Exam 9: Measurement and Scaling: Fundamentals and Comparative Scaling

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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) ________.

(Multiple Choice)

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Question 41

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

(True/False)

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Question 42

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

(True/False)

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Question 43

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

(True/False)

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Question 44

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

(True/False)

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Question 45

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

(Multiple Choice)

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Question 46

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

(True/False)

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Question 47

All statistical techniques can be applied to ratio data.

(True/False)

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Question 48

A scale that has distance also has order but the reverse is not true.

(True/False)

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Question 49

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

(Multiple Choice)

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Question 50

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

(True/False)

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Question 51

Discuss measurement and scaling. What are they and how are they related?

(Essay)

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Question 52

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

(True/False)

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Question 53

In developing countries, which of the following scales would be best for measuring consumer preferences?

(Multiple Choice)

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Question 54

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 ________.

(Multiple Choice)

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Question 55

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

(Multiple Choice)

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Question 56

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

(True/False)

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Question 57

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

(Multiple Choice)

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Question 58

An advantage of rank order scaling is that the results are easy to communicate.

(True/False)

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Question 59

Common examples of ordinal scales include all of the following EXCEPT:

(Multiple Choice)

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Question 60

Showing 41 - 60 of 98

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) ________.

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

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

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

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

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

All statistical techniques can be applied to ratio data.

A scale that has distance also has order but the reverse is not true.

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

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

Discuss measurement and scaling. What are they and how are they related?

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

In developing countries, which of the following scales would be best for measuring consumer preferences?

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 ________.

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

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

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

An advantage of rank order scaling is that the results are easy to communicate.

Common examples of ordinal scales include all of the following EXCEPT:

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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