Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

A major disadvantage of constant sum scaling is that ________.

Accepted Answer

A)  it is limited to large discriminations among alternatives 
B)  it takes too much time to collect 
C)  it has no absolute zero point 
D)  it cannot be considered an ordinal scale 
E)  respondents may allocate more or fewer units than those specified 
A)  it is limited to large discriminations among alternatives 
B)  it takes too much time to collect 
C)  it has no absolute zero point 
D)  it cannot be considered an ordinal scale 
E)  respondents may allocate more or fewer units than those specified E

Question 3

Nominal scales are used for classification and identification purposes only.

Accepted Answer

A) True 
 B)False  True

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

In marketing research, ordinal scales are used for all of the following purposes EXCEPT:

Accepted Answer

A)  preference rankings. 
B)  market shares. 
C)  market position. 
D)  social class. 
E)  B and C 
A)  preference rankings. 
B)  market shares. 
C)  market position. 
D)  social class. 
E)  B and C

Question 6

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?

Accepted Answer

A)  rank order scaling 
B)  constant sum scaling 
C)  paired comparison scaling 
D)  semantic differential scaling 
E)  semantic meaning scaling 
A)  rank order scaling 
B)  constant sum scaling 
C)  paired comparison scaling 
D)  semantic differential scaling 
E)  semantic meaning scaling

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Preference rankings, market position, and social class are examples of interval scales.

Accepted Answer

A) True 
 B)False

Question 9

According to the text, interval scales are the simplest to use.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  geometric mean 
B)  range 
C)  standard deviation 
D)  mean 
E)  percentiles and median 
A)  geometric mean 
B)  range 
C)  standard deviation 
D)  mean 
E)  percentiles and median

Question 11

Nominal scales are recognized as the most basic or limited.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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 14

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 15

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

Accepted Answer

A) True 
 B)False

Question 16

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.

Accepted Answer

A)  Measurement; Scaling 
B)  Scaling; Ranking 
C)  Scaling; Measurement 
D)  Ranking; Measurement 
A)  Measurement; Scaling 
B)  Scaling; Ranking 
C)  Scaling; Measurement 
D)  Ranking; Measurement

Question 17

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 as label

Question 18

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 19

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

Accepted Answer

Taste is assessed here in this "taste te

Question 20

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)  C and D 
A)  Likert scales 
B)  semantic differential scales 
C)  Stapel scales 
D)  perceptual scales 
E)  C and D

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

A major disadvantage of constant sum scaling is that ________.

Nominal scales are used for classification and identification purposes only.

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

In marketing research, ordinal scales are used for all of the following purposes EXCEPT:

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?

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

Preference rankings, market position, and social class are examples of interval scales.

According to the text, interval scales are the simplest to use.

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

Nominal scales are recognized as the most basic or limited.

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

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?

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

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

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.

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

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 9: Measurement and Scaling: Fundamentals and Comparative Scaling

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

A major disadvantage of constant sum scaling is that ________.

Nominal scales are used for classification and identification purposes only.

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

In marketing research, ordinal scales are used for all of the following purposes EXCEPT:

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?

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

Preference rankings, market position, and social class are examples of interval scales.

According to the text, interval scales are the simplest to use.

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

Nominal scales are recognized as the most basic or limited.

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

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?

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

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

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.

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

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters