Question 1

Suppose a researcher needed output so as to be able to perform ratio analysis. Which of the following scales would be utilized?

Accepted Answer

A)  semantic differential scale 
B)  Likert scale 
C)  constant sum scale 
D)  rank order scale 
A)  semantic differential scale 
B)  Likert scale 
C)  constant sum scale 
D)  rank order scale

Question 2

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

Accepted Answer

A)  Abstract Concepts 
B)  Constructs 
C)  Intuitive Constructs 
D)  None of the above. 
A)  Abstract Concepts 
B)  Constructs 
C)  Intuitive Constructs 
D)  None of the above.

Question 3

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

Accepted Answer

A)  constructs 
B)  attitudes 
C)  satisfaction scores 
D)  noncomparative scales 
A)  constructs 
B)  attitudes 
C)  satisfaction scores 
D)  noncomparative scales

Question 4

A nominal scale provides the researcher with metric data.

Accepted Answer

A) True 
 B)False

Question 5

______________ is a guide, a method, or a command that tells a research what to do.

Accepted Answer

A)  Construct 
B)  Rule 
C)  Operational definition 
D)  Valid concept 
E)  Reliable concept 
A)  Construct 
B)  Rule 
C)  Operational definition 
D)  Valid concept 
E)  Reliable concept

Question 6

Generally, well-constructed attitude scales will have between ____ & ______ response points.

Accepted Answer

A)  3-5 
B)  5-7 
C)  5-9 
D)  3-9 
E)  none of the above 
A)  3-5 
B)  5-7 
C)  5-9 
D)  3-9 
E)  none of the above

Question 7

The measurement process begins with ____________.

Accepted Answer

A)  Identifying the concept of interest 
B)  Developing a construct 
C)  Defining the construct 
D)  Evaluating reliability and validity 
A)  Identifying the concept of interest 
B)  Developing a construct 
C)  Defining the construct 
D)  Evaluating reliability and validity

Question 8

Ranking questions generally produces ___________ level of measurement.

Accepted Answer

A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  none of the above 
A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  none of the above

Question 9

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

Accepted Answer

A) True 
 B)False

Question 10

When few differences in scores are found between the first and second administration of a test, the test is said to have _________.

Accepted Answer

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

Question 11

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: ____styling
____handling
____horsepower
____towing capability
____economy
100% TOTAL
This scale illustrates which kind of technique?

Accepted Answer

A)  constant sum 
B)  purchase intent 
C)  rank order 
D)  semantic differential 
E)  none of the above 
A)  constant sum 
B)  purchase intent 
C)  rank order 
D)  semantic differential 
E)  none of the above

Question 12

Unidimensional scales are used when the concept being studied possesses several attributes, all of which need to be measured.

Accepted Answer

A) True 
 B)False

Question 13

Construct equivalence deals with how people see, understand and develop measurements for a particular phenomenon.

Accepted Answer

A) True 
 B)False

Question 14

Common arithmetic scales are used with ordinal scales.

Accepted Answer

A) True 
 B)False

Question 15

Likert scales measure the likelihood of purchasing a product.

Accepted Answer

A) True 
 B)False

Question 16

If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious "reliability" problem.

Accepted Answer

A) True 
 B)False

Question 17

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

Accepted Answer

A)  Likert 
B)  constant sum 
C)  rank order 
D)  semantic differential 
E)  none of the above 
A)  Likert 
B)  constant sum 
C)  rank order 
D)  semantic differential 
E)  none of the above

Question 18

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served, we'd say the questionnaire lacked______ validity.

Accepted Answer

A)  content 
B)  face 
C)  construct 
D)  criterion-related 
E)  none of the above 
A)  content 
B)  face 
C)  construct 
D)  criterion-related 
E)  none of the above

Question 19

An example of nominal scale data would be which of the following?

Accepted Answer

A)  preference data 
B)  index numbers 
C)  sex of the respondent 
D)  unit sales 
E)  none of the above 
A)  preference data 
B)  index numbers 
C)  sex of the respondent 
D)  unit sales 
E)  none of the above

Question 20

What measurement do marketing researchers seek to quantify in their studies?

Accepted Answer

A)  attitudes 
B)  income 
C)  brand loyalty 
D)  age 
E)  all of the above 
A)  attitudes 
B)  income 
C)  brand loyalty 
D)  age 
E)  all of the above

Suppose a researcher needed output so as to be able to perform ratio analysis. Which of the following scales would be utilized?

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

A nominal scale provides the researcher with metric data.

______________ is a guide, a method, or a command that tells a research what to do.

Generally, well-constructed attitude scales will have between & __ response points.

The measurement process begins with ____________.

Ranking questions generally produces ___________ level of measurement.

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

When few differences in scores are found between the first and second administration of a test, the test is said to have _________.

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?

Unidimensional scales are used when the concept being studied possesses several attributes, all of which need to be measured.

Construct equivalence deals with how people see, understand and develop measurements for a particular phenomenon.

Common arithmetic scales are used with ordinal scales.

Likert scales measure the likelihood of purchasing a product.

If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious "reliability" problem.

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served, we'd say the questionnaire lacked______ validity.

An example of nominal scale data would be which of the following?

What measurement do marketing researchers seek to quantify in their studies?

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

Suppose a researcher needed output so as to be able to perform ratio analysis. Which of the following scales would be utilized?

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

A nominal scale provides the researcher with metric data.

______________ is a guide, a method, or a command that tells a research what to do.

Generally, well-constructed attitude scales will have between ____ & ______ response points.

The measurement process begins with ____________.

Ranking questions generally produces ___________ level of measurement.

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

When few differences in scores are found between the first and second administration of a test, the test is said to have _________.

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: ____styling ____handling ____horsepower ____towing capability ____economy 100% TOTAL This scale illustrates which kind of technique?

Unidimensional scales are used when the concept being studied possesses several attributes, all of which need to be measured.

Construct equivalence deals with how people see, understand and develop measurements for a particular phenomenon.

Common arithmetic scales are used with ordinal scales.

Likert scales measure the likelihood of purchasing a product.

If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious "reliability" problem.

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served, we'd say the questionnaire lacked______ validity.

An example of nominal scale data would be which of the following?

What measurement do marketing researchers seek to quantify in their studies?

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

Generally, well-constructed attitude scales will have between & __ response points.

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?