Question 1

The most popular comparative scaling technique is semantic differential scaling.

Accepted Answer

A) True 
 B)False

Question 2

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

Accepted Answer

A) forced rating scale 
B) systematic scale 
C) multiple measurement scale 
D) multi-item scale 
E) single question scale 
A) forced rating scale 
B) systematic scale 
C) multiple measurement scale 
D) multi-item scale 
E) single question scale

Question 3

Interval scales are widely used in marketing research.

Accepted Answer

A) True 
 B)False

Question 4

Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.

Accepted Answer

A) True 
 B)False

Question 5

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n)________.

Accepted Answer

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

Question 6

An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Accepted Answer

A) True 
 B)False

Question 7

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

Accepted Answer

A) True 
 B)False

Question 8

A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Accepted Answer

A) True 
 B)False

Question 9

According to the text, the constant sum should be considered a(n)________.

Accepted Answer

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

Question 10

Continuous scales can be used efficiently in social media.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following primary scales of measurement is recognized as the most basic or limited?

Accepted Answer

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

Question 12

According to the text, semantic differential scaling is a comparative scaling technique.

Accepted Answer

A) True 
 B)False

Question 13

Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

A(n)________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

Accepted Answer

A) random scale 
B) nonrandom scale 
C) comparative scale 
D) noncomparative scale 
E) independence scale 
A) random scale 
B) nonrandom scale 
C) comparative scale 
D) noncomparative scale 
E) independence scale

Question 16

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

Accepted Answer

A) randomization 
B) measurement 
C) sampling 
D) exploring 
E) characterization 
A) randomization 
B) measurement 
C) sampling 
D) exploring 
E) characterization

Question 17

Which of the following is NOT one of the four primary scales of measurement?

Accepted Answer

A) nominal scales 
B) ordinal scales 
C) interval scales 
D) random scales 
E) C and D 
A) nominal scales 
B) ordinal scales 
C) interval scales 
D) random scales 
E) C and D

Question 18

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

Accepted Answer

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

Question 19

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

Accepted Answer

A) True 
 B)False

Question 20

In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.

Accepted Answer

Nominal scales are used for classificati

The most popular comparative scaling technique is semantic differential scaling.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

Interval scales are widely used in marketing research.

Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n)________.

An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

According to the text, the constant sum should be considered a(n)________.

Continuous scales can be used efficiently in social media.

Which of the following primary scales of measurement is recognized as the most basic or limited?

According to the text, semantic differential scaling is a comparative scaling technique.

Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.

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

A(n)________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

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

Which of the following is NOT one of the four primary scales of measurement?

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.

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

The most popular comparative scaling technique is semantic differential scaling.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

Interval scales are widely used in marketing research.

Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n)________.

An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

According to the text, the constant sum should be considered a(n)________.

Continuous scales can be used efficiently in social media.

Which of the following primary scales of measurement is recognized as the most basic or limited?

According to the text, semantic differential scaling is a comparative scaling technique.

Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.

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

A(n)________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

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

Which of the following is NOT one of the four primary scales of measurement?

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.

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