Question 1

Which of the following is a type of comparative scale?

Accepted Answer

A)  constant sum 
B)  itemized rating 
C)  continuous rating 
D)  both A and C

Question 2

________ is a procedure for determining whether a set of objects can be ordered into an internally consistent,uni-dimensional scale.

Accepted Answer

A)  Guttman scaling 
B)  Magnitude estimation 
C)  Q-sort scaling 
D)  None of the above

Question 3

When ordinal scaled data are collected,statistical procedures developed for use with interval or ratio data should be used.

Accepted Answer

A) True 
 B)False

Question 4

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Accepted Answer

A) True 
 B)False

Question 5

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

Accepted Answer

A) True 
 B)False

Question 6

An ordinal scale indicates relative position and the magnitude of the differences between the objects.

Accepted Answer

A) True 
 B)False

Question 7

________ scaling and ________ scaling both are comparative in nature.Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

Accepted Answer

A)  Q-sort;constant sum 
B)  Rank order;constant sum 
C)  Rank order;paired comparison 
D)  Paired comparison;constant sum

Question 8

________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles,ranging from "most highly agreed with" to "least highly agreed with."

Accepted Answer

A)  Constant sum 
B)  Paired comparison 
C)  Q-sort 
D)  Rank order

Question 9

In marketing research,________ scales are used to measure relative attitudes,opinions,perceptions,and preferences.In the opening example for Chapter 8,this was shown by the rank order of the most admired companies.

Accepted Answer

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

Question 10

Which statement is not correct about measurement?

Accepted Answer

A)  The rules for assigning numbers should be standardized and applied uniformly. 
B)  The placement of individual companies on the annual revenue continuum represents measurement. 
C)  The assignment of numbers to characteristics must be isomorphic. 
D)  All of the above statements are not true.

Question 11

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

Accepted Answer

A)  binomial test 
B)  t-tests 
C)  harmonic mean 
D)  factor analysis

Question 12

In paired comparison scaling,the data obtained are interval in nature.

Accepted Answer

A) True 
 B)False

Question 13

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness,with 1 = extremely unfavorable,and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

Accepted Answer

A)  Scaling;Ranking 
B)  Measurement;Scaling 
C)  Scaling;Measurement 
D)  Ranking;Measurement

Question 14

Only a limited number of statistics,all of which are based on frequency counts,are permissible on the numbers in a nominal scale.

Accepted Answer

A) True 
 B)False

Question 15

The benefits of comparative scaling includes all of the following except ________.

Accepted Answer

A)  small differences between stimulus objects can be detected 
B)  comparative scales are easily understood and can be applied easily 
C)  comparative scales tend to reduce halo or carryover effects from one judgment to another 
D)  comparative scales involve fewer theoretical assumptions

Question 16

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Accepted Answer

A)  Ratio scale 
B)  Ordinal scale 
C)  Interval scale 
D)  Nominal scale

Question 17

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

Accepted Answer

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

Question 18

Non-comparative scaling data are generally assumed to be interval or ratio scaled.

Accepted Answer

A) True 
 B)False

Question 19

In marketing,sales,cost,market share,and number of customers are variables measured on a ________ scale.

Accepted Answer

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

Question 20

When using Q-sort scaling ________ to ________ objects is a reasonable range.

Accepted Answer

A)  90;140 
B)  40;60 
C)  60;90 
D)  60;140

Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Which of the following is a type of comparative scale?

________ is a procedure for determining whether a set of objects can be ordered into an internally consistent,uni-dimensional scale.

When ordinal scaled data are collected,statistical procedures developed for use with interval or ratio data should be used.

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

An ordinal scale indicates relative position and the magnitude of the differences between the objects.

scaling and scaling both are comparative in nature.Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles,ranging from "most highly agreed with" to "least highly agreed with."

In marketing research,________ scales are used to measure relative attitudes,opinions,perceptions,and preferences.In the opening example for Chapter 8,this was shown by the rank order of the most admired companies.

Which statement is not correct about measurement?

Which of the following statistics is not permissible for interval data (Table 8.1 in the text) ?

In paired comparison scaling,the data obtained are interval in nature.

Only a limited number of statistics,all of which are based on frequency counts,are permissible on the numbers in a nominal scale.

The benefits of comparative scaling includes all of the following except ________.

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text) ?

Non-comparative scaling data are generally assumed to be interval or ratio scaled.

In marketing,sales,cost,market share,and number of customers are variables measured on a ________ scale.

When using Q-sort scaling to objects is a reasonable range.