Question 1

A useful property of all scales above the nominal level of measurement is that of order.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

Accepted Answer

A)  The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people. 
B)  Both the median and mode are permissible measures of average. 
C)  We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects. 
D)  The ordinal scale implies identity. 
E)  The ordinal scale implies relative standing on the measured attributes. 
A)  The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people. 
B)  Both the median and mode are permissible measures of average. 
C)  We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects. 
D)  The ordinal scale implies identity. 
E)  The ordinal scale implies relative standing on the measured attributes.

Question 3

Which of the following is an example of an interval scale?

Accepted Answer

A)  Female/Male 
B)  Attitude toward an advertisement 
C)  Social class 
D)  Income 
E)  Number of purchasers 
A)  Female/Male 
B)  Attitude toward an advertisement 
C)  Social class 
D)  Income 
E)  Number of purchasers

Question 4

The first step in measuring an attribute is to

Accepted Answer

A)  assign numbers that reflect the properties of the attribute. 
B)  determine the properties of the attribute. 
C)  measure the object first, then the attributes. 
D)  decide which type of analysis you wish to perform on the measurement data. 
E)  use the lowest level of measurement possible. 
A)  assign numbers that reflect the properties of the attribute. 
B)  determine the properties of the attribute. 
C)  measure the object first, then the attributes. 
D)  decide which type of analysis you wish to perform on the measurement data. 
E)  use the lowest level of measurement possible.

Question 5

Which of the following is NOT true when a scale is a ratio scale?

Accepted Answer

A)  The scale allows for comparison of the absolute magnitude of numbers. 
B)  The zero point is established arbitrarily. 
C)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
D)  If "a" equals "b" and "b" equals "c," then "a" equals "c." 
E)  The mode and the median are permissible measures of central tendency. 
A)  The scale allows for comparison of the absolute magnitude of numbers. 
B)  The zero point is established arbitrarily. 
C)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
D)  If "a" equals "b" and "b" equals "c," then "a" equals "c." 
E)  The mode and the median are permissible measures of central tendency.

Question 6

Which of the following statements about nominal data is TRUE?

Accepted Answer

A)  Possible operations with nominal scales are few, but due to the fact that the properties of "greater than" or "less than" apply, the addition of numbers is permissible. 
B)  The median is an appropriate measure of central tendency with nominal data. 
C)  A nominal scale is associated with the concept of identification and categorization. 
D)  Computing the mean is an acceptable statistical operation when one is dealing with nominal data. 
E)  All of the above are all false. 
A)  Possible operations with nominal scales are few, but due to the fact that the properties of "greater than" or "less than" apply, the addition of numbers is permissible. 
B)  The median is an appropriate measure of central tendency with nominal data. 
C)  A nominal scale is associated with the concept of identification and categorization. 
D)  Computing the mean is an acceptable statistical operation when one is dealing with nominal data. 
E)  All of the above are all false.

Question 7

Which of the following statements is FALSE with regard to ratio scales?

Accepted Answer

A)  A ratio scale exhibits the property of identity. 
B)  With a ratio scale, the comparison of the absolute magnitude of the numbers is legitimate. 
C)  A ratio scale possesses a natural zero point. 
D)  The geometric mean is a meaningful measure of average with a ratio scale. 
E)  A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitudes. 
A)  A ratio scale exhibits the property of identity. 
B)  With a ratio scale, the comparison of the absolute magnitude of the numbers is legitimate. 
C)  A ratio scale possesses a natural zero point. 
D)  The geometric mean is a meaningful measure of average with a ratio scale. 
E)  A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitudes.

Question 8

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to______________scales.

Accepted Answer

A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  interval and ratio 
A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  interval and ratio

Question 9

When it comes to measurements, which of the following are TRUE?

Accepted Answer

A)  Market researchers measure objects, not their attributes. 
B)  The definition of "measurements" is narrow, specifying how numbers will be assigned. 
C)  We could measure a person's income, age, gender or attitude toward something using a scale of 1-5. 
D)  The qualities of attributes being measured dictate the rules for how numbers are assigned. 
E)  All of the above are true. 
A)  Market researchers measure objects, not their attributes. 
B)  The definition of "measurements" is narrow, specifying how numbers will be assigned. 
C)  We could measure a person's income, age, gender or attitude toward something using a scale of 1-5. 
D)  The qualities of attributes being measured dictate the rules for how numbers are assigned. 
E)  All of the above are true.

Question 10

Ratio scales can be used to do everything that interval, ordinal and nominal scales can do.

Accepted Answer

A) True 
 B)False

Question 11

What type of scale is the following? What was your annual gross income (before taxes) last year? $____.

Accepted Answer

A)  Nominal scale 
B)  Ordinal scale 
C)  Interval scale 
D)  Ratio scale 
E)  Constant-sum scale 
A)  Nominal scale 
B)  Ordinal scale 
C)  Interval scale 
D)  Ratio scale 
E)  Constant-sum scale

Question 12

Validity is

Accepted Answer

A)  concerned with the relationships of random error with systematic error. 
B)  equal to the true score plus the systematic error. 
C)  equal to the true score plus systematic error minus random error. 
D)  concerned with the extent to which differences in scores reflect true differences in the characteristic. 
E)  concerned with the extent to which differences in scores reflect instability in the measurements. 
A)  concerned with the relationships of random error with systematic error. 
B)  equal to the true score plus the systematic error. 
C)  equal to the true score plus systematic error minus random error. 
D)  concerned with the extent to which differences in scores reflect true differences in the characteristic. 
E)  concerned with the extent to which differences in scores reflect instability in the measurements.

Question 13

The four types of scales used to measure an attribute are ____________________, ,
____________________ and _.

Accepted Answer

nominal, o

Question 14

______________ scales possess an absolute zero.

Accepted Answer

A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Continuous 
A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Continuous

Question 15

Which of the following is (are) permissible measure(s) of central tendency with ordinal scales?

Accepted Answer

A)  Arithmetic mean, median and the mode 
B)  Geometric and harmonic means 
C)  Median and mode 
D)  Arithmetic mean and median 
E)  Arithmetic mean 
A)  Arithmetic mean, median and the mode 
B)  Geometric and harmonic means 
C)  Median and mode 
D)  Arithmetic mean and median 
E)  Arithmetic mean

Question 16

Which attitude rating scale is good for eliminating the halo effect that is common in scaling?

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 17

What type of scale is the following? "What is your gender? 1 Male 2 Female

Accepted Answer

A)  Nominal scale 
B)  Ordinal scale 
C)  Interval scale 
D)  Ratio scale 
E)  Likert scale 
A)  Nominal scale 
B)  Ordinal scale 
C)  Interval scale 
D)  Ratio scale 
E)  Likert scale

Question 18

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Accepted Answer

A) True 
 B)False

Question 19

Of the many sources of differences of scores, the researcher is especially interested in isolating the differences due to

Accepted Answer

A)  situational factors. 
B)  variations in administration. 
C)  mechanical factors. 
D)  true differences in the characteristic. 
E)  the sampling of items. 
A)  situational factors. 
B)  variations in administration. 
C)  mechanical factors. 
D)  true differences in the characteristic. 
E)  the sampling of items.

Question 20

Refer to Scenario 12.1. Which of the following statements is FALSE?

Accepted Answer

A)  The scale used is likely to be at least as reliable as a ten-item scale since a ten-item scale is more likely to inadvertently tap into constructs other than warmth. 
B)  If Joe and Perry had viewed the commercial and listened to instruction together at the same time, and then had completed the scales, at least one source of variation might have been greatly reduced. 
C)  It is possible that Perry's lower score might have resulted from accidentally checking the wrong response. 
D)  Some relatively stable characteristic of an individual, such as Perry's unwillingness to share the actual intensity of his feelings, might have contributed to the difference in the two scores. 
E)  Joe did not necessarily have "warmer" feelings toward the ad than Perry. 
A)  The scale used is likely to be at least as reliable as a ten-item scale since a ten-item scale is more likely to inadvertently tap into constructs other than warmth. 
B)  If Joe and Perry had viewed the commercial and listened to instruction together at the same time, and then had completed the scales, at least one source of variation might have been greatly reduced. 
C)  It is possible that Perry's lower score might have resulted from accidentally checking the wrong response. 
D)  Some relatively stable characteristic of an individual, such as Perry's unwillingness to share the actual intensity of his feelings, might have contributed to the difference in the two scores. 
E)  Joe did not necessarily have "warmer" feelings toward the ad than Perry.

A useful property of all scales above the nominal level of measurement is that of order.

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

Which of the following is an example of an interval scale?

The first step in measuring an attribute is to

Which of the following is NOT true when a scale is a ratio scale?

Which of the following statements about nominal data is TRUE?

Which of the following statements is FALSE with regard to ratio scales?

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to______________scales.

When it comes to measurements, which of the following are TRUE?

Ratio scales can be used to do everything that interval, ordinal and nominal scales can do.

What type of scale is the following? What was your annual gross income (before taxes) last year? $____.

Validity is

The four types of scales used to measure an attribute are , , and _.

______________ scales possess an absolute zero.

Which of the following is (are) permissible measure(s) of central tendency with ordinal scales?

Which attitude rating scale is good for eliminating the halo effect that is common in scaling?

What type of scale is the following? "What is your gender? 1 Male 2 Female

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Of the many sources of differences of scores, the researcher is especially interested in isolating the differences due to

Refer to Scenario 12.1. Which of the following statements is FALSE?

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

A useful property of all scales above the nominal level of measurement is that of order.

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

Which of the following is an example of an interval scale?

The first step in measuring an attribute is to

Which of the following is NOT true when a scale is a ratio scale?

Which of the following statements about nominal data is TRUE?

Which of the following statements is FALSE with regard to ratio scales?

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to______________scales.

When it comes to measurements, which of the following are TRUE?

Ratio scales can be used to do everything that interval, ordinal and nominal scales can do.

What type of scale is the following? What was your annual gross income (before taxes) last year? $____.

Validity is

The four types of scales used to measure an attribute are ____________________, , ____________________ and _.

______________ scales possess an absolute zero.

Which of the following is (are) permissible measure(s) of central tendency with ordinal scales?

Which attitude rating scale is good for eliminating the halo effect that is common in scaling?

What type of scale is the following? "What is your gender? 1 Male 2 Female

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Of the many sources of differences of scores, the researcher is especially interested in isolating the differences due to

Refer to Scenario 12.1. Which of the following statements is FALSE?

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

The four types of scales used to measure an attribute are , , and _.