Multiple Choice
If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:
A) graphic rating scale.
B) constant sum scale.
C) likert scale.
D) smiling face descriptor scale.
E) rank-order scale.
Correct Answer:

Verified
Correct Answer:
Verified
Q15: In designing semantic differential scales sometimes researchers
Q16: Marketing constructs cannot have concrete properties (they
Q17: Constant sum scales should preferably use more
Q18: A researcher gives respondents five brands of
Q21: What are the two factors that drive
Q22: One should avoid using "leading" words or
Q23: It is inappropriate to use nominal scales
Q24: A scale should have all of the
Q25: Which of the following is NOT an
Q38: Behavioral intention scales are difficult to construct.