Question 1

Which of the following is FALSE?

Accepted Answer

A) Including a "don't know" option with the regular scale positions for an item may add error to the study. 
B) For most purposes,a minimum of 5 response categories should be included when designing measures. 
C) Composite measures are more diagnostic than global measures. 
D) The practice of negatively wording some items often seems to introduce a sort of negativity bias that may distort responses. 
E) Measure reliability decreases as the number of scale positions are increased. 
A) Including a "don't know" option with the regular scale positions for an item may add error to the study. 
B) For most purposes,a minimum of 5 response categories should be included when designing measures. 
C) Composite measures are more diagnostic than global measures. 
D) The practice of negatively wording some items often seems to introduce a sort of negativity bias that may distort responses. 
E) Measure reliability decreases as the number of scale positions are increased. E

Question 2

When attempting to determine the relative importance of certain characteristics in forming attitudes the most useful scale would be

Accepted Answer

A) Stapel scale. 
B) comparative-rating. 
C) Likert scale. 
D) itemized-rating. 
E) graphic-rating. 
A) Stapel scale. 
B) comparative-rating. 
C) Likert scale. 
D) itemized-rating. 
E) graphic-rating. B

Question 3

Comparative rating scales

Accepted Answer

A) Differ from graphic and itemized scales in that judgments are made independently with comparative scales. 
B) Allow for the evaluation of favorability of individual objects. 
C) Are typically better than graphic or itemized rating scales in eliminating halo effects. 
D) Both a and b. 
E) a,b,and c. 
A) Differ from graphic and itemized scales in that judgments are made independently with comparative scales. 
B) Allow for the evaluation of favorability of individual objects. 
C) Are typically better than graphic or itemized rating scales in eliminating halo effects. 
D) Both a and b. 
E) a,b,and c. C

Question 4

Which one of the following statements is FALSE?

Accepted Answer

A) The physiological reaction approach to attitude measurement makes use of some unstructured or partially structured stimuli such as word association tests or sentence completion tests. 
B) The observation of behavior approach to attitude measurement rests on the presumption that a subject's behavior is conditioned by his or her attitudes and thus we can use observed behavior to infer attitudes. 
C) The performance of "objective" tasks approach to attitude measurement rests on the presumption that a subject's performance of a specific assigned task will depend upon his or her attitudes. 
D) The self-report techniques of attitude measurement rely on the subject's own responses toward an object or class of objects. 
E) Indirect techniques of attitude measurement include storytelling and word-association tests. 
A) The physiological reaction approach to attitude measurement makes use of some unstructured or partially structured stimuli such as word association tests or sentence completion tests. 
B) The observation of behavior approach to attitude measurement rests on the presumption that a subject's behavior is conditioned by his or her attitudes and thus we can use observed behavior to infer attitudes. 
C) The performance of "objective" tasks approach to attitude measurement rests on the presumption that a subject's performance of a specific assigned task will depend upon his or her attitudes. 
D) The self-report techniques of attitude measurement rely on the subject's own responses toward an object or class of objects. 
E) Indirect techniques of attitude measurement include storytelling and word-association tests.

Question 5

The most common approach taken by marketing researchers to measure attitude is ____________________ measures.

Accepted Answer

The answer of The most common approach taken by marketing...

Question 6

The following excerpt from a survey uses which type of scale?

Accepted Answer

A) Semantic-differential scale 
B) Stapel scale 
C) Likert scale 
D) Constant-sum scale 
E) None of the above. 
A) Semantic-differential scale 
B) Stapel scale 
C) Likert scale 
D) Constant-sum scale 
E) None of the above.

Question 7

Attitude represents

Accepted Answer

A) a predisposition to respond to an object. 
B) behavior toward an object. 
C) a person's ideas,convictions,or liking for a specific object or idea. 
D) All of the above. 
E) Both a and c. 
A) a predisposition to respond to an object. 
B) behavior toward an object. 
C) a person's ideas,convictions,or liking for a specific object or idea. 
D) All of the above. 
E) Both a and c.

Question 8

Which of the following has NOT been used to measure attitude?

Accepted Answer

A) Observation of behavior 
B) Indirect techniques 
C) Physiological reaction 
D) Performance of "objective" tasks 
E) All of the above have been used to measure attitude. 
A) Observation of behavior 
B) Indirect techniques 
C) Physiological reaction 
D) Performance of "objective" tasks 
E) All of the above have been used to measure attitude.

Question 9

If a questionnaire says "Universities that offer small classes are better places to learn effectively:" (choose one)
1 ____ Strongly disagree
2 ____ Disagree
3 ____ Neither agree nor disagree
4 ____ Agree
5 ____ Strongly agree
The researcher would be using which of the following scales.

Accepted Answer

A) Stapel scale 
B) Likert scale 
C) Temperature scale 
D) Graphic-rating scale 
E) Itemized rating scale 
A) Stapel scale 
B) Likert scale 
C) Temperature scale 
D) Graphic-rating scale 
E) Itemized rating scale

Question 10

Which of the following does not impact the type of scales needed in a research situation?

Accepted Answer

A) The planned method of administration of the questionnaire. 
B) The number of researchers who will implement the project. 
C) The nature of the problem. 
D) The characteristics of respondents. 
E) All of the above impact the type of scale. 
A) The planned method of administration of the questionnaire. 
B) The number of researchers who will implement the project. 
C) The nature of the problem. 
D) The characteristics of respondents. 
E) All of the above impact the type of scale.

Question 11

____________________ scales consist of pairs of bipolar words or phrases that can be used to describe the attitude object.

Accepted Answer

semantic-d

Question 12

Jimmy is filling out a store satisfaction survey.Although Jimmy has extremely positive feelings about the check-out services,he's not completely satisfied with the store location.As Jimmy answers the questions,his response about the checkout service is highly positive,and as he continues to fill in the survey,he notices that his assessment of store location is somewhat higher than what he would normally give.This carryover judgment is an example of

Accepted Answer

A) composite measures. 
B) the halo effect. 
C) a global measure. 
D) motherhood attribution. 
E) a comparative rating. 
A) composite measures. 
B) the halo effect. 
C) a global measure. 
D) motherhood attribution. 
E) a comparative rating.

Question 13

A(n)____________________ method is a comparative-ratings scale in which an individual divides some given sum among two or more attributes on a basis such as importance or favorability.

Accepted Answer

The answer of A(n)____________________ method is a comparative-ratings scale in...

Question 14

A problem that arises when respondents answer questionnaire items in a similar way without thinking about the items is called ____________________.

Accepted Answer

The answer of A problem that arises when respondents answer...

Question 15

What type of scale is the following? Indicate your opinion about services Continental Airlines provides,by placing an "X" at the appropriate position on the lines below.

Accepted Answer

A) Stapel scale 
B) Likert scale 
C) Temperature scale 
D) Graphic-rating scale 
E) Itemized rating scale 
A) Stapel scale 
B) Likert scale 
C) Temperature scale 
D) Graphic-rating scale 
E) Itemized rating scale

Question 16

The summated-ratings scale and the semantic-differential scale allow respondents to express the intensity of their feelings.

Accepted Answer

A) True 
 B)False

Question 17

What type of scale is the following? South Koreans cars are of:

Accepted Answer

A) Stapel scale 
B) Likert scale 
C) Temperature scale 
D) Graphic-rating scale 
E) Itemized rating scale 
A) Stapel scale 
B) Likert scale 
C) Temperature scale 
D) Graphic-rating scale 
E) Itemized rating scale

Question 18

Which of the following is TRUE?

Accepted Answer

A) Likert and semantic differential scales are examples of itemized rating scales. 
B) An advantage of graphic rating scales is that they allow a researcher to make fine distinctions in attitude measurement. 
C) The distinguishing feature of an itemized scale is that the possible response categories are limited in number,compared with the graphic rating scale. 
D) For graphic scales to be effective,it is advisable to avoid extreme end statements and to have descriptive statements close to their numerical points. 
E) All of the above are true. 
A) Likert and semantic differential scales are examples of itemized rating scales. 
B) An advantage of graphic rating scales is that they allow a researcher to make fine distinctions in attitude measurement. 
C) The distinguishing feature of an itemized scale is that the possible response categories are limited in number,compared with the graphic rating scale. 
D) For graphic scales to be effective,it is advisable to avoid extreme end statements and to have descriptive statements close to their numerical points. 
E) All of the above are true.

Question 19

In a survey,customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box.The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are

Accepted Answer

A) motherhood attributes. 
B) alternatives. 
C) reverse-scaled items. 
D) comparative rating scales. 
E) anchors. 
A) motherhood attributes. 
B) alternatives. 
C) reverse-scaled items. 
D) comparative rating scales. 
E) anchors.

Question 20

Which of the following is TRUE of time-based norms?

Accepted Answer

A) Time-based norms are more informative than population-based norms. 
B) Time-based norms compare scores to those obtained by similar entities 
C) Time-based norms track scores for an entity over time. 
D) Both a and b. 
E) a,b,and c. 
A) Time-based norms are more informative than population-based norms. 
B) Time-based norms compare scores to those obtained by similar entities 
C) Time-based norms track scores for an entity over time. 
D) Both a and b. 
E) a,b,and c.

Which of the following is FALSE?

When attempting to determine the relative importance of certain characteristics in forming attitudes the most useful scale would be

Comparative rating scales

Which one of the following statements is FALSE?

The most common approach taken by marketing researchers to measure attitude is ____________________ measures.

The following excerpt from a survey uses which type of scale?

Attitude represents

Which of the following has NOT been used to measure attitude?

If a questionnaire says "Universities that offer small classes are better places to learn effectively:" (choose one) 1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree The researcher would be using which of the following scales.

Which of the following does not impact the type of scales needed in a research situation?

____________________ scales consist of pairs of bipolar words or phrases that can be used to describe the attitude object.

A(n)____________________ method is a comparative-ratings scale in which an individual divides some given sum among two or more attributes on a basis such as importance or favorability.

A problem that arises when respondents answer questionnaire items in a similar way without thinking about the items is called ____________________.

What type of scale is the following? Indicate your opinion about services Continental Airlines provides,by placing an "X" at the appropriate position on the lines below.

The summated-ratings scale and the semantic-differential scale allow respondents to express the intensity of their feelings.

What type of scale is the following? South Koreans cars are of:

Which of the following is TRUE?

In a survey,customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box.The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are

Which of the following is TRUE of time-based norms?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 13: Measuring Attitudes and Other Variables

Which of the following is FALSE?

When attempting to determine the relative importance of certain characteristics in forming attitudes the most useful scale would be

Comparative rating scales

Which one of the following statements is FALSE?

The most common approach taken by marketing researchers to measure attitude is ____________________ measures.

The following excerpt from a survey uses which type of scale?

Attitude represents

Which of the following has NOT been used to measure attitude?

If a questionnaire says "Universities that offer small classes are better places to learn effectively:" (choose one) 1 ____ Strongly disagree 2 ____ Disagree 3 ____ Neither agree nor disagree 4 ____ Agree 5 ____ Strongly agree The researcher would be using which of the following scales.

Which of the following does not impact the type of scales needed in a research situation?

____________________ scales consist of pairs of bipolar words or phrases that can be used to describe the attitude object.

A(n)____________________ method is a comparative-ratings scale in which an individual divides some given sum among two or more attributes on a basis such as importance or favorability.

A problem that arises when respondents answer questionnaire items in a similar way without thinking about the items is called ____________________.

What type of scale is the following? Indicate your opinion about services Continental Airlines provides,by placing an "X" at the appropriate position on the lines below.

The summated-ratings scale and the semantic-differential scale allow respondents to express the intensity of their feelings.

What type of scale is the following? South Koreans cars are of:

Which of the following is TRUE?

In a survey,customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box.The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are

Which of the following is TRUE of time-based norms?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

If a questionnaire says "Universities that offer small classes are better places to learn effectively:" (choose one) 1 Strongly disagree 2 Disagree 3 Neither agree nor disagree 4 Agree 5 Strongly agree The researcher would be using which of the following scales.