Question 1

Which of the following is true of measurement?

Accepted Answer

A)  As part of the measurement process, researchers assign labels to phenomena they measure but do not assign numbers to them. 
B)  As part of the measurement process, researchers assign numbers to phenomena they measure but do not label them. 
C)  The goal of the construct development process is to precisely measure each construct. 
D)  It is the process of developing methods to systematically characterize or quantify information about persons, events, ideas, or objects of interest. 
E)  The process of measurement begins with scale measurement followed by construct development. 
A)  As part of the measurement process, researchers assign labels to phenomena they measure but do not assign numbers to them. 
B)  As part of the measurement process, researchers assign numbers to phenomena they measure but do not label them. 
C)  The goal of the construct development process is to precisely measure each construct. 
D)  It is the process of developing methods to systematically characterize or quantify information about persons, events, ideas, or objects of interest. 
E)  The process of measurement begins with scale measurement followed by construct development.

Question 2

Which of the following is true of an ordinal scale?

Accepted Answer

A)  It is the most basic and least powerful scale design. 
B)  It allows researchers to make absolute comparisons between responses. 
C)  It allows responses to be rank-ordered in a hierarchical pattern. 
D)  It is less powerful than a nominal scale. 
E)  It can measure absolute differences between scale points. 
A)  It is the most basic and least powerful scale design. 
B)  It allows researchers to make absolute comparisons between responses. 
C)  It allows responses to be rank-ordered in a hierarchical pattern. 
D)  It is less powerful than a nominal scale. 
E)  It can measure absolute differences between scale points.

Question 3

Ordinal scales can be used to determine the absolute difference between rankings.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?

Accepted Answer

A)  Nominal scales 
B)  Rank-order scales 
C)  Constant-sum scales 
D)  Graphic rating scales 
E)  Behavioral intention scales 
A)  Nominal scales 
B)  Rank-order scales 
C)  Constant-sum scales 
D)  Graphic rating scales 
E)  Behavioral intention scales

Question 5

Which of the following statements about graphic rating scales is true?

Accepted Answer

A)  They are a type of comparative rating scales. 
B)  They are recommended for use with adults only. 
C)  They cannot be used to collect emotional data. 
D)  They do not contain narrative descriptors. 
E)  They use a scaling descriptor format. 
A)  They are a type of comparative rating scales. 
B)  They are recommended for use with adults only. 
C)  They cannot be used to collect emotional data. 
D)  They do not contain narrative descriptors. 
E)  They use a scaling descriptor format.

Question 6

The difference between a single-item scale and a multiple-item scale is that a:

Accepted Answer

A)  single-item scale involves collecting data about only one attribute of the object being investigated. 
B)  multiple-item scale is a type of nominal scale. 
C)  single-item scale simultaneously collects data on several attributes of a construct. 
D)  single-item scale provides more than one possible response to its respondents. 
E)  multiple-item scale cannot collect ordinal data. 
A)  single-item scale involves collecting data about only one attribute of the object being investigated. 
B)  multiple-item scale is a type of nominal scale. 
C)  single-item scale simultaneously collects data on several attributes of a construct. 
D)  single-item scale provides more than one possible response to its respondents. 
E)  multiple-item scale cannot collect ordinal data.

Question 7

Which of the following statements is true about ratio scales?

Accepted Answer

A)  They cannot measure quantitative data. 
B)  They cannot be used to determine the absolute difference between rankings. 
C)  They are the most basic and least powerful scale design. 
D)  They are less powerful than nominal scales. 
E)  They enable researchers to make absolute comparisons between responses. 
A)  They cannot measure quantitative data. 
B)  They cannot be used to determine the absolute difference between rankings. 
C)  They are the most basic and least powerful scale design. 
D)  They are less powerful than nominal scales. 
E)  They enable researchers to make absolute comparisons between responses.

Question 8

The number of dimensions of a construct influences the decision to use a single-item versus a multiple-item scale.

Accepted Answer

A) True 
 B)False

Question 9

A comparative rating scale is used when the objective is to have a respondent express his or her attitudes, behavior, or intentions about a specific object.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following types of scales asks the respondent to state his or her agreement or disagreement with a series of statements about a specific brand in terms of a 5-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 11

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

Accepted Answer

Descriptors used to express the two ends

Question 12

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

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 13

What are the requirements of designing measurement scales?

Accepted Answer

Designing measurement scales requires (1

Question 14

A graphic rating scale is a type of comparative rating scale.

Accepted Answer

A) True 
 B)False

Question 15

Likert scales cannot measure attitudes and behavior.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements is true of scale responses?

Accepted Answer

A)  They are likely to have a negative effect on scale descriptors. 
B)  They should be mutually exclusive. 
C)  They should overlap wherever possible. 
D)  They should require the respondents to perform a complex behavior. 
E)  They are most effective when leading questions are used. 
A)  They are likely to have a negative effect on scale descriptors. 
B)  They should be mutually exclusive. 
C)  They should overlap wherever possible. 
D)  They should require the respondents to perform a complex behavior. 
E)  They are most effective when leading questions are used.

Question 17

The goal of the construct development process is to precisely identify and define what is to be measured.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements is true about 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 19

_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.

Accepted Answer

A)  Scale measurement 
B)  Situation analysis 
C)  Purposive sampling 
D)  Debriefing analysis 
E)  Propensity scoring 
A)  Scale measurement 
B)  Situation analysis 
C)  Purposive sampling 
D)  Debriefing analysis 
E)  Propensity scoring

Question 20

Constant-sum scales should preferably use more than seven attributes.

Accepted Answer

A) True 
 B)False

Which of the following is true of measurement?

Which of the following is true of an ordinal scale?

Ordinal scales can be used to determine the absolute difference between rankings.

Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?

Which of the following statements about graphic rating scales is true?

The difference between a single-item scale and a multiple-item scale is that a:

Which of the following statements is true about ratio scales?

The number of dimensions of a construct influences the decision to use a single-item versus a multiple-item scale.

A comparative rating scale is used when the objective is to have a respondent express his or her attitudes, behavior, or intentions about a specific object.

Which of the following types of scales asks the respondent to state his or her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?

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

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

What are the requirements of designing measurement scales?

A graphic rating scale is a type of comparative rating scale.

Likert scales cannot measure attitudes and behavior.

Which of the following statements is true of scale responses?

The goal of the construct development process is to precisely identify and define what is to be measured.

Which of the following statements is true about interval scales?

_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.

Constant-sum scales should preferably use more than seven attributes.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

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

Which of the following is true of measurement?

Which of the following is true of an ordinal scale?

Ordinal scales can be used to determine the absolute difference between rankings.

Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones?

Which of the following statements about graphic rating scales is true?

The difference between a single-item scale and a multiple-item scale is that a:

Which of the following statements is true about ratio scales?

The number of dimensions of a construct influences the decision to use a single-item versus a multiple-item scale.

A comparative rating scale is used when the objective is to have a respondent express his or her attitudes, behavior, or intentions about a specific object.

Which of the following types of scales asks the respondent to state his or her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?

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

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

What are the requirements of designing measurement scales?

A graphic rating scale is a type of comparative rating scale.

Likert scales cannot measure attitudes and behavior.

Which of the following statements is true of scale responses?

The goal of the construct development process is to precisely identify and define what is to be measured.

Which of the following statements is true about interval scales?

_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.

Constant-sum scales should preferably use more than seven attributes.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

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