Exam 11: Using Measurement Scales to Build Marketing Effectiveness

What type of scale is the following? How satisfied were you with the service you received yesterday from the flight attendant on your United Airlines flight? _____ Very satisfied _____ Somewhat satisfied _____ Neither satisfied nor dissatisfied _____ Somewhat dissatisfied _____ Very dissatisfied

What type of scale is the following in a telephone survey? How would you rate the prices at Macy's department store in St.Louis? +3 +2 +1 Price ─ 1 ─ 2 ─ 3

A learned predisposition to respond in a consistent manner toward some object or concept,is called a(n):

What type of scale is the following? Unexciting 1 2 3 4 5 6 7 Exciting Don't Know

What type of scale is involved if adult women are asked to place five brands of eye shadow in sequence so that "1" is assigned to the eye shadow with the highest-quality applicator,and "5" is assigned to the eye shadow with the lowest-quality applicator?

If UMB Bank in St.Louis asks target members who do not have a checking account or a savings account with UMB Bank the following question,what type of scale item is this? How would you rate UMB Bank on this attribute? Unfriendly : _____ : _____ : _____ : _____ : _____ : _____ : _____ : Friendly

What type of scale is the following? The quality of teaching at Webster University is excellent. Disagree Neutral Agree Strongly Agree

What type of rating scale is the following? Please assign a total of 100 points to the following characteristics For purchasing an airline ticket in terms of how important each of these Factors is to you in making your decision to buy a ticket? _____ Price _____ Number of stops _____ Comfort of the seats _____ Courtesy of the flight attendants _____ Pilot comments during the flight

A multidimensional scale measures only one attribute of a concept.

If an Internet Game Site asks a customer who has purchased a new game the following question,what type of scale item is being used? The registration process was simple. Strongly Somewhat Neutral Somewhat Strongly Disagree Disagree Agree Agree

In studying a purchase decision,the most obvious way to discover the attitudes of the buyer is to ask the buyer what factors they considered important in their purchase decision.

Rank-order scales are a type of comparative scale.

In scaling,numbers are assigned as indicants of the properties of people,objects,or events.

If American Airlines conducts an in-flight survey of passengers who are asked in one of the questions to rate the comfort of their sear,what type of scale is the following? '_________________________________' Uncomfortable Comfortable

What type of scale is the following? Divide 50 points among the following characteristics in terms of their importance to you in your decision to purchase of a laptop computer. _______ Price _______ Memory _______ Size of the monitor _______ Brand name _______ Keyboard

If all of the alternatives in rank-order scales are not included in the list of alternatives to be ranked,the results of the study can be very misleading or even wrong.

What type of scale is the following? How likely are you to purchase an iPad during the next six months? _____ Definitely will buy _____ Probably will buy _____ Probably will not buy _____ Definitely will not buy

What type of scale is the following? The President of Ford Motor Co.is doing a good job as President. _______________________________________________________ Strongly Disagree Undecided Agree Strongly Disagree Agree

What type of scale is the following? The Mayor of St.Louis is doing a good job as Mayor. Strongly Disagree Agree Strongly Disagree Agree

What type of scale is the following? How would you rate the TV ads for UMB Bank in St.Louis? Not interesting : _____ : _____ : _____ : _____ : _____ : _____ : _____ : Interesting