Question 1

The decision about whether to use a disguised survey depends on the survey's objectives,possible undue influence with knowledge of the client,or desire not to alert competitors of the survey.

Accepted Answer

A) True 
 B)False

Question 2

If the respondent is asked to indicate his or her first,second,third,and fourth choices of hotels,the results are:

Accepted Answer

A) Preferentially scaled. 
B) Nominally scaled. 
C) Differentially scaled. 
D) Ordinally scaled.

Question 3

Determining a description or amount of some property of an object is known as:

Accepted Answer

A) Scale level. 
B) Attributes of properties. 
C) Subjective and objective property levels. 
D) Measurements.

Question 4

Question evaluation is a judgment process,but there are four simple guidelines,or"dos,"for question wording.Which of the following is NOT one of those guidelines?

Accepted Answer

A) Simple 
B) Crystal clear 
C) Easy to analyze 
D) Brief

Question 5

The drawbacks to the Likert five-point scale are that it is not flexible when it comes to measuring constructs or concepts or amenables to sophisticated statistical analysis.

Accepted Answer

A) True 
 B)False

Question 6

The creation of the introduction should entail just as much care and effort as the development of the questions on the questionnaire.

Accepted Answer

A) True 
 B)False

Question 7

A valid measure is truthful;a response may be reliable but at the same time not valid.

Accepted Answer

A) True 
 B)False

Question 8

A ________ involves conducting a dry run of the survey on a small,representative set of respondents to reveal questionnaire errors before the survey is launched.

Accepted Answer

A) field test 
B) market test 
C) response test 
D) pre-test

Question 9

With a custom-designed research study,the questions on the questionnaire,along with its instructions,introduction,and general layout,are all systematically evaluated for potential errors and revised accordingly.

Accepted Answer

A) True 
 B)False

Question 10

Coding is a straightforward process EXCEPT in which of the following situations?

Accepted Answer

A) When there are many questions on the questionnaire 
B) Any time scaled-response questions are used 
C) When there are questions for which there may be multiple responses 
D) Any time closed-ended questions are used

Question 11

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:

Accepted Answer

A) The Psychometric Scale. 
B) The Comparative Scale. 
C) The Likert Scale. 
D) The Multidimensional Scale.

Question 12

Researchers are often given the task of finding irrelevant similarities in the profiles of various customer types,and measurement is a necessary first step in this task.

Accepted Answer

A) True 
 B)False

Question 13

Because most subjective,or psychological,properties exist on a continuum ranging from one extreme to another in the mind of the respondent,it is common practice to use ratio scale questions to measure them.

Accepted Answer

A) True 
 B)False

Question 14

Marketing research relies heavily on measurement.Define measurement.Discuss the difference between objective measurement and subject measurement and an example of each type.

Accepted Answer

The answer of Marketing research relies heavily on measurement.Define measurement.Discuss...

Question 15

Because researchers can never completely replicate the respondent's perspective,a pretest is extremely valuable

Accepted Answer

A) True 
 B)False

Question 16

One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a"profile"of the brand or company image.

Accepted Answer

A) True 
 B)False

Question 17

The halo effect is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.

Accepted Answer

A) True 
 B)False

Question 18

Researchers often use the Likert scale since the underlying belief is that knowledge of consumers' lifestyles,as opposed to just ________,offers direction for marketing decisions.

Accepted Answer

A) economic factors 
B) demographics 
C) socio-cultural factors 
D) environmental factors

Question 19

Words we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire because their literal interpretations are impossible to answer.

Accepted Answer

A) True 
 B)False

Question 20

Marketing research measures properties-sometimes called characteristics,attributes,or qualities-of objects.

Accepted Answer

A) True 
 B)False

Exam 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire

The decision about whether to use a disguised survey depends on the survey's objectives,possible undue influence with knowledge of the client,or desire not to alert competitors of the survey.

If the respondent is asked to indicate his or her first,second,third,and fourth choices of hotels,the results are:

Determining a description or amount of some property of an object is known as:

Question evaluation is a judgment process,but there are four simple guidelines,or"dos,"for question wording.Which of the following is NOT one of those guidelines?

The drawbacks to the Likert five-point scale are that it is not flexible when it comes to measuring constructs or concepts or amenables to sophisticated statistical analysis.

The creation of the introduction should entail just as much care and effort as the development of the questions on the questionnaire.

A valid measure is truthful;a response may be reliable but at the same time not valid.

A ________ involves conducting a dry run of the survey on a small,representative set of respondents to reveal questionnaire errors before the survey is launched.

With a custom-designed research study,the questions on the questionnaire,along with its instructions,introduction,and general layout,are all systematically evaluated for potential errors and revised accordingly.

Coding is a straightforward process EXCEPT in which of the following situations?

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:

Researchers are often given the task of finding irrelevant similarities in the profiles of various customer types,and measurement is a necessary first step in this task.

Because most subjective,or psychological,properties exist on a continuum ranging from one extreme to another in the mind of the respondent,it is common practice to use ratio scale questions to measure them.

Marketing research relies heavily on measurement.Define measurement.Discuss the difference between objective measurement and subject measurement and an example of each type.

Because researchers can never completely replicate the respondent's perspective,a pretest is extremely valuable

One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a"profile"of the brand or company image.

The halo effect is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.

Researchers often use the Likert scale since the underlying belief is that knowledge of consumers' lifestyles,as opposed to just ________,offers direction for marketing decisions.

Words we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire because their literal interpretations are impossible to answer.

Marketing research measures properties-sometimes called characteristics,attributes,or qualities-of objects.