Question 1

Which scale is NOT an itemized rating scale?

Accepted Answer

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

Question 2

Interval scales are widely used in marketing research.

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

In a short essay,list and discuss the three commonly used itemized rating scales in marketing.Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

Accepted Answer

a. The Likert scale is a measurem

Question 5

________ 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 6

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

Accepted Answer

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

Question 7

According to the text,noncomparative scales are broadly classified as either continuous or itemized.

Accepted Answer

A) True 
 B)False

Question 8

Scale categories can be ________.

Accepted Answer

A)  assigned numerical values 
B)  presented horizontally 
C)  expressed by boxes 
D)  expressed by discrete lines 
E)  all of the above 
A)  assigned numerical values 
B)  presented horizontally 
C)  expressed by boxes 
D)  expressed by discrete lines 
E)  all of the above

Question 9

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

Accepted Answer

A) True 
 B)False

Question 10

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 11

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

Accepted Answer

The marketing research problem is define

Question 12

According to the text,which of the following is NOT one of the commonly used itemized rating scales?

Accepted Answer

A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  random scale 
E)  All of the above are commonly used itemized rating scales. 
A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  random scale 
E)  All of the above are commonly used itemized rating scales.

Question 13

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

Perfect validity implies perfect reliability.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 18

Which of the following 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)  a comparative scale 
B)  a continuous rating scale 
C)  an itemized rating scale 
D)  a Likert scale 
E)  extreme scaling 
A)  a comparative scale 
B)  a continuous rating scale 
C)  an itemized rating scale 
D)  a Likert scale 
E)  extreme scaling

Question 19

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 20

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

Which scale is NOT an itemized rating scale?

Interval scales are widely used in marketing research.

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

In a short essay,list and discuss the three commonly used itemized rating scales in marketing.Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

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

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

According to the text,noncomparative scales are broadly classified as either continuous or itemized.

Scale categories can be ________.

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

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

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

According to the text,which of the following is NOT one of the commonly used itemized rating scales?

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

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

Perfect validity implies perfect reliability.

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

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.

Which of the following 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?

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

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 ________.

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

Which scale is NOT an itemized rating scale?

Interval scales are widely used in marketing research.

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

In a short essay,list and discuss the three commonly used itemized rating scales in marketing.Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

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

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

According to the text,noncomparative scales are broadly classified as either continuous or itemized.

Scale categories can be ________.

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

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

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

According to the text,which of the following is NOT one of the commonly used itemized rating scales?

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

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

Perfect validity implies perfect reliability.

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

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.

Which of the following 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?

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

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 ________.

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