Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

There are three primary scales of measurement: nominal, ordinal, and ratio.

If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, ________ scaling is being used.

In measurement, when assigning numbers to the characteristics there must be a one-to-one correspondence between the numbers and the characteristics being measured.

________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

It is the obligation of the researcher to obtain data that are most appropriate, given the research questions to be answered.

Paired comparison scaling is useful when the number of brands is large, because it requires direct comparison and overt choice.

Discuss the primary scales of measurement (Table 8.1 in the text). Develop an example of each.

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

In constant sum scaling, if an attribute is twice as important as some other attribute, it receives twice as many points.

In addition to the counting operation allowable for nominal scale data, ordinal scales permit the use of statistics based on percentiles.

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

From the viewpoint of the respondents, ratio scales are the simplest to use, whereas the nominal scales are the most complex.

A nominal scale can only involve the assignment of numbers; alphabets or symbols cannot be assigned.

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.

Non-comparative scaling data are generally assumed to be interval or ratio scaled.

________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

After paired comparisons, the most popular comparative rating scale is ________.

If a scale has the description characteristic, it also has order.

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data. It implies that if brand A is preferred to brand B and brand B is preferred to brand C, then brand A is preferred to brand C.