Exam 10: The Concept of Measurement
Exam 1: The Role of Marketing Research in Management Decision Making70 Questions
Exam 2: The Marketing Research Industry and Research Ethics70 Questions
Exam 3: Problem Definition and the Research Process70 Questions
Exam 4: Secondary Data and Databases62 Questions
Exam 5: Qualitative Research68 Questions
Exam 6: Traditional Survey Research56 Questions
Exam 7: Online Marketing Research-The Growth of Mobile and Social Media Research56 Questions
Exam 8: Primary Data Collection: Observation56 Questions
Exam 9: Primary Data Collection: Experimentation and Test Markets61 Questions
Exam 10: The Concept of Measurement55 Questions
Exam 11: Using Measurement Scales to Build Marketing Effectiveness56 Questions
Exam 12: Questionnaire Design57 Questions
Exam 13: Basic Sampling Issues58 Questions
Exam 14: Sample Size Determination58 Questions
Exam 15: Data Processing and Fundamental Data Analysis60 Questions
Exam 16: Statistical Testing of Differences and Relationships63 Questions
Exam 17: Bivariate Correlation and Regression51 Questions
Exam 18: Multivariate Data Analysis57 Questions
Exam 19: Communicating the Research Results45 Questions
Exam 20: Managing Marketing Research46 Questions
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A problem often encountered with rules is a lack of clarity or specificity.
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(True/False)
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Correct Answer:
True
A scale that gives you a different weight every time you step on suffers from poor:
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(Multiple Choice)
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Correct Answer:
D
A nominal scale provides the researcher with metric data.
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(True/False)
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Correct Answer:
False
When few differences in scores are found between the first and second administration of a test,the test is said to have _________.
(Multiple Choice)
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An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.
(True/False)
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Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.
(True/False)
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Revise the following assessment of customer satisfaction for Jim Dandy's Hamburger Joint so that content validity is achieved.
Please indicate your satisfaction with Jim Dandy's Hamburger Joint using a scale of 1=very satisfied,2=somewhat satisfied,and 3=not satisfied.
____a. location of the restaurant
____b. cleanliness of restrooms
____c. friendliness of staff
____d. speed of service
____e. restaurant cleanliness
____f. availability of condiments
____g. efficiency of drive-up window
____h. hours of operation
(Essay)
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Content validity answers the question: does the scale provide adequate coverage of the topic under study?
(True/False)
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____________________ are/can be a source of measurement differences that produces random or systematic error.
(Multiple Choice)
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Ratio and Interval scale data can both produce data in which arithmetic means and metric measures of dispersion can be computed.However,there are several important differences in these two levels of measurement.What are they?
(Essay)
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If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served,we'd say the questionnaire lacked______ validity.
(Multiple Choice)
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Ranking questions generally produces ___________ level of measurement.
(Multiple Choice)
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A nominal scale partitions data into categories that are mutually exclusive and collectively exhaustive.
(True/False)
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Which of the following does not apply to an operational definition?
(Multiple Choice)
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A constitutive definition is similar to a dictionary definition.
(True/False)
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Some things are easier to measure because its rules are easier to create and follow.
(True/False)
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____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.
(Multiple Choice)
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