Exam 7: Asking Good Questions

When students of a marketing research course are asked to allocate 100 points among four members of the group to represent the effort put forth by each member, this is an example of what type of scale?

Regarding measurement basics, we measure:

Sometimes a researcher will include an internal consistency check to ensure that reliable answers are being given by respondents. This is normally carried out by having two different questions that measure the same construct embedded somewhere in the questionnaire.

Random error affects the measurement in a constant way.

Which of the following statements concerning measurement is FALSE?

Consistency is the hallmark of validity.

Which of the following statements about a Likert scale is FALSE?

The four types of scales used to measure an attribute are ____________________, ____________________, ____________________, and ____________________.

If he/she wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using _____ and a(n) _____ scale.

Which of the following is FALSE?

Subjects are instructed to place an "X" on a line to indicate their feeling. They are told to place the "X" closer to the right the more they agree with a specific statement. This is:

Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification?

Which of the following statements about nominal scales is TRUE?

What type of scale is the following? What was your annual gross income (before taxes) last year? $_____.

A person scoring 78 out of 100 possible on a Likert scale indicates:

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and where people cannot converse in English?

The number of "outs" in a baseball game is measured on a(n):

When the scale type is nominal, the appropriate measure of central tendency is _____. When the scale type is interval or ratio, the appropriate measure of central tendency is:

Validity is:

Which of the following can be measured?