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

If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?

Marketing constructs cannot be measured using unidimensional scales.

When is it preferable to use direct questioning and when is it preferable to use indirect questioning?

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

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

A(n)_________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

Purchase intent scales often over estimate the number of people who will actually buy a product.

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?

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.

Through _____________________,respondents may be asked to explain their reasons for preferring one product or brand over another.

The link between attitudes and behavior: the more favorable the attitude of consumers,the higher the incidence usage.

Attitudes are likely to predict purchase behavior only when subjects are highly involved with the product category.

If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.

The following scale is illustrative of a __________scale. ____definitely buy ____probably buy ____might buy ____might not ____probably not ____definitely not

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

Researchers have found that by offering a "neutral" response on a scale,respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral.To resolve this issue,researchers :

Which of the following is not characteristic of a Likert scale?

A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.

This type of scale will always produce an ordinal scale of measurement.

Attitudes are thought to predict behavior only when __________is high.