Exam 11: Using Measurement Scales to Build Marketing Effectiveness

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?

(Multiple Choice)

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Question 21

Attitudes are likely to predict purchase behavior only when subjects are highly involved with the product category.

(True/False)

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Question 22

Generally,well-constructed attitude scales will have between ________ response points.

(Multiple Choice)

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Question 23

Semantic differential scales cannot be quantified.

(True/False)

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Question 24

Researchers have found that by offering a "neutral" response on a scale,respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral.To resolve this issue,researchers :

(Multiple Choice)

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Question 25

A(n)_________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

(Multiple Choice)

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Question 26

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

(Multiple Choice)

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Question 27

Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?

(Multiple Choice)

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Question 28

Semantic differential scales can be developed rather quickly,compared to rank order scales.

(True/False)

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Question 29

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

(Multiple Choice)

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Question 30

A marketing research firm is attempting to measure customer satisfaction of a local restaurant.Design a scaled questionnaire that will address such factors as location,food quality,the restaurant staff,pricing,and any other relevant factors.

(Essay)

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Question 31

The link between attitudes and behavior: the more favorable the attitude of consumers,the higher the incidence usage.

(True/False)

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Question 32

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

(True/False)

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Question 33

___________ are truly the essence of the "human change agent" that all marketers strive to influence.

(Multiple Choice)

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Question 34

List and briefly describe considerations in selecting a scale.

(Essay)

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Question 35

If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?

(Multiple Choice)

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Question 36

Purchase intent scales often over estimate the number of people who will actually buy a product.

(True/False)

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Question 37

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.

(Multiple Choice)

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Question 38

The Stapel scale is similar to the semantic differential.

(True/False)

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Question 39

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.

(Multiple Choice)

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Question 40

Showing 21 - 40 of 56

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?

Attitudes are likely to predict purchase behavior only when subjects are highly involved with the product category.

Generally,well-constructed attitude scales will have between ________ response points.

Semantic differential scales cannot be quantified.

Researchers have found that by offering a "neutral" response on a scale,respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral.To resolve this issue,researchers :

A(n)_________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?

Semantic differential scales can be developed rather quickly,compared to rank order scales.

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

A marketing research firm is attempting to measure customer satisfaction of a local restaurant.Design a scaled questionnaire that will address such factors as location,food quality,the restaurant staff,pricing,and any other relevant factors.

The link between attitudes and behavior: the more favorable the attitude of consumers,the higher the incidence usage.

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

___________ are truly the essence of the "human change agent" that all marketers strive to influence.

List and briefly describe considerations in selecting a scale.

If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?

Purchase intent scales often over estimate the number of people who will actually buy a product.

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.

The Stapel scale is similar to the semantic differential.

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.

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

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?

Attitudes are likely to predict purchase behavior only when subjects are highly involved with the product category.

Generally,well-constructed attitude scales will have between ________ response points.

Semantic differential scales cannot be quantified.

Researchers have found that by offering a "neutral" response on a scale,respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral.To resolve this issue,researchers :

A(n)_________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows: ____styling ____handling ____horsepower ____towing capability ____economy 100% TOTAL This scale illustrates which kind of technique?

Semantic differential scales can be developed rather quickly,compared to rank order scales.

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

A marketing research firm is attempting to measure customer satisfaction of a local restaurant.Design a scaled questionnaire that will address such factors as location,food quality,the restaurant staff,pricing,and any other relevant factors.

The link between attitudes and behavior: the more favorable the attitude of consumers,the higher the incidence usage.

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

___________ are truly the essence of the "human change agent" that all marketers strive to influence.

List and briefly describe considerations in selecting a scale.

If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?

Purchase intent scales often over estimate the number of people who will actually buy a product.

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.

The Stapel scale is similar to the semantic differential.

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.

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

Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?