Question 1

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

Accepted Answer

A) True 
 B)False

Question 2

Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.

Accepted Answer

A) True 
 B)False

Question 3

According to the text, ________ are the simplest to use.

Accepted Answer

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

Question 4

Which of the following types of scales are sometimes referred to as graphic rating scales?

Accepted Answer

A) noncomparative scales 
B) continuous rating scales 
C) itemized rating scales 
D) Likert scales 
E) none of the above 
A) noncomparative scales 
B) continuous rating scales 
C) itemized rating scales 
D) Likert scales 
E) none of the above

Question 5

According to the text, which of the following formulas determines total measurement error?

Accepted Answer

A) systematic error - random error 
B) systematic error + random error 
C) systematic error × random error 
D) systematic error/random error 
E) square root of (systematic error/random error ) 
A) systematic error - random error 
B) systematic error + random error 
C) systematic error × random error 
D) systematic error/random error 
E) square root of (systematic error/random error )

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

The scaling techniques commonly used in marketing research can be classified into ________ and ________.

Accepted Answer

A) random; nonrandom scales 
B) comparative; noncomparative scales 
C) interval; ratio scales 
D) nominal; ordinal scales 
E) object; non-object scales 
A) random; nonrandom scales 
B) comparative; noncomparative scales 
C) interval; ratio scales 
D) nominal; ordinal scales 
E) object; non-object scales

Question 8

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

Accepted Answer

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

Question 9

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

Accepted Answer

A) True 
 B)False

Question 10

According to the text, comparative scaling is sometimes referred to as ________.

Accepted Answer

A) metric scaling 
B) random scaling 
C) monadic scaling 
D) nonmetric scaling 
E) none of the above 
A) metric scaling 
B) random scaling 
C) monadic scaling 
D) nonmetric scaling 
E) none of the above

Question 11

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

Accepted Answer

A) True 
 B)False

Question 12

A(n)________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

Accepted Answer

A) comparative scale 
B) itemized rating scale 
C) continuous rating scale 
D) Likert scale 
E) descriptor scale 
A) comparative scale 
B) itemized rating scale 
C) continuous rating scale 
D) Likert scale 
E) descriptor scale

Question 13

In a short essay, discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.

Accepted Answer

Comparative scales involve the di

Question 14

Preference rankings, market position, and social class are examples of interval scales.

Accepted Answer

A) True 
 B)False

Question 15

The major benefit of comparative scaling is that it is the most widely used scaling technique.

Accepted Answer

A) True 
 B)False

Question 16

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.

Accepted Answer

A) True 
 B)False

Question 17

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Accepted Answer

A) Constant sum scaling 
B) Rank order scaling 
C) Paired comparison scaling 
D) Semantic differential scaling 
E) Discriminative scaling 
A) Constant sum scaling 
B) Rank order scaling 
C) Paired comparison scaling 
D) Semantic differential scaling 
E) Discriminative scaling

Question 18

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

Accepted Answer

A) True 
 B)False

Question 19

In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

Accepted Answer

A) True 
 B)False

Question 20

In a short essay, discuss the relationship of measurement and scaling to the marketing research process.

Accepted Answer

The marketing research problem is define

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.

According to the text, ________ are the simplest to use.

Which of the following types of scales are sometimes referred to as graphic rating scales?

According to the text, which of the following formulas determines total measurement error?

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

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

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

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

According to the text, comparative scaling is sometimes referred to as ________.

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

A(n)________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

In a short essay, discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.

Preference rankings, market position, and social class are examples of interval scales.

The major benefit of comparative scaling is that it is the most widely used scaling technique.

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

In a short essay, discuss the relationship of measurement and scaling to the marketing research process.

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

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.

According to the text, ________ are the simplest to use.

Which of the following types of scales are sometimes referred to as graphic rating scales?

According to the text, which of the following formulas determines total measurement error?

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

The scaling techniques commonly used in marketing research can be classified into ________ and ________.

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

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

According to the text, comparative scaling is sometimes referred to as ________.

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

A(n)________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

In a short essay, discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.

Preference rankings, market position, and social class are examples of interval scales.

The major benefit of comparative scaling is that it is the most widely used scaling technique.

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

In a short essay, discuss the relationship of measurement and scaling to the marketing research process.

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

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