Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 3

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 4

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 5

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 6

According to the text,________ means that all the objects fall into one of the classes.

Accepted Answer

A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap 
A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap

Question 7

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 8

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________.

Accepted Answer

A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  opinion rating scale 
E)  penta scales 
A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  opinion rating scale 
E)  penta scales

Question 9

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 10

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 11

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 12

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 13

The most complex of the primary scales of measurement is the ________.

Accepted Answer

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

Question 14

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 15

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 16

According to the text,________ means that there is no overlap between classes and every object being measured falls into only one class.

Accepted Answer

A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap 
A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap

Question 17

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 18

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 19

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 20

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.

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.

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.

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.

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

According to the text,________ means that all the objects fall into one of the classes.

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

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________.

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

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

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

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 most complex of the primary scales of measurement is the ________.

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

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

According to the text,________ means that there is no overlap between classes and every object being measured falls into only one class.

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

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

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?

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

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.

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.

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.

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

According to the text,________ means that all the objects fall into one of the classes.

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

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________.

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

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

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

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 most complex of the primary scales of measurement is the ________.

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

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

According to the text,________ means that there is no overlap between classes and every object being measured falls into only one class.

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

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

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?

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 .