Question 1

In a short essay,compare and contrast the categories of mutually exclusive and collectively exhaustive.

Accepted Answer

Nominal scales are used for classification purposes.They serve as labels for classes or categories.The classes are mutually exclusive and collectively exhaustive.Mutually exclusive means that there is no overlap between classes; every object being measured falls into only one class.The objects in each class are viewed as equivalent in terms of the characteristic represented by the nominal scale.All objects in the same class have the same number,and no two classes have the same number.Collectively exhaustive means that all the objects fall into one of the classes.For example,the numbers 1 and 2 can be used to classify survey respondents based on sex or gender,with 1 denoting females and 2 denoting male.Each respondent will fall into one of these two categories.

Question 2

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

Accepted Answer

A) True 
 B)False  True

Question 3

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Accepted Answer

A)   Constant sum scaling
B)   Rank order scaling
C)   Paired comparison scaling
D)   Semantic differential scaling
E)   Discriminative scaling B

Question 4

Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following primary scales of measurement is recognized as the most basic or limited?

Accepted Answer

A)   ordinal scales
B)   nominal scales
C)   ratio scales
D)   interval scales
E)   random scale

Question 6

According to the text,________ means that all the objects fall into one of the classes.

Accepted Answer

A)   mutually exclusive
B)   collectively exclusive
C)   mutually exhaustive
D)   collectively exhaustive
E)   object non-overlap

Question 7

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale.

Accepted Answer

A) True 
 B)False

Question 8

According to the text,interval scales are the simplest to use.

Accepted Answer

A) True 
 B)False

Question 9

After paired comparison scaling,the most popular comparative scaling technique is ________.

Accepted Answer

A)   perceptual scaling
B)   constant sum scaling
C)   rank order scaling
D)   semantic differential scaling
E)   semantic meaning scaling

Question 10

A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Accepted Answer

A)   random scale
B)   nonrandom scale
C)   comparative scale
D)   noncomparative scale
E)   direct scale

Question 11

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 12

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

Accepted Answer

A)   nominal scale
B)   ratio scale
C)   ordinal scale
D)   interval scale
E)   random scale

Question 13

The most complex of the primary scales of measurement is the ratio scale.

Accepted Answer

A) True 
 B)False

Question 14

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric?

Accepted Answer

A)   rank order scaling
B)   constant sum scaling
C)   paired comparison scaling
D)   semantic differential scaling
E)   zero scaling

Question 16

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than ________.

Accepted Answer

A)   one
B)   three
C)   five
D)   seven
E)   ten

Question 17

Nominal scales are used for classification and identification purposes only.

Accepted Answer

A) True 
 B)False

Question 18

In marketing research,ordinal scales are used for all of the following purposes EXCEPT:

Accepted Answer

A)   preference rankings.
B)   market shares.
C)   market position.
D)   social class.
E)   B and C

Question 19

All statistical techniques can be applied to ratio data.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statistics is not permissible with ordinally scaled data?

Accepted Answer

A)   range
B)   mode
C)   rank order correlation
D)   all of the above

Exam 9: Measurement and Scaling: Fundamentals and Comparative Scaling

In a short essay,compare and contrast the categories of mutually exclusive and collectively exhaustive.

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.

Which of the following primary scales of measurement is recognized as the most basic or limited?

According to the text,________ means that all the objects fall into one of the classes.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale.

According to the text,interval scales are the simplest to use.

After paired comparison scaling,the most popular comparative scaling technique is ________.

A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called an ordinal scale.

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n) ________.

The most complex of the primary scales of measurement is the ratio scale.

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric?

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than ________.

Nominal scales are used for classification and identification purposes only.

In marketing research,ordinal scales are used for all of the following purposes EXCEPT:

All statistical techniques can be applied to ratio data.

Which of the following statistics is not permissible with ordinally scaled data?