Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

List and briefly describe considerations in selecting a scale.

Accepted Answer

The basic considerations in selecting a scale are: 1)nature of the scale being constructed (research objectives);2)Type of Scale: depending upon how the questionnaire will be administered (telephone,Internet,mall intercept,etc. ); 3)Balanced versus Nonbalanced: balanced (same number of positive and negative categories)can produce interval data if response labels are properly worded;4)Number of Scale Categories: often also a function of how the questionnaire will be administered,with fewer scales categories for telephone and more for any type of self-administered survey;and 5)Forced versus Nonforced Choice: providing a "neutral" category or a "don't know" category are characteristic of nonforced questions.With a forced format the respondent is not given the neutral or don't know choice,and is forced to answer using one of the answers provided.

Question 3

In an itemized rating scale,respondents select from a limited number of ordered categories.

Accepted Answer

A) True 
 B)False  True

Question 4

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?

Accepted Answer

A) cognitive 
B) consumer 
C) direct 
D) determinant 
E) none of the above 
A) cognitive 
B) consumer 
C) direct 
D) determinant 
E) none of the above

Question 5

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 6

A marketing research firm is attempting to measure customer satisfaction of a local restaurant.Design a scaled questionnaire that will address such factors as location,food quality,the restaurant staff,pricing,and any other relevant factors.

Accepted Answer

The suggested type of attitude

Question 7

Constant sum scales produce ratio scale data.

Accepted Answer

A) True 
 B)False

Question 8

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.

Accepted Answer

A) purchase intent 
B) top tier 
C) top box 
D) constant sum 
E) none of the above 
A) purchase intent 
B) top tier 
C) top box 
D) constant sum 
E) none of the above

Question 9

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?

Accepted Answer

A) Likert 
B) semantic differential 
C) Stapel 
D) constant sum 
E) All of the above are appropriate. 
A) Likert 
B) semantic differential 
C) Stapel 
D) constant sum 
E) All of the above are appropriate.

Question 10

Likert scales measure the likelihood of purchasing a product.

Accepted Answer

A) True 
 B)False

Question 11

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.

Accepted Answer

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

Question 12

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 13

A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.

Accepted Answer

A) True 
 B)False

Question 14

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 15

An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.

Accepted Answer

Use a purc

Question 16

One technique that is never used for identifying buying motives is observation research.

Accepted Answer

A) True 
 B)False

Question 17

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 18

Semantic differential scales can be developed rather quickly,compared to rank order scales.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?

Accepted Answer

A) involvement of the consumer 
B) attitude measurement 
C) effects of other people 
D) situational factors 
E) All are considered in assessing whether attitude research findings will predict behavior. 
A) involvement of the consumer 
B) attitude measurement 
C) effects of other people 
D) situational factors 
E) All are considered in assessing whether attitude research findings will predict behavior.

Question 20

Itemized and graphic scales are considered to be noncomparative scales.

Accepted Answer

A) True 
 B)False

Exam 11: A: Using Measurement Scales to Build Marketing Effectiveness

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

List and briefly describe considerations in selecting a scale.

In an itemized rating scale,respondents select from a limited number of ordered categories.

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?

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

A marketing research firm is attempting to measure customer satisfaction of a local restaurant.Design a scaled questionnaire that will address such factors as location,food quality,the restaurant staff,pricing,and any other relevant factors.

Constant sum scales produce ratio scale data.

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?

Likert scales measure the likelihood of purchasing a product.

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.

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.

A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.

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?

An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.

One technique that is never used for identifying buying motives is observation research.

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?

Semantic differential scales can be developed rather quickly,compared to rank order scales.

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?

Itemized and graphic scales are considered to be noncomparative scales.

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

A: The Concept of Measurement

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

Filters

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

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?

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?