Question 1

Nominal scales are recognized as the most basic or limited.

Accepted Answer

A) True 
 B)False

Question 2

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Accepted Answer

A) True 
 B)False

Question 3

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

Accepted Answer

A) True 
 B)False

Question 4

In developing countries, which of the following scales would be best for measuring consumer preferences?

Accepted Answer

A) ordinal scales 
B) ratio scales 
C) interval scales 
D) substantive scales 
E) dichotomous scales 
A) ordinal scales 
B) ratio scales 
C) interval scales 
D) substantive scales 
E) dichotomous scales

Question 5

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Accepted Answer

A) True 
 B)False

Question 6

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

Accepted Answer

A) True 
 B)False

Question 7

The generation of a continuum upon which measured objects are located is called sampling.

Accepted Answer

A) True 
 B)False

Question 8

When using a(n)________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Accepted Answer

A) Likert scale 
B) Stapel scale 
C) balanced rating scale 
D) semantic differential 
E) image scale 
A) Likert scale 
B) Stapel scale 
C) balanced rating scale 
D) semantic differential 
E) image scale

Question 9

The most complex of the primary scales of measurement is the ratio scale.

Accepted Answer

A) True 
 B)False

Question 10

An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.

Accepted Answer

A) True 
 B)False

Question 11

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

Accepted Answer

A) True 
 B)False

Question 12

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 13

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.

Accepted Answer

A) Likert scale 
B) semantic differential 
C) Stapel scale 
D) balanced rating scale 
E) mid-range scale 
A) Likert scale 
B) semantic differential 
C) Stapel scale 
D) balanced rating scale 
E) mid-range scale

Question 14

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

Accepted Answer

A) True 
 B)False

Question 15

In a short essay, list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

Accepted Answer

a.Paired comparison scaling is a

Question 16

Scales are only presented horizontally.

Accepted Answer

A) True 
 B)False

Question 17

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 18

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

Accepted Answer

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

Question 19

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

Accepted Answer

A) True 
 B)False

Question 20

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

Accepted Answer

A) True 
 B)False

Nominal scales are recognized as the most basic or limited.

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

In developing countries, which of the following scales would be best for measuring consumer preferences?

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

The generation of a continuum upon which measured objects are located is called sampling.

When using a(n)________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

The most complex of the primary scales of measurement is the ratio scale.

An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called an ordinal scale.

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

In a short essay, list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

Scales are only presented horizontally.

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called an ordinal scale.

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 7: Measurement and Scaling

Nominal scales are recognized as the most basic or limited.

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

In developing countries, which of the following scales would be best for measuring consumer preferences?

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

The generation of a continuum upon which measured objects are located is called sampling.

When using a(n)________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

The most complex of the primary scales of measurement is the ratio scale.

An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called an ordinal scale.

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

In a short essay, list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

Scales are only presented horizontally.

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called an ordinal scale.

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters