Question 1

With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales.

Accepted Answer

A) True 
 B)False

Question 2

You should use the lowest level of measurement possible when developing a measure for some attribute.

Accepted Answer

A) True 
 B)False

Question 3

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

Accepted Answer

A)  Stapel scale 
B)  Likert scale 
C)  Temperature scale 
D)  Graphic-rating scale 
E)  Itemized rating scale 
A)  Stapel scale 
B)  Likert scale 
C)  Temperature scale 
D)  Graphic-rating scale 
E)  Itemized rating scale

Question 4

While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?

Accepted Answer

A)  A true difference in attitudes 
B)  A true difference in personality between John and Bob 
C)  A difference due to temporary personal factors 
D)  A difference due to situational factors 
E)  A difference due to variations in administration. 
A)  A true difference in attitudes 
B)  A true difference in personality between John and Bob 
C)  A difference due to temporary personal factors 
D)  A difference due to situational factors 
E)  A difference due to variations in administration.

Question 5

What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an "X" at the appropriate position on the lines to the right of the services below.

Accepted Answer

A)  Stapel scale 
B)  Likert scale 
C)  Temperature scale 
D)  Graphic-rating scale 
E)  Itemized rating scale 
A)  Stapel scale 
B)  Likert scale 
C)  Temperature scale 
D)  Graphic-rating scale 
E)  Itemized rating scale

Question 6

When using the ordinal scale, the number scale chose reflects the______________of the different options for that particular individual.

Accepted Answer

The answer of When using the ordinal scale, the number...

Question 7

With an interval scale

Accepted Answer

A)  we cannot compare the absolute magnitude of numbers. 
B)  we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. 
C)  there is a naturally-occurring zero point. 
D)  the median and the mode are the only permissible measures of average. 
E)  All of the above are all false concerning an interval scale. 
A)  we cannot compare the absolute magnitude of numbers. 
B)  we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. 
C)  there is a naturally-occurring zero point. 
D)  the median and the mode are the only permissible measures of average. 
E)  All of the above are all false concerning an interval scale.

Question 8

The zero scale value found when measuring marketing variables typically represents

Accepted Answer

A)  the ordinal nature of the variable. 
B)  an absolute lack of an attribute. 
C)  the logical existence of a natural zero point. 
D)  a point of absolute zero magnitude. 
E)  a point of indifference to which the value zero is arbitrarily attached. 
A)  the ordinal nature of the variable. 
B)  an absolute lack of an attribute. 
C)  the logical existence of a natural zero point. 
D)  a point of absolute zero magnitude. 
E)  a point of indifference to which the value zero is arbitrarily attached.

Question 9

Which of the following is TRUE?

Accepted Answer

A)  The recording of a respondent's social class using the categories upper, middle, and lower represents the use of a nominal scale. 
B)  An ordinal scale can be transformed in any manner possible, provided that the basic ordering of the objects is maintained. 
C)  When the scale has an arbitrary zero point, it makes sense to say that A is twice as much as B. 
D)  Interval scales possess an absolute zero point whereas ordinal scales do not. 
E)  All of the above are all false. 
A)  The recording of a respondent's social class using the categories upper, middle, and lower represents the use of a nominal scale. 
B)  An ordinal scale can be transformed in any manner possible, provided that the basic ordering of the objects is maintained. 
C)  When the scale has an arbitrary zero point, it makes sense to say that A is twice as much as B. 
D)  Interval scales possess an absolute zero point whereas ordinal scales do not. 
E)  All of the above are all false.

Question 10

Which of the following about ordinal data is TRUE?

Accepted Answer

A)  An ordinal scale implies order but not identity. 
B)  The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful. 
C)  With an ordinal scale we can say the difference between the first and second is the same as the difference between the second and the third. 
D)  The calculation of means is appropriate with ordinal data. 
E)  Grade point average is a good example of an ordinal scale. 
A)  An ordinal scale implies order but not identity. 
B)  The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful. 
C)  With an ordinal scale we can say the difference between the first and second is the same as the difference between the second and the third. 
D)  The calculation of means is appropriate with ordinal data. 
E)  Grade point average is a good example of an ordinal scale.

Question 11

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using______________and a(n)______________scale.

Accepted Answer

A)  an open-ended item; interval 
B)  an open-ended item; ratio 
C)  age range categories; ordinal 
D)  age range categories; interval 
E)  an open-ended item; nominal 
A)  an open-ended item; interval 
B)  an open-ended item; ratio 
C)  age range categories; ordinal 
D)  age range categories; interval 
E)  an open-ended item; nominal

Question 12

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is

Accepted Answer

A)  ratio. 
B)  ordinal. 
C)  interval. 
D)  nominal. 
E)  Conscious. 
A)  ratio. 
B)  ordinal. 
C)  interval. 
D)  nominal. 
E)  Conscious.

Question 13

For a scale to have ordinal properties, which of the following must be established?

Accepted Answer

A)  If "a" is greater than "b," then "b" is not greater than "a." 
B)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
C)  If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c." 
D)  All of the above. 
E)  None of the above. 
A)  If "a" is greater than "b," then "b" is not greater than "a." 
B)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
C)  If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c." 
D)  All of the above. 
E)  None of the above.

Question 14

The first step in developing a measure of marketing constructs is to

Accepted Answer

A)  generate sample items. 
B)  purify the measure. 
C)  assess validity. 
D)  specify the domain of the construct. 
E)  collect data. 
A)  generate sample items. 
B)  purify the measure. 
C)  assess validity. 
D)  specify the domain of the construct. 
E)  collect data.

Question 15

Reliability is necessary, but not sufficient, for establishing the validity of a measure.

Accepted Answer

A) True 
 B)False

Question 16

The key features of the______________scale are a set of statements with which respondents indicate a level of agreement.

Accepted Answer

The answer of The key features of the______________scale are a...

Question 17

The number of "outs" in a baseball game is measured on a(n)

Accepted Answer

A)  ratio scale. 
B)  interval scale. 
C)  ordinal scale. 
D)  nominal scale. 
E)  lambda scale. 
A)  ratio scale. 
B)  interval scale. 
C)  ordinal scale. 
D)  nominal scale. 
E)  lambda scale.

Question 18

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top ten players, within the given categories. This is evidence of

Accepted Answer

A)  reliability. 
B)  validity. 
C)  random error. 
D)  response error. 
E)  systematic error. 
A)  reliability. 
B)  validity. 
C)  random error. 
D)  response error. 
E)  systematic error.

Question 19

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

Accepted Answer

A)  Itemized-ratings scale 
B)  Semantic-differential scale 
C)  Graphic-ratings scale 
D)  Summated-ratings (Likert) scale 
E)  Comparative-ratings scale 
A)  Itemized-ratings scale 
B)  Semantic-differential scale 
C)  Graphic-ratings scale 
D)  Summated-ratings (Likert) scale 
E)  Comparative-ratings scale

Question 20

The ordinal scale represents a higher level of measurement than the nominal scale in that

Accepted Answer

A)  the assigned numerals serve to identify the objects. 
B)  the magnitude of the differences in the objects is shown. 
C)  the assigned numerals represent the order as well as identifying the object. 
D)  it has a natural zero. 
E)  it has an arbitrary zero. 
A)  the assigned numerals serve to identify the objects. 
B)  the magnitude of the differences in the objects is shown. 
C)  the assigned numerals represent the order as well as identifying the object. 
D)  it has a natural zero. 
E)  it has an arbitrary zero.

With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales.

You should use the lowest level of measurement possible when developing a measure for some attribute.

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?

What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an "X" at the appropriate position on the lines to the right of the services below.

When using the ordinal scale, the number scale chose reflects the______________of the different options for that particular individual.

With an interval scale

The zero scale value found when measuring marketing variables typically represents

Which of the following is TRUE?

Which of the following about ordinal data is TRUE?

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest usingand a(n)scale.

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is

For a scale to have ordinal properties, which of the following must be established?

The first step in developing a measure of marketing constructs is to

Reliability is necessary, but not sufficient, for establishing the validity of a measure.

The key features of the______________scale are a set of statements with which respondents indicate a level of agreement.

The number of "outs" in a baseball game is measured on a(n)

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top ten players, within the given categories. This is evidence of

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

The ordinal scale represents a higher level of measurement than the nominal scale in that

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 12: Asking Good Questions

With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales.

You should use the lowest level of measurement possible when developing a measure for some attribute.

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?

What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an "X" at the appropriate position on the lines to the right of the services below.

When using the ordinal scale, the number scale chose reflects the______________of the different options for that particular individual.

With an interval scale

The zero scale value found when measuring marketing variables typically represents

Which of the following is TRUE?

Which of the following about ordinal data is TRUE?

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using______________and a(n)______________scale.

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is

For a scale to have ordinal properties, which of the following must be established?

The first step in developing a measure of marketing constructs is to

Reliability is necessary, but not sufficient, for establishing the validity of a measure.

The key features of the______________scale are a set of statements with which respondents indicate a level of agreement.

The number of "outs" in a baseball game is measured on a(n)

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top ten players, within the given categories. This is evidence of

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

The ordinal scale represents a higher level of measurement than the nominal scale in that

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest usingand a(n)scale.