Deck 7: Survey Measurement Scales

Question 1

The question, "What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television?" is an example of which response format?

A) unaided, open-ended
B) unaided, closed-ended
C) scaled
D) ad reaction measurement
E) aided, open-ended response

Answer 1

A

Question 2

Which of the following refers to the relative sizes of the descriptors?

A) description
B) order
C) distance
D) origin
E) relativity

Answer 2

B

Question 3

If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:

A) nominal
B) ordinal
C) interval
D) ratio
E) equality

Answer 3

C

Question 4

What are the three basic question-response formats?

A) unprobed, probed, and neutral
B) open-ended, closed-ended, and scaled
C) open-ended, categorical, and scaled
D) closed-ended, open-ended, and continuous
E) open-ended, probed, general

Question 5

A scale which used artificial numbers 1 through 5 that are identified with a descriptor is called a(n):

A) descriptor scale format
B) synthetic scaled-response format
C) numeric-descriptor format
D) numeric identifier
E) categorical multiple-choice format

Question 6

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

A) objective properties.
B) subjective properties.
C) objective objects.
D) subjective objects.
E) objective subjects.

Question 7

If a researcher wanted the respondent to answer an open-ended question with no additional information, one would likely use a(n):

A) open-ended, unaided format
B) open-ended, aided format
C) closed-ended, unaided format
D) continuous response format
E) general format

Question 8

For subjective properties such as "liking for chocolate," which response format would be best?

A) closed-ended response
B) dual-choice response
C) scaled-response
D) "liking index" response
E) Open-ended response

Question 9

Age, income, gender, and interest in buying product X would all be considered ________ of the consumer.

A) descriptors
B) properties
C) subjective descriptors
D) objectives descriptors
E) objects

Question 10

Which of the following refers to a scale having a true zero beginning point?

A) description
B) order
C) distance
D) origin
E) start point

Question 11

Which of the following refers to a unique descriptor, or label, to stand for each designation in the scale?

A) order
B) distance
C) origin
D) description
E) label

Question 12

Which of the following formats provides response options to questions on the questionnaire?

A) response options format
B) categorical format
C) closed-ended format
D) metric format
E) optional format

Question 13

Your textbook notes a special case with questions that provide respondents with a list of options and then ask respondents to "check all that apply." What is the issue here?

A) Not all options on the list actually apply as it is a synthetic metric question.
B) It looks like an aided open-ended question when actually it is a multiple-choice categorical question.
C) What looks like a synthetic-metric question is actually an aided-categorical question.
D) It is actually a trick question as there is really only one real answer.
E) It looks like a multiple-choice categorical question when actually each item from the list is really a separate dual-choice categorical question.

Question 14

Which of the following was NOT mentioned in the textbook as a consideration in choosing a question-response format?

A) nature of the property being measured
B) previous research studies
C) ability of the researcher
D) ability of the respondent
E) scale level desired

Question 15

Which of the following formats has only two response options?

A) twin synthetic format
B) dual-choice categorical format
C) dual format
D) bi-response format
E) metric synthetic format

Question 16

Which of the following is defined as determining if a property is possessed by an object and, if so, how much of it?

A) scale level
B) attributes of properties
C) subjective and objective properties
D) measurement
E) intensity determination

Question 17

The descriptors "less-than", "greater-than", and/or "equal to" are distinctions of:

A) description.
B) order.
C) distance.
D) origin.
E) scale.

Question 18

Researchers measure ________ of ________.

A) properties; objects
B) numbers; customers
C) objects; measurements
D) objects; properties
E) attributes; products

Question 19

Which single characteristic is unique to nominal level of measurement?

A) description
B) order
C) distance
D) origin
E) numbers

Question 20

Which of the following encourages the respondent to provide information beyond the initial and possibly superficial first comments?

A) open-ended, unaided format
B) closed-ended, exploratory format
C) metric natural format
D) categorical format
E) open-ended, aided format

Question 21

If a question is designed to measure a construct, for example, "intentions to buy a new product," and the question appears to ask this in a straightforward manner, the measurement would be said to have:

A) reliability
B) validity
C) face validity
D) external reliability
E) internal reliability

Question 22

Which type of scaled-response format measures activities, interests, and opinions towards work, leisure time, and purchases?

A) itemized rating scale
B) lifestyle inventory
C) semantic differential scale
D) stapel scale
E) graphic rating scale

Question 23

A study was conducted with teens and young adults to try and determine a digital entertainment construct. They were asked a series of dual-choice questions on whether or not they owned a particular device, like a Wii or iPod. The respondents were to "check all that apply." All the positive responses were added to stand as the metric measure for the construct. The researcher was using a(n):

A) summated scale
B) lifestyle inventory
C) 2-point Likert scale
D) staple scale
E) anchored scale

Question 24

Reader's Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of a(n):

A) anchored scale.
B) unanchored scale.
C) summated scale.
D) stapel scale.
E) graphic intensity scale.

Question 25

Validity is best illustrated by which of the following statements?

A) accuracy or truthfulness of the measurement
B) the extent to which the reliability coefficient approaches
C) the ability to repeat measurements
D) tendency to respond in the same manner to different questions
E) tendency to respond in the same manner to the same questions

Question 26

Using symbols or pictures to indicate various degrees of a response would be used in which type of scaled-response question format?

A) graphic rating scale
B) pictorial rating scale
C) stapel scale
D) itemized rating scale
E) visual degree scale

Question 27

Because they measure psychological constructs of consumers, such as attitudes, opinions, and feelings, these unobservable constructs are best measured with:

A) invisible response format
B) unaided response format
C) natural metric response format
D) synthetic metric response format
E) psychological construct format

Question 28

Which type of scaled-response format contains bipolar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

A) itemized rating scale
B) lifestyle inventory
C) semantic differential scale
D) stapel scale
E) graphic rating scale

Question 29

In a survey for ACME Power Co., the researcher asked the following questions: "What is your gender? Male-Female" and "How much do you estimate your monthly electric bill to be? $________." How would you classify, in order, these two questions in terms of the type of scale each represents?

A) closed-ended; scaled
B) closed-ended; semantic
C) categorical; natural
D) categorical; metric
E) closed-ended; metric

Question 30

Which characteristic is associated only with ratio scales?

A) description
B) order
C) distance
D) origin
E) ratiocination

Question 31

A question that asks the age of a respondent in years would be scaled as:

A) nominal
B) ordinal
C) interval
D) ratio
E) age-related

Question 32

Which of the following best illustrates the concept of reliability of measurement?

A) the tendency to respond in the same manner to different questions
B) the respondent answers in the same or in a very similar manner to an identical or near-identical question
C) the ability to repeat the same response time and again with different questions
D) a measure that is truthful
E) a measurement that is always valid

Question 33

The "halo effect" is best avoided by:

A) doing a couple of things wrong during the entire research project.
B) randomly flipping favourable and unfavourable "good" phrases on different scale items.
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the "bad" scales.
D) using only percentage scales.
E) using only open-ended questions.

Question 34

Which of the following scaled-response formats is good for measuring store, company, or brand images because many marketing stimuli have meaning, mental associations, or connotations?

A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) image analysis scales
E) image analysis

Question 35

This scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n):

A) End-labeled 5-point scale
B) 5-point unanchored scale
C) summated scale
D) graphic rating scale
E) anchored 5-point scale

Question 36

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because:

A) it violates the statistical assumption of symmetry
B) it creates an odd number
C) it allows respondents to hide their feelings
D) it creates a problem in trying to code the scale items
E) it creates a problem in terms of how you value the neutral point in the calculation of statistics

Question 37

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:

A) nominal
B) ordinal
C) interval
D) ratio
E) origin

Question 38

Which of the following is a synthetic scaled-response format in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric scale, for each of a series of statements?

A) semantic differential scale
B) halo effect scale
C) Likert scale
D) bipolar scale
E) lifestyle inventory scale

Question 39

According to the textbook, understanding the measurement level of a scale is important for all the following reasons EXCEPT:

A) it dictates what type of statistical analyses may or may not be done
B) tells us whether an object has only qualitative or quantitative properties
C) it determines what information is collected
D) it determines what can be said about the object
E) it determines what cannot be said about the object

Question 40

Which of the following was NOT mentioned in the textbook with respect to the term "workhorse scales?"

A) they are synthetic metric scales
B) they do the bulk of the measurement work in marketing research
C) Likert is an example
D) categorical multiple-choice is an example
E) it is not good practice to invent a novel scale format over a workhorse scale

Question 41

Market researchers use "constructs," or standard marketing concepts. They typically have a mental vision of how each construct will be measured. This mental vision is called a(n):

A) construct scale format.
B) halo effect.
C) stapel.
D) operational definition.
E) aided definition.

Question 42

A 5-point scale that is "anchored" means that each scale point is given a verbal description.

Question 43

Subjective properties are observable and tangible.

Question 44

A scale that is simply "yes" or "no" is said to have origin.

Question 45

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way: How old are you? ___ years. Rick should consider the level of the measurement scale to be:

A) nominal
B) ordinal
C) interval
D) ratio
E) categorical

Question 46

When the distances between scale descriptors are absolute and known, the scale is said to possess the characteristic of description.

Question 47

Metric scales represent scales that are either interval or ordinal.

Question 48

Which of the following is NOT a reason for selecting a preferred format?

A) It streamlines the questionnaire design process
B) It saves time
C) open-ended formats offer no value
D) It saves money
E) No need to be creative and invent a new form

Question 49

Because scales are so specific to a study, once a scale has been used, it should not be used for another study.

Question 50

All survey response formats are easy and straightforward. Any consumers should be able to answer all formats; therefore, the ability of the respondent is not a consideration in determining the question-response format to use in a survey.

Question 51

Categorical scales represent scales that are either nominal or ordinal.

Question 52

An open-ended question presents no response options to the respondent.

Question 53

Sometimes the nature of the property being measured determines the question response format, for example, for marital status is a multiple-choice categorical response format is appropriate.

Question 54

For teaching purposes, measurement scales are often depicted as levels within a pyramid. What would NOT be shown on the pyramid?

A) "Descriptive" would be on the bottom of the pyramid as it is the most basic and is present in every scale
B) "origin" would be on the top of the pyramid as it is the first level; the starting point
C) "distance" would be above "order" because as a scale, in order to have "distance" you must first have order
D) "origin" is above "distance" because "origin" has "distance" but "distance" does not have "origin"
E) "order" is above "descriptive" because you are looking at relative size of descriptors

Question 55

All scaled-response questions must be labeled.

Question 56

A respondent entering a response of "male or female" would be answering a categorical dual-choice response format.

Question 57

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. One of his questions asks how much customers would be willing to pay in annual premium for a $100,000 life insurance policy. Check appropriate category:
___ $1 to $10 month
___ $11 to $20 month
___ $21 to $30 month
___ $31 to $40 month
___ $41 to $50 month
Rick should consider the level of the measurement scale to be:

A) nominal
B) ordinal
C) interval
D) ratio
E) aided

Question 58

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way: ___ 16 to 19
___ 20 to 25
___ 26 to 35
___ 36 to 50
___ over 50
Rick should consider the level of the measurement scale to be:

A) nominal
B) ordinal
C) interval
D) ratio
E) open-ended

Question 59

What researchers are really measuring are properties - sometimes called attributes or qualities - of objects.

Question 60

The terms "greater than" or "less than" refer to the scale characteristic known as order.

Question 61

One of the benefits of using scales is standardization. Different cultures therefore respond similarly to scales, so that a scale developed in North America may be automatically transferred to other cultures such as in Europe, Asia or South America.

Question 62

The text discussed a study that was done on cultural differences among respondents with respect to scale responses. It found that in some cultures extremism is valued, and in some others "going along with the crowd" is expected.

Question 63

As a general recommendation, to keep things simple it is desirable to use a scale at the lowest appropriate level of measurement.

Question 64

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

Question 65

When a scale has a "true zero" it is a nominal scale.

Question 66

A reliable measure is one that is honest.

Question 67

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or near-identical question.

Question 68

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

Question 69

The standard procedure for marketing practitioners is to use measures that are well known through the company's experience, through the researcher's own experience, or available in the marketing research literature.

Question 70

The lifestyle inventory is a special application of the Likert scale. It measures activities, interests, and opinions toward a respondent's work, leisure time, and purchases.

Question 71

A summated scale is one in which the number of checked responses, yes-no scale, in a list of constructs, will be counted for each respondent, and that number will stand as the metric measure of the construct.

Question 72

A measure can be reliable but invalid.

Question 73

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a Likert scale.

Question 74

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

Question 75

All scaled-response formats must have a middle neutral response option.

Question 76

Scaled-response questions are best suited for unobservable constructs.

Question 77

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

Question 78

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured.

Question 79

A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.

Question 80

A common response scale for the construct of awareness is a dual-choice categorical response.