Question 1

The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured.

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 2

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  metric scaling 
B)  random scaling 
C)  interval scaling 
D)  nonmetric scaling 
E)  substantive scaling 
A)  metric scaling 
B)  random scaling 
C)  interval scaling 
D)  nonmetric scaling 
E)  substantive scaling

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Accepted Answer

A) True 
 B)False

Question 8

According to the text, ________ means that all the objects fall into one of the classes.

Accepted Answer

A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap 
A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

According to the text, the constant sum should be considered an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT true about ratio-scaled data?

Accepted Answer

A)  The origin of the scale is fixed. 
B)  Such data can be transformed by using y = bx. 
C)  All statistical techniques can be applied to such data. 
D)  Common examples include height and weight. 
E)  They can be transformed using y = a + bx. 
A)  The origin of the scale is fixed. 
B)  Such data can be transformed by using y = bx. 
C)  All statistical techniques can be applied to such data. 
D)  Common examples include height and weight. 
E)  They can be transformed using y = a + bx.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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 paired comparison scaling.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

Which statement is not true about the interval scale?

Accepted Answer

A)  Numerically equal distances on the scale represent equal values in the characteristics being measured. 
B)  Both the zero point and the units of measurement are arbitrary. 
C)  Only proportionate transformations of the form y = bx, where b is a positive constant are allowed. 
D)  All of the above are correct. 
A)  Numerically equal distances on the scale represent equal values in the characteristics being measured. 
B)  Both the zero point and the units of measurement are arbitrary. 
C)  Only proportionate transformations of the form y = bx, where b is a positive constant are allowed. 
D)  All of the above are correct.

Question 16

Which of the following statistics is not permissible with ordinally scaled data?

Accepted Answer

A)  range 
B)  mode 
C)  rank order correlation 
D)  all of the above 
A)  range 
B)  mode 
C)  rank order correlation 
D)  all of the above

Question 17

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

Question 18

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

Accepted Answer

A)  randomization 
B)  measurement 
C)  sampling 
D)  exploring 
E)  characterization 
A)  randomization 
B)  measurement 
C)  sampling 
D)  exploring 
E)  characterization

Question 19

Permissible statistics for interval scaled data include all of the following EXCEPT:

Accepted Answer

A)  range. 
B)  mean. 
C)  standard deviation. 
D)  mode. 
E)  All of the above are permissible. 
A)  range. 
B)  mean. 
C)  standard deviation. 
D)  mode. 
E)  All of the above are permissible.

Question 20

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

The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured.

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.

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

Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.

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

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

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

According to the text, ________ means that all the objects fall into one of the classes.

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

According to the text, the constant sum should be considered an ordinal scale.

Which of the following is NOT true about ratio-scaled data?

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

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 paired comparison scaling.

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

Which statement is not true about the interval scale?

Which of the following statistics is not permissible with ordinally scaled data?

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

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

Permissible statistics for interval scaled data include all of the following EXCEPT:

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

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

The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured.

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.

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

Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.

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

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

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

According to the text, ________ means that all the objects fall into one of the classes.

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

According to the text, the constant sum should be considered an ordinal scale.

Which of the following is NOT true about ratio-scaled data?

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

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 paired comparison scaling.

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

Which statement is not true about the interval scale?

Which of the following statistics is not permissible with ordinally scaled data?

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

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

Permissible statistics for interval scaled data include all of the following EXCEPT:

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

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