Question 1

Profile analysis is an application of the semantic differential scale.

Accepted Answer

A) True 
 B)False

Question 2

If a scale is successful in measuring what it is supposed to measure, it is said to be 
a) robust 
b) generalizable 
c) reliable 
d) valid

Accepted Answer

The answer of If a scale is successful in measuring...

Question 3

One of the advantages of profile analysis is the ease of interpretation of the profiles of a large number of brands and many attributes.

Accepted Answer

A) True 
 B)False

Question 4

In paired comparisons, objects to be ranked are presented two at a time.

Accepted Answer

A) True 
 B)False

Question 5

Profile analysis is also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval properties.

Accepted Answer

A) True 
 B)False

Question 6

Which one of the following is not a part of consumer knowledge?

Accepted Answer

A)  how much a product costs 
B)  where to buy 
C)  attitude towards a brand 
D)  when to buy 
A)  how much a product costs 
B)  where to buy 
C)  attitude towards a brand 
D)  when to buy

Question 7

The advantage of a comparative scale is that the reference point is clear; hence, uniform reference point is possible.

Accepted Answer

A) True 
 B)False

Question 8

The midpoint on a bipolar semantic differential scale is a neutral point.

Accepted Answer

A) True 
 B)False

Question 9

One of the reasons for measuring attitudes instead of behavior is that attitudes are believed to be precursors of behavior.

Accepted Answer

A) True 
 B)False

Question 10

A thermometer scale is a type of

Accepted Answer

A) pictorial scale. 
B) semantic differential scale. 
C) Stapel scale. 
D) constant sum scale. 
E) none of the above. 
A) pictorial scale. 
B) semantic differential scale. 
C) Stapel scale. 
D) constant sum scale. 
E) none of the above.

Question 11

For a measurement process to be standardized,

Accepted Answer

The answer of For a measurement process to be standardized,...

Question 12

The action or intentions component of an attitude refers to a person's expectations of future behavior toward an object.

Accepted Answer

A) True 
 B)False

Question 13

The following is an example of an ordinal 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 14

A Fahrenheit temperature scale is an example of an interval scale.

Accepted Answer

A) True 
 B)False

Question 15

In semantic differential scaling, negative or unfavorable poles are always placed on the right-hand side.

Accepted Answer

A) True 
 B)False

Question 16

An attitude measure can adequately represent a characteristic or variable if it correlates or converges with other supposed measures of that variable

Accepted Answer

A) True 
 B)False

Question 17

The most attractive feature of the constant sum scale is

Accepted Answer

A) its use of bipolar and monopolar adjectives. 
B) its ability to accommodate a large number of objects or attributes. 
C) the quasi-interval nature of the scale. 
D) its suitability for telephone interviewing. 
E) none of the above. 
A) its use of bipolar and monopolar adjectives. 
B) its ability to accommodate a large number of objects or attributes. 
C) the quasi-interval nature of the scale. 
D) its suitability for telephone interviewing. 
E) none of the above.

Question 18

The researcher who uses an ordinal scale can compute and interpret a mean score.

Accepted Answer

A) True 
 B)False

Question 19

In ordinal scales

Accepted Answer

A) there is no order implied between scale categories. 
B) arithmetic operations are limited to statistics such as the median or mode. 
C) arithmetic operations include the computation of the mean. 
D) it is possible to make comparisons of absolute magnitude. 
E) none of the above. 
A) there is no order implied between scale categories. 
B) arithmetic operations are limited to statistics such as the median or mode. 
C) arithmetic operations include the computation of the mean. 
D) it is possible to make comparisons of absolute magnitude. 
E) none of the above.

Question 20

An ordinal scale is obtained by ranking objects with regard to some common variable.

Accepted Answer

A) True 
 B)False

Exam 11: Attitude Measurement

Profile analysis is an application of the semantic differential scale.

If a scale is successful in measuring what it is supposed to measure, it is said to be a) robust b) generalizable c) reliable d) valid

One of the advantages of profile analysis is the ease of interpretation of the profiles of a large number of brands and many attributes.

In paired comparisons, objects to be ranked are presented two at a time.

Profile analysis is also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval properties.

Which one of the following is not a part of consumer knowledge?

The advantage of a comparative scale is that the reference point is clear; hence, uniform reference point is possible.

The midpoint on a bipolar semantic differential scale is a neutral point.

One of the reasons for measuring attitudes instead of behavior is that attitudes are believed to be precursors of behavior.

A thermometer scale is a type of

For a measurement process to be standardized,

The action or intentions component of an attitude refers to a person's expectations of future behavior toward an object.

The following is an example of an ordinal scale.

A Fahrenheit temperature scale is an example of an interval scale.

In semantic differential scaling, negative or unfavorable poles are always placed on the right-hand side.

An attitude measure can adequately represent a characteristic or variable if it correlates or converges with other supposed measures of that variable

The most attractive feature of the constant sum scale is

The researcher who uses an ordinal scale can compute and interpret a mean score.

In ordinal scales

An ordinal scale is obtained by ranking objects with regard to some common variable.

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