Exam 8: Measurement and Scaling

When ordinal scaled data are collected, statistical procedures developed for use with interval or ratio data should be used.

An ordinal scale indicates relative position and the magnitude of the differences between the objects.

From the viewpoint of the respondents, ratio scales are the simplest to use, whereas the nominal scales are the most complex.

A(n) is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one- to- one correspondence between the numbers and the objects.

If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, _ scaling is being used.

Paired comparison scaling is useful when the number of brands is large because it requires direct comparison and overt choice.

Preference rankings, market position, and social class are examples of interval scales.

scaling and scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

Comparative scales involve the direct comparison of stimulus objects.

The disadvantages of comparative scaling include all of the following except .

is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

In non- comparative scales, the scaling of each object is dependent on the others in the stimulus set.

In paired comparison scaling, the data obtained are interval in nature.

Which of the following statements is not true about the comparative scales technique?

is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.

In the department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text). Thus, store number 9 referred to Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true?

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

Why is there confusion over whether constant sum data are ordinal or metric?

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

Compare the rank order scaling technique to the paired comparison scaling technique.