Question 1

The level of measurement chosen by a researcher determines what information is collected and the type of statistical analyses that may or may not be done.

Accepted Answer

A) True 
 B)False

Question 2

For teaching purposes, measurement scales are often depicted as levels within a pyramid. What would NOT be shown on the pyramid?

Accepted Answer

A)  "Descriptive" would be on the bottom of the pyramid as it is the most basic and is present in every scale 
B)  "origin" would be on the top of the pyramid as it is the first level; the starting point 
C)  "distance" would be above "order" because as a scale, in order to have "distance" you must first have order 
D)  "origin" is above "distance" because "origin" has "distance" but "distance" does not have "origin" 
E)  "order" is above "descriptive" because you are looking at relative size of descriptors 
A)  "Descriptive" would be on the bottom of the pyramid as it is the most basic and is present in every scale 
B)  "origin" would be on the top of the pyramid as it is the first level; the starting point 
C)  "distance" would be above "order" because as a scale, in order to have "distance" you must first have order 
D)  "origin" is above "distance" because "origin" has "distance" but "distance" does not have "origin" 
E)  "order" is above "descriptive" because you are looking at relative size of descriptors

Question 3

"Check all that apply" questions look like multiple-choice questions but are really dual-choice questions.

Accepted Answer

A) True 
 B)False

Question 4

Subjective properties are observable and tangible.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is NOT a reason for selecting a preferred format?

Accepted Answer

A)  It streamlines the questionnaire design process 
B)  It saves time 
C)  open-ended formats offer no value 
D)  It saves money 
E)  No need to be creative and invent a new form 
A)  It streamlines the questionnaire design process 
B)  It saves time 
C)  open-ended formats offer no value 
D)  It saves money 
E)  No need to be creative and invent a new form

Question 6

Another name for a non-symmetric scale is a one-way labeled scale.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A)  open-ended, unaided format 
B)  closed-ended, exploratory format 
C)  metric natural format 
D)  categorical format 
E)  open-ended, aided format 
A)  open-ended, unaided format 
B)  closed-ended, exploratory format 
C)  metric natural format 
D)  categorical format 
E)  open-ended, aided format

Question 8

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:

Accepted Answer

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

Question 9

Which characteristic is associated only with ratio scales?

Accepted Answer

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

Question 10

All scaled-response formats must have a middle neutral response option.

Accepted Answer

A) True 
 B)False

Question 11

A common response scale for the construct of awareness is a dual-choice categorical response.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following refers to a scale having a true zero beginning point?

Accepted Answer

A)  description 
B)  order 
C)  distance 
D)  origin 
E)  start point 
A)  description 
B)  order 
C)  distance 
D)  origin 
E)  start point

Question 13

Scaled-response questions are best suited for unobservable constructs.

Accepted Answer

A) True 
 B)False

Question 14

The "halo effect" is best avoided by:

Accepted Answer

A)  doing a couple of things wrong during the entire research project. 
B)  randomly flipping favourable and unfavourable "good" phrases on different scale items. 
C)  flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the "bad" scales. 
D)  using only percentage scales. 
E)  using only open-ended questions. 
A)  doing a couple of things wrong during the entire research project. 
B)  randomly flipping favourable and unfavourable "good" phrases on different scale items. 
C)  flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the "bad" scales. 
D)  using only percentage scales. 
E)  using only open-ended questions.

Question 15

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

Accepted Answer

A) True 
 B)False

Question 16

What are the three basic question-response formats?

Accepted Answer

A)  unprobed, probed, and neutral 
B)  open-ended, closed-ended, and scaled 
C)  open-ended, categorical, and scaled 
D)  closed-ended, open-ended, and continuous 
E)  open-ended, probed, general 
A)  unprobed, probed, and neutral 
B)  open-ended, closed-ended, and scaled 
C)  open-ended, categorical, and scaled 
D)  closed-ended, open-ended, and continuous 
E)  open-ended, probed, general

Question 17

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

Accepted Answer

A)  objective properties. 
B)  subjective properties. 
C)  objective objects. 
D)  subjective objects. 
E)  objective subjects. 
A)  objective properties. 
B)  subjective properties. 
C)  objective objects. 
D)  subjective objects. 
E)  objective subjects.

Question 18

What researchers are really measuring are properties - sometimes called attributes or qualities - of objects.

Accepted Answer

A) True 
 B)False

Question 19

The terms "greater than" or "less than" refer to the scale characteristic known as order.

Accepted Answer

A) True 
 B)False

Question 20

The lifestyle inventory is a special application of the Likert scale. It measures activities, interests, and opinions toward a respondent's work, leisure time, and purchases.

Accepted Answer

A) True 
 B)False

The level of measurement chosen by a researcher determines what information is collected and the type of statistical analyses that may or may not be done.

For teaching purposes, measurement scales are often depicted as levels within a pyramid. What would NOT be shown on the pyramid?

"Check all that apply" questions look like multiple-choice questions but are really dual-choice questions.

Subjective properties are observable and tangible.

Which of the following is NOT a reason for selecting a preferred format?

Another name for a non-symmetric scale is a one-way labeled scale.

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

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:

Which characteristic is associated only with ratio scales?

All scaled-response formats must have a middle neutral response option.

A common response scale for the construct of awareness is a dual-choice categorical response.

Which of the following refers to a scale having a true zero beginning point?

Scaled-response questions are best suited for unobservable constructs.

The "halo effect" is best avoided by:

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

What are the three basic question-response formats?

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

What researchers are really measuring are properties - sometimes called attributes or qualities - of objects.

The terms "greater than" or "less than" refer to the scale characteristic known as order.

The lifestyle inventory is a special application of the Likert scale. It measures activities, interests, and opinions toward a respondent's work, leisure time, and purchases.

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

The level of measurement chosen by a researcher determines what information is collected and the type of statistical analyses that may or may not be done.

For teaching purposes, measurement scales are often depicted as levels within a pyramid. What would NOT be shown on the pyramid?

"Check all that apply" questions look like multiple-choice questions but are really dual-choice questions.

Subjective properties are observable and tangible.

Which of the following is NOT a reason for selecting a preferred format?

Another name for a non-symmetric scale is a one-way labeled scale.

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

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:

Which characteristic is associated only with ratio scales?

All scaled-response formats must have a middle neutral response option.

A common response scale for the construct of awareness is a dual-choice categorical response.

Which of the following refers to a scale having a true zero beginning point?

Scaled-response questions are best suited for unobservable constructs.

The "halo effect" is best avoided by:

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

What are the three basic question-response formats?

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

What researchers are really measuring are properties - sometimes called attributes or qualities - of objects.

The terms "greater than" or "less than" refer to the scale characteristic known as order.

The lifestyle inventory is a special application of the Likert scale. It measures activities, interests, and opinions toward a respondent's work, leisure time, and purchases.

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