Question 1

The Stapel scale is similar to the semantic differential.

Accepted Answer

A) True 
 B)False  True

Question 2

An auto dealership is attempting to determine the preferences of its customers. The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers. Construct a scale to achieve that objective.

Accepted Answer

Use a constant-sum scale.

Question 3

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category.
___(1) 0 to 18 ___(2) 19 to 34 ___(3) 35 and over

Accepted Answer

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

Question 4

A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B
____candidate C or ____candidate B
____candidate A or ____candidate C
The pollster is invoking which type of attitude scale?

Accepted Answer

A)  rank order 
B)  paired comparison 
C)  purchase intent 
D)  graphic rating 
A)  rank order 
B)  paired comparison 
C)  purchase intent 
D)  graphic rating

Question 5

List and briefly describe the measurement process.

Accepted Answer

The measurement process is detailed on p

Question 6

__________________ requires the respondent to rate on a scale ranging from +5 to -5 how closely a descriptor adjective fits a given concept.

Accepted Answer

A)  Semantic differential scale 
B)  Stapel scale 
C)  Graphic rating scale 
D)  Paired comparison scale 
A)  Semantic differential scale 
B)  Stapel scale 
C)  Graphic rating scale 
D)  Paired comparison scale

Question 7

Which of the following does not apply to an operational definition?

Accepted Answer

A)  There can be many different potential operational definitions for a single concept. 
B)  It defines which observable characteristics will be measured. 
C)  It defines a concept and establishes boundaries for the concept. 
D)  Instruments are developed on the basis of it. 
E)  All of the above pertain to an operational definition. 
A)  There can be many different potential operational definitions for a single concept. 
B)  It defines which observable characteristics will be measured. 
C)  It defines a concept and establishes boundaries for the concept. 
D)  Instruments are developed on the basis of it. 
E)  All of the above pertain to an operational definition.

Question 8

Role ambiguity is the amount of uncertainty ranging from very certain to very uncertain on a 5-point scale.

Accepted Answer

A) True 
 B)False

Question 9

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

Accepted Answer

A)  Predictive validity 
B)  Predictive reliability 
C)  Concurrent validity 
D)  Convergent validity 
E)  Discriminant validity 
A)  Predictive validity 
B)  Predictive reliability 
C)  Concurrent validity 
D)  Convergent validity 
E)  Discriminant validity

Question 10

Marketing constructs cannot be measured using unidimensional scales.

Accepted Answer

A) True 
 B)False

Question 11

Marketers sometimes measure constructs that do not have a true zero point.

Accepted Answer

A) True 
 B)False

Question 12

Physical characteristics of a respondent such as age, weight, & height are not examples of ratio-scaled variables.

Accepted Answer

A) True 
 B)False

Question 13

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Accepted Answer

A) True 
 B)False

Question 14

Ratio and Interval scale data can both produce data in which arithmetic means and metric measures of dispersion can be computed. However, there are several important differences in these two levels of measurement. What are they?

Accepted Answer

The two main differences in ratio and in

Question 15

A scale that gives you a different weight every time you step on suffers from poor:

Accepted Answer

A)  face validity. 
B)  construct validity. 
C)  split-half validity. 
D)  Reliability. 
E)  none of the above 
A)  face validity. 
B)  construct validity. 
C)  split-half validity. 
D)  Reliability. 
E)  none of the above

Question 16

The Cronbach alpha technique gives researchers an idea of a scale's __________.

Accepted Answer

A)  validity 
B)  reliability 
C)  sensitivity 
D)  none of the above 
A)  validity 
B)  reliability 
C)  sensitivity 
D)  none of the above

Question 17

Why is it hard for marketing researchers to measure attributes like brand loyalty?

Accepted Answer

A)  Everyone is different 
B)  Brands do not inspire loyalty 
C)  Difficult to devise rules to assess consumer attributes 
D)  Purchase intent defines consumer loyalty 
E)  None of the above 
A)  Everyone is different 
B)  Brands do not inspire loyalty 
C)  Difficult to devise rules to assess consumer attributes 
D)  Purchase intent defines consumer loyalty 
E)  None of the above

Question 18

In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

Accepted Answer

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

Question 19

A construct should be measured before it is defined.

Accepted Answer

A) True 
 B)False

Question 20

Rank order scales enable the researcher to determine intensity of attitudes.

Accepted Answer

A) True 
 B)False

The Stapel scale is similar to the semantic differential.

An auto dealership is attempting to determine the preferences of its customers. The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers. Construct a scale to achieve that objective.

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category. _(1) 0 to 18 _(2) 19 to 34 ___(3) 35 and over

A pollster asks you to respond to the following choices concerning the upcoming presidential race: candidate A or candidate B candidate C or candidate B candidate A or candidate C The pollster is invoking which type of attitude scale?

List and briefly describe the measurement process.

__________________ requires the respondent to rate on a scale ranging from +5 to -5 how closely a descriptor adjective fits a given concept.

Which of the following does not apply to an operational definition?

Role ambiguity is the amount of uncertainty ranging from very certain to very uncertain on a 5-point scale.

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

Marketing constructs cannot be measured using unidimensional scales.

Marketers sometimes measure constructs that do not have a true zero point.

Physical characteristics of a respondent such as age, weight, & height are not examples of ratio-scaled variables.

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Ratio and Interval scale data can both produce data in which arithmetic means and metric measures of dispersion can be computed. However, there are several important differences in these two levels of measurement. What are they?

A scale that gives you a different weight every time you step on suffers from poor:

The Cronbach alpha technique gives researchers an idea of a scale's __________.

Why is it hard for marketing researchers to measure attributes like brand loyalty?

In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

A construct should be measured before it is defined.

Rank order scales enable the researcher to determine intensity of attitudes.

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 9: The Concept of Measurement and Attitude Scales

The Stapel scale is similar to the semantic differential.

An auto dealership is attempting to determine the preferences of its customers. The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers. Construct a scale to achieve that objective.

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category. ___(1) 0 to 18 ___(2) 19 to 34 ___(3) 35 and over

A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B ____candidate C or ____candidate B ____candidate A or ____candidate C The pollster is invoking which type of attitude scale?

List and briefly describe the measurement process.

__________________ requires the respondent to rate on a scale ranging from +5 to -5 how closely a descriptor adjective fits a given concept.

Which of the following does not apply to an operational definition?

Role ambiguity is the amount of uncertainty ranging from very certain to very uncertain on a 5-point scale.

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

Marketing constructs cannot be measured using unidimensional scales.

Marketers sometimes measure constructs that do not have a true zero point.

Physical characteristics of a respondent such as age, weight, & height are not examples of ratio-scaled variables.

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Ratio and Interval scale data can both produce data in which arithmetic means and metric measures of dispersion can be computed. However, there are several important differences in these two levels of measurement. What are they?

A scale that gives you a different weight every time you step on suffers from poor:

The Cronbach alpha technique gives researchers an idea of a scale's __________.

Why is it hard for marketing researchers to measure attributes like brand loyalty?

In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

A construct should be measured before it is defined.

Rank order scales enable the researcher to determine intensity of attitudes.

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category. _(1) 0 to 18 _(2) 19 to 34 ___(3) 35 and over

A pollster asks you to respond to the following choices concerning the upcoming presidential race: candidate A or candidate B candidate C or candidate B candidate A or candidate C The pollster is invoking which type of attitude scale?