Question 1

A questionnaire could be valid without being reliable.

Accepted Answer

A) True 
 B)False

Question 2

Quality grades such as "good," "better," and "best" represent which of the following levels 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 3

Marketers are typically interested in measuring observable constructs.

Accepted Answer

A) True 
 B)False

Question 4

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 5

Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.

Accepted Answer

A) True 
 B)False

Question 6

Which is the weakest form of 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 7

A problem often encountered with rules is a lack of clarity or specificity.

Accepted Answer

A) True 
 B)False

Question 8

When a researcher describes how a construct will be measured,this is referred to as what type of definition?

Accepted Answer

A) constitutive 
B) theoretical 
C) conceptual 
D) operational 
A) constitutive 
B) theoretical 
C) conceptual 
D) operational

Question 9

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 10

____________ 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 11

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 12

____________________ 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

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

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

Accepted Answer

A) True 
 B)False

Question 16

Which step(s)in the measurement process must be completed before evaluating the reliability and validity of the scale?

Accepted Answer

A) Identify the concept of interest. 
B) Develop a construct. 
C) Develop an operational definition. 
D) Create a measurement scale. 
E) all of the above 
A) Identify the concept of interest. 
B) Develop a construct. 
C) Develop an operational definition. 
D) Create a measurement scale. 
E) all of the above

Question 17

Before a measurement scale can be shown to be valid,it must be _______.

Accepted Answer

A) stable 
B) reliable 
C) consistent 
D) convergent 
A) stable 
B) reliable 
C) consistent 
D) convergent

Question 18

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 19

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 20

A constitutive definition is similar to a dictionary definition.

Accepted Answer

A) True 
 B)False

Exam 10: A: The Concept of Measurement

A questionnaire could be valid without being reliable.

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

Marketers are typically interested in measuring observable constructs.

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

Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.

Which is the weakest form of validity?

A problem often encountered with rules is a lack of clarity or specificity.

When a researcher describes how a construct will be measured,this is referred to as what type of definition?

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

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

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

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

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?

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

Which step(s)in the measurement process must be completed before evaluating the reliability and validity of the scale?

Before a measurement scale can be shown to be valid,it must be _______.

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

A constitutive definition is similar to a dictionary definition.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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