Exam 10: Measurement in Marketing Research

Subjective properties are observable and tangible.

Reader's Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of:

Which of the following refers to a scale having a true zero beginning point?

A common response scale for the construct of awareness is a dual-choice categorical response.

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: How old are you? ___ years? Rick should consider the level of the measurement scale to be:

Which of the following scaled-response formats is good for measuring store, company, or brand images because profiles may be generated to easily depict the image?

If a question is designed to measure a construct, for example, "intentions to buy a new product," and the question appears to ask this in a straightforward manner, the measurement would be said to have:

Scaled-response questions are best suited for unobservable constructs.

All scaled-response formats must have a middle, neutral response option.

A measure can be reliable but invalid.

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:

Agnes Montgomery is the director of marketing for Ideal Plastics, Inc. Ideal has distributors all over the world. Last year, Agnes developed a system for measuring the distributors' satisfaction levels with Ideal on 20 different dimensions. Each dimension of company service, such as "Return Policy" and "Ease of Placing an Order," was evaluated by the distributors on a semantic differential scale ranging from "Very Satisfied" to "Very Dissatisfied." Now, several months after implementing the system, Agnes has data to analyze. She noticed that the Asian countries seemed to have different means from the countries in the UK, United States, and western Europe. Agnes looked carefully at the actual scores and saw that Asian distributors seemed to have much stronger feelings, either positively or negatively. Agnes should:

A 5-point scale that is "anchored" means that each scale point is given a verbal description.

Categorical scales represent scales that are either nominal or ordinal.

A summated is one in which the number of checks will be counted for each respondent, and that number will stand as the metric measure of the construct.

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured: store, brand, and so on.

Which type of scaled-response format measures activities, interests, and opinions?

Which type of scaled-response format contains bipolar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

Which of the following is defined as determining if and how much of a property is possessed by an object?

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.