Question 1

represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text).

Accepted Answer

A)  Random error 
B)  Systematic error 
C)  Variable error 
D)  Measurement error 
A)  Random error 
B)  Systematic error 
C)  Variable error 
D)  Measurement error

Question 2

What are the advantages and disadvantages of the Likert scale?

Accepted Answer

The advantages of the Likert scale are a

Question 3

What differentiates mathematically derived scales from the other non- comparative scaling techniques?

Accepted Answer

All the scaling techniques discussed in

Question 4

When determining the number of scale categories to use in a non- comparative itemized rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated statistical techniques, five or more scale categories may be required.

Accepted Answer

A) True 
 B)False

Question 5

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?

Accepted Answer

A)  Stapel scale 
B)  continuous rating scale 
C)  semantic differential scale 
D)  Likert scale 
A)  Stapel scale 
B)  continuous rating scale 
C)  semantic differential scale 
D)  Likert scale

Question 6

There are several problems associated with the test- retest approach to determining reliability. If measuring respondents' attitude toward low- fat milk may cause them to become more health conscious and develop a more positive attitude toward low- fat milk, then there is a problem with .

Accepted Answer

A)  the time interval between testing 
B)  the first measurement having a carryover effect to the second or subsequent measurements 
C)  the initial measurement altering the characteristic being measured 
D)  it being impossible to make repeated measurements 
A)  the time interval between testing 
B)  the first measurement having a carryover effect to the second or subsequent measurements 
C)  the initial measurement altering the characteristic being measured 
D)  it being impossible to make repeated measurements

Question 7

Figure 9.1 in the text showed the development of a multi- item scale. Discuss the development process.

Accepted Answer

Data are collected on the reduced set of

Question 8

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the construct (Table 9.3 in the text).

Accepted Answer

A)  attitude 
B)  purchase intent 
C)  purchase frequency 
D)  satisfaction 
A)  attitude 
B)  purchase intent 
C)  purchase frequency 
D)  satisfaction

Question 9

Although the mean is most often used as a summary statistic with semantic differential scale data, there is some controversy as to whether the data obtained should be treated as an interval scale.

Accepted Answer

A) True 
 B)False

Question 10

Individual items on a semantic differential scale may be scored on either a - 3 to +3 or a 1 to 7 scale.

Accepted Answer

A) True 
 B)False

Question 11

The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.

Accepted Answer

A) True 
 B)False

Question 12

How would you rate Sears as a department store? Version 1
Probably the worst - - - - - - I Probably the best
Version 2
Probably the worst - - - - - - I Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a .

Accepted Answer

A)  semantic differential scale 
B)  continuous rating scale 
C)  Stapel scale 
D)  Likert scale 
A)  semantic differential scale 
B)  continuous rating scale 
C)  Stapel scale 
D)  Likert scale

Question 13

Discuss coefficient alpha and how its value might be inflated.

Accepted Answer

The coefficient alpha, or Cronbach's alp

represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text).

What are the advantages and disadvantages of the Likert scale?

What differentiates mathematically derived scales from the other non- comparative scaling techniques?

When determining the number of scale categories to use in a non- comparative itemized rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated statistical techniques, five or more scale categories may be required.

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?

There are several problems associated with the test- retest approach to determining reliability. If measuring respondents' attitude toward low- fat milk may cause them to become more health conscious and develop a more positive attitude toward low- fat milk, then there is a problem with .

Figure 9.1 in the text showed the development of a multi- item scale. Discuss the development process.

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the construct (Table 9.3 in the text).

Although the mean is most often used as a summary statistic with semantic differential scale data, there is some controversy as to whether the data obtained should be treated as an interval scale.

Individual items on a semantic differential scale may be scored on either a - 3 to +3 or a 1 to 7 scale.

The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.

How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - I Probably the best Version 2 Probably the worst - - - - - - I Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a .

Discuss coefficient alpha and how its value might be inflated.

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Questionnaire and Form

Sampling: Design and

Sampling: Final and Initial

Fieldwork

Data Preparation

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Multidimensional Scaling and

Structural Equation Modeling

Report Preparation and

International Marketing

Filters

Exam 9: Measurement and Scaling

represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text).

What are the advantages and disadvantages of the Likert scale?

What differentiates mathematically derived scales from the other non- comparative scaling techniques?

When determining the number of scale categories to use in a non- comparative itemized rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated statistical techniques, five or more scale categories may be required.

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?

There are several problems associated with the test- retest approach to determining reliability. If measuring respondents' attitude toward low- fat milk may cause them to become more health conscious and develop a more positive attitude toward low- fat milk, then there is a problem with .

Figure 9.1 in the text showed the development of a multi- item scale. Discuss the development process.

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the construct (Table 9.3 in the text).

Although the mean is most often used as a summary statistic with semantic differential scale data, there is some controversy as to whether the data obtained should be treated as an interval scale.

Individual items on a semantic differential scale may be scored on either a - 3 to +3 or a 1 to 7 scale.

The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.

How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - I Probably the best Version 2 Probably the worst - - - - - - I Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a .

Discuss coefficient alpha and how its value might be inflated.

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Questionnaire and Form

Sampling: Design and

Sampling: Final and Initial

Fieldwork

Data Preparation

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Multidimensional Scaling and

Structural Equation Modeling

Report Preparation and

International Marketing

Filters