Exam 10: Measurement in Marketing Research

When a scale has a "true zero," it is a nominal scale.

For subjective properties such as "liking for chocolate," which response format would be best?

A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.

Because the highest level ratio scale possesses all of the scale characteristics, we should use ratio scales for only research purposes.

Which characteristic is associated only with ratio scales?

Age, income, gender, and interest in buying product X would all be considered ________ of the consumer, or object.

Which of the following best illustrates the concept of reliability of measurement?

Which of the following refers to a unique descriptor, or label, to stand for each designation on the scale?

Sandra Catrioni is a research analyst at Spellman Research Associates. She has just completed a study of customers for Brennan's, a department store in Tulsa, Oklahoma. She asked the question, "How much do you believe you spend on an average trip to a department store?" She realizes that the level of the measurement scale of the answer is ratio. However, for her client's presentation, she wants to create categories of the answers and put them in a bar chart. The categories will be of unequal amounts. The first category will be "Less than $10" and the second category will be "$10 to $25," and so on. What effect will this have on the measurement level of the new variable she will create containing the categories?

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. One of his questions asks how much customers would be willing to pay in annual premium for a $100,000 life insurance policy. Check appropriate category: ___ $1 to $10 month ___ $11 to $20 month ___ $21 to $30 month ___ $31 to $40 month ___ $41 to $50 month Rick should consider the level of the measurement scale to be:

We attempt to measure the properties sometimes called attributes or qualities of objects.

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a modified Likert scale.

Which of the following was NOT mentioned in the textbook as a consideration in choosing a question-response format?

Erik Cartman just took a new position with Colorado Research, Inc. Erik's first customer, the president of a local bank, wanted a bank image study to be conducted measuring not only the client's banks' image, but that of his competitors as well. In designing the research project, Erik talked to several of his friends one night about how they viewed their banks. Erik charged the client for this and billed it as "Exploratory Research Focus Group." The next day Erik tried to remember most of what his friends had told him. Some of the issues were "closeness to home" of branch locations, "cool online banking," and "friendly tellers." Erik took these issues, made up some of his own and put them into a semantic differential scale format. After the research study, Erik wrote a report and referred to the semantic differential scale he devised as a "Standard Marketing Research Scale to Measure the Construct of Bank Image." What Erik did was:

What are the basic question-response formats?

The standard procedure for marketing practitioners is to use measures that are well known through the company's experience, through the researcher's own experience, or available in the marketing research literature.

Because scales are so specific to a study, once a scale has been used, it should not be used for another study.

All scaled-response questions must be labeled.

If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.