Question 1

Which of the following encourages the respondent to provide information beyond the initial and possibly superficial first comments?

Accepted Answer

A)  open-ended, unprobed format 
B)  closed-ended, exploratory format 
C)  deductive probed 
D)  optional format 
E)  open-ended, probed format 
A)  open-ended, unprobed format 
B)  closed-ended, exploratory format 
C)  deductive probed 
D)  optional format 
E)  open-ended, probed format E

Question 2

The lifestyle inventory is a special application of the modified Likert scale. It measures activities, interests, and opinions using the Likert question form.

Accepted Answer

A) True 
 B)False  True

Question 3

Which type of validity is concerned with the degree to which a measurement "looks like" its measuring that which it is intended?

Accepted Answer

A)  face validity 
B)  predictive validity 
C)  convergent validity 
D)  discriminant validity 
E)  relative validity 
A)  face validity 
B)  predictive validity 
C)  convergent validity 
D)  discriminant validity 
E)  relative validity A

Question 4

Which of the following formats has only two response options?

Accepted Answer

A)  the twins format 
B)  the dual-choice categorical format 
C)  the dual format 
D)  the bi-response format 
E)  the bi-format 
A)  the twins format 
B)  the dual-choice categorical format 
C)  the dual format 
D)  the bi-response format 
E)  the bi-format

Question 5

A scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n):

Accepted Answer

A)  minimal labeled 5-point scale 
B)  5-point unanchored scale 
C)  summated scale 
D)  graphic rating scale 
E)  anchored scale 
A)  minimal labeled 5-point scale 
B)  5-point unanchored scale 
C)  summated scale 
D)  graphic rating scale 
E)  anchored scale

Question 6

Sometimes the nature of the property being measured determines the question response format, that is, gender is either male or female; a dual-choice categorical response format is appropriate.

Accepted Answer

A) True 
 B)False

Question 7

A scale where positions 1 through 5 are identified with a descriptor is called:

Accepted Answer

A)  a descriptor scale format 
B)  a synthetic scaled-response format 
C)  a numerical/descriptor format 
D)  a numeric identifier 
E)  no such scale exists 
A)  a descriptor scale format 
B)  a synthetic scaled-response format 
C)  a numerical/descriptor format 
D)  a numeric identifier 
E)  no such scale exists

Question 8

Different cultures tend to respond differently to scales, and a scale developed in Western culture may not be automatically transferred to other cultures.

Accepted Answer

A) True 
 B)False

Question 9

All response formats are easy and straightforward. All consumers should be able to answer any of them, therefore, the ability of the respondent is not really a consideration in determining the response format.

Accepted Answer

A) True 
 B)False

Question 10

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

Accepted Answer

A) True 
 B)False

Question 11

A reliable measure is one that is truthful.

Accepted Answer

A) True 
 B)False

Question 12

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because:

Accepted Answer

A)  it violates the statistical assumption of symmetry 
B)  it creates an odd number 
C)  it allows respondents to dodge or hide their feelings 
D)  it creates a problem in trying to code the scale items 
E)  it creates a problem in terms of how you value the mid-point in the calculation of statistics 
A)  it violates the statistical assumption of symmetry 
B)  it creates an odd number 
C)  it allows respondents to dodge or hide their feelings 
D)  it creates a problem in trying to code the scale items 
E)  it creates a problem in terms of how you value the mid-point in the calculation of statistics

Question 13

Understanding the measurement level of a scale is important because it:

Accepted Answer

A)  is said to be important by statisticians 
B)  tells us what we can/cannot say about the object's properties being measured 
C)  tells us what we can/cannot say about the object's properties being measured, as well as dictating the type of statistical analysis that may be performed 
D)  dictates the type of statistical analysis that may be performed, as well as being important in terms of communicating the results to the client in a manner that facilitates a clear presentation 
E)  lets us know how expensive a project will be 
A)  is said to be important by statisticians 
B)  tells us what we can/cannot say about the object's properties being measured 
C)  tells us what we can/cannot say about the object's properties being measured, as well as dictating the type of statistical analysis that may be performed 
D)  dictates the type of statistical analysis that may be performed, as well as being important in terms of communicating the results to the client in a manner that facilitates a clear presentation 
E)  lets us know how expensive a project will be

Question 14

Which of the following refers to the relative sizes of the descriptors?

Accepted Answer

A)  description 
B)  order 
C)  distance 
D)  origin 
E)  relativity 
A)  description 
B)  order 
C)  distance 
D)  origin 
E)  relativity

Question 15

Researchers measure ________ of ________.

Accepted Answer

A)  properties/objects 
B)  numbers/customers 
C)  objects/measurements 
D)  objects/properties 
E)  types/products 
A)  properties/objects 
B)  numbers/customers 
C)  objects/measurements 
D)  objects/properties 
E)  types/products

Question 16

Using a line or pictures to indicate the intensity of response would be used in which type of scaled-response question formats?

Accepted Answer

A)  graphic rating scale 
B)  line/pictorial scale 
C)  staple scale 
D)  itemized rating scale 
E)  intensity scale 
A)  graphic rating scale 
B)  line/pictorial scale 
C)  staple scale 
D)  itemized rating scale 
E)  intensity scale

Question 17

A question that asks the age of a respondent in years would be scaled as:

Accepted Answer

A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  age-related 
A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  age-related

Question 18

A question on a survey asks, "How many of the following kitchen appliances are in your kitchen?" Respondents are given a list of appliances and asked to check all those that apply. The researcher who counts the number of checks and adds them up to measure the construct "kitchen appliance ownership" would be using a(n):

Accepted Answer

A)  demographic scale 
B)  anchored scale 
C)  Likert scale 
D)  summated scale 
E)  graphic intensity scale 
A)  demographic scale 
B)  anchored scale 
C)  Likert scale 
D)  summated scale 
E)  graphic intensity scale

Question 19

Which of the following formats provides response options to questions on the questionnaire?

Accepted Answer

A)  response options format 
B)  categorical format 
C)  open-ended format 
D)  probed format 
E)  optional format 
A)  response options format 
B)  categorical format 
C)  open-ended format 
D)  probed format 
E)  optional format

Question 20

When the distances between scale descriptors are absolute and known, the scale is said to possess the characteristic of description.

Accepted Answer

A) True 
 B)False

Which of the following encourages the respondent to provide information beyond the initial and possibly superficial first comments?

The lifestyle inventory is a special application of the modified Likert scale. It measures activities, interests, and opinions using the Likert question form.

Which type of validity is concerned with the degree to which a measurement "looks like" its measuring that which it is intended?

Which of the following formats has only two response options?

A scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n):

Sometimes the nature of the property being measured determines the question response format, that is, gender is either male or female; a dual-choice categorical response format is appropriate.

A scale where positions 1 through 5 are identified with a descriptor is called:

Different cultures tend to respond differently to scales, and a scale developed in Western culture may not be automatically transferred to other cultures.

All response formats are easy and straightforward. All consumers should be able to answer any of them, therefore, the ability of the respondent is not really a consideration in determining the response format.

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

A reliable measure is one that is truthful.

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because:

Understanding the measurement level of a scale is important because it:

Which of the following refers to the relative sizes of the descriptors?

Researchers measure of .

Using a line or pictures to indicate the intensity of response would be used in which type of scaled-response question formats?

A question that asks the age of a respondent in years would be scaled as:

Which of the following formats provides response options to questions on the questionnaire?

When the distances between scale descriptors are absolute and known, the scale is said to possess the characteristic of description.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 10: Measurement in Marketing Research

Which of the following encourages the respondent to provide information beyond the initial and possibly superficial first comments?

The lifestyle inventory is a special application of the modified Likert scale. It measures activities, interests, and opinions using the Likert question form.

Which type of validity is concerned with the degree to which a measurement "looks like" its measuring that which it is intended?

Which of the following formats has only two response options?

A scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n):

Sometimes the nature of the property being measured determines the question response format, that is, gender is either male or female; a dual-choice categorical response format is appropriate.

A scale where positions 1 through 5 are identified with a descriptor is called:

Different cultures tend to respond differently to scales, and a scale developed in Western culture may not be automatically transferred to other cultures.

All response formats are easy and straightforward. All consumers should be able to answer any of them, therefore, the ability of the respondent is not really a consideration in determining the response format.

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

A reliable measure is one that is truthful.

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because:

Understanding the measurement level of a scale is important because it:

Which of the following refers to the relative sizes of the descriptors?

Researchers measure ________ of ________.

Using a line or pictures to indicate the intensity of response would be used in which type of scaled-response question formats?

A question that asks the age of a respondent in years would be scaled as:

Which of the following formats provides response options to questions on the questionnaire?

When the distances between scale descriptors are absolute and known, the scale is said to possess the characteristic of description.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Researchers measure of .