Question 1

The general categories of ratings scales include all of the following EXCEPT

Accepted Answer

A) graphic. 
B) itemized. 
C) comparative. 
D) sonstant-sum. 
E) All of the above are general categories of ratings scales. 
A) graphic. 
B) itemized. 
C) comparative. 
D) sonstant-sum. 
E) All of the above are general categories of ratings scales.

Question 2

Comparative scales tend to increase the halo effect that is common in scaling.

Accepted Answer

A) True 
 B)False

Question 3

Reverse scaling should only be used sparingly.

Accepted Answer

A) True 
 B)False

Question 4

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using a

Accepted Answer

A) normative standard. 
B) raw score. 
C) global measure. 
D) composite measure. 
E) None of the above. 
A) normative standard. 
B) raw score. 
C) global measure. 
D) composite measure. 
E) None of the above.

Question 5

Which of the following is FALSE?

Accepted Answer

A) A Likert scale is an example of a comparative-ratings scale. 
B) A semantic-differential scale is an example of an itemized scale. 
C) When using graphic-ratings scales,individuals indicate their rating by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other. 
D) Itemized scales are similar to graphic scales in that individuals make their judgments independently. 
E) With comparative scales,subjects make their judgments relative to other items or objects. 
A) A Likert scale is an example of a comparative-ratings scale. 
B) A semantic-differential scale is an example of an itemized scale. 
C) When using graphic-ratings scales,individuals indicate their rating by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other. 
D) Itemized scales are similar to graphic scales in that individuals make their judgments independently. 
E) With comparative scales,subjects make their judgments relative to other items or objects.

Question 6

The use of a "snake diagram" is associated with

Accepted Answer

A) Likert scales. 
B) semantic-differential scales. 
C) itemized-rating scales. 
D) Stapel scales. 
E) constant-sum scales. 
A) Likert scales. 
B) semantic-differential scales. 
C) itemized-rating scales. 
D) Stapel scales. 
E) constant-sum scales.

The general categories of ratings scales include all of the following EXCEPT

Comparative scales tend to increase the halo effect that is common in scaling.

Reverse scaling should only be used sparingly.

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using a

Which of the following is FALSE?

The use of a "snake diagram" is associated with

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

The general categories of ratings scales include all of the following EXCEPT

Comparative scales tend to increase the halo effect that is common in scaling.

Reverse scaling should only be used sparingly.

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using a

Which of the following is FALSE?

The use of a "snake diagram" is associated with

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