Question 1

What are the two factors that drive the use of multi-item scales in research?

Accepted Answer

If the construct under study is multidim

Question 2

One should avoid using "leading" words or phrases in any scale measurement's question.

Accepted Answer

A) True 
 B)False

Question 3

It is inappropriate to use nominal scales to calculate range.

Accepted Answer

A) True 
 B)False

Question 4

A scale should have all of the following properties, EXCEPT:

Accepted Answer

A) scale items should be intelligible. 
B) there should be a balance of positive and negative descriptors. 
C) scale should be reliable and internally consistent. 
D) scale items should not have discriminatory power. 
E) scales should include a neutral response choice where appropriate. 
A) scale items should be intelligible. 
B) there should be a balance of positive and negative descriptors. 
C) scale should be reliable and internally consistent. 
D) scale items should not have discriminatory power. 
E) scales should include a neutral response choice where appropriate.

Question 5

Which of the following is NOT an example of measurement?

Accepted Answer

A) A researcher measuring the amount of beverage people consume with their meals. 
B) A researcher classifying people who enter a store based on their gender (male or female). 
C) A researcher collecting demographic information of online shoppers visiting a particular web site. 
D) A researcher collecting qualitative information about shoppers visiting a retail store. 
E) A researcher observing a focus group discussion from behind a one-way mirror. 
A) A researcher measuring the amount of beverage people consume with their meals. 
B) A researcher classifying people who enter a store based on their gender (male or female). 
C) A researcher collecting demographic information of online shoppers visiting a particular web site. 
D) A researcher collecting qualitative information about shoppers visiting a retail store. 
E) A researcher observing a focus group discussion from behind a one-way mirror.

Question 6

Two popular techniques used to assess internal consistency are:

Accepted Answer

A) split-half tests and coefficient alpha. 
B) split-half tests and the equivalent form technique. 
C) the equivalent form technique and coefficient alpha. 
D) the test-retest technique and the equivalent form technique. 
E) the test-retest technique and split-half tests. 
A) split-half tests and coefficient alpha. 
B) split-half tests and the equivalent form technique. 
C) the equivalent form technique and coefficient alpha. 
D) the test-retest technique and the equivalent form technique. 
E) the test-retest technique and split-half tests.

Question 7

Discuss the difference between a concrete variable and an abstract construct.

Accepted Answer

A concrete variable can be directly obse

Question 8

In order to estimate respondents' satisfaction with Coke, a researcher asks "In a month, how frequently do you buy Coke?" Another researcher objects to the use of this scale stating that the scale captures purchase frequency and not customer satisfaction. One can say that the scale lacks:

Accepted Answer

A) reliability. 
B) face validity. 
C) application comprehension. 
D) application assessment. 
E) application stability. 
A) reliability. 
B) face validity. 
C) application comprehension. 
D) application assessment. 
E) application stability.

Question 9

If there is significant variation among subjects regarding their attitudes towards a given brand, this variance will be reflected most clearly in which of the following measures of brand attitude?

Accepted Answer

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

Question 10

Using an ordinal scale, a researcher can draw the following conclusion: 20 percent of respondents prefer Coke over Pepsi.

Accepted Answer

A) True 
 B)False

Question 11

What type of a scale asks the respondent to state his / her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?

Accepted Answer

A) Likert scale 
B) Semantic differential scale 
C) Paired-comparison scale 
D) Constant sum scale 
E) Numerical scale 
A) Likert scale 
B) Semantic differential scale 
C) Paired-comparison scale 
D) Constant sum scale 
E) Numerical scale

Question 12

Which of the following statements is true regarding interval scales?

Accepted Answer

A) They can measure absolute differences between scale points. 
B) The standard deviation cannot be calculated for interval scales. 
C) They are the highest level scale. 
D) They do not allow for comparison between measured objects. 
E) They are less powerful than ordinal scales. 
A) They can measure absolute differences between scale points. 
B) The standard deviation cannot be calculated for interval scales. 
C) They are the highest level scale. 
D) They do not allow for comparison between measured objects. 
E) They are less powerful than ordinal scales.

Question 13

Rank-order rating scales:

Accepted Answer

A) use a scale point format that allows the respondents to express some type of post-decision or behavior evaluative judgment about an object. 
B) are easy to use in traditional or computer-assisted telephone interviews, and are especially effective if the number of items being asked is more than six or seven. 
C) incorporate a scale point format that allows a respondent to compare their responses to each other by indicating their first preference, then their second preference, and so forth until all the desired responses are placed in some type of rank order either "highest to lowest" or "lowest to highest". 
D) can collect more than ordinal data structures, helping the researcher to learn about the intensity or reasoning of the respondents. 
E) require the respondents to allocate a given number of points among several attributes or features based on their importance to the individual. 
A) use a scale point format that allows the respondents to express some type of post-decision or behavior evaluative judgment about an object. 
B) are easy to use in traditional or computer-assisted telephone interviews, and are especially effective if the number of items being asked is more than six or seven. 
C) incorporate a scale point format that allows a respondent to compare their responses to each other by indicating their first preference, then their second preference, and so forth until all the desired responses are placed in some type of rank order either "highest to lowest" or "lowest to highest". 
D) can collect more than ordinal data structures, helping the researcher to learn about the intensity or reasoning of the respondents. 
E) require the respondents to allocate a given number of points among several attributes or features based on their importance to the individual.

Question 14

A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:

Accepted Answer

A) graphic rating scale. 
B) noncomparative rating scale. 
C) comparative rating scale. 
D) nominal scale. 
E) hybrid scale. 
A) graphic rating scale. 
B) noncomparative rating scale. 
C) comparative rating scale. 
D) nominal scale. 
E) hybrid scale.

Question 15

Random error produces inconsistency in scale measurements that lead to lower scale validity.

Accepted Answer

A) True 
 B)False

Question 16

The factors that impact the decision to use either a single-item or a multiple-item scale are:

Accepted Answer

A) the number of dimensions of the construct and the reliability. 
B) the reliability and validity. 
C) the number of dimensions of the construct and the validity. 
D) the number of dimensions of the construct and the reliability and validity. 
E) the reliability and validity and the discriminatory power. 
A) the number of dimensions of the construct and the reliability. 
B) the reliability and validity. 
C) the number of dimensions of the construct and the validity. 
D) the number of dimensions of the construct and the reliability and validity. 
E) the reliability and validity and the discriminatory power.

Question 17

For interval scales, it is not possible to calculate mean and standard deviation.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements about smiling faces scale is false?

Accepted Answer

A) This scale is a type of a graphic rating scale. 
B) This scale is a type of noncomparitive scale. 
C) This scale is recommended for use with adults only. 
D) This scale can be used to collect emotional data. 
E) This scale does not contain any narrative descriptors. 
A) This scale is a type of a graphic rating scale. 
B) This scale is a type of noncomparitive scale. 
C) This scale is recommended for use with adults only. 
D) This scale can be used to collect emotional data. 
E) This scale does not contain any narrative descriptors.

Question 19

Consumer decisions often involve comparisons or trade-offs. What kinds of scales capture these traits most effectively?

Accepted Answer

Comparative scales capture trade-offs an

Question 20

Which of the following statements is true regarding the various scale measurement issues?

Accepted Answer

A) The researcher should avoid using specific terms and instead use general, broad words. 
B) The researcher should use "leading" phrases. 
C) The researcher should give clear and simple instructions. 
D) The researcher should ensure that scale descriptors have minimal discriminatory power. 
E) The researcher should ensure that scale descriptors are inclusive. 
A) The researcher should avoid using specific terms and instead use general, broad words. 
B) The researcher should use "leading" phrases. 
C) The researcher should give clear and simple instructions. 
D) The researcher should ensure that scale descriptors have minimal discriminatory power. 
E) The researcher should ensure that scale descriptors are inclusive.

What are the two factors that drive the use of multi-item scales in research?

One should avoid using "leading" words or phrases in any scale measurement's question.

It is inappropriate to use nominal scales to calculate range.

A scale should have all of the following properties, EXCEPT:

Which of the following is NOT an example of measurement?

Two popular techniques used to assess internal consistency are:

Discuss the difference between a concrete variable and an abstract construct.

In order to estimate respondents' satisfaction with Coke, a researcher asks "In a month, how frequently do you buy Coke?" Another researcher objects to the use of this scale stating that the scale captures purchase frequency and not customer satisfaction. One can say that the scale lacks:

If there is significant variation among subjects regarding their attitudes towards a given brand, this variance will be reflected most clearly in which of the following measures of brand attitude?

Using an ordinal scale, a researcher can draw the following conclusion: 20 percent of respondents prefer Coke over Pepsi.

What type of a scale asks the respondent to state his / her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?

Which of the following statements is true regarding interval scales?

Rank-order rating scales:

A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:

Random error produces inconsistency in scale measurements that lead to lower scale validity.

The factors that impact the decision to use either a single-item or a multiple-item scale are:

For interval scales, it is not possible to calculate mean and standard deviation.

Which of the following statements about smiling faces scale is false?

Consumer decisions often involve comparisons or trade-offs. What kinds of scales capture these traits most effectively?

Which of the following statements is true regarding the various scale measurement issues?

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

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Exam 7: Measurement and Scaling

What are the two factors that drive the use of multi-item scales in research?

One should avoid using "leading" words or phrases in any scale measurement's question.

It is inappropriate to use nominal scales to calculate range.

A scale should have all of the following properties, EXCEPT:

Which of the following is NOT an example of measurement?

Two popular techniques used to assess internal consistency are:

Discuss the difference between a concrete variable and an abstract construct.

In order to estimate respondents' satisfaction with Coke, a researcher asks "In a month, how frequently do you buy Coke?" Another researcher objects to the use of this scale stating that the scale captures purchase frequency and not customer satisfaction. One can say that the scale lacks:

If there is significant variation among subjects regarding their attitudes towards a given brand, this variance will be reflected most clearly in which of the following measures of brand attitude?

Using an ordinal scale, a researcher can draw the following conclusion: 20 percent of respondents prefer Coke over Pepsi.

What type of a scale asks the respondent to state his / her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?

Which of the following statements is true regarding interval scales?

Rank-order rating scales:

A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:

Random error produces inconsistency in scale measurements that lead to lower scale validity.

The factors that impact the decision to use either a single-item or a multiple-item scale are:

For interval scales, it is not possible to calculate mean and standard deviation.

Which of the following statements about smiling faces scale is false?

Consumer decisions often involve comparisons or trade-offs. What kinds of scales capture these traits most effectively?

Which of the following statements is true regarding the various scale measurement issues?

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