Question 1

A problem often encountered with rules is a lack of clarity or specificity.

Accepted Answer

A) True 
 B)False  True

Question 2

A scale that gives you a different weight every time you step on suffers from poor:

Accepted Answer

A) face validity 
B) construct validity 
C) split-half validity 
D) Reliability 
E) random-half validity 
A) face validity 
B) construct validity 
C) split-half validity 
D) Reliability 
E) random-half validity D

Question 3

A nominal scale provides the researcher with metric data.

Accepted Answer

A) True 
 B)False  False

Question 4

When few differences in scores are found between the first and second administration of a test,the test is said to have _________.

Accepted Answer

A) validity 
B) stability 
C) sensitivity 
D) reliability 
A) validity 
B) stability 
C) sensitivity 
D) reliability

Question 5

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

Accepted Answer

A) True 
 B)False

Question 6

Ordinal scales help determine equality or inequality.

Accepted Answer

A) True 
 B)False

Question 7

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

All of the attributes above ar

Question 9

Content validity answers the question: does the scale provide adequate coverage of the topic under study?

Accepted Answer

A) True 
 B)False

Question 10

____________________ are/can be a source of measurement differences that produces random or systematic error.

Accepted Answer

A) Characteristics of individual respondents 
B) Short-term personal factors 
C) Situational Factors 
D) Sampling of items included in the questionnaire 
E) All of these 
A) Characteristics of individual respondents 
B) Short-term personal factors 
C) Situational Factors 
D) Sampling of items included in the questionnaire 
E) All of these

Question 11

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?

Accepted Answer

The two main differences in ratio and in

Question 12

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served,we'd say the questionnaire lacked______ validity.

Accepted Answer

A) content 
B) face 
C) construct 
D) criterion-related 
E) none of these 
A) content 
B) face 
C) construct 
D) criterion-related 
E) none of these

Question 13

Ranking questions generally produces ___________ level of measurement.

Accepted Answer

A) nominal 
B) ordinal 
C) interval 
D) ratio 
E) none of these 
A) nominal 
B) ordinal 
C) interval 
D) ratio 
E) none of these

Question 14

A nominal scale partitions data into categories that are mutually exclusive and collectively exhaustive.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following does not apply to an operational definition?

Accepted Answer

A) There can be many different potential operational definitions for a single concept. 
B) It defines which observable characteristics will be measured. 
C) It defines a concept and establishes boundaries for the concept. 
D) Instruments are developed on the basis of it. 
E) All of these pertain to an operational definition. 
A) There can be many different potential operational definitions for a single concept. 
B) It defines which observable characteristics will be measured. 
C) It defines a concept and establishes boundaries for the concept. 
D) Instruments are developed on the basis of it. 
E) All of these pertain to an operational definition.

Question 16

A questionnaire could be reliable without being valid.

Accepted Answer

A) True 
 B)False

Question 17

A constitutive definition is similar to a dictionary definition.

Accepted Answer

A) True 
 B)False

Question 18

Some things are easier to measure because its rules are easier to create and follow.

Accepted Answer

A) True 
 B)False

Question 19

Which is the weakest form of validity?

Accepted Answer

A) content 
B) face 
C) construct 
D) criterion related 
E) none of these 
A) content 
B) face 
C) construct 
D) criterion related 
E) none of these

Question 20

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

Accepted Answer

A) Abstract Concepts 
B) Constructs 
C) Intuitive Constructs 
D) None of these 
A) Abstract Concepts 
B) Constructs 
C) Intuitive Constructs 
D) None of these

A problem often encountered with rules is a lack of clarity or specificity.

A scale that gives you a different weight every time you step on suffers from poor:

A nominal scale provides the researcher with metric data.

When few differences in scores are found between the first and second administration of a test,the test is said to have _________.

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

Ordinal scales help determine equality or inequality.

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Content validity answers the question: does the scale provide adequate coverage of the topic under study?

____________________ are/can be a source of measurement differences that produces random or systematic error.

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?

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served,we'd say the questionnaire lacked______ validity.

Ranking questions generally produces ___________ level of measurement.

A nominal scale partitions data into categories that are mutually exclusive and collectively exhaustive.

Which of the following does not apply to an operational definition?

A questionnaire could be reliable without being valid.

A constitutive definition is similar to a dictionary definition.

Some things are easier to measure because its rules are easier to create and follow.

Which is the weakest form of validity?

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 10: The Concept of Measurement

A problem often encountered with rules is a lack of clarity or specificity.

A scale that gives you a different weight every time you step on suffers from poor:

A nominal scale provides the researcher with metric data.

When few differences in scores are found between the first and second administration of a test,the test is said to have _________.

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

Ordinal scales help determine equality or inequality.

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Content validity answers the question: does the scale provide adequate coverage of the topic under study?

____________________ are/can be a source of measurement differences that produces random or systematic error.

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?

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served,we'd say the questionnaire lacked______ validity.

Ranking questions generally produces ___________ level of measurement.

A nominal scale partitions data into categories that are mutually exclusive and collectively exhaustive.

Which of the following does not apply to an operational definition?

A questionnaire could be reliable without being valid.

A constitutive definition is similar to a dictionary definition.

Some things are easier to measure because its rules are easier to create and follow.

Which is the weakest form of validity?

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters