Question 1

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following scale types is similar to graphic rating scales?

Accepted Answer

A) rank order scale 
B) itemized rating scale 
C) Likert scale 
D) Stapel scale 
A) rank order scale 
B) itemized rating scale 
C) Likert scale 
D) Stapel scale

Question 3

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 4

Which of the following does the Net Promoter Score focus on?

Accepted Answer

A) purchase likelihood 
B) strength of attitudes 
C) likelihood to recommend a product/service 
D) none of the above 
A) purchase likelihood 
B) strength of attitudes 
C) likelihood to recommend a product/service 
D) none of the above

Question 5

The Stapel scale is similar to the semantic differential.

Accepted Answer

A) True 
 B)False

Question 6

Semantic differential scales cannot be quantified.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

___________ are truly the essence of the "human change agent" that all marketers strive to influence.

Accepted Answer

A) Morals 
B) Ideals 
C) Attitudes 
D) Perceptions 
A) Morals 
B) Ideals 
C) Attitudes 
D) Perceptions

Question 9

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 10

Which of the following types of scales is least likely to produce interval or ratio scale data?

Accepted Answer

A) paired comparison 
B) itemized rating 
C) graphic rating 
D) constant sum 
E) All produce interval or ratio scale data. 
A) paired comparison 
B) itemized rating 
C) graphic rating 
D) constant sum 
E) All produce interval or ratio scale data.

Question 11

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

Accepted Answer

A) True 
 B)False

Question 12

Rank order scales enable the researcher to determine intensity of attitudes.

Accepted Answer

A) True 
 B)False

Question 13

An interval scale measurement scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.

Accepted Answer

A) True 
 B)False

Question 14

Scales are categorized in two ways according to the text.The categories are:

Accepted Answer

A) Unidimensional & Multidimensional 
B) Multidimensional & Graphic 
C) Grapic & Unidimensional 
D) Multidimensional & Perfect 
A) Unidimensional & Multidimensional 
B) Multidimensional & Graphic 
C) Grapic & Unidimensional 
D) Multidimensional & Perfect

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

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

Which of the following scale types is similar to graphic rating scales?

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

Which of the following does the Net Promoter Score focus on?

The Stapel scale is similar to the semantic differential.

Semantic differential scales cannot be quantified.

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

___________ are truly the essence of the "human change agent" that all marketers strive to influence.

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

Which of the following types of scales is least likely to produce interval or ratio scale data?

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

Rank order scales enable the researcher to determine intensity of attitudes.

An interval scale measurement scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.

Scales are categorized in two ways according to the text.The categories are:

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

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