Question 1

Which scale typically has numbers that range from a minus end (-3)to a corresponding plus end (+3)and includes a 0 midpoint?

Accepted Answer

A) life-style inventory 
B) Stapel scale 
C) minus/plus scale 
D) balanced pole scale 
E) positive/negative scale 
A) life-style inventory 
B) Stapel scale 
C) minus/plus scale 
D) balanced pole scale 
E) positive/negative scale

Question 2

Scales that have counter-balancing positive and negative degrees of intensity are called symmetric scales.

Accepted Answer

A) True 
 B)False

Question 3

If a researcher uses a(n)________ question format,there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information.

Accepted Answer

A) unaided open-ended 
B) aided open-ended 
C) response probed 
D) continuous response 
E) categorical, close-ended 
A) unaided open-ended 
B) aided open-ended 
C) response probed 
D) continuous response 
E) categorical, close-ended

Question 4

Since 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 5

"Check all that apply" questions are really dual-choice categorical response questions.

Accepted Answer

A) True 
 B)False

Question 6

A scale on which all of the scale descriptors (i.e."poor," "fair," "good")are assigned artificial numbers is called:

Accepted Answer

A) a descriptor scale format with real numbers 
B) a "poor" to "good" scale 
C) a numerical/descriptor format 
D) a synthetic metric format 
E) no such scale exists 
A) a descriptor scale format with real numbers 
B) a "poor" to "good" scale 
C) a numerical/descriptor format 
D) a synthetic metric format 
E) no such scale exists

Question 7

In order for a synthetic number scale to have meaning,you must know ________.

Accepted Answer

A) the standard deviation of the scale 
B) the range of the scale 
C) the mean of the scale 
D) the mode of the scale 
E) the standard error of the scale 
A) the standard deviation of the scale 
B) the range of the scale 
C) the mean of the scale 
D) the mode of the scale 
E) the standard error of the scale

Question 8

Scale development is primarily concerned with the creation or use of ________ measures.

Accepted Answer

A) synthetic metric 
B) natural metric 
C) natural categorical 
D) closed-ended 
E) synthetic open-ended 
A) synthetic metric 
B) natural metric 
C) natural categorical 
D) closed-ended 
E) synthetic open-ended

Question 9

Obviously,if a measure is unreliable and elicits wildly different answers from the same person when that person is unchanged from administration to administration of the question,there is something very wrong with the question.

Accepted Answer

A) True 
 B)False

Question 10

Our authors recommend some scales to measure constructs often measured in marketing research studies.For example,they recommend a semantic differential or a Stapel scale to measure the construct's brand image.They recommend a one-way labeled scale to measure the construct's importance.

Accepted Answer

A) True 
 B)False

Question 11

When a researcher specifies the procedure to measure a property of an object,the procedure is referred to as a measurement level.

Accepted Answer

A) True 
 B)False

Question 12

The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents.This process is known as ________.

Accepted Answer

A) reliability 
B) scale development 
C) validity 
D) objectivity 
E) subjectivity 
A) reliability 
B) scale development 
C) validity 
D) objectivity 
E) subjectivity

Question 13

If you use a categorical measure,you can calculate an average.

Accepted Answer

A) True 
 B)False

Question 14

Which level of measurement has order and distance?

Accepted Answer

A) scientific 
B) open-ended 
C) metric 
D) categorical 
E) elemental 
A) scientific 
B) open-ended 
C) metric 
D) categorical 
E) elemental

Question 15

"How satisfied are you with your textbook,measured on a scale from 1 to 5 with 1 being 'not satisfied at all' and 5 being 'very satisfied'",is an example of a natural metric-response format question.

Accepted Answer

A) True 
 B)False

Question 16

What are the three basic question-response formats?

Accepted Answer

A) un-probed, probed, and neutral 
B) open-ended, closed-ended and skip patterned 
C) open-ended, categorical and metric 
D) closed-ended, continuous and open-ended 
E) open-probed, closed-probed, probed 
A) un-probed, probed, and neutral 
B) open-ended, closed-ended and skip patterned 
C) open-ended, categorical and metric 
D) closed-ended, continuous and open-ended 
E) open-probed, closed-probed, probed

Question 17

The Halo Effect is best avoided by:

Accepted Answer

A) doing a couple of things wrong during the entire research project 
B) mixing favorable and unfavorable endpoints on a scale 
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions 
D) substituting "good" measurements to replace those thought to be faulty 
E) none of the above; the Halo Effect cannot be avoided 
A) doing a couple of things wrong during the entire research project 
B) mixing favorable and unfavorable endpoints on a scale 
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions 
D) substituting "good" measurements to replace those thought to be faulty 
E) none of the above; the Halo Effect cannot be avoided

Question 18

Which of the following is the following question an example of? "On a scale of 1 to 5,how do you rate the friendliness of Olive Garden's wait staff?"

Accepted Answer

A) Likert scale 
B) one-way labeled scale 
C) importance scale 
D) unimportance scale 
E) un-anchored n-point scale 
A) Likert scale 
B) one-way labeled scale 
C) importance scale 
D) unimportance scale 
E) un-anchored n-point scale

Question 19

Which level of measurement is represented by answers on a scale,such as "yes," "no" or "male," "female" represent which level of measurement?

Accepted Answer

A) scientific 
B) open-ended 
C) metric 
D) categorical 
E) elemental 
A) scientific 
B) open-ended 
C) metric 
D) categorical 
E) elemental

Question 20

If you use a metric measure,you can calculate an average.

Accepted Answer

A) True 
 B)False

Which scale typically has numbers that range from a minus end (-3)to a corresponding plus end (+3)and includes a 0 midpoint?

Scales that have counter-balancing positive and negative degrees of intensity are called symmetric scales.

If a researcher uses a(n)________ question format,there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information.

Since 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.

"Check all that apply" questions are really dual-choice categorical response questions.

A scale on which all of the scale descriptors (i.e."poor," "fair," "good")are assigned artificial numbers is called:

In order for a synthetic number scale to have meaning,you must know ________.

Scale development is primarily concerned with the creation or use of ________ measures.

Obviously,if a measure is unreliable and elicits wildly different answers from the same person when that person is unchanged from administration to administration of the question,there is something very wrong with the question.

Our authors recommend some scales to measure constructs often measured in marketing research studies.For example,they recommend a semantic differential or a Stapel scale to measure the construct's brand image.They recommend a one-way labeled scale to measure the construct's importance.

When a researcher specifies the procedure to measure a property of an object,the procedure is referred to as a measurement level.

The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents.This process is known as ________.

If you use a categorical measure,you can calculate an average.

Which level of measurement has order and distance?

"How satisfied are you with your textbook,measured on a scale from 1 to 5 with 1 being 'not satisfied at all' and 5 being 'very satisfied'",is an example of a natural metric-response format question.

What are the three basic question-response formats?

The Halo Effect is best avoided by:

Which of the following is the following question an example of? "On a scale of 1 to 5,how do you rate the friendliness of Olive Garden's wait staff?"

Which level of measurement is represented by answers on a scale,such as "yes," "no" or "male," "female" represent which level of measurement?

If you use a metric measure,you can calculate an average.

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 7: Measurement Scales

Which scale typically has numbers that range from a minus end (-3)to a corresponding plus end (+3)and includes a 0 midpoint?

Scales that have counter-balancing positive and negative degrees of intensity are called symmetric scales.

If a researcher uses a(n)________ question format,there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information.

Since 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.

"Check all that apply" questions are really dual-choice categorical response questions.

A scale on which all of the scale descriptors (i.e."poor," "fair," "good")are assigned artificial numbers is called:

In order for a synthetic number scale to have meaning,you must know ________.

Scale development is primarily concerned with the creation or use of ________ measures.

Obviously,if a measure is unreliable and elicits wildly different answers from the same person when that person is unchanged from administration to administration of the question,there is something very wrong with the question.

Our authors recommend some scales to measure constructs often measured in marketing research studies.For example,they recommend a semantic differential or a Stapel scale to measure the construct's brand image.They recommend a one-way labeled scale to measure the construct's importance.

When a researcher specifies the procedure to measure a property of an object,the procedure is referred to as a measurement level.

The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents.This process is known as ________.

If you use a categorical measure,you can calculate an average.

Which level of measurement has order and distance?

"How satisfied are you with your textbook,measured on a scale from 1 to 5 with 1 being 'not satisfied at all' and 5 being 'very satisfied'",is an example of a natural metric-response format question.

What are the three basic question-response formats?

The Halo Effect is best avoided by:

Which of the following is the following question an example of? "On a scale of 1 to 5,how do you rate the friendliness of Olive Garden's wait staff?"

Which level of measurement is represented by answers on a scale,such as "yes," "no" or "male," "female" represent which level of measurement?

If you use a metric measure,you can calculate an average.

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters