Exam 7: Survey Measurement Scales

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or near-identical question.

A 5-point scale that is "anchored" means that each scale point is given a verbal description.

Market researchers use "constructs," or standard marketing concepts. They typically have a mental vision of how each construct will be measured. This mental vision is called a(n):

For subjective properties such as "liking for chocolate," which response format would be best?

Using symbols or pictures to indicate various degrees of a response would be used in which type of scaled-response question format?

Translating a person's qualitative judgments into metric estimates is impossible.

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

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. One of his questions asks how much customers would be willing to pay in annual premium for a $100,000 life insurance policy. Check appropriate category: ___ $1 to $10 month ___ $11 to $20 month ___ $21 to $30 month ___ $31 to $40 month ___ $41 to $50 month Rick should consider the level of the measurement scale to be:

A respondent entering a response of "male or female" would be answering a categorical dual-choice response format.

The standard procedure for marketing practitioners is to use measures that are well known through the company's experience, through the researcher's own experience, or available in the marketing research literature.

Which type of scaled-response format measures activities, interests, and opinions towards work, leisure time, and purchases?

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured.

In tracking studies, it is NOT necessary to compare the new findings with the previous survey.

Which of the following best illustrates the concept of reliability of measurement?

If a scale has distance, it also possesses order and description.

In a survey for ACME Power Co., the researcher asked the following questions: "What is your gender? Male-Female" and "How much do you estimate your monthly electric bill to be? $________." How would you classify, in order, these two questions in terms of the type of scale each represents?

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way: ___ 16 to 19 ___ 20 to 25 ___ 26 to 35 ___ 36 to 50 ___ over 50 Rick should consider the level of the measurement scale to be:

According to the textbook, understanding the measurement level of a scale is important for all the following reasons EXCEPT:

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way: How old are you? ___ years. Rick should consider the level of the measurement scale to be:

This 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):