Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

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 rank order scaling.

Accepted Answer

A) True 
 B)False  True

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Discuss measurement and scaling.What are they and how are they related?

Accepted Answer

Measurement means assigning numbers or o

Question 6

In marketing research,ordinal scales are used to measure market share.

Accepted Answer

A) True 
 B)False

Question 7

Nominal scales are used for classification and identification purposes only.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

Nominal scales are used for classificati

Question 9

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 10

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

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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 13

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 14

In ________,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)  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 15

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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 18

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 19

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 20

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

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

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 rank order scaling.

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

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

Discuss measurement and scaling.What are they and how are they related?

In marketing research,ordinal scales are used to measure market share.

Nominal scales are used for classification and identification purposes only.

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

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

A(n)________ is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

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

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

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

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

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

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 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.

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

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

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

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

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

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 rank order scaling.

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

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

Discuss measurement and scaling.What are they and how are they related?

In marketing research,ordinal scales are used to measure market share.

Nominal scales are used for classification and identification purposes only.

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

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

A(n)________ is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

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

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

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

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

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

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 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.

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

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

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

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