Question 1

The mean is an appropriate descriptive statistic for ordinal data.

Accepted Answer

A) True 
 B)False

Question 2

The construct of attitude,because it exists in the minds of individuals and is not directly observable,is difficult to measure and typically involves the lower scales of measurement,i.e.nominal and ordinal scales.

Accepted Answer

A) True 
 B)False

Question 3

One of the most common methods of assessing opinions and attitudes involves an "agree-disagree" scale,with 5 to 7 points,to statements such as "This appliance would make an attractive addition my kitchen." This method of assessing a person's opinion results in a(n)_______________ variable.

Accepted Answer

A)  nominally scaled 
B)  ordinally scaled 
C)  interval scaled 
D)  ratio scaled 
A)  nominally scaled 
B)  ordinally scaled 
C)  interval scaled 
D)  ratio scaled

Question 4

The most common tool of attitude measurement is

Accepted Answer

A)  performance of objective tasks 
B)  self-reports 
C)  observed overt behavior 
D)  physiological reactions 
E)  responses to unstructured or partially structured stimuli 
A)  performance of objective tasks 
B)  self-reports 
C)  observed overt behavior 
D)  physiological reactions 
E)  responses to unstructured or partially structured stimuli

Question 5

Suppose three brands are rated on an interval scale regarding degree of preference.Brand X receives a 6 (most preferred),Brand Y a 3,and Brand Z a 2.What conclusions can be drawn from this data?

Accepted Answer

A)  Brand X is three times as preferred as Brand Z. 
B)  Brand Y is more preferred than Brand Z. 
C)  The difference between Brand X and Brand Y is three times greater than the difference between Brand Y and Brand Z. 
D)  all of the above 
E)  both b and c 
A)  Brand X is three times as preferred as Brand Z. 
B)  Brand Y is more preferred than Brand Z. 
C)  The difference between Brand X and Brand Y is three times greater than the difference between Brand Y and Brand Z. 
D)  all of the above 
E)  both b and c

Question 6

A rating scale without a "no opinion" or "don't know" category is an example of what kind of scale?

Accepted Answer

A)  balanced 
B)  unbalanced 
C)  noncomparative 
D)  forced 
E)  nominal 
A)  balanced 
B)  unbalanced 
C)  noncomparative 
D)  forced 
E)  nominal

Question 7

_______________ involves the ability to use a measured marketing phenomenon at one point in time to predict another marketing phenomenon at a future point.

Accepted Answer

A)  Test-retest validity 
B)  Split half reliability 
C)  Predictive validity 
D)  Concurrent validity 
A)  Test-retest validity 
B)  Split half reliability 
C)  Predictive validity 
D)  Concurrent validity

Question 8

The _______________ scale is a unipolar scale,typically 10-point,with rating scales from +5 to -5.

Accepted Answer

A)  rank-order 
B)  paired-comparison 
C)  semantic differential 
D)  Stapel 
A)  rank-order 
B)  paired-comparison 
C)  semantic differential 
D)  Stapel

Question 9

The semantic differential utilizes

Accepted Answer

A)  unipolar ten-point scales 
B)  bipolar adjectives 
C)  [n(n-1)/2] comparisons 
D)  all of the above 
A)  unipolar ten-point scales 
B)  bipolar adjectives 
C)  [n(n-1)/2] comparisons 
D)  all of the above

Question 10

One component of total measurement error is random error,which

Accepted Answer

A)  causes a constant bias in the measurements 
B)  involves a consistent error in the measuring instrument 
C)  involves a bias caused by the way sample is selected 
D)  involves influences that bias measurements, but not in a systematic way 
A)  causes a constant bias in the measurements 
B)  involves a consistent error in the measuring instrument 
C)  involves a bias caused by the way sample is selected 
D)  involves influences that bias measurements, but not in a systematic way

Question 11

An ordinal scale measures whether an object or event has more or less of a characteristic than some other object or event,but does not measure how much more or less.

Accepted Answer

A) True 
 B)False

Question 12

The main tools for handling nominal data go under the name of

Accepted Answer

A)  parametric analysis 
B)  categorical data analysis 
C)  monotonic transformation 
D)  linear regression 
A)  parametric analysis 
B)  categorical data analysis 
C)  monotonic transformation 
D)  linear regression

Question 13

What are the four characteristics of the number system,and how do these correspond to the four types of measurement scales?

Accepted Answer

1.each number is unique
2.numbers are or

Question 14

When using the test-retest method for measuring reliability,the greater the discrepancy in scores,the greater the systematic error present in the measurement process.

Accepted Answer

A) True 
 B)False

Question 15

An operational definition

Accepted Answer

A)  defines a construct with other constructs 
B)  defines a construct by assigning numbers to different quantities of a characteristic 
C)  specifies how a construct is measured 
D)  directs the development of a constitutive definition 
A)  defines a construct with other constructs 
B)  defines a construct by assigning numbers to different quantities of a characteristic 
C)  specifies how a construct is measured 
D)  directs the development of a constitutive definition

Question 16

Marketing phenomena such as sales,market share,costs,ages,and number of customers possess the properties of a(n)

Accepted Answer

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

Question 17

Identify and briefly describe the three components of attitude.

Accepted Answer

The three components are cogni

Question 18

_______________ reliability involves repeated measurement of the same person or group using the same scaling device under conditions judged to be similar.

Accepted Answer

A)  Alternative-forms 
B)  Test-retest 
C)  Split-half 
D)  Concurrent 
E)  Repeated scale 
A)  Alternative-forms 
B)  Test-retest 
C)  Split-half 
D)  Concurrent 
E)  Repeated scale

Question 19

Common data analysis factors that are potential sources of measurement error include

Accepted Answer

A)  errors made in the coding and tabulation process 
B)  variations in the environment such as time of day, temperature, presence of family members 
C)  variations in how the questions are administered, such as by phone or through e-mail 
D)  the degree of ambiguity and difficulty of the questions and the ability of respondents to answer 
A)  errors made in the coding and tabulation process 
B)  variations in the environment such as time of day, temperature, presence of family members 
C)  variations in how the questions are administered, such as by phone or through e-mail 
D)  the degree of ambiguity and difficulty of the questions and the ability of respondents to answer

Question 20

All of the following are methods of estimating validity except

Accepted Answer

A)  test-retest validity 
B)  construct validity 
C)  content validity 
D)  concurrent validity 
E)  predictive validity 
A)  test-retest validity 
B)  construct validity 
C)  content validity 
D)  concurrent validity 
E)  predictive validity

The mean is an appropriate descriptive statistic for ordinal data.

The construct of attitude,because it exists in the minds of individuals and is not directly observable,is difficult to measure and typically involves the lower scales of measurement,i.e.nominal and ordinal scales.

One of the most common methods of assessing opinions and attitudes involves an "agree-disagree" scale,with 5 to 7 points,to statements such as "This appliance would make an attractive addition my kitchen." This method of assessing a person's opinion results in a(n)_______________ variable.

The most common tool of attitude measurement is

Suppose three brands are rated on an interval scale regarding degree of preference.Brand X receives a 6 (most preferred),Brand Y a 3,and Brand Z a 2.What conclusions can be drawn from this data?

A rating scale without a "no opinion" or "don't know" category is an example of what kind of scale?

_______________ involves the ability to use a measured marketing phenomenon at one point in time to predict another marketing phenomenon at a future point.

The _______________ scale is a unipolar scale,typically 10-point,with rating scales from +5 to -5.

The semantic differential utilizes

One component of total measurement error is random error,which

An ordinal scale measures whether an object or event has more or less of a characteristic than some other object or event,but does not measure how much more or less.

The main tools for handling nominal data go under the name of

What are the four characteristics of the number system,and how do these correspond to the four types of measurement scales?

When using the test-retest method for measuring reliability,the greater the discrepancy in scores,the greater the systematic error present in the measurement process.

An operational definition

Marketing phenomena such as sales,market share,costs,ages,and number of customers possess the properties of a(n)

Identify and briefly describe the three components of attitude.

_______________ reliability involves repeated measurement of the same person or group using the same scaling device under conditions judged to be similar.

Common data analysis factors that are potential sources of measurement error include

All of the following are methods of estimating validity except

The Purpose and Process of Marketing Research

Research Design and Data Sources

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

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Exam 3: Measurement in Marketing Research

The mean is an appropriate descriptive statistic for ordinal data.

The construct of attitude,because it exists in the minds of individuals and is not directly observable,is difficult to measure and typically involves the lower scales of measurement,i.e.nominal and ordinal scales.

One of the most common methods of assessing opinions and attitudes involves an "agree-disagree" scale,with 5 to 7 points,to statements such as "This appliance would make an attractive addition my kitchen." This method of assessing a person's opinion results in a(n)_______________ variable.

The most common tool of attitude measurement is

Suppose three brands are rated on an interval scale regarding degree of preference.Brand X receives a 6 (most preferred),Brand Y a 3,and Brand Z a 2.What conclusions can be drawn from this data?

A rating scale without a "no opinion" or "don't know" category is an example of what kind of scale?

_______________ involves the ability to use a measured marketing phenomenon at one point in time to predict another marketing phenomenon at a future point.

The _______________ scale is a unipolar scale,typically 10-point,with rating scales from +5 to -5.

The semantic differential utilizes

One component of total measurement error is random error,which

An ordinal scale measures whether an object or event has more or less of a characteristic than some other object or event,but does not measure how much more or less.

The main tools for handling nominal data go under the name of

What are the four characteristics of the number system,and how do these correspond to the four types of measurement scales?

When using the test-retest method for measuring reliability,the greater the discrepancy in scores,the greater the systematic error present in the measurement process.

An operational definition

Marketing phenomena such as sales,market share,costs,ages,and number of customers possess the properties of a(n)

Identify and briefly describe the three components of attitude.

_______________ reliability involves repeated measurement of the same person or group using the same scaling device under conditions judged to be similar.

Common data analysis factors that are potential sources of measurement error include

All of the following are methods of estimating validity except

The Purpose and Process of Marketing Research

Research Design and Data Sources

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters