Question 1

_____ involve a situation in which possible responses can be interpreted a number of different ways.

Accepted Answer

A)  Ambiguous questions 
B)  Loaded questions 
C)  Complex questions 
D)  Double negative questions 
E)  Double-barreled questions 
A)  Ambiguous questions 
B)  Loaded questions 
C)  Complex questions 
D)  Double negative questions 
E)  Double-barreled questions

Question 2

A researcher wants to measure the temperature (in degree Fahrenheit) inside a grocery store at which the customers feel most comfortable. Suggest a scale that the researcher can use. Why is it not possible to use the ratio scale in this case?

Accepted Answer

The researcher can use the nominal scale

Question 3

Which of the following is an example of a leading question?

Accepted Answer

A)  Is there a possibility that you would create something every week for the next couple of years? 
B)  Are you more or less likely to not forget to undo the damages caused by your inactions? 
C)  Are you happy with your life? 
D)  Do you think that plants are affected by solar flares? 
E)  Do you agree with nutritionists when they say that breakfast is the most important meal of the day? 
A)  Is there a possibility that you would create something every week for the next couple of years? 
B)  Are you more or less likely to not forget to undo the damages caused by your inactions? 
C)  Are you happy with your life? 
D)  Do you think that plants are affected by solar flares? 
E)  Do you agree with nutritionists when they say that breakfast is the most important meal of the day?

Question 4

In a well-designed semantic differential scale, the individual scales should be truly bipolar.

Accepted Answer

A) True 
 B)False

Question 5

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 use double-barreled items. 
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 use double-barreled items.

Question 6

A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.

Accepted Answer

A)  ambiguous question 
B)  loaded question 
C)  double-barreled question 
D)  complex question 
E)  double negative question 
A)  ambiguous question 
B)  loaded question 
C)  double-barreled question 
D)  complex question 
E)  double negative question

Question 7

Which of the following statements is true of double negative questions?

Accepted Answer

A)  They create cognitive confusion and respondents find it difficult to understand the question and therefore respond correctly. 
B)  They involve situations in which the question/setup suggests a socially desirable answer or involves an emotionally charged issue. 
C)  They introduce bias and influence the way a respondent answers a question. 
D)  They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. 
E)  They involve scale responses that are mutually exclusive. 
A)  They create cognitive confusion and respondents find it difficult to understand the question and therefore respond correctly. 
B)  They involve situations in which the question/setup suggests a socially desirable answer or involves an emotionally charged issue. 
C)  They introduce bias and influence the way a respondent answers a question. 
D)  They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. 
E)  They involve scale responses that are mutually exclusive.

Question 8

A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale.

Accepted Answer

A)  ordinal 
B)  nominal 
C)  ratio 
D)  interval 
E)  Likert 
A)  ordinal 
B)  nominal 
C)  ratio 
D)  interval 
E)  Likert

Question 9

Behavioral intention scales are difficult to construct.

Accepted Answer

A) True 
 B)False

Question 10

A researcher designs his questionnaire in such a way that respondents can communicate the intensity with which they like or dislike a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "strongly disagree" and 7 is for "strongly agree"). These numbers (1 to 7) are commonly referred to as:

Accepted Answer

A)  construct points. 
B)  scale portions. 
C)  scale points. 
D)  construct ordinals. 
E)  scale ratios. 
A)  construct points. 
B)  scale portions. 
C)  scale points. 
D)  construct ordinals. 
E)  scale ratios.

_____ involve a situation in which possible responses can be interpreted a number of different ways.

A researcher wants to measure the temperature (in degree Fahrenheit) inside a grocery store at which the customers feel most comfortable. Suggest a scale that the researcher can use. Why is it not possible to use the ratio scale in this case?

Which of the following is an example of a leading question?

In a well-designed semantic differential scale, the individual scales should be truly bipolar.

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

A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.

Which of the following statements is true of double negative questions?

A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale.

Behavioral intention scales are difficult to construct.

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

_____ involve a situation in which possible responses can be interpreted a number of different ways.

A researcher wants to measure the temperature (in degree Fahrenheit) inside a grocery store at which the customers feel most comfortable. Suggest a scale that the researcher can use. Why is it not possible to use the ratio scale in this case?

Which of the following is an example of a leading question?

In a well-designed semantic differential scale, the individual scales should be truly bipolar.

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

A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.

Which of the following statements is true of double negative questions?

A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale.

Behavioral intention scales are difficult to construct.

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