is interval or ratio, the appropriate measure of central tendency is______________.

What factor determines which level of measurement is possible?

Code words, letters, or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

An attitude rating scale that uses a set of faces, varying systematically in terms of whether they are frowning or smiling, to capture a person's satisfaction or preference is an example of which of the following?

What characteristic must a scale possess in order for the researcher to compute the ratio of the magnitude of the numbers?

______________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure.

Which of the following is FALSE?

Random error affects the measurement in a constant way.

Consistency is the hallmark of validity.

Regarding measurement basics, it is possible to measure

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters