Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Which of the following is not one of the suggested modifications of the paired comparison technique?

In paired comparison scaling, the data obtained are interval in nature.

Which of the following is not a type of non-comparative scale?

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

When using Q-sort scaling ________ to ________ objects is a reasonable range.

In the four primary scales, the level of measurement increases from ordinal to nominal to ratio to interval scale. This increase in measurement level is obtained at the cost of complexity.

Why is there confusion over whether constant sum data are ordinal or metric?

Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except

Only a limited number of statistics, all of which are based on frequency counts, are permissible on the numbers in a nominal scale.

The disadvantages of comparative scaling includes all of the following except ________.

________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with."

________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.

The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information?

In marketing research, ________ scales are used to measure relative attitudes, opinions, perceptions, and preferences.In the opening example for Chapter 8, this was shown by the rank order of the most admired companies.

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values. Ratios of differences between scale values are permissible.

Ratio scales allow proportionate transformations of the form y = bx, where b is a positive constant. One can add an arbitrary constant, as in the case of an interval scale.

The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.It is also meaningful to compute ratios of scale values.

A(n)________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects.

The origin is the highest level characteristic, i.e., a scale that has origin also possesses all the other basic characteristics.