Question 1

The goal of the construct development process is to precisely identify and define what is to be measured.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements is True of leading questions?

Accepted Answer

A)  They introduce bias and often influence the way a respondent answers a question. 
B)  They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. 
C)  They involve situations where the question contains two negative thoughts in the same question. 
D)  They involve situations in which the question is worded in a way the respondent is not sure how they are supposed to respond. 
E)  They involve a situation in which possible responses can be interpreted in a number of ways. 
A)  They introduce bias and often influence the way a respondent answers a question. 
B)  They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. 
C)  They involve situations where the question contains two negative thoughts in the same question. 
D)  They involve situations in which the question is worded in a way the respondent is not sure how they are supposed to respond. 
E)  They involve a situation in which possible responses can be interpreted in a number of ways.

Question 3

What are the two factors that drive the use of multiple-item scales in research?

Accepted Answer

If the construct under study is multidim

Question 4

Which of the following statements is True of double negative questions?

Accepted Answer

A)  They create cognitive confusion and respondents find it difficult to understand the question and therefore respond correctly. 
B)  They involve situations in which the question/setup suggests a socially desirable answer or involves an emotionally charged issue. 
C)  They introduce bias and influence the way a respondent answers a question. 
D)  They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. 
E)  They involve scale responses that are mutually exclusive. 
A)  They create cognitive confusion and respondents find it difficult to understand the question and therefore respond correctly. 
B)  They involve situations in which the question/setup suggests a socially desirable answer or involves an emotionally charged issue. 
C)  They introduce bias and influence the way a respondent answers a question. 
D)  They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. 
E)  They involve scale responses that are mutually exclusive.

Question 5

A researcher designs his questionnaire in such a way that respondents can communicate the intensity with which they like or dislike a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "strongly disagree" and 7 is for "strongly agree"). These numbers (1 to 7) are commonly referred to as:

Accepted Answer

A)  construct points. 
B)  scale portions. 
C)  scale points. 
D)  construct ordinals. 
E)  scale ratios. 
A)  construct points. 
B)  scale portions. 
C)  scale points. 
D)  construct ordinals. 
E)  scale ratios.

Question 6

The idea behind the test-retest approach to measuring the reliability of scales is that if random variations are present, they will be revealed by variations in the scores between the two sampled measurements.

Accepted Answer

A) True 
 B)False

Question 7

A comparative rating scale is used when the objective is to have a respondent express his or her attitudes, behavior, or intentions about a specific object.

Accepted Answer

A) True 
 B)False

Question 8

A nominal scale enables respondents to express relative magnitude between the answers to a question and responses can be rank-ordered in a hierarchical pattern.

Accepted Answer

A) True 
 B)False

Question 9

_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.

Accepted Answer

A)  Scale measurement 
B)  Situation analysis 
C)  Purposive sampling 
D)  Debriefing analysis 
E)  Propensity scoring 
A)  Scale measurement 
B)  Situation analysis 
C)  Purposive sampling 
D)  Debriefing analysis 
E)  Propensity scoring

Question 10

Ordinal scales can be used to determine the absolute difference between rankings.

Accepted Answer

A) True 
 B)False

The goal of the construct development process is to precisely identify and define what is to be measured.

Which of the following statements is True of leading questions?

What are the two factors that drive the use of multiple-item scales in research?

Which of the following statements is True of double negative questions?

The idea behind the test-retest approach to measuring the reliability of scales is that if random variations are present, they will be revealed by variations in the scores between the two sampled measurements.

A comparative rating scale is used when the objective is to have a respondent express his or her attitudes, behavior, or intentions about a specific object.

A nominal scale enables respondents to express relative magnitude between the answers to a question and responses can be rank-ordered in a hierarchical pattern.

_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.

Ordinal scales can be used to determine the absolute difference between rankings.

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

The goal of the construct development process is to precisely identify and define what is to be measured.

Which of the following statements is True of leading questions?

What are the two factors that drive the use of multiple-item scales in research?

Which of the following statements is True of double negative questions?

The idea behind the test-retest approach to measuring the reliability of scales is that if random variations are present, they will be revealed by variations in the scores between the two sampled measurements.

A comparative rating scale is used when the objective is to have a respondent express his or her attitudes, behavior, or intentions about a specific object.

A nominal scale enables respondents to express relative magnitude between the answers to a question and responses can be rank-ordered in a hierarchical pattern.

_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.

Ordinal scales can be used to determine the absolute difference between rankings.

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