Question 1

Scale development is designing questions and response formats to measure:

Accepted Answer

A) objective properties. 
B) subjective properties. 
C) objective characteristics. 
D) subjective objects. 
E) rank order of properties. 
A) objective properties. 
B) subjective properties. 
C) objective characteristics. 
D) subjective objects. 
E) rank order of properties.

Question 2

Ratio scales are easy for respondents to understand as they are in dollars,times,years,or some other
familiar denomination.

Accepted Answer

A) True 
 B)False

Question 3

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies (such as importance,satisfaction,or usage).

Accepted Answer

A) True 
 B)False

Question 4

A valuable byproduct of using the same scale in global marketing research is that cultural response biases can be identified and adjustments can be made.

Accepted Answer

A) True 
 B)False

Question 5

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

Accepted Answer

A) True 
 B)False

Question 6

There is nothing wrong with the following question: "As a BMW owner,you are satisfied with your car,aren't you?"

Accepted Answer

A) True 
 B)False

Question 7

Sandra Catrioni is a research analyst at Spellman Research Associates.She has just completed a study of customers for Brennan's,a department store in Tulsa,Oklahoma.She asked the question,"How much do you believe you spend on an average trip to a department store?" She realizes that the type of measurement scale is ratio.However,for her client's presentation,she wants to create categories of the answers and put them in a bar chart.The categories will be of unequal amounts.The first category will be "Less than $10" and the second category will be "$10 to $25," and so on.What effect will this have on the type of measurement scale she will be using with the new variable for the categories she created?

Accepted Answer

A) Nothing;once a ratio scale,always a ratio scale. 
B) The ratio scale will now become an ordinal scale. 
C) The ratio scale will not become an interval scale. 
D) The ratio scale will become a nominal scale. 
E) The ratio scale will become a bar chart scale. 
A) Nothing;once a ratio scale,always a ratio scale. 
B) The ratio scale will now become an ordinal scale. 
C) The ratio scale will not become an interval scale. 
D) The ratio scale will become a nominal scale. 
E) The ratio scale will become a bar chart scale.

Question 8

Using the word "always" in designing questions is helpful as it places a specific time parameter around an event.

Accepted Answer

A) True 
 B)False

Question 9

The halo effect is best avoided by:

Accepted Answer

A) doing a couple of things wrong during the entire research project. 
B) flipping favorable and unfavorable endpoints on different scale items. 
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions. 
D) using only percentage scales. 
E) using only closed-ended questions. 
A) doing a couple of things wrong during the entire research project. 
B) flipping favorable and unfavorable endpoints on different scale items. 
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions. 
D) using only percentage scales. 
E) using only closed-ended questions.

Question 10

The major reason to disguise a survey is:

Accepted Answer

A) to encourage response;if respondents don't think they are participating in a survey they are more likely to participate. 
B) dependent upon the research objectives;the identity of the sponsor may bias the results. 
C) that it takes time and respondents do not care. 
D) to violate the "Do not call" rule. 
E) to avoid providing incentives. 
A) to encourage response;if respondents don't think they are participating in a survey they are more likely to participate. 
B) dependent upon the research objectives;the identity of the sponsor may bias the results. 
C) that it takes time and respondents do not care. 
D) to violate the "Do not call" rule. 
E) to avoid providing incentives.

Question 11

There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"

Accepted Answer

A) True 
 B)False

Question 12

Which characteristic is associated only with ratio scales?

Accepted Answer

A) description 
B) order 
C) distance 
D) origin 
E) label 
A) description 
B) order 
C) distance 
D) origin 
E) label

Question 13

Some researchers believe that a mid-point,or neutral position,should NOT be included in a scale question because:

Accepted Answer

A) it violates the statistical assumption of symmetry. 
B) it creates an odd number. 
C) it allows respondents to dodge or hide their feelings. 
D) it creates a problem in trying to code the scale items. 
E) it creates a problem in terms of how you value the mid-point in the calculation of statistics. 
A) it violates the statistical assumption of symmetry. 
B) it creates an odd number. 
C) it allows respondents to dodge or hide their feelings. 
D) it creates a problem in trying to code the scale items. 
E) it creates a problem in terms of how you value the mid-point in the calculation of statistics.

Question 14

Research questions do NOT measure which of the following?

Accepted Answer

A) attitudes 
B) beliefs 
C) behaviors 
D) ideas 
E) demographics 
A) attitudes 
B) beliefs 
C) behaviors 
D) ideas 
E) demographics

Question 15

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

Accepted Answer

A) True 
 B)False

Question 16

The lifestyle inventory is a special application of the modified Likert scale.It measures activities,interests,and opinions using the Likert question form.

Accepted Answer

A) True 
 B)False

Question 17

If a question is designed to measure a construct,for example,"intentions to buy a new product," and the question appears to ask this in a straightforward manner,the measurement would be said to have:

Accepted Answer

A) reliability. 
B) validity. 
C) face validity. 
D) appearance value. 
E) internal reliability. 
A) reliability. 
B) validity. 
C) face validity. 
D) appearance value. 
E) internal reliability.

Question 18

Coding questions refers to:

Accepted Answer

A) placing numbers on the questionnaire to facilitate data entry after the survey has been conducted. 
B) predetermining the responses;this makes report writing easier because the report may be started early,although it is recognized that it will have to be modified once the true results are reported. 
C) coding is no longer used;it has been replaced totally by automated,computerized interviewing software. 
D) analysis methods for scaled-response questions only. 
E) conducting a dry run of the survey to see which questions "work". 
A) placing numbers on the questionnaire to facilitate data entry after the survey has been conducted. 
B) predetermining the responses;this makes report writing easier because the report may be started early,although it is recognized that it will have to be modified once the true results are reported. 
C) coding is no longer used;it has been replaced totally by automated,computerized interviewing software. 
D) analysis methods for scaled-response questions only. 
E) conducting a dry run of the survey to see which questions "work".

Question 19

When the intent is to measure psychological properties of consumers (such as attitudes,opinions,and so on)which exist on a continuum in the mind of the respondent,________ is the most useful type of measure.

Accepted Answer

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

Question 20

Transition questions include "skip" questions that determine which question,or set of questions,will be asked next.

Accepted Answer

A) True 
 B)False

Scale development is designing questions and response formats to measure:

Ratio scales are easy for respondents to understand as they are in dollars,times,years,or some other familiar denomination.

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies (such as importance,satisfaction,or usage).

A valuable byproduct of using the same scale in global marketing research is that cultural response biases can be identified and adjustments can be made.

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

There is nothing wrong with the following question: "As a BMW owner,you are satisfied with your car,aren't you?"

Using the word "always" in designing questions is helpful as it places a specific time parameter around an event.

The halo effect is best avoided by:

The major reason to disguise a survey is:

There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"

Which characteristic is associated only with ratio scales?

Some researchers believe that a mid-point,or neutral position,should NOT be included in a scale question because:

Research questions do NOT measure which of the following?

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

The lifestyle inventory is a special application of the modified Likert scale.It measures activities,interests,and opinions using the Likert question form.

If a question is designed to measure a construct,for example,"intentions to buy a new product," and the question appears to ask this in a straightforward manner,the measurement would be said to have:

Coding questions refers to:

When the intent is to measure psychological properties of consumers (such as attitudes,opinions,and so on)which exist on a continuum in the mind of the respondent,________ is the most useful type of measure.

Transition questions include "skip" questions that determine which question,or set of questions,will be asked next.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

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

Scale development is designing questions and response formats to measure:

Ratio scales are easy for respondents to understand as they are in dollars,times,years,or some other familiar denomination.

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies (such as importance,satisfaction,or usage).

A valuable byproduct of using the same scale in global marketing research is that cultural response biases can be identified and adjustments can be made.

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

There is nothing wrong with the following question: "As a BMW owner,you are satisfied with your car,aren't you?"

Using the word "always" in designing questions is helpful as it places a specific time parameter around an event.

The halo effect is best avoided by:

The major reason to disguise a survey is:

There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"

Which characteristic is associated only with ratio scales?

Some researchers believe that a mid-point,or neutral position,should NOT be included in a scale question because:

Research questions do NOT measure which of the following?

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

The lifestyle inventory is a special application of the modified Likert scale.It measures activities,interests,and opinions using the Likert question form.

If a question is designed to measure a construct,for example,"intentions to buy a new product," and the question appears to ask this in a straightforward manner,the measurement would be said to have:

Coding questions refers to:

When the intent is to measure psychological properties of consumers (such as attitudes,opinions,and so on)which exist on a continuum in the mind of the respondent,________ is the most useful type of measure.

Transition questions include "skip" questions that determine which question,or set of questions,will be asked next.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters