Question 1

The numbers used to rank objects on an interval scale represent unequal increments of the attributes being measured.

Accepted Answer

A) True 
 B)False  False

Question 2

Which of the following is not a reason that market researchers are likely to use measurements of attitude in place of behavior?

Accepted Answer

A) It is easier to ask attitude questions than to observe and interpret behavior. 
B) Attitude measurements can be used to diagnose or to explain issues of interest to researchers. 
C) It is always better to ask about attitudes than to observe actual behavior. 
D) Attitudes are believed to be the precursors of behavior. 
E) All of these are reasons for this. 
A) It is easier to ask attitude questions than to observe and interpret behavior. 
B) Attitude measurements can be used to diagnose or to explain issues of interest to researchers. 
C) It is always better to ask about attitudes than to observe actual behavior. 
D) Attitudes are believed to be the precursors of behavior. 
E) All of these are reasons for this. C

Question 3

With an interval scale, it is possible to say how many times greater or smaller one object is than another.

Accepted Answer

A) True 
 B)False  False

Question 4

Generalizability refers to the ease of scale administration and interpretation in different research settings and situations.

Accepted Answer

A) True 
 B)False

Question 5

The ability to discriminate among meaningful differences in attitudes is sensitivity.

Accepted Answer

A) True 
 B)False

Question 6

Comparisons of absolute magnitude are possible with an interval scale.

Accepted Answer

A) True 
 B)False

Question 7

The choice between different measurement scales, such as the ordinal or interval scale, depends on the personal preference of the researcher.The interpretation of data from the various scales is the same.

Accepted Answer

A) True 
 B)False

Question 8

Construct validity can be considered before discriminant and convergent validity have been established

Accepted Answer

A) True 
 B)False

Question 9

The researcher's choice of an attitude measure scale should be guided by

Accepted Answer

A) the specific information that is required to satisfy the research objective. 
B) compatibility between the scale and the structure of a respondent's attitude. 
C) budget constraints. 
D) the adaptability of the scale to the data collection method. 
E) all of these. 
A) the specific information that is required to satisfy the research objective. 
B) compatibility between the scale and the structure of a respondent's attitude. 
C) budget constraints. 
D) the adaptability of the scale to the data collection method. 
E) all of these.

Question 10

The affective component of an attitude summarizes a person's overall feelings toward an object.

Accepted Answer

A) True 
 B)False

Question 11

The advantage of a Q sort scaling is that a small number of groups or piles can be used to increase the reliability of the results.

Accepted Answer

A) True 
 B)False

Question 12

The three components of attitudes are the cognitive component, the affective component, and the liking component.

Accepted Answer

A) True 
 B)False

Question 13

The action component refers to a person's

Accepted Answer

A) overall feelings toward an object. 
B) knowledge about an object. 
C) expectations of future behavior. 
D) preferences to an object. 
E) none of the above. 
A) overall feelings toward an object. 
B) knowledge about an object. 
C) expectations of future behavior. 
D) preferences to an object. 
E) none of the above.

Question 14

One of the limitations of paired comparisons is that comparing two items at a time is seldom the way in which choices are made in the marketplace.

Accepted Answer

A) True 
 B)False

Question 15

The following is an example of an interval scale.

Accepted Answer

A) classification of respondents by marital status 
B) ranking brands of frozen vegetables according to quality 
C) Fahrenheit temperature scale. 
D) number of buses seen on a given route. 
E) none of the above. 
A) classification of respondents by marital status 
B) ranking brands of frozen vegetables according to quality 
C) Fahrenheit temperature scale. 
D) number of buses seen on a given route. 
E) none of the above.

Question 16

The ranking task in rank-order scales corresponds to the process that a buyer goes through when making direct comparisons among available alternatives.

Accepted Answer

A) True 
 B)False

Question 17

What component of attitude would be measured by the following question: "What airlines do you know of that fly from San Francisco to Denver?"

Accepted Answer

A) The cognitive component 
B) The affective component 
C) The liking component 
D) The action component 
E) None of the above 
A) The cognitive component 
B) The affective component 
C) The liking component 
D) The action component 
E) None of the above

Question 18

A test-retest or parallel forms approach will help determine 
a) construct validity 
b) concurrent validity 
c) reliability 
d) face validity 
e) none of the above

Accepted Answer

The answer of A test-retest or parallel forms approach will...

Question 19

___________ is the process of creating a continuum on which the objects are located according to the amount of measured characteristic that the object possesses.

Accepted Answer

A) Measurement 
B) Scaling 
C) Attitude measure 
D) Rating 
E) None of the above 
A) Measurement 
B) Scaling 
C) Attitude measure 
D) Rating 
E) None of the above

Question 20

If a researcher needs to make comparisons of absolute magnitude, a ratio scale must be used.

Accepted Answer

A) True 
 B)False

Exam 11: Attitude Measurement

The numbers used to rank objects on an interval scale represent unequal increments of the attributes being measured.

Which of the following is not a reason that market researchers are likely to use measurements of attitude in place of behavior?

With an interval scale, it is possible to say how many times greater or smaller one object is than another.

Generalizability refers to the ease of scale administration and interpretation in different research settings and situations.

The ability to discriminate among meaningful differences in attitudes is sensitivity.

Comparisons of absolute magnitude are possible with an interval scale.

The choice between different measurement scales, such as the ordinal or interval scale, depends on the personal preference of the researcher.The interpretation of data from the various scales is the same.

Construct validity can be considered before discriminant and convergent validity have been established

The researcher's choice of an attitude measure scale should be guided by

The affective component of an attitude summarizes a person's overall feelings toward an object.

The advantage of a Q sort scaling is that a small number of groups or piles can be used to increase the reliability of the results.

The three components of attitudes are the cognitive component, the affective component, and the liking component.

The action component refers to a person's

One of the limitations of paired comparisons is that comparing two items at a time is seldom the way in which choices are made in the marketplace.

The following is an example of an interval scale.

The ranking task in rank-order scales corresponds to the process that a buyer goes through when making direct comparisons among available alternatives.

What component of attitude would be measured by the following question: "What airlines do you know of that fly from San Francisco to Denver?"

A test-retest or parallel forms approach will help determine a) construct validity b) concurrent validity c) reliability d) face validity e) none of the above

___________ is the process of creating a continuum on which the objects are located according to the amount of measured characteristic that the object possesses.

If a researcher needs to make comparisons of absolute magnitude, a ratio scale must be used.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters