Question 1

Which of the following primary scales of measurement is recognized as the most basic or limited?

Accepted Answer

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

Question 2

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 an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 3

Perfect reliability implies perfect validity.

Accepted Answer

A) True 
 B)False

Question 4

Common examples of ordinal scales include educational levels and social security numbers.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following primary scales of measurement is used for classification purposes?

Accepted Answer

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

Question 6

Scales are only presented horizontally.

Accepted Answer

A) True 
 B)False

Question 7

Likert scale analysis is generally conducted by appropriately summing the item scores.

Accepted Answer

A) True 
 B)False

Question 8

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

Accepted Answer

A) True 
 B)False

Question 9

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

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 10

Which of the following is NOT a classification of itemized rating scales?

Accepted Answer

A)  Likert scales 
B)  semantic differential scales 
C)  Stapel scales 
D)  perceptual scales 
E)  All of the above are classifications of itemized rating scales. 
A)  Likert scales 
B)  semantic differential scales 
C)  Stapel scales 
D)  perceptual scales 
E)  All of the above are classifications of itemized rating scales.

Question 11

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 12

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

Accepted Answer

A) True 
 B)False

Question 13

Of the three itemized rating scales considered,the semantic differential scale is used the least.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

The generation of a continuum upon which measured objects are located is called ________.

Accepted Answer

A)  sampling 
B)  hypothesizing 
C)  scaling 
D)  factoring 
E)  continuous generation 
A)  sampling 
B)  hypothesizing 
C)  scaling 
D)  factoring 
E)  continuous generation

Question 16

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 17

According to the text,total measurement error is determined by multiplying systematic error with random error.

Accepted Answer

A) True 
 B)False

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 Stapel scale.

Accepted Answer

A) True 
 B)False

Question 19

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

Accepted Answer

A) True 
 B)False

Question 20

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

Accepted Answer

A) True 
 B)False

Which of the following primary scales of measurement is recognized as the most basic or limited?

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 an ordinal scale.

Perfect reliability implies perfect validity.

Common examples of ordinal scales include educational levels and social security numbers.

Which of the following primary scales of measurement is used for classification purposes?

Scales are only presented horizontally.

Likert scale analysis is generally conducted by appropriately summing the item scores.

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

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

Which of the following is NOT a classification of itemized rating scales?

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

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

Of the three itemized rating scales considered,the semantic differential scale is used the least.

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

The generation of a continuum upon which measured objects are located is called ________.

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

According to the text,total measurement error is determined by multiplying systematic error with random error.

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

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

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 of the following primary scales of measurement is recognized as the most basic or limited?

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 an ordinal scale.

Perfect reliability implies perfect validity.

Common examples of ordinal scales include educational levels and social security numbers.

Which of the following primary scales of measurement is used for classification purposes?

Scales are only presented horizontally.

Likert scale analysis is generally conducted by appropriately summing the item scores.

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

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

Which of the following is NOT a classification of itemized rating scales?

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

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

Of the three itemized rating scales considered,the semantic differential scale is used the least.

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

The generation of a continuum upon which measured objects are located is called ________.

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

According to the text,total measurement error is determined by multiplying systematic error with random error.

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

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

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