Question 1

Because scales are so specific to a study, once a scale has been used, it should not be used for another study.

Accepted Answer

A) True 
 B)False

Question 2

One of the benefits of using scales is standardization. Different cultures therefore respond similarly to scales, so that a scale developed in North America may be automatically transferred to other cultures such as in Europe, Asia or South America.

Accepted Answer

A) True 
 B)False

Question 3

If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:

Accepted Answer

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

Question 4

Adopting a preferred question formation saves both time and money.

Accepted Answer

A) True 
 B)False

Question 5

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 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 neutral 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 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 neutral point in the calculation of statistics

Question 6

Which of the following formats has only two response options?

Accepted Answer

A)  twin synthetic format 
B)  dual-choice categorical format 
C)  dual format 
D)  bi-response format 
E)  metric synthetic format 
A)  twin synthetic format 
B)  dual-choice categorical format 
C)  dual format 
D)  bi-response format 
E)  metric synthetic format

Question 7

All survey response formats are easy and straightforward. Any consumers should be able to answer all formats; therefore, the ability of the respondent is not a consideration in determining the question-response format to use in a survey.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is defined as determining if a property is possessed by an object and, if so, how much of it?

Accepted Answer

A)  scale level 
B)  attributes of properties 
C)  subjective and objective properties 
D)  measurement 
E)  intensity determination 
A)  scale level 
B)  attributes of properties 
C)  subjective and objective properties 
D)  measurement 
E)  intensity determination

Question 9

A study was conducted with teens and young adults to try and determine a digital entertainment construct. They were asked a series of dual-choice questions on whether or not they owned a particular device, like a Wii or iPod. The respondents were to "check all that apply." All the positive responses were added to stand as the metric measure for the construct. The researcher was using a(n):

Accepted Answer

A)  summated scale 
B)  lifestyle inventory 
C)  2-point Likert scale 
D)  staple scale 
E)  anchored scale 
A)  summated scale 
B)  lifestyle inventory 
C)  2-point Likert scale 
D)  staple scale 
E)  anchored scale

Question 10

Your textbook notes a special case with questions that provide respondents with a list of options and then ask respondents to "check all that apply." What is the issue here?

Accepted Answer

A)  Not all options on the list actually apply as it is a synthetic metric question. 
B)  It looks like an aided open-ended question when actually it is a multiple-choice categorical question. 
C)  What looks like a synthetic-metric question is actually an aided-categorical question. 
D)  It is actually a trick question as there is really only one real answer. 
E)  It looks like a multiple-choice categorical question when actually each item from the list is really a separate dual-choice categorical question. 
A)  Not all options on the list actually apply as it is a synthetic metric question. 
B)  It looks like an aided open-ended question when actually it is a multiple-choice categorical question. 
C)  What looks like a synthetic-metric question is actually an aided-categorical question. 
D)  It is actually a trick question as there is really only one real answer. 
E)  It looks like a multiple-choice categorical question when actually each item from the list is really a separate dual-choice categorical question.

Question 11

The question, "What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television?" is an example of which response format?

Accepted Answer

A)  unaided, open-ended 
B)  unaided, closed-ended 
C)  scaled 
D)  ad reaction measurement 
E)  aided, open-ended response 
A)  unaided, open-ended 
B)  unaided, closed-ended 
C)  scaled 
D)  ad reaction measurement 
E)  aided, open-ended response

Question 12

Which of the following refers to a unique descriptor, or label, to stand for each designation in the scale?

Accepted Answer

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

Question 13

A reliable measure is one that is honest.

Accepted Answer

A) True 
 B)False

Question 14

Metric scales represent scales that are either interval or ordinal.

Accepted Answer

A) True 
 B)False

Question 15

Age, income, gender, and interest in buying product X would all be considered ________ of the consumer.

Accepted Answer

A)  descriptors 
B)  properties 
C)  subjective descriptors 
D)  objectives descriptors 
E)  objects 
A)  descriptors 
B)  properties 
C)  subjective descriptors 
D)  objectives descriptors 
E)  objects

Question 16

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 17

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

Accepted Answer

A) True 
 B)False

Question 18

There are four characteristics of scales: description, order, opinion, and origin.

Accepted Answer

A) True 
 B)False

Question 19

Researchers measure ________ of ________.

Accepted Answer

A)  properties; objects 
B)  numbers; customers 
C)  objects; measurements 
D)  objects; properties 
E)  attributes; products 
A)  properties; objects 
B)  numbers; customers 
C)  objects; measurements 
D)  objects; properties 
E)  attributes; products

Question 20

Which of the following was NOT mentioned in the textbook with respect to the term "workhorse scales?"

Accepted Answer

A)  they are synthetic metric scales 
B)  they do the bulk of the measurement work in marketing research 
C)  Likert is an example 
D)  categorical multiple-choice is an example 
E)  it is not good practice to invent a novel scale format over a workhorse scale 
A)  they are synthetic metric scales 
B)  they do the bulk of the measurement work in marketing research 
C)  Likert is an example 
D)  categorical multiple-choice is an example 
E)  it is not good practice to invent a novel scale format over a workhorse scale

Because scales are so specific to a study, once a scale has been used, it should not be used for another study.

One of the benefits of using scales is standardization. Different cultures therefore respond similarly to scales, so that a scale developed in North America may be automatically transferred to other cultures such as in Europe, Asia or South America.

If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:

Adopting a preferred question formation saves both time and money.

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

Which of the following formats has only two response options?

All survey response formats are easy and straightforward. Any consumers should be able to answer all formats; therefore, the ability of the respondent is not a consideration in determining the question-response format to use in a survey.

Which of the following is defined as determining if a property is possessed by an object and, if so, how much of it?

Your textbook notes a special case with questions that provide respondents with a list of options and then ask respondents to "check all that apply." What is the issue here?

The question, "What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television?" is an example of which response format?

Which of the following refers to a unique descriptor, or label, to stand for each designation in the scale?

A reliable measure is one that is honest.

Metric scales represent scales that are either interval or ordinal.

Age, income, gender, and interest in buying product X would all be considered ________ of the consumer.

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

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

There are four characteristics of scales: description, order, opinion, and origin.

Researchers measure of .

Which of the following was NOT mentioned in the textbook with respect to the term "workhorse scales?"

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 7: Survey Measurement Scales

Because scales are so specific to a study, once a scale has been used, it should not be used for another study.

One of the benefits of using scales is standardization. Different cultures therefore respond similarly to scales, so that a scale developed in North America may be automatically transferred to other cultures such as in Europe, Asia or South America.

If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:

Adopting a preferred question formation saves both time and money.

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

Which of the following formats has only two response options?

All survey response formats are easy and straightforward. Any consumers should be able to answer all formats; therefore, the ability of the respondent is not a consideration in determining the question-response format to use in a survey.

Which of the following is defined as determining if a property is possessed by an object and, if so, how much of it?

Your textbook notes a special case with questions that provide respondents with a list of options and then ask respondents to "check all that apply." What is the issue here?

The question, "What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television?" is an example of which response format?

Which of the following refers to a unique descriptor, or label, to stand for each designation in the scale?

A reliable measure is one that is honest.

Metric scales represent scales that are either interval or ordinal.

Age, income, gender, and interest in buying product X would all be considered ________ of the consumer.

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

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

There are four characteristics of scales: description, order, opinion, and origin.

Researchers measure ________ of ________.

Which of the following was NOT mentioned in the textbook with respect to the term "workhorse scales?"

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Researchers measure of .