Question 1

Which of the following is used as a measure of dispersion with the method of equal-appearing intervals?

Accepted Answer

A)  the variance 
B)  the interquartile range 
C)  the median 
D)  the Q-value 
E)  b and d 
A)  the variance 
B)  the interquartile range 
C)  the median 
D)  the Q-value 
E)  b and d

Question 2

Which of the following is FALSE?

Accepted Answer

A)  With the method of equal-appearing intervals, the final scale should have statements that cover the range of favorable to unfavorable. 
B)  The final form of the Thurstone (equal-appearing interval) scale typically contains approximately 20-22 statements that are relatively equal in scale value with interquartile ranges as small as practical. 
C)  The Thurstone scale does not allow respondents to express the intensity of their feelings. 
D)  a and b. 
E)  a, b, and c. 
A)  With the method of equal-appearing intervals, the final scale should have statements that cover the range of favorable to unfavorable. 
B)  The final form of the Thurstone (equal-appearing interval) scale typically contains approximately 20-22 statements that are relatively equal in scale value with interquartile ranges as small as practical. 
C)  The Thurstone scale does not allow respondents to express the intensity of their feelings. 
D)  a and b. 
E)  a, b, and c.

Question 3

Which of the following statements is NOT true of an ordinal scale?

Accepted Answer

A)  It has the property of identity. 
B)  It has the property of order. 
C)  The mean is an appropriate measure of average. 
D)  All of the above are true of an ordinal scale. 
E)  a and c only are not true of an ordinal scale. 
A)  It has the property of identity. 
B)  It has the property of order. 
C)  The mean is an appropriate measure of average. 
D)  All of the above are true of an ordinal scale. 
E)  a and c only are not true of an ordinal scale.

Question 4

The method of summated ratings overcomes which criticism of the method of equal-appearing intervals?

Accepted Answer

A)  Difficulties in developing a large number of statements. 
B)  The costs due to the size of the judgment sample required with equal-appearing intervals. 
C)  The difficulty of generating total scores by which to array subjects. 
D)  The non-scientific nature of item analysis with the method of equal-appearing intervals. 
E)  The lack of ability for a subject to express his intensity of feeling with an equal-appearing interval scale. 
A)  Difficulties in developing a large number of statements. 
B)  The costs due to the size of the judgment sample required with equal-appearing intervals. 
C)  The difficulty of generating total scores by which to array subjects. 
D)  The non-scientific nature of item analysis with the method of equal-appearing intervals. 
E)  The lack of ability for a subject to express his intensity of feeling with an equal-appearing interval scale.

Question 5

Which of the following is FALSE?

Accepted Answer

A)  In measurement theory, it is not possible to directly measure objects themselves. 
B)  It is easy to determine which properties of the scale of numbers apply in a given measurement situation. 
C)  When numbers are assigned to represent attributes of objects, the relationship between the numbers may not be the same as the relationship between the attributes, which affects what one can say about the numbers. 
D)  We defined measurement as the "assignment of numerals to represent quantities of attributes." For nominal scaling, the rule is "do not assign the same numeral to different classes or different numerals to the same class." 
E)  Ratio scales allow more powerful modes of analysis than ordinal scales. 
A)  In measurement theory, it is not possible to directly measure objects themselves. 
B)  It is easy to determine which properties of the scale of numbers apply in a given measurement situation. 
C)  When numbers are assigned to represent attributes of objects, the relationship between the numbers may not be the same as the relationship between the attributes, which affects what one can say about the numbers. 
D)  We defined measurement as the "assignment of numerals to represent quantities of attributes." For nominal scaling, the rule is "do not assign the same numeral to different classes or different numerals to the same class." 
E)  Ratio scales allow more powerful modes of analysis than ordinal scales.

Question 6

A company might be interested in assessing the attitudes of

Accepted Answer

A)  its employees. 
B)  its customers. 
C)  its suppliers. 
D)  all of the above. 
E)  a and b only. 
A)  its employees. 
B)  its customers. 
C)  its suppliers. 
D)  all of the above. 
E)  a and b only.

Question 7

Which of the following is FALSE?

Accepted Answer

A)  A positive linear transformation of the form y = a + bx can only be performed on a ratio scale if one is to preserve the properties of the scale. 
B)  A ratio scale differs from an interval scale in that the ratio scale has a natural zero. 
C)  Determination of absolute zero is difficult with measurements in marketing. It is debatable whether many of the constructs used in marketing even possess this property. 
D)  a and b. 
E)  a, b, and c. 
A)  A positive linear transformation of the form y = a + bx can only be performed on a ratio scale if one is to preserve the properties of the scale. 
B)  A ratio scale differs from an interval scale in that the ratio scale has a natural zero. 
C)  Determination of absolute zero is difficult with measurements in marketing. It is debatable whether many of the constructs used in marketing even possess this property. 
D)  a and b. 
E)  a, b, and c.

Question 8

Which of the following about the Thurstone scale is TRUE?

Accepted Answer

A)  The judges used to evaluate the statements for a Thurstone scale judge the statements on whether or not they agree or disagree with them. 
B)  If a respondent agrees with statements in a Thurstone equal-appearing interval scale that have an average score of 4, the respondent is said to have an unfavorable attitude toward the object. 
C)  When using a Thurstone scale to measure a subject's attitude toward an object, the subject indicates his degree of agreement or disagreement with each statement and the respondent's total score is computed by summing his scores from all of the statements. 
D)  The Q value in the Thurstone scale refers to the scale value of a particular statement. 
E)  They are all false. 
A)  The judges used to evaluate the statements for a Thurstone scale judge the statements on whether or not they agree or disagree with them. 
B)  If a respondent agrees with statements in a Thurstone equal-appearing interval scale that have an average score of 4, the respondent is said to have an unfavorable attitude toward the object. 
C)  When using a Thurstone scale to measure a subject's attitude toward an object, the subject indicates his degree of agreement or disagreement with each statement and the respondent's total score is computed by summing his scores from all of the statements. 
D)  The Q value in the Thurstone scale refers to the scale value of a particular statement. 
E)  They are all false.

Question 9

Which of the following objects can be directly measured?

Accepted Answer

A)  a person 
B)  a car 
C)  an attitude 
D)  all of the above 
E)  none of the above 
A)  a person 
B)  a car 
C)  an attitude 
D)  all of the above 
E)  none of the above

Question 10

When using the semantic differential technique, marketers have tended to modify the basic approach. These modifications have NOT included

Accepted Answer

A)  generalization of new items rather than using items from the basic list of adjective pairs. 
B)  the use of adjective phrases rather than simple antonyms. 
C)  the generation of total scores employing a procedure similar to that employed in the method of summated ratings. 
D)  the generation of evaluation, potency, and activity scores by which objects could be compared. 
E)  all of the above modifications have been made by marketers when employing the semantic differential technique. 
A)  generalization of new items rather than using items from the basic list of adjective pairs. 
B)  the use of adjective phrases rather than simple antonyms. 
C)  the generation of total scores employing a procedure similar to that employed in the method of summated ratings. 
D)  the generation of evaluation, potency, and activity scores by which objects could be compared. 
E)  all of the above modifications have been made by marketers when employing the semantic differential technique.

Question 11

Which of the following is FALSE?

Accepted Answer

A)  A Likert scale is an example of a comparative rating scale. 
B)  A semantic differential scale is an example of an itemized scale. 
C)  When using graphic rating scales, individuals indicate their rating by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other. 
D)  Itemized scales are similar to graphic scales in that individuals make their judgments independently. 
E)  Comparative scales involve relative judgments. 
A)  A Likert scale is an example of a comparative rating scale. 
B)  A semantic differential scale is an example of an itemized scale. 
C)  When using graphic rating scales, individuals indicate their rating by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other. 
D)  Itemized scales are similar to graphic scales in that individuals make their judgments independently. 
E)  Comparative scales involve relative judgments.

Question 12

Item analysis is

Accepted Answer

A)  based on the proposition that there is consistency in the response patterns of the subjects when the items are ambiguous. 
B)  a procedure for increasing the reliability and validity of a test by increasing the number of items. 
C)  a procedure of determining the degree of favorableness and unfavorableness of items. 
D)  a procedure to determine whether the total test discriminates in the same way the individual items discriminate. 
E)  a procedure whereby each test item is evaluated to determine whether that item effectively discriminates among subjects and therefore should be included in the final version of the instrument. 
A)  based on the proposition that there is consistency in the response patterns of the subjects when the items are ambiguous. 
B)  a procedure for increasing the reliability and validity of a test by increasing the number of items. 
C)  a procedure of determining the degree of favorableness and unfavorableness of items. 
D)  a procedure to determine whether the total test discriminates in the same way the individual items discriminate. 
E)  a procedure whereby each test item is evaluated to determine whether that item effectively discriminates among subjects and therefore should be included in the final version of the instrument.

Question 13

Which of the following is NOT true when a scale is a ratio scale?

Accepted Answer

A)  Transformations of the form y = bx are permissible 
B)  The scale is invariant for all transformations of the form y = a - bx 
C)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c" 
D)  If "a" equals "b" and "b" equals "c," then "a" equals "c" 
E)  The mode and the median are permissible measures of central tendency 
A)  Transformations of the form y = bx are permissible 
B)  The scale is invariant for all transformations of the form y = a - bx 
C)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c" 
D)  If "a" equals "b" and "b" equals "c," then "a" equals "c" 
E)  The mode and the median are permissible measures of central tendency

Question 14

Any monotonic positive transformation of the numerals can be performed on which type of scale?

Accepted Answer

A)  nominal 
B)  ordinal 
C)  interval 
D)  a and b 
E)  positive monotonic transformations can be applied to any scales 
A)  nominal 
B)  ordinal 
C)  interval 
D)  a and b 
E)  positive monotonic transformations can be applied to any scales

Which of the following is used as a measure of dispersion with the method of equal-appearing intervals?

Which of the following is FALSE?

Which of the following statements is NOT true of an ordinal scale?

The method of summated ratings overcomes which criticism of the method of equal-appearing intervals?

Which of the following is FALSE?

A company might be interested in assessing the attitudes of

Which of the following is FALSE?

Which of the following about the Thurstone scale is TRUE?

Which of the following objects can be directly measured?

When using the semantic differential technique, marketers have tended to modify the basic approach. These modifications have NOT included

Which of the following is FALSE?

Item analysis is

Which of the following is NOT true when a scale is a ratio scale?

Any monotonic positive transformation of the numerals can be performed on which type of scale?

Marketing Research: Its Everywhere

Alternative Approaches to Marketing Intelligence

The Research Process and Problem Formulation

Research Design, Exploratory Research, and Qualitative Data

Descriptive Research

Causal Designs

Data Collection: Secondary Data

Data Collection: Primary Data

Questionnaires and Data Collection Forms

Appendix 10: Psychological Measurement

Sampling Procedures

Sample Size

Collecting the Data: Field Procedures and Nonsampling Error

Data Analysis: Preliminary Steps

Appendix 14: Chi-Square Tests

Data Analysis: Basic Questions

Appendix 15 A: Quick Stats Review

Data Analysis: Examination of Differences

Appendix 16 A: Analysis of Variance

Data Analysis: Investigation of Association

Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling

Appendix: More Multivariate Statistical Techniques

The Research Report

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Exam 10: Attitude Measurement

Which of the following is used as a measure of dispersion with the method of equal-appearing intervals?

Which of the following is FALSE?

Which of the following statements is NOT true of an ordinal scale?

The method of summated ratings overcomes which criticism of the method of equal-appearing intervals?

Which of the following is FALSE?

A company might be interested in assessing the attitudes of

Which of the following is FALSE?

Which of the following about the Thurstone scale is TRUE?

Which of the following objects can be directly measured?

When using the semantic differential technique, marketers have tended to modify the basic approach. These modifications have NOT included

Which of the following is FALSE?

Item analysis is

Which of the following is NOT true when a scale is a ratio scale?

Any monotonic positive transformation of the numerals can be performed on which type of scale?

Marketing Research: Its Everywhere

Alternative Approaches to Marketing Intelligence

The Research Process and Problem Formulation

Research Design, Exploratory Research, and Qualitative Data

Descriptive Research

Causal Designs

Data Collection: Secondary Data

Data Collection: Primary Data

Questionnaires and Data Collection Forms

Appendix 10: Psychological Measurement

Sampling Procedures

Sample Size

Collecting the Data: Field Procedures and Nonsampling Error

Data Analysis: Preliminary Steps

Appendix 14: Chi-Square Tests

Data Analysis: Basic Questions

Appendix 15 A: Quick Stats Review

Data Analysis: Examination of Differences

Appendix 16 A: Analysis of Variance

Data Analysis: Investigation of Association

Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling

Appendix: More Multivariate Statistical Techniques

The Research Report

Filters