Question 1

If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.

Accepted Answer

A) direct 
B) indirect 
C) balanced 
D) unbalanced 
E) none of these 
A) direct 
B) indirect 
C) balanced 
D) unbalanced 
E) none of these A

Question 2

Unidimensional scales are used when the concept being studied possesses several attributes,all of which need to be measured.

Accepted Answer

A) True 
 B)False  False

Question 3

Through _____________________,respondents may be asked to explain their reasons for preferring one product or brand over another.

Accepted Answer

A) Direct questioning 
B) Indirect questioning 
C) Subsequent questioning 
D) Repeated questioning 
A) Direct questioning 
B) Indirect questioning 
C) Subsequent questioning 
D) Repeated questioning A

Question 4

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?

Accepted Answer

A) Likert 
B) semantic differential 
C) itemized rating scale 
D) graphic rating scales 
E) none of these 
A) Likert 
B) semantic differential 
C) itemized rating scale 
D) graphic rating scales 
E) none of these

Question 5

The Stapel Scale is a modification of which of the following?

Accepted Answer

A) constant sum scale 
B) paired comparison scale 
C) semantic differential scale 
D) Likert scale 
E) Rank order scale 
A) constant sum scale 
B) paired comparison scale 
C) semantic differential scale 
D) Likert scale 
E) Rank order scale

Question 6

An interval scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.

Accepted Answer

A) True 
 B)False

Question 7

When is it preferable to use direct questioning and when is it preferable to use indirect questioning?

Accepted Answer

With the direct approach the customer is

Question 8

A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.

Accepted Answer

A) True 
 B)False

Question 9

A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is not a consideration in selecting a scale?

Accepted Answer

A) type of scale 
B) nature of the construct being measured 
C) number of scale categories 
D) balance 
E) all of these are considerations 
A) type of scale 
B) nature of the construct being measured 
C) number of scale categories 
D) balance 
E) all of these are considerations

Question 11

The following scale is an example of which of the following? How effective?	 Would that be very or somewhat?
Effective	 Very
Ineffective	 Somewhat
No opinion

Accepted Answer

A) two-stage format 
B) rank order 
C) paired comparisons 
D) unbalanced 
A) two-stage format 
B) rank order 
C) paired comparisons 
D) unbalanced

Question 12

Marketing constructs cannot be measured using unidimensional scales.

Accepted Answer

A) True 
 B)False

Question 13

In an itemized rating scale,respondents select from a limited number of ordered categories.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following scales has a disadvantage of lacking standardization?

Accepted Answer

A) constant sum 
B) rank order 
C) semantic differential 
D) Likert 
E) Stapel 
A) constant sum 
B) rank order 
C) semantic differential 
D) Likert 
E) Stapel

Question 15

The following scale is illustrative of a __________scale. 
____definitely buy
____probably buy
____might buy
____might not
____probably not
____definitely not

Accepted Answer

A) purchase intent 
B) semantic differential 
C) rank order 
D) Likert 
E) none of these 
A) purchase intent 
B) semantic differential 
C) rank order 
D) Likert 
E) none of these

Question 16

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?

Accepted Answer

A) Likert 
B) semantic differential 
C) Stapel 
D) constant sum 
E) All of these are appropriate. 
A) Likert 
B) semantic differential 
C) Stapel 
D) constant sum 
E) All of these are appropriate.

Question 17

Which of the following scale types is similar to graphic rating scales?

Accepted Answer

A) rank order scale 
B) itemized rating scale 
C) Likert 
D) Stapel 
A) rank order scale 
B) itemized rating scale 
C) Likert 
D) Stapel

Question 18

Itemized and graphic scales are considered to be noncomparative scales.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is not characteristic of a Likert scale?

Accepted Answer

A) is a comparative rating scale 
B) requires interviewee to respond to a statement 
C) measures extent of agreement-disagreement with statement 
D) possible to compute summated attitude scores with several statements
Concerning a concept, product or service 
E) respondent considers only one statement at a time 
A) is a comparative rating scale 
B) requires interviewee to respond to a statement 
C) measures extent of agreement-disagreement with statement 
D) possible to compute summated attitude scores with several statements
Concerning a concept, product or service 
E) respondent considers only one statement at a time

Question 20

An auto dealership is attempting to determine the preferences of its customers.The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers.Construct a scale to achieve that objective.

Accepted Answer

Use a cons

If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.

Unidimensional scales are used when the concept being studied possesses several attributes,all of which need to be measured.

Through _____________________,respondents may be asked to explain their reasons for preferring one product or brand over another.

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?

The Stapel Scale is a modification of which of the following?

An interval scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.

When is it preferable to use direct questioning and when is it preferable to use indirect questioning?

A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.

A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.

Which of the following is not a consideration in selecting a scale?

The following scale is an example of which of the following? How effective? Would that be very or somewhat? Effective Very Ineffective Somewhat No opinion

Marketing constructs cannot be measured using unidimensional scales.

In an itemized rating scale,respondents select from a limited number of ordered categories.

Which of the following scales has a disadvantage of lacking standardization?

The following scale is illustrative of a ______scale. definitely buy probably buy might buy might not probably not definitely not

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?

Which of the following scale types is similar to graphic rating scales?

Itemized and graphic scales are considered to be noncomparative scales.

Which of the following is not characteristic of a Likert scale?

An auto dealership is attempting to determine the preferences of its customers.The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers.Construct a scale to achieve that objective.

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

The Concept of Measurement

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 11: Using Measurement Scales to Build Marketing Effectiveness

If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.

Unidimensional scales are used when the concept being studied possesses several attributes,all of which need to be measured.

Through _____________________,respondents may be asked to explain their reasons for preferring one product or brand over another.

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?

The Stapel Scale is a modification of which of the following?

An interval scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.

When is it preferable to use direct questioning and when is it preferable to use indirect questioning?

A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.

A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.

Which of the following is not a consideration in selecting a scale?

The following scale is an example of which of the following? How effective? Would that be very or somewhat? Effective Very Ineffective Somewhat No opinion

Marketing constructs cannot be measured using unidimensional scales.

In an itemized rating scale,respondents select from a limited number of ordered categories.

Which of the following scales has a disadvantage of lacking standardization?

The following scale is illustrative of a __________scale. ____definitely buy ____probably buy ____might buy ____might not ____probably not ____definitely not

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?

Which of the following scale types is similar to graphic rating scales?

Itemized and graphic scales are considered to be noncomparative scales.

Which of the following is not characteristic of a Likert scale?

An auto dealership is attempting to determine the preferences of its customers.The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers.Construct a scale to achieve that objective.

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

The Concept of Measurement

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

The following scale is illustrative of a ______scale. definitely buy probably buy might buy might not probably not definitely not