Exam 9: Measurement and Scaling: Fundamentals and Comparative Scaling

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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.

(True/False)

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Question 21

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

(True/False)

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Question 22

A major disadvantage of comparative scales would be which of the following?

(Multiple Choice)

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Question 23

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 rank order scaling.

(True/False)

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Question 24

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

(True/False)

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Question 25

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

(Multiple Choice)

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Question 26

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

(Multiple Choice)

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Question 27

According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class.

(Multiple Choice)

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Question 28

After paired comparison scaling, the most popular comparative scaling technique is ________.

(Multiple Choice)

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Question 29

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

(True/False)

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Question 30

In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

(True/False)

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Question 31

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 ________.

(Multiple Choice)

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Question 32

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

(Multiple Choice)

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Question 33

A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

(Multiple Choice)

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Question 34

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

(Essay)

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Question 35

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

(True/False)

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Question 36

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

(Multiple Choice)

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Question 37

In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.

(Essay)

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Question 38

In a short essay, list and discuss the three types of comparative scaling techniques. Include a specific example for each scaling technique to support your answer.

(Essay)

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Question 39

Which of the following is NOT recognized as a comparative scaling technique?

(Multiple Choice)

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Question 40

Showing 21 - 40 of 98

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.

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

A major disadvantage of comparative scales would be which of the following?

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 rank order scaling.

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

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

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

According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class.

After paired comparison scaling, the most popular comparative scaling technique is ________.

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

In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

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 ________.

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

A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

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

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

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

In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.

In a short essay, list and discuss the three types of comparative scaling techniques. Include a specific example for each scaling technique to support your answer.

Which of the following is NOT recognized as a comparative scaling technique?

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

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