Question 1

Comparative scales do not have a common reference point.

Accepted Answer

A) True 
 B)False

Question 2

Itemized category scales may include

Accepted Answer

A) scales in which all of the categories are labeled or only the polar categories are labeled. 
B) scales in which a judgment comparison is required. 
C) scales in which the respondent is forced to make a choice or is given a neutral point. 
D) scales in which the favorable and unfavorable categories are unbalanced. 
E) all of these. 
A) scales in which all of the categories are labeled or only the polar categories are labeled. 
B) scales in which a judgment comparison is required. 
C) scales in which the respondent is forced to make a choice or is given a neutral point. 
D) scales in which the favorable and unfavorable categories are unbalanced. 
E) all of these.

Question 3

"Sweet-not sweet" is an example of a bipolar semantic differential scale, while "sweet-sour" is an example of a monopolar scale.

Accepted Answer

A) True 
 B)False

Question 4

Likert scales

Accepted Answer

A) are also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval
Properties. 
B) are also called summated scales because the scores on individual items or statements are summed to produce a total score for each
Respondent. 
C) are generally hard to construct and administer. 
D) require a neutral midpoint at the center of each scale. 
E) none of the above. 
A) are also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval
Properties. 
B) are also called summated scales because the scores on individual items or statements are summed to produce a total score for each
Respondent. 
C) are generally hard to construct and administer. 
D) require a neutral midpoint at the center of each scale. 
E) none of the above.

Question 5

The only arithmetic operation that a researcher can do with a nominal scale is a count of the number of responses in each category.

Accepted Answer

A) True 
 B)False

Question 6

Ratio scales

Accepted Answer

A) make possible the comparison of absolute magnitudes. 
B) do not have a fixed zero point. 
C) can only be used to calculate the median or mode. 
D) give no information on how much difference there is between objects. 
E) none of the above. 
A) make possible the comparison of absolute magnitudes. 
B) do not have a fixed zero point. 
C) can only be used to calculate the median or mode. 
D) give no information on how much difference there is between objects. 
E) none of the above.

Question 7

The development of semantic differential scales requires some exploratory work to make sure that all important attributes are included.

Accepted Answer

A) True 
 B)False

Question 8

The scaling that permits most sophisticated statistical analysis is

Accepted Answer

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

Question 9

The measure of a person's overall feelings toward an object, situation, or person on a like-dislike or favorable-unfavorable scale is called the

Accepted Answer

A) affective component or liking component. 
B) action component. 
C) cognitive component. 
D) none of the above. 
A) affective component or liking component. 
B) action component. 
C) cognitive component. 
D) none of the above.

Question 10

Which of the following is true of interval scales?

Accepted Answer

A) There is a fixed zero point, where zero denotes the absence of the attribute being measured. 
B) Arithmetic operations are limited to statistics such as the median or mode. 
C) The numbers used to rank objects represent equal increments of the attribute being measured. 
D) There is no necessary relationship between scale categories. 
E) None of the above. 
A) There is a fixed zero point, where zero denotes the absence of the attribute being measured. 
B) Arithmetic operations are limited to statistics such as the median or mode. 
C) The numbers used to rank objects represent equal increments of the attribute being measured. 
D) There is no necessary relationship between scale categories. 
E) None of the above.

Question 11

The funny faces scale is an example of a pictorial scale.

Accepted Answer

A) True 
 B)False

Question 12

Measurement can be defined as a standardized process of assigning numbers or other symbols to certain characteristics of the objects of interest according to pre-specified rules.

Accepted Answer

A) True 
 B)False

Question 13

On a 20-item Likert scale, where "1" means "strongly unfavorable" and "5" means "strongly favorable," one respondent has a total score of 62 toward Brand Y.A researcher could conclude that

Accepted Answer

A) the respondent has a better-than-average attitude toward Brand Y. 
B) the respondent has a positive attitude toward Brand Y because his score exceeds 50. 
C) the respondent has a negative attitude toward Brand Y because his score exceeds 50. 
D) the respondent's attitude is too hard to determine because his score of 62 is very close to 50. 
E) none of the above. 
A) the respondent has a better-than-average attitude toward Brand Y. 
B) the respondent has a positive attitude toward Brand Y because his score exceeds 50. 
C) the respondent has a negative attitude toward Brand Y because his score exceeds 50. 
D) the respondent's attitude is too hard to determine because his score of 62 is very close to 50. 
E) none of the above.

Question 14

The criterion of whether the results can or cannot be verified is used when discriminating between monadic and comparative scaling

Accepted Answer

A)  interval and ratio scales 
B)  judgmental and valuation scaling 
C)  strong and weak data 
A)  interval and ratio scales 
B)  judgmental and valuation scaling 
C)  strong and weak data

Question 15

In continuous rating scales, the respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

Accepted Answer

A) True 
 B)False

Question 16

Associative scaling answers the question of how consumers make tradeoffs when there are several important dimensions and no alternative is clearly superior.

Accepted Answer

A) True 
 B)False

Question 17

The itemized category scale is the most widely used by marketing researchers.

Accepted Answer

A) True 
 B)False

Question 18

Attitudes are mental states in individuals that structure the way they perceive their environment and guide the way they respond to it.

Accepted Answer

A) True 
 B)False

Question 19

How many paired comparisons are possible given 9 stimulus objects ?

Accepted Answer

A)  54 
B)  48 
C)  36 
D)  45 
A)  54 
B)  48 
C)  36 
D)  45

Question 20

An attitude measure is valid if it measures what it is supposed to measure.

Accepted Answer

A) True 
 B)False

Exam 11: Attitude Measurement

Comparative scales do not have a common reference point.

Itemized category scales may include

"Sweet-not sweet" is an example of a bipolar semantic differential scale, while "sweet-sour" is an example of a monopolar scale.

Likert scales

The only arithmetic operation that a researcher can do with a nominal scale is a count of the number of responses in each category.

Ratio scales

The development of semantic differential scales requires some exploratory work to make sure that all important attributes are included.

The scaling that permits most sophisticated statistical analysis is

The measure of a person's overall feelings toward an object, situation, or person on a like-dislike or favorable-unfavorable scale is called the

Which of the following is true of interval scales?

The funny faces scale is an example of a pictorial scale.

Measurement can be defined as a standardized process of assigning numbers or other symbols to certain characteristics of the objects of interest according to pre-specified rules.

On a 20-item Likert scale, where "1" means "strongly unfavorable" and "5" means "strongly favorable," one respondent has a total score of 62 toward Brand Y.A researcher could conclude that

The criterion of whether the results can or cannot be verified is used when discriminating between monadic and comparative scaling

In continuous rating scales, the respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

Associative scaling answers the question of how consumers make tradeoffs when there are several important dimensions and no alternative is clearly superior.

The itemized category scale is the most widely used by marketing researchers.

Attitudes are mental states in individuals that structure the way they perceive their environment and guide the way they respond to it.

How many paired comparisons are possible given 9 stimulus objects ?

An attitude measure is valid if it measures what it is supposed to measure.

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