Exam 10: Measurement in Marketing Research

Which of the following is a synthetic scaled-response form in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree--disagree scale for each of a series of statements?

Validity is best illustrated by which of the following statements?

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way: ___ 16 to 19 ___ 20 to 25 ___ 26 to 35 ___ 36 to 50 ___ over 50 Rick should consider the level of the measurement scale to be:

Your textbook suggested several considerations in deciding on the proper response format for a study. Which one of the following was discussed by your authors?

A scale that is simply "yes" or "no" is said to have origin.

Which single characteristic is unique to nominal level of measurement?

Because they measure psychological constructs of consumers, such as attitudes, opinions, and so on, and because these constructs exist on a continuum, scaled-response question formats are most useful for measuring:

The question, "What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television?" is an example of which response format?

When we have less-than, greater-than, and/or equal to, we have:

The "halo effect" is best avoided by:

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or near-identical question.

The terms greater than or less than refer to the scale characteristic known as order.

Metric scales represent scales that are either nominal or ordinal.

If a researcher wanted the respondent to answer an open-ended question with no additional information, he/she would likely use a(n):

An open-ended question presents no response options to the respondent.

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

The text discussed a study that was done on cultural differences in scale responses. It found that the majority of countries in the study fell into a range of response moderation rather than response extremism.

A multiple category, closed-ended question has more than two response options.

In a survey for ACME Electric Co., Ralph Thomas asks the following questions: "What is your gender? Male-Female" and "How much do you estimate your monthly electric bill to be? $________." In the first question regarding gender, the answers are composed of a small number of distinct values or categories. In the second question, the answers are composed of numbers that have an "underlying measurement continuum." How would you classify these two questions in terms of the type of scale each represents?