Question 1

An example of a continuous variable would be

Accepted Answer

A)  a respondent's gender 
B)  the number of televisions in a household 
C)  the number of children in a household 
D)  the income of a respondent 
A)  a respondent's gender 
B)  the number of televisions in a household 
C)  the number of children in a household 
D)  the income of a respondent

Question 2

Interval scales have a no natural origin or zero point from which the scale derives.

Accepted Answer

A) True 
 B)False

Question 3

Comparative rating scales yield interval or quasi-interval data.

Accepted Answer

A) True 
 B)False

Question 4

Most measures fall into one of three categories: states of being, states of mind, and behavior.

Accepted Answer

A) True 
 B)False

Question 5

Behaviors are one of the most frequently measured constructs by marketing researchers.

Accepted Answer

A) True 
 B)False

Question 6

Measures are abstract constructions.

Accepted Answer

A) True 
 B)False

Question 7

Measurements means assigning numbers to the attributes of an object.

Accepted Answer

A) True 
 B)False

Question 8

In terms of consumers, age would be a state of mind measure.

Accepted Answer

A) True 
 B)False

Question 9

The _____ scale introduces a unit of measurement and an arbitrary origin.

Accepted Answer

A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale 
A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale

Question 10

The ratio scale has a natural origin.

Accepted Answer

A) True 
 B)False

Question 11

The result of using a ratio scale is the

Accepted Answer

A)  classification of variables 
B)  absolute magnitude of differences in variables 
C)  differences in variables 
D)  order of variables 
A)  classification of variables 
B)  absolute magnitude of differences in variables 
C)  differences in variables 
D)  order of variables

Question 12

The comparative rating scale is a seven-point scale that use pairs of adjectives that are opposite in meaning.

Accepted Answer

A) True 
 B)False

Question 13

The objective of ________ assessment is to measure the same subjects at two different points in time under the same conditions and compare results.

Accepted Answer

A)  alternative form 
B)  test-retest reliability 
C)  internal consistency 
D)  reliability 
A)  alternative form 
B)  test-retest reliability 
C)  internal consistency 
D)  reliability

Question 14

In using itemized rating scales, researchers face all of the following choices except

Accepted Answer

A)  the number of item statements and scale point 
B)  odd or even number of points 
C)  use of "don't know" and "no opinion" 
D)  use of numbers or letters 
A)  the number of item statements and scale point 
B)  odd or even number of points 
C)  use of "don't know" and "no opinion" 
D)  use of numbers or letters

Question 15

A stapel scale yields ____ data.

Accepted Answer

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

Question 16

"Rank your preferences for the following restaurants" is an example of a(n)

Accepted Answer

A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale 
A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale

Question 17

The lowest level of measurement is the

Accepted Answer

A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale 
A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale

Question 18

Operational definitions move constructs from the world of abstract concepts to the empirical world where they can be measured.

Accepted Answer

A) True 
 B)False

Question 19

The _____ scale has an arbitrary zero, indicates a difference in direction, and a magnitude of difference with the amount expressed in constant units.

Accepted Answer

A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale 
A)  interval scale 
B)  nominal scale 
C)  ordinal scale 
D)  ratio scale

Question 20

Constructs have tangible reality and are directly observable.

Accepted Answer

A) True 
 B)False

An example of a continuous variable would be

Interval scales have a no natural origin or zero point from which the scale derives.

Comparative rating scales yield interval or quasi-interval data.

Most measures fall into one of three categories: states of being, states of mind, and behavior.

Behaviors are one of the most frequently measured constructs by marketing researchers.

Measures are abstract constructions.

Measurements means assigning numbers to the attributes of an object.

In terms of consumers, age would be a state of mind measure.

The _____ scale introduces a unit of measurement and an arbitrary origin.

The ratio scale has a natural origin.

The result of using a ratio scale is the

The comparative rating scale is a seven-point scale that use pairs of adjectives that are opposite in meaning.

The objective of ________ assessment is to measure the same subjects at two different points in time under the same conditions and compare results.

In using itemized rating scales, researchers face all of the following choices except

A stapel scale yields ____ data.

"Rank your preferences for the following restaurants" is an example of a(n)

The lowest level of measurement is the

Operational definitions move constructs from the world of abstract concepts to the empirical world where they can be measured.

The _____ scale has an arbitrary zero, indicates a difference in direction, and a magnitude of difference with the amount expressed in constant units.

Constructs have tangible reality and are directly observable.

Introduction to Marketing Research

Ethics in Marketing Research

Secondary Data

Research Designs: Exploratory and Qualitative Research

Research Designs: Descriptive and Causal Research

Primary Data Collection

Designing the Data-Gathering Instrument

Sampling Methods and Sample Size

Fielding the Data-Gathering Instrument

Analyzing and Interpreting Data for Decisions

Advanced Data Analysis

The Research Report

Filters

Exam 6: Measurement

An example of a continuous variable would be

Interval scales have a no natural origin or zero point from which the scale derives.

Comparative rating scales yield interval or quasi-interval data.

Most measures fall into one of three categories: states of being, states of mind, and behavior.

Behaviors are one of the most frequently measured constructs by marketing researchers.

Measures are abstract constructions.

Measurements means assigning numbers to the attributes of an object.

In terms of consumers, age would be a state of mind measure.

The _____ scale introduces a unit of measurement and an arbitrary origin.

The ratio scale has a natural origin.

The result of using a ratio scale is the

The comparative rating scale is a seven-point scale that use pairs of adjectives that are opposite in meaning.

The objective of ________ assessment is to measure the same subjects at two different points in time under the same conditions and compare results.

In using itemized rating scales, researchers face all of the following choices except

A stapel scale yields ____ data.

"Rank your preferences for the following restaurants" is an example of a(n)

The lowest level of measurement is the

Operational definitions move constructs from the world of abstract concepts to the empirical world where they can be measured.

The _____ scale has an arbitrary zero, indicates a difference in direction, and a magnitude of difference with the amount expressed in constant units.

Constructs have tangible reality and are directly observable.

Introduction to Marketing Research

Ethics in Marketing Research

Secondary Data

Research Designs: Exploratory and Qualitative Research

Research Designs: Descriptive and Causal Research

Primary Data Collection

Designing the Data-Gathering Instrument

Sampling Methods and Sample Size

Fielding the Data-Gathering Instrument

Analyzing and Interpreting Data for Decisions

Advanced Data Analysis

The Research Report

Filters