Question 1

Age is an example of a single item scale.

Accepted Answer

A) True 
 B)False  True

Question 2

Which of the following measures of dispersion is / are appropriate for all the different types of scales (nominal, ordinal, etc.)?

Accepted Answer

A) Frequency distribution 
B) Range 
C) Standard deviation 
D) Mean 
E) Median 
A) Frequency distribution 
B) Range 
C) Standard deviation 
D) Mean 
E) Median A

Question 3

In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 must have a higher _____ than that of sample 1.

Accepted Answer

A) mean 
B) standard deviation 
C) range 
D) median 
E) frequency distribution 
A) mean 
B) standard deviation 
C) range 
D) median 
E) frequency distribution C

Question 4

The degree of intensity assigned to the responses is commonly referred to as construct intensity.

Accepted Answer

A) True 
 B)False

Question 5

What type of scale structure is being used in a question that asks the respondent to check either: Male or Female?

Accepted Answer

A) Ordinal 
B) Nominal 
C) Ratio 
D) Interval 
E) Likert 
A) Ordinal 
B) Nominal 
C) Ratio 
D) Interval 
E) Likert

Question 6

The more scale points, the lesser the discriminatory power of the scale.

Accepted Answer

A) True 
 B)False

Question 7

A Likert scale can be used to measure attitudes and behavior.

Accepted Answer

A) True 
 B)False

Question 8

Semantic differential scales typically use an odd number of scale points.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following scales is typically used to create a perceptual image profile?

Accepted Answer

A) Likert scale 
B) Free-choice scale 
C) Nominal scale 
D) Ratio scale 
E) Semantic differential scale 
A) Likert scale 
B) Free-choice scale 
C) Nominal scale 
D) Ratio scale 
E) Semantic differential scale

Question 10

Which one of the following statements about constructs is false?

Accepted Answer

A) Constructs are not directly observable. 
B) Measurement of constructs is direct in nature. 
C) Customer satisfaction is an example of a construct. 
D) Constructs are made up of a combination of several related indicator variables. 
E) Construct development begins with an accurate definition of the purpose of the study and the research problem. 
A) Constructs are not directly observable. 
B) Measurement of constructs is direct in nature. 
C) Customer satisfaction is an example of a construct. 
D) Constructs are made up of a combination of several related indicator variables. 
E) Construct development begins with an accurate definition of the purpose of the study and the research problem.

Question 11

What type of scale structure is being used in a question that asks the respondent to write in his or her age on the survey?

Accepted Answer

A) Nominal 
B) Ordinal 
C) Ratio 
D) Interval 
E) Likert 
A) Nominal 
B) Ordinal 
C) Ratio 
D) Interval 
E) Likert

Question 12

During construct development, a researcher is forced to identify measurable subcomponents that can be used as indicators of the object's subjective properties. The researcher is most likely working with which of the following objects?

Accepted Answer

A) Age 
B) Intelligence 
C) Income 
D) Gender 
E) Marital status 
A) Age 
B) Intelligence 
C) Income 
D) Gender 
E) Marital status

Question 13

Monica Trevor changes the end-points of a scale from "Expert / Not and expert" to "Expert / Novice." She did this to:

Accepted Answer

A) make the scale balanced. 
B) make the descriptors truly bipolar. 
C) make the scale unbalanced. 
D) make the scale Likert-type. 
E) make the descriptors free-choice. 
A) make the scale balanced. 
B) make the descriptors truly bipolar. 
C) make the scale unbalanced. 
D) make the scale Likert-type. 
E) make the descriptors free-choice.

Question 14

Discuss the measurement problems with the semantic differential scale pole descriptors.

Accepted Answer

Descriptors used to express the two ends

Question 15

In designing semantic differential scales sometimes researchers use a negative pole descriptor that is not truly an opposite of the positive descriptor.

Accepted Answer

A) True 
 B)False

Question 16

Marketing constructs cannot have concrete properties (they can only have abstract properties).

Accepted Answer

A) True 
 B)False

Question 17

Constant sum scales should preferably use more than 7 attributes.

Accepted Answer

A) True 
 B)False

Question 18

A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank = 1) to the least liked (rank = 5). This scale is most closely a(n):

Accepted Answer

A) nominal scale. 
B) ratio scale. 
C) ordinal scale. 
D) interval scale. 
E) hybrid-ordinally interval scale. 
A) nominal scale. 
B) ratio scale. 
C) ordinal scale. 
D) interval scale. 
E) hybrid-ordinally interval scale.

Question 19

Behavioral intention scales are difficult to construct.

Accepted Answer

A) True 
 B)False

Question 20

If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:

Accepted Answer

A) graphic rating scale. 
B) constant sum scale. 
C) likert scale. 
D) smiling face descriptor scale. 
E) rank-order scale. 
A) graphic rating scale. 
B) constant sum scale. 
C) likert scale. 
D) smiling face descriptor scale. 
E) rank-order scale.

Age is an example of a single item scale.

Which of the following measures of dispersion is / are appropriate for all the different types of scales (nominal, ordinal, etc.)?

In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 must have a higher _____ than that of sample 1.

The degree of intensity assigned to the responses is commonly referred to as construct intensity.

What type of scale structure is being used in a question that asks the respondent to check either: Male or Female?

The more scale points, the lesser the discriminatory power of the scale.

A Likert scale can be used to measure attitudes and behavior.

Semantic differential scales typically use an odd number of scale points.

Which of the following scales is typically used to create a perceptual image profile?

Which one of the following statements about constructs is false?

What type of scale structure is being used in a question that asks the respondent to write in his or her age on the survey?

During construct development, a researcher is forced to identify measurable subcomponents that can be used as indicators of the object's subjective properties. The researcher is most likely working with which of the following objects?

Monica Trevor changes the end-points of a scale from "Expert / Not and expert" to "Expert / Novice." She did this to:

Discuss the measurement problems with the semantic differential scale pole descriptors.

In designing semantic differential scales sometimes researchers use a negative pole descriptor that is not truly an opposite of the positive descriptor.

Marketing constructs cannot have concrete properties (they can only have abstract properties).

Constant sum scales should preferably use more than 7 attributes.

A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank = 1) to the least liked (rank = 5). This scale is most closely a(n):

Behavioral intention scales are difficult to construct.

If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:

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

Age is an example of a single item scale.

Which of the following measures of dispersion is / are appropriate for all the different types of scales (nominal, ordinal, etc.)?

In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 must have a higher _____ than that of sample 1.

The degree of intensity assigned to the responses is commonly referred to as construct intensity.

What type of scale structure is being used in a question that asks the respondent to check either: Male or Female?

The more scale points, the lesser the discriminatory power of the scale.

A Likert scale can be used to measure attitudes and behavior.

Semantic differential scales typically use an odd number of scale points.

Which of the following scales is typically used to create a perceptual image profile?

Which one of the following statements about constructs is false?

What type of scale structure is being used in a question that asks the respondent to write in his or her age on the survey?

During construct development, a researcher is forced to identify measurable subcomponents that can be used as indicators of the object's subjective properties. The researcher is most likely working with which of the following objects?

Monica Trevor changes the end-points of a scale from "Expert / Not and expert" to "Expert / Novice." She did this to:

Discuss the measurement problems with the semantic differential scale pole descriptors.

In designing semantic differential scales sometimes researchers use a negative pole descriptor that is not truly an opposite of the positive descriptor.

Marketing constructs cannot have concrete properties (they can only have abstract properties).

Constant sum scales should preferably use more than 7 attributes.

A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank = 1) to the least liked (rank = 5). This scale is most closely a(n):

Behavioral intention scales are difficult to construct.

If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:

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