Question 1

Graphic rating scales are quicker to administer than other scale types.

Accepted Answer

A) True 
 B)False

Question 2

Cronbach's alpha is a statistical technique for measuring _______.

Accepted Answer

A)  face validity 
B)  sensitivity 
C)  reliability 
D)  content validity 
A)  face validity 
B)  sensitivity 
C)  reliability 
D)  content validity

Question 3

Revise the following questions so as to achieve interval scale data.
(1) How satisfied are you with your present car?
1=very satisfied 2=somewhat satisfied 3=not satisfied

Accepted Answer

Even though this is the chapter before t

Question 4

A balanced scale should be used if the researcher expects a wide range of options.

Accepted Answer

A) True 
 B)False

Question 5

One disadvantage of the semantic differential is the halo effect. The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

Accepted Answer

A) True 
 B)False

Question 6

____________________ are/can be a source of measurement differences that produces random or systematic error.

Accepted Answer

A)  Characteristics of individual respondents 
B)  Short-term personal factors 
C)  Situational Factors 
D)  Sampling of items included in the questionnaire 
E)  All of the above 
A)  Characteristics of individual respondents 
B)  Short-term personal factors 
C)  Situational Factors 
D)  Sampling of items included in the questionnaire 
E)  All of the above

Graphic rating scales are quicker to administer than other scale types.

Cronbach's alpha is a statistical technique for measuring _______.

Revise the following questions so as to achieve interval scale data. (1) How satisfied are you with your present car? 1=very satisfied 2=somewhat satisfied 3=not satisfied

A balanced scale should be used if the researcher expects a wide range of options.

One disadvantage of the semantic differential is the halo effect. The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

____________________ are/can be a source of measurement differences that produces random or systematic error.

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

Graphic rating scales are quicker to administer than other scale types.

Cronbach's alpha is a statistical technique for measuring _______.

Revise the following questions so as to achieve interval scale data. (1) How satisfied are you with your present car? 1=very satisfied 2=somewhat satisfied 3=not satisfied

A balanced scale should be used if the researcher expects a wide range of options.

One disadvantage of the semantic differential is the halo effect. The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

____________________ are/can be a source of measurement differences that produces random or systematic error.

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