Exam 9: Measurement and Scaling: Fundamentals and Comparative Scaling

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)________.

Noncomparative scaling is the most widely used scaling technique in marketing research.

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

Permissible statistics for ordinally-scaled data include which of the following?

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

Only a limited number of statistics,all of which are based on frequency counts,are permissible on the numbers in a nominal scale.

A scale that has description also has order.

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

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?

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

In marketing research,interval scales are used both to measure attitudes and opinions,and as index numbers.

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

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

Any positive linear transformation of the form y = a + bx would distort the properties of an interval scale.

Which of the following is NOT a measure developed to evaluate social media sites based on information that is publicly available?

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness,with 1 = extremely unfavorable,and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

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

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

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

The origin characteristic means that a scale has an arbitrary zero point.