Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

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In constant sum scaling, respondents allocate a constant sum of units, such as points, dollars or chips among a set of stimulus objects with respect to some criterion.

(True/False)

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Question 61

Which statement is not true about the interval scale?

(Multiple Choice)

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Question 62

The most common method of taste testing is paired comparison. A minimum of ________ responses is considered an adequate sample.

(Multiple Choice)

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Question 63

In marketing research, attitudinal data obtained from rating scales are often treated as ________ data.

(Multiple Choice)

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Question 64

Comparative scales involve the direct comparison of stimulus objects.

(True/False)

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Question 65

The origin characteristic means that the scale has no unique or true zero point.

(True/False)

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Question 66

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

(Multiple Choice)

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Question 67

In non-comparative scales, the scaling of each object is dependent on the others in the stimulus set.

(True/False)

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Question 68

Discuss measurement and scaling. What are they and how are they related?

(Essay)

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Question 69

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

(Multiple Choice)

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Question 70

________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained is ordinal in nature.

(Multiple Choice)

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Question 71

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

(Multiple Choice)

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Question 72

Which statement is true concerning constant sum scaling?

(Multiple Choice)

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Question 73

scaling and scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

(Multiple Choice)

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Question 74

In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale.

(Multiple Choice)

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Question 75

Measurement involves creating a continuum upon which measured objects are located.

(True/False)

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Question 76

________ is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

(Multiple Choice)

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Question 77

All statistical techniques can be applied to ratio data.

(True/False)

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Question 78

Compare the rank order scaling technique to the paired comparison scaling technique.

(Essay)

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Question 79

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

(Multiple Choice)

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Question 80

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Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

In constant sum scaling, respondents allocate a constant sum of units, such as points, dollars or chips among a set of stimulus objects with respect to some criterion.

Which statement is not true about the interval scale?

The most common method of taste testing is paired comparison. A minimum of ________ responses is considered an adequate sample.

In marketing research, attitudinal data obtained from rating scales are often treated as ________ data.

Comparative scales involve the direct comparison of stimulus objects.

The origin characteristic means that the scale has no unique or true zero point.

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

In non-comparative scales, the scaling of each object is dependent on the others in the stimulus set.

Discuss measurement and scaling. What are they and how are they related?

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained is ordinal in nature.

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Which statement is true concerning constant sum scaling?

________ scaling and ________ scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale.

Measurement involves creating a continuum upon which measured objects are located.

________ is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

All statistical techniques can be applied to ratio data.

Compare the rank order scaling technique to the paired comparison scaling technique.

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

scaling and scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.