Question 1

It is the obligation of the researcher to obtain data that are most appropriate, given the research questions to be answered.

Accepted Answer

A) True 
 B)False

Question 2

Constant sum scale data are sometimes treated as metric.

Accepted Answer

A) True 
 B)False

Question 3

The four basic scale characteristics are nominal, order, distance and origin.

Accepted Answer

A) True 
 B)False

Question 4

The is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.

Accepted Answer

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

Question 5

Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except .

Accepted Answer

A)  simultaneous evaluation of all the stimulus objects 
B)  order a set of objects into an internally consistent, uni- dimensional scale 
C)  convert paired comparison data to a rank order 
D)  derive an interval scale from paired comparison data 
A)  simultaneous evaluation of all the stimulus objects 
B)  order a set of objects into an internally consistent, uni- dimensional scale 
C)  convert paired comparison data to a rank order 
D)  derive an interval scale from paired comparison data

Question 6

Which of the following is a type of comparative scale?

Accepted Answer

A)  constant sum 
B)  itemized rating 
C)  continuous rating 
D)  both A and C 
A)  constant sum 
B)  itemized rating 
C)  continuous rating 
D)  both A and C

Question 7

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Accepted Answer

A) True 
 B)False

Question 8

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values. Ratios of differences between scale values are permissible.

Accepted Answer

A) True 
 B)False

Question 9

The origin is the highest level characteristic, i.e., a scale that has origin also possesses all the other basic characteristics.

Accepted Answer

A) True 
 B)False

Question 10

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

Accepted Answer

A)  In some developing countries, preferences can be best measured by using ordinal scales. 
B)  Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales. 
C)  Opinion formation may not be well crystallized. 
D)  None of the above statements is incorrect. 
A)  In some developing countries, preferences can be best measured by using ordinal scales. 
B)  Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales. 
C)  Opinion formation may not be well crystallized. 
D)  None of the above statements is incorrect.

Question 11

is the assignment of numbers or other symbols to characteristics of objects according to certain pre- specified rules.

Accepted Answer

A)  Ranking 
B)  Rating 
C)  Scaling 
D)  Measurement 
A)  Ranking 
B)  Rating 
C)  Scaling 
D)  Measurement

Question 12

Which statement is not correct about measurement?

Accepted Answer

A)  The placement of individual companies on the annual revenue continuum represents measurement. 
B)  The assignment of numbers to characteristics must be isomorphic. 
C)  The rules for assigning numbers should be standardized and applied uniformly. 
D)  All of the above statements are not true. 
A)  The placement of individual companies on the annual revenue continuum represents measurement. 
B)  The assignment of numbers to characteristics must be isomorphic. 
C)  The rules for assigning numbers should be standardized and applied uniformly. 
D)  All of the above statements are not true.

Question 13

When using constant sum scales, if respondents allocate more points than those allotted, the researcher must modify such data in some way or eliminate the respondent from analysis.

Accepted Answer

A) True 
 B)False

Question 14

When using Q- sort scaling _ to _ objects is a reasonable range.

Accepted Answer

A)  40; 60 
B)  60; 140 
C)  90; 140 
D)  60; 90 
A)  40; 60 
B)  60; 140 
C)  90; 140 
D)  60; 90

Question 15

is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained is ordinal in nature.

Accepted Answer

A)  Rank order 
B)  Paired comparison 
C)  Q- sort 
D)  Constant sum 
A)  Rank order 
B)  Paired comparison 
C)  Q- sort 
D)  Constant sum

Question 16

In the four primary scales, the level of measurement increases from ordinal to nominal to ratio to interval scale. This increase in measurement level is obtained at the cost of complexity.

Accepted Answer

A) True 
 B)False

Question 17

In marketing research, scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies.

Accepted Answer

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

Question 18

scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

Accepted Answer

A)  Constant sum 
B)  Q- sort 
C)  Paired comparison 
D)  Rank order 
A)  Constant sum 
B)  Q- sort 
C)  Paired comparison 
D)  Rank order

Question 19

When a(n) _ scale is used for the purpose of identification, there is a strict one- to- one correspondence between the numbers and the objects.

Accepted Answer

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

Question 20

The constant sum should be considered an ordinal scale.

Accepted Answer

A) True 
 B)False

Exam 8: Measurement and Scaling

It is the obligation of the researcher to obtain data that are most appropriate, given the research questions to be answered.

Constant sum scale data are sometimes treated as metric.

The four basic scale characteristics are nominal, order, distance and origin.

The is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.

Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except .

Which of the following is a type of comparative scale?

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values. Ratios of differences between scale values are permissible.

The origin is the highest level characteristic, i.e., a scale that has origin also possesses all the other basic characteristics.

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

is the assignment of numbers or other symbols to characteristics of objects according to certain pre- specified rules.

Which statement is not correct about measurement?

When using constant sum scales, if respondents allocate more points than those allotted, the researcher must modify such data in some way or eliminate the respondent from analysis.

When using Q- sort scaling _ to _ objects is a reasonable range.

is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained is ordinal in nature.

In the four primary scales, the level of measurement increases from ordinal to nominal to ratio to interval scale. This increase in measurement level is obtained at the cost of complexity.

In marketing research, scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies.

scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

When a(n) _ scale is used for the purpose of identification, there is a strict one- to- one correspondence between the numbers and the objects.

The constant sum should be considered an ordinal scale.

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

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