Question 1

Likert scales cannot measure attitudes and behavior.

Accepted Answer

A) True 
 B)False

Question 2

The _____ represents the distance between the largest and smallest response.

Accepted Answer

A)  mean 
B)  standard deviation 
C)  range 
D)  median 
E)  frequency distribution 
A)  mean 
B)  standard deviation 
C)  range 
D)  median 
E)  frequency distribution

Question 3

Which of the following statements is True about ratio scales?

Accepted Answer

A)  They cannot measure quantitative data. 
B)  They cannot be used to determine the absolute difference between rankings. 
C)  They are the most basic and least powerful scale design. 
D)  They are less powerful than nominal scales. 
E)  They enable researchers to make absolute comparisons between responses. 
A)  They cannot measure quantitative data. 
B)  They cannot be used to determine the absolute difference between rankings. 
C)  They are the most basic and least powerful scale design. 
D)  They are less powerful than nominal scales. 
E)  They enable researchers to make absolute comparisons between responses.

Question 4

Which of the following statements about graphic rating scales is True?

Accepted Answer

A)  They are a type of comparative rating scales. 
B)  They are recommended for use with adults only. 
C)  They cannot be used to collect emotional data. 
D)  They do not contain narrative descriptors. 
E)  They use a scaling descriptor format. 
A)  They are a type of comparative rating scales. 
B)  They are recommended for use with adults only. 
C)  They cannot be used to collect emotional data. 
D)  They do not contain narrative descriptors. 
E)  They use a scaling descriptor format.

Question 5

A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.

Accepted Answer

A)  ambiguous question 
B)  loaded question 
C)  double-barreled question 
D)  complex question 
E)  double negative question 
A)  ambiguous question 
B)  loaded question 
C)  double-barreled question 
D)  complex question 
E)  double negative question

Question 6

Which of the following statements about constructs is True?

Accepted Answer

A)  They are directly measured. 
B)  They are made up of a combination of several related indicator variables. 
C)  Their development requires the use of nominal scales to measure absolute differences between scale points. 
D)  They are observable concepts. 
E)  Their development begins with an accurate definition of the purpose of the study. 
A)  They are directly measured. 
B)  They are made up of a combination of several related indicator variables. 
C)  Their development requires the use of nominal scales to measure absolute differences between scale points. 
D)  They are observable concepts. 
E)  Their development begins with an accurate definition of the purpose of the study.

Question 7

Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?

Accepted Answer

A)  Nominal scales 
B)  Rank-order scales 
C)  Constant-sum scales 
D)  Graphic rating scales 
E)  Behavioral intention scales 
A)  Nominal scales 
B)  Rank-order scales 
C)  Constant-sum scales 
D)  Graphic rating scales 
E)  Behavioral intention scales

Question 8

Measures of central tendency describe how data are dispersed around a central value.

Accepted Answer

A) True 
 B)False

Question 9

Discuss the measurement problems associated with the semantic differential scale pole descriptors.

Accepted Answer

Descriptors used to express the two ends

Question 10

The difference between a single-item scale and a multiple-item scale is that a:

Accepted Answer

A)  single-item scale involves collecting data about only one attribute of the object being investigated. 
B)  multiple-item scale is a type of nominal scale. 
C)  single-item scale simultaneously collects data on several attributes of a construct. 
D)  single-item scale provides more than one possible response to its respondents. 
E)  multiple-item scale cannot collect ordinal data. 
A)  single-item scale involves collecting data about only one attribute of the object being investigated. 
B)  multiple-item scale is a type of nominal scale. 
C)  single-item scale simultaneously collects data on several attributes of a construct. 
D)  single-item scale provides more than one possible response to its respondents. 
E)  multiple-item scale cannot collect ordinal data.

Question 11

A graphic rating scale is a type of comparative rating scale.

Accepted Answer

A) True 
 B)False

Question 12

A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient?

Accepted Answer

A)  Graphic rating scale 
B)  Single-item scale 
C)  Comparative rating scale 
D)  Nominal scale 
E)  Likert scale 
A)  Graphic rating scale 
B)  Single-item scale 
C)  Comparative rating scale 
D)  Nominal scale 
E)  Likert scale

Question 13

The number of dimensions of a construct influences the decision to use a single-item versus a multiple-item scale.

Accepted Answer

A) True 
 B)False

Question 14

Internal consistency reliability values for single-item or two-item scales cannot be accurately determined and should not be reported as representing the scale's internal consistency.

Accepted Answer

A) True 
 B)False

Question 15

For interval scales, it is not possible to calculate mean and standard deviation.

Accepted Answer

A) True 
 B)False

Question 16

_____ involve a situation in which possible responses can be interpreted a number of different ways.

Accepted Answer

A)  Ambiguous questions 
B)  Loaded questions 
C)  Complex questions 
D)  Double negative questions 
E)  Double-barreled questions 
A)  Ambiguous questions 
B)  Loaded questions 
C)  Complex questions 
D)  Double negative questions 
E)  Double-barreled questions

Question 17

In most cases, semantic differential scales use either 5 or 7 scale points.

Accepted Answer

A) True 
 B)False

Question 18

Behavioral intention scales are difficult to construct.

Accepted Answer

A) True 
 B)False

Question 19

Constant-sum scales should preferably use more than seven attributes.

Accepted Answer

A) True 
 B)False

Question 20

At the heart of construct development is the need to determine exactly what is to be measured.

Accepted Answer

A) True 
 B)False

Likert scales cannot measure attitudes and behavior.

The _____ represents the distance between the largest and smallest response.

Which of the following statements is True about ratio scales?

Which of the following statements about graphic rating scales is True?

A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.

Which of the following statements about constructs is True?

Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?

Measures of central tendency describe how data are dispersed around a central value.

Discuss the measurement problems associated with the semantic differential scale pole descriptors.

The difference between a single-item scale and a multiple-item scale is that a:

A graphic rating scale is a type of comparative rating scale.

A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient?

The number of dimensions of a construct influences the decision to use a single-item versus a multiple-item scale.

Internal consistency reliability values for single-item or two-item scales cannot be accurately determined and should not be reported as representing the scale's internal consistency.

For interval scales, it is not possible to calculate mean and standard deviation.

_____ involve a situation in which possible responses can be interpreted a number of different ways.

In most cases, semantic differential scales use either 5 or 7 scale points.

Behavioral intention scales are difficult to construct.

Constant-sum scales should preferably use more than seven attributes.

At the heart of construct development is the need to determine exactly what is to be measured.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters

Exam 7: Measurement and Scaling

Likert scales cannot measure attitudes and behavior.

The _____ represents the distance between the largest and smallest response.

Which of the following statements is True about ratio scales?

Which of the following statements about graphic rating scales is True?

A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.

Which of the following statements about constructs is True?

Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?

Measures of central tendency describe how data are dispersed around a central value.

Discuss the measurement problems associated with the semantic differential scale pole descriptors.

The difference between a single-item scale and a multiple-item scale is that a:

A graphic rating scale is a type of comparative rating scale.

A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient?

The number of dimensions of a construct influences the decision to use a single-item versus a multiple-item scale.

Internal consistency reliability values for single-item or two-item scales cannot be accurately determined and should not be reported as representing the scale's internal consistency.

For interval scales, it is not possible to calculate mean and standard deviation.

_____ involve a situation in which possible responses can be interpreted a number of different ways.

In most cases, semantic differential scales use either 5 or 7 scale points.

Behavioral intention scales are difficult to construct.

Constant-sum scales should preferably use more than seven attributes.

At the heart of construct development is the need to determine exactly what is to be measured.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Descriptive and Causal Research Designs

Sampling: Theory and Methods

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters