Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 3

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Accepted Answer

A) True 
 B)False

Question 4

Continuous scales can be used efficiently in social media.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The most popular comparative scaling technique is semantic differential scaling.

Accepted Answer

A) True 
 B)False

Question 7

A(n)________ 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)  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 8

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is NOT a characteristic of the Likert scale?

Accepted Answer

A)  easy to construct 
B)  easy to administer 
C)  easy for the respondent to understand 
D)  the number of scale points can vary 
E)  respondents read a short phrase rather than an entire statement 
A)  easy to construct 
B)  easy to administer 
C)  easy for the respondent to understand 
D)  the number of scale points can vary 
E)  respondents read a short phrase rather than an entire statement

Question 10

According to the text,noncomparative scales are also referred to as nonmetric scaling.

Accepted Answer

A) True 
 B)False

Question 11

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

Accepted Answer

A) True 
 B)False

Question 12

The most complex of the primary scales of measurement is the ratio scale.

Accepted Answer

A) True 
 B)False

Question 13

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

Accepted Answer

a. A nominal scale uses numbers a

Question 14

In a department store project,numbers 1 through 10 were assigned to the 10 stores considered in the study.Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus.Using this information,which of the following statements is true?

Accepted Answer

A)  Sears is in some way superior or inferior to Neiman Marcus. 
B)  It is meaningful to state that the number of the average store is 5.5. 
C)  Both A and B are true. 
D)  None of the above statements are true. 
A)  Sears is in some way superior or inferior to Neiman Marcus. 
B)  It is meaningful to state that the number of the average store is 5.5. 
C)  Both A and B are true. 
D)  None of the above statements are true.

Question 15

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 16

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

Accepted Answer

A) True 
 B)False

Question 17

Because the zero point is fixed in interval scales,it is not meaningful to take ratios of scale values.

Accepted Answer

A) True 
 B)False

Question 18

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 ________.

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 19

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 20

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

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

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

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Continuous scales can be used efficiently in social media.

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

The most popular comparative scaling technique is semantic differential scaling.

A(n)________ 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.

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Which of the following is NOT a characteristic of the Likert scale?

According to the text,noncomparative scales are also referred to as nonmetric scaling.

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

The most complex of the primary scales of measurement is the ratio scale.

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

In a department store project,numbers 1 through 10 were assigned to the 10 stores considered in the study.Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus.Using this information,which of the following statements is true?

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

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

Because the zero point is fixed in interval scales,it is not meaningful to take ratios of scale values.

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 ________.

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.

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

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,the constant sum should be considered an ordinal scale.

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

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Continuous scales can be used efficiently in social media.

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

The most popular comparative scaling technique is semantic differential scaling.

A(n)________ 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.

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Which of the following is NOT a characteristic of the Likert scale?

According to the text,noncomparative scales are also referred to as nonmetric scaling.

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

The most complex of the primary scales of measurement is the ratio scale.

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

In a department store project,numbers 1 through 10 were assigned to the 10 stores considered in the study.Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus.Using this information,which of the following statements is true?

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

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

Because the zero point is fixed in interval scales,it is not meaningful to take ratios of scale values.

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 ________.

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.

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

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