Exam 8: Measurement and Scaling

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

There are three primary scales of measurement: nominal, ordinal, and ratio.

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

Measurement involves creating a continuum upon which measured objects are located.

In marketing, sales, cost, market share, and number of customers are variables measured on a(n) scale.

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

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

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.

is the generation of a continuum upon which measured objects are located.

Which of the following is not a type of non- comparative scale?

After paired comparisons, the most popular comparative rating scale is _.

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data. It implies that if brand A is preferred to brand B and brand B is preferred to brand C, then brand A is preferred to brand C.

The rankings of teams in a tournament constitute a(n) _ scale.

is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

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

A nominal scale can only involve the assignment of numbers; alphabets or symbols cannot be assigned.

Which statement is true concerning constant sum scaling?

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

In addition to the counting operation allowable for nominal scale data, ordinal scales permit the use of statistics based on percentiles.