Question 1

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

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 multi-item scale.

Accepted Answer

A) True 
 B)False

Question 3

Nominal scales are used for classification and identification purposes only.

Accepted Answer

A) True 
 B)False

Question 4

A major disadvantage of constant sum scaling is that it ________.

Accepted Answer

A) is limited to large discriminations among alternatives 
B) takes too much time to collect 
C) has no absolute zero point 
D) cannot be considered an ordinal scale 
E) cannot prevent respondents from allocating more or fewer units than those specified 
A) is limited to large discriminations among alternatives 
B) takes too much time to collect 
C) has no absolute zero point 
D) cannot be considered an ordinal scale 
E) cannot prevent respondents from allocating more or fewer units than those specified

Question 5

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.

Accepted Answer

A) reliability 
B) validity 
C) accuracy 
D) efficiency 
E) substantiality 
A) reliability 
B) validity 
C) accuracy 
D) efficiency 
E) substantiality

Question 6

In a short essay, discuss issues related to the use of scale in international research.

Accepted Answer

Respondents may be asked to indicate the

Question 7

A major disadvantage of comparative scales would be which of the following?

Accepted Answer

A) Halo or carryover effects are reduced. 
B) Respondents bring the same point of reference to a task. 
C) The resulting data measures relative differences. 
D) Only big differences between objects can be detected. 
E) A researcher cannot generalize beyond the objects under study. 
A) Halo or carryover effects are reduced. 
B) Respondents bring the same point of reference to a task. 
C) The resulting data measures relative differences. 
D) Only big differences between objects can be detected. 
E) A researcher cannot generalize beyond the objects under study.

Question 8

A(n)________ 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) noncomparative scale 
B) continuous rating scale 
C) itemized rating scale 
D) Likert scale 
E) random scale 
A) noncomparative scale 
B) continuous rating scale 
C) itemized rating scale 
D) Likert scale 
E) random scale

Question 9

According to the text, interval scales are the simplest to use.

Accepted Answer

A) True 
 B)False

Question 10

Which noncomparative scale is analyzed using profile analysis?

Accepted Answer

A) Likert scale 
B) semantic differential scale 
C) Stapel scale 
D) all of the above 
E) none of the above 
A) Likert scale 
B) semantic differential scale 
C) Stapel scale 
D) all of the above 
E) none of the above

Question 11

The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.

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 12

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

Accepted Answer

A) Measurement; Scaling 
B) Scaling; Ranking 
C) Scaling; Measurement 
D) Ranking; Measurement 
A) Measurement; Scaling 
B) Scaling; Ranking 
C) Scaling; Measurement 
D) Ranking; Measurement

Question 13

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT recognized as a comparative scaling technique?

Accepted Answer

A) rank order scaling 
B) paired comparison scaling 
C) constant sum scaling 
D) semantic differential scaling 
E) All of the above are comparative scaling techniques. 
A) rank order scaling 
B) paired comparison scaling 
C) constant sum scaling 
D) semantic differential scaling 
E) All of the above are comparative scaling techniques.

Question 15

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

Accepted Answer

A) True 
 B)False

Question 16

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________.

Accepted Answer

A) rank order scaling 
B) paired comparison scaling 
C) constant sum scaling 
D) semantic differential scaling 
E) semantic meaning scaling 
A) rank order scaling 
B) paired comparison scaling 
C) constant sum scaling 
D) semantic differential scaling 
E) semantic meaning scaling

Question 17

Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

Accepted Answer

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

Question 18

What type of scale is this? Sears is:
Powerful -:-:-:-:-X-:-:-: Weak
Unreliable -:-:-:-:-:-X-:-: Reliable

Accepted Answer

A) Likert scale 
B) semantic differential scale 
C) continuous rating scale 
D) Stapel scale 
E) visual scale 
A) Likert scale 
B) semantic differential scale 
C) continuous rating scale 
D) Stapel scale 
E) visual scale

Question 19

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

Accepted Answer

A) True 
 B)False

Question 20

According to the text, the constant sum should be considered an ordinal scale.

Accepted Answer

A) True 
 B)False

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

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

Nominal scales are used for classification and identification purposes only.

A major disadvantage of constant sum scaling is that it ________.

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.

In a short essay, discuss issues related to the use of scale in international research.

A major disadvantage of comparative scales would be which of the following?

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

According to the text, interval scales are the simplest to use.

Which noncomparative scale is analyzed using profile analysis?

The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Which of the following is NOT recognized as a comparative scaling technique?

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________.

Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

What type of scale is this? Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

According to the text, the constant sum should be considered an ordinal scale.

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

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

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

Nominal scales are used for classification and identification purposes only.

A major disadvantage of constant sum scaling is that it ________.

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.

In a short essay, discuss issues related to the use of scale in international research.

A major disadvantage of comparative scales would be which of the following?

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

According to the text, interval scales are the simplest to use.

Which noncomparative scale is analyzed using profile analysis?

The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Which of the following is NOT recognized as a comparative scaling technique?

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________.

Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

What type of scale is this? Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

According to the text, the constant sum should be considered an ordinal scale.

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