Question 1

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

Accepted Answer

A) True 
 B)False

Question 2

This type of scale will always produce an ordinal scale of measurement.

Accepted Answer

A) Likert scale 
B) constant sum scale 
C) pair-wise comparison scale 
D) rank order scale 
E) semantic differential scale 
A) Likert scale 
B) constant sum scale 
C) pair-wise comparison scale 
D) rank order scale 
E) semantic differential scale

Question 3

Indicate your level of agreement with the following statement: The President is doing a very good job.
Strongly                                                                	Strongly
Agree	      Agree	       Indifferent     	Disagree	       Disagree
This scale illustrates which technique?

Accepted Answer

A) Likert 
B) purchase intent 
C) constant sum 
D) paired comparison 
E) none of these 
A) Likert 
B) purchase intent 
C) constant sum 
D) paired comparison 
E) none of these

Question 4

One technique that is never used for identifying buying motives is observation research.

Accepted Answer

A) True 
 B)False

Question 5

Rank order scales enable the researcher to determine intensity of attitudes.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?

Accepted Answer

A) involvement of the consumer 
B) attitude measurement 
C) effects of other people 
D) situational factors 
E) All are considered in assessing whether attitude research findings will predict behavior. 
A) involvement of the consumer 
B) attitude measurement 
C) effects of other people 
D) situational factors 
E) All are considered in assessing whether attitude research findings will predict behavior.

Question 7

A balanced scale should be used if the researcher expects a wide range of options.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following types of scales is least likely to produce interval or ratio scale data?

Accepted Answer

A) paired comparison 
B) itemized rating 
C) graphic rating 
D) constant sum 
E) All produce interval or ratio scale data. 
A) paired comparison 
B) itemized rating 
C) graphic rating 
D) constant sum 
E) All produce interval or ratio scale data.

Question 9

One disadvantage of the semantic differential is the halo effect.The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

Accepted Answer

A) True 
 B)False

Question 10

A pollster asks you to respond to the following choices concerning the upcoming presidential race: 
____candidate A	or	____candidate B
____candidate C	or	____candidate B
____candidate A	or	____candidate C
The pollster is invoking which type of attitude scale?

Accepted Answer

A) rank order 
B) paired comparison 
C) purchase intent 
D) graphic rating 
A) rank order 
B) paired comparison 
C) purchase intent 
D) graphic rating

Question 11

One way to avoid the confusion of using scales with differing numbers of scale points is to use the net promoter score (NPS).

Accepted Answer

A) True 
 B)False

Question 12

Likert scales measure the likelihood of purchasing a product.

Accepted Answer

A) True 
 B)False

Question 13

Scales are categorized in two ways according to the text.The categories are:

Accepted Answer

A) Unidimensional & Multidimensional 
B) Multidimensional & Graphic 
C) Graphic & Unidimensional 
D) Multidimensional & Perfect 
A) Unidimensional & Multidimensional 
B) Multidimensional & Graphic 
C) Graphic & Unidimensional 
D) Multidimensional & Perfect

Question 14

An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.

Accepted Answer

Use a purc

Question 15

Which of the following is a major approach to identifying determinant attitudes?

Accepted Answer

A) direct questioning 
B) indirect questioning 
C) observation 
D) all of these 
A) direct questioning 
B) indirect questioning 
C) observation 
D) all of these

Question 16

Which of the following does the Net Promoter Score focus on?

Accepted Answer

A) satisfaction 
B) strength of attitudes 
C) likelihood to recommend a product/service 
D) none of these 
A) satisfaction 
B) strength of attitudes 
C) likelihood to recommend a product/service 
D) none of these

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

This type of scale will always produce an ordinal scale of measurement.

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

One technique that is never used for identifying buying motives is observation research.

Rank order scales enable the researcher to determine intensity of attitudes.

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?

A balanced scale should be used if the researcher expects a wide range of options.

Which of the following types of scales is least likely to produce interval or ratio scale data?

One disadvantage of the semantic differential is the halo effect.The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

A pollster asks you to respond to the following choices concerning the upcoming presidential race: candidate A or candidate B candidate C or candidate B candidate A or candidate C The pollster is invoking which type of attitude scale?

One way to avoid the confusion of using scales with differing numbers of scale points is to use the net promoter score (NPS).

Likert scales measure the likelihood of purchasing a product.

Scales are categorized in two ways according to the text.The categories are:

An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.

Which of the following is a major approach to identifying determinant attitudes?

Which of the following does the Net Promoter Score focus on?

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

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

This type of scale will always produce an ordinal scale of measurement.

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

One technique that is never used for identifying buying motives is observation research.

Rank order scales enable the researcher to determine intensity of attitudes.

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?

A balanced scale should be used if the researcher expects a wide range of options.

Which of the following types of scales is least likely to produce interval or ratio scale data?

One disadvantage of the semantic differential is the halo effect.The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B ____candidate C or ____candidate B ____candidate A or ____candidate C The pollster is invoking which type of attitude scale?

One way to avoid the confusion of using scales with differing numbers of scale points is to use the net promoter score (NPS).

Likert scales measure the likelihood of purchasing a product.

Scales are categorized in two ways according to the text.The categories are:

An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.

Which of the following is a major approach to identifying determinant attitudes?

Which of the following does the Net Promoter Score focus on?

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

A pollster asks you to respond to the following choices concerning the upcoming presidential race: candidate A or candidate B candidate C or candidate B candidate A or candidate C The pollster is invoking which type of attitude scale?