Question 1

Which of the following is TRUE?

Accepted Answer

A) The constant sum scale is an example of an itemized rating scale. 
B) A Likert scale is an example of a comparative rating scale. 
C) A semantic differential scale is an example of an itemized scale. 
D) Both a and b. 
E) a,b,and c. 
A) The constant sum scale is an example of an itemized rating scale. 
B) A Likert scale is an example of a comparative rating scale. 
C) A semantic differential scale is an example of an itemized scale. 
D) Both a and b. 
E) a,b,and c.

Question 2

Measure reliability seems to decrease as the number of scale positions increase.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements about attitude is FALSE?

Accepted Answer

A) Attitude represents a predisposition to respond to an object or idea. 
B) Attitude changes quickly over time. 
C) Attitude is an underlying variable that produces consistency in behavior. 
D) Attitude is a measurable concept. 
E) Attitude may be favorable or unfavorable. 
A) Attitude represents a predisposition to respond to an object or idea. 
B) Attitude changes quickly over time. 
C) Attitude is an underlying variable that produces consistency in behavior. 
D) Attitude is a measurable concept. 
E) Attitude may be favorable or unfavorable.

Question 4

Comparative-ratings scales differ from graphic and itemized scales in that

Accepted Answer

A) the categories are ordered. 
B) judgments are made independently. 
C) semantic-differential scales are used. 
D) relative judgments are involved. 
E) the "halo effect" is a problem. 
A) the categories are ordered. 
B) judgments are made independently. 
C) semantic-differential scales are used. 
D) relative judgments are involved. 
E) the "halo effect" is a problem.

Question 5

The assessment of attitudes by noting consumers' facial expressions when examining a new product involves the assumption that

Accepted Answer

A) a consumer's reaction is,to a large extent,determined by his or her personality. 
B) consumer behavior is largely determined by stimulus-response mechanisms. 
C) a consumer's behavior is in part determined by his or her attitude,and that attitudes can be inferred from behavior. 
D) behavior changes attitudes. 
E) observations of behavior will lead to accurate assessment of attitudes when experienced observers are used. 
A) a consumer's reaction is,to a large extent,determined by his or her personality. 
B) consumer behavior is largely determined by stimulus-response mechanisms. 
C) a consumer's behavior is in part determined by his or her attitude,and that attitudes can be inferred from behavior. 
D) behavior changes attitudes. 
E) observations of behavior will lead to accurate assessment of attitudes when experienced observers are used.

Question 6

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

Accepted Answer

A) Semantic-differential scale 
B) Stapel scale 
C) Faces scale 
D) Likert scale 
E) Graphic-rating scale 
A) Semantic-differential scale 
B) Stapel scale 
C) Faces scale 
D) Likert scale 
E) Graphic-rating scale

Question 7

What type of scale is the following? What is your overall rating of McDonalds compared with Wendy's? (Circle one)

Accepted Answer

A) comparative rating scale 
B) sematic-differential scale 
C) Stapel scale 
D) Likert scale 
E) graphic-rating scale 
A) comparative rating scale 
B) sematic-differential scale 
C) Stapel scale 
D) Likert scale 
E) graphic-rating scale

Question 8

Marketers are concerned with the attitudes of

Accepted Answer

A) consumers. 
B) dealers. 
C) sales representatives. 
D) Both a and b. 
E) a,b,and c. 
A) consumers. 
B) dealers. 
C) sales representatives. 
D) Both a and b. 
E) a,b,and c.

Question 9

In which situation would the addition of a "don't know" response be most advisable?

Accepted Answer

A) A retail store randomly selects names from the customer database. 
B) A department store randomly selects respondents from the local telephone directory. 
C) A convenience store hands out questionnaires to every fifth customer. 
D) Both a and b. 
E) a,b,and c. 
A) A retail store randomly selects names from the customer database. 
B) A department store randomly selects respondents from the local telephone directory. 
C) A convenience store hands out questionnaires to every fifth customer. 
D) Both a and b. 
E) a,b,and c.

Question 10

When using the semantic-differential technique,researchers

Accepted Answer

A) watch for observable responses from subjects. 
B) ask subjects to memorize facts for future recall. 
C) utilize word-association and sentence completion tests. 
D) generate a list of bipolar adjectives or phrases. 
E) calculate a total score for each subject by averaging the scores across items. 
A) watch for observable responses from subjects. 
B) ask subjects to memorize facts for future recall. 
C) utilize word-association and sentence completion tests. 
D) generate a list of bipolar adjectives or phrases. 
E) calculate a total score for each subject by averaging the scores across items.

Question 11

Compare and contrast the most widely used attitude scaling techniques in marketing research.Be sure to explain why researchers prefer them

Accepted Answer

The Likert scale,or summated-ratings sca

Question 12

Which of the following statements about Likert summated-ratings scales is FALSE?

Accepted Answer

A) The Likert scale is one of the most widely used attitude-scaling techniques in marketing research. 
B) The subject indicates his or her degree of agreement or disagreement with each statement. 
C) Researchers anchor only the endpoints of the scale. 
D) A total score for each subject can be calculated by adding or averaging the scores across items. 
E) Subjects can indicate the intensity of their feelings. 
A) The Likert scale is one of the most widely used attitude-scaling techniques in marketing research. 
B) The subject indicates his or her degree of agreement or disagreement with each statement. 
C) Researchers anchor only the endpoints of the scale. 
D) A total score for each subject can be calculated by adding or averaging the scores across items. 
E) Subjects can indicate the intensity of their feelings.

Question 13

What type of scale is the following?

Accepted Answer

A) Semantic-differential scale 
B) Stapel scale 
C) Faces scale 
D) Likert scale 
E) Graphic-rating scale 
A) Semantic-differential scale 
B) Stapel scale 
C) Faces scale 
D) Likert scale 
E) Graphic-rating scale

Question 14

In order to impart meaning to the score from a Stapel scale,the score must be

Accepted Answer

A) statistically analyzed. 
B) compared to the score from a graphic scale. 
C) compared to the mean score or some norm. 
D) graphically portrayed in a "snake diagram." 
E) converted from a raw score to a standard score. 
A) statistically analyzed. 
B) compared to the score from a graphic scale. 
C) compared to the mean score or some norm. 
D) graphically portrayed in a "snake diagram." 
E) converted from a raw score to a standard score.

Question 15

What is the upper limit on the number of scale positions?

Accepted Answer

A) 5 
B) 7 
C) 9 
D) 10 
E) There is no limit. 
A) 5 
B) 7 
C) 9 
D) 10 
E) There is no limit.

Question 16

Which of the following is NOT an itemized-rating scale?

Accepted Answer

A) Likert scale 
B) Faces scale 
C) Semantic-differential scale 
D) Summated-ratings scale 
E) Constant-sum scale 
A) Likert scale 
B) Faces scale 
C) Semantic-differential scale 
D) Summated-ratings scale 
E) Constant-sum scale

Question 17

The semantic-differential scale is also called a Likert Scale

Accepted Answer

A) True 
 B)False

Question 18

A technique in which some of the items on a multi-item scale are written so that the most positive responses are at the opposite end of the scale from where they would normally appear is

Accepted Answer

A) comparative scaling. 
B) opposition biasing. 
C) haloing. 
D) reverse scaling. 
E) None of the above. 
A) comparative scaling. 
B) opposition biasing. 
C) haloing. 
D) reverse scaling. 
E) None of the above.

Question 19

Response set bias refers to error that enters into our measures when respondents begin to answer all the questions in a similar way.

Accepted Answer

A) True 
 B)False

Question 20

All of the following entities are likely to be interested in people's attitudes EXCEPT

Accepted Answer

A) car manufacturers. 
B) filmmakers. 
C) department stores. 
D) All of the above entities are likely to be interested in people's attitudes. 
E) None of the above entities are likely to be interested in people's attitudes. 
A) car manufacturers. 
B) filmmakers. 
C) department stores. 
D) All of the above entities are likely to be interested in people's attitudes. 
E) None of the above entities are likely to be interested in people's attitudes.

Exam 13: Measuring Attitudes and Other Variables

Which of the following is TRUE?

Measure reliability seems to decrease as the number of scale positions increase.

Which of the following statements about attitude is FALSE?

Comparative-ratings scales differ from graphic and itemized scales in that

The assessment of attitudes by noting consumers' facial expressions when examining a new product involves the assumption that

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

What type of scale is the following? What is your overall rating of McDonalds compared with Wendy's? (Circle one)

Marketers are concerned with the attitudes of

In which situation would the addition of a "don't know" response be most advisable?

When using the semantic-differential technique,researchers

Compare and contrast the most widely used attitude scaling techniques in marketing research.Be sure to explain why researchers prefer them

Which of the following statements about Likert summated-ratings scales is FALSE?

What type of scale is the following?

In order to impart meaning to the score from a Stapel scale,the score must be

What is the upper limit on the number of scale positions?

Which of the following is NOT an itemized-rating scale?

The semantic-differential scale is also called a Likert Scale

A technique in which some of the items on a multi-item scale are written so that the most positive responses are at the opposite end of the scale from where they would normally appear is

Response set bias refers to error that enters into our measures when respondents begin to answer all the questions in a similar way.

All of the following entities are likely to be interested in people's attitudes EXCEPT

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

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