Question 1

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 2

The origin characteristic means that a scale has an arbitrary zero point.

Accepted Answer

A) True 
 B)False

Question 3

A major disadvantage of comparative scales would be which of the following?

Accepted Answer

A)  Halo or carryover effects are reduced. 
B)  Respondents bring the same point of reference to a task. 
C)  The resulting data measures relative differences. 
D)  Only big differences between objects can be detected. 
E)  A researcher cannot generalize beyond the objects under study.

Question 4

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The generation of a continuum upon which measured objects are located is called ________.

Accepted Answer

A)  sampling 
B)  hypothesizing 
C)  scaling 
D)  factoring 
E)  continuous generation

Question 7

________ is the most widely used scaling technique in marketing research.

Accepted Answer

A)  Comparative scaling 
B)  Noncomparative scaling 
C)  Random scaling 
D)  Nonmetric scaling 
E)  Substantive scaling

Question 8

According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class.

Accepted Answer

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

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

In marketing research, ordinal scales are used to measure market share.

Accepted Answer

A) True 
 B)False

Question 11

In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

Accepted Answer

A) True 
 B)False

Question 12

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________.

Accepted Answer

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

Question 13

Which of the following is NOT a measure developed to evaluate social media sites based on information that is publicly available?

Accepted Answer

A)  longevity 
B)  output (frequency, quantity) 
C)  inbound links 
D)  technorati, bloglines or blogpulse followers 
E)  media citations

Question 14

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

Question 15

In a short essay, discuss the relationship of measurement and scaling to the marketing research process.

Accepted Answer

The answer of In a short essay, discuss the relationship...

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 18

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

Accepted Answer

The answer of In a short essay, compare and contrast...

Question 19

In a short essay, list and discuss the three types of comparative scaling techniques. Include a specific example for each scaling technique to support your answer.

Accepted Answer

The answer of In a short essay, list and discuss...

Question 20

Which of the following is NOT recognized as a comparative scaling technique?

Accepted Answer

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

Exam 9: Measurement and Scaling: Fundamentals and Comparative Scaling

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.

The origin characteristic means that a scale has an arbitrary zero point.

A major disadvantage of comparative scales would be which of the following?

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.

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

The generation of a continuum upon which measured objects are located is called ________.

________ is the most widely used scaling technique in marketing research.

According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class.

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

In marketing research, ordinal scales are used to measure market share.

In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________.

Which of the following is NOT a measure developed to evaluate social media sites based on information that is publicly available?

A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

In a short essay, discuss the relationship of measurement and scaling to the marketing research process.

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

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

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

In a short essay, list and discuss the three types of comparative scaling techniques. Include a specific example for each scaling technique to support your answer.

Which of the following is NOT recognized as a comparative scaling technique?