Question 1

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 these are 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 these are false.

Question 2

In marketing research,all of the following are levels of measurement EXCEPT

Accepted Answer

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

Question 3

Code words,letters,or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

Accepted Answer

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

Question 4

You should use the highest level of measurement possible when developing a measure for some at-tribute because

Accepted Answer

A) higher levels have more properties. 
B) there are more kinds of analysis available than at lower levels of measurement. 
C) it is easier to use higher levels of measurement. 
D) higher levels have more properties and there are more kinds of analysis available at lower levels of measurement. 
E) None of these are correct;you should use the lowest level of measurement possible when developing a measure for some attribute. 
A) higher levels have more properties. 
B) there are more kinds of analysis available than at lower levels of measurement. 
C) it is easier to use higher levels of measurement. 
D) higher levels have more properties and there are more kinds of analysis available at lower levels of measurement. 
E) None of these are correct;you should use the lowest level of measurement possible when developing a measure for some attribute.

Question 5

What type of scale is the following? "Indicate your overall opinion about Dell computers by circling one of the following categories: Very Bad/Bad/Good/Very Good: 1 2 3 4"

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 chosen number scale reflects the relative standing of the different options for that particular individual.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Which attitude rating scale uses pairs of bipolar words or phrases and is particularly useful in corporate,brand,and product-images studies?

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 9

An advertiser has developed a television advertisement designed to create a "feeling of warmth" on the part of viewers because she believes that this will lead to positive attitudes toward the product and ultimately to increased sales.In order to determine if the ad does produce the desired feelings in viewers,she has devised a three-item scale to measure the warmth construct.After viewing the commercial (independently),Joe had a score of 15 on the warmth scale,and Perry had a score of 9.Which of the following is NOT a potential source of difference between these scores?

Accepted Answer

A) True differences with regard to the feeling of warmth created by the ad. 
B) Perry had a rotten day at work,while Joe had a good day. 
C) The sampling of items chosen to measure warmth could have contributed to the difference in scores. 
D) Perry and Joe interpreted one of the questions differently. 
E) All of these are potential sources of differences between the scores. 
A) True differences with regard to the feeling of warmth created by the ad. 
B) Perry had a rotten day at work,while Joe had a good day. 
C) The sampling of items chosen to measure warmth could have contributed to the difference in scores. 
D) Perry and Joe interpreted one of the questions differently. 
E) All of these are potential sources of differences between the scores.

Question 10

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way: "Check appropriate category-____  $55 per month" would be scaled as a(n)

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 11

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is

Accepted Answer

A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) the interchanging of scale values always affects the purpose. 
A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) the interchanging of scale values always affects the purpose.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is FALSE?

Accepted Answer

A) Interval scales allow researchers to compare the absolute magnitude of numbers. 
B) A ratio scale differs from an interval scale in that the ratio scale has a natural zero. 
C) Determination of absolute zero is difficult with measurements in marketing.It is debatable whether many of the constructs used in marketing even possess this property. 
D) All of these are false. 
E) None of these are false. 
A) Interval scales allow researchers to compare the absolute magnitude of numbers. 
B) A ratio scale differs from an interval scale in that the ratio scale has a natural zero. 
C) Determination of absolute zero is difficult with measurements in marketing.It is debatable whether many of the constructs used in marketing even possess this property. 
D) All of these are false. 
E) None of these are false.

Question 14

An advertiser has developed a television advertisement designed to create a "feeling of warmth" on the part of viewers because she believes that this will lead to positive attitudes toward the product and ultimately to increased sales.In order to determine if the ad does produce the desired feelings in viewers,she has devised a three-item scale to measure the warmth construct.After viewing the commercial (independently),Joe had a score of 15 on the warmth scale,and Perry had a score of 9.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 because 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 because 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.

Question 15

The highest level of measurement from those in the following list is

Accepted Answer

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

Question 16

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 17

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 18

Which type of scale assumes an arbitrary zero point?

Accepted Answer

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

Question 19

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 20

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.

Which of the following is TRUE?

In marketing research,all of the following are levels of measurement EXCEPT

Code words,letters,or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

You should use the highest level of measurement possible when developing a measure for some at-tribute because

What type of scale is the following? "Indicate your overall opinion about Dell computers by circling one of the following categories: Very Bad/Bad/Good/Very Good: 1 2 3 4"

When using the ordinal scale,the chosen number scale reflects the relative standing of the different options for that particular individual.

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

Which attitude rating scale uses pairs of bipolar words or phrases and is particularly useful in corporate,brand,and product-images studies?

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way: "Check appropriate category- < $25 per month/ $26 to $40 month/ $41 to $55 month/ > $55 per month" would be scaled as a(n)

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is

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

Which of the following is FALSE?

The highest level of measurement from those in the following list is

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?

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

Which type of scale assumes an arbitrary zero point?

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

Which of the following about ordinal data is TRUE?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

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 for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

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

Which of the following is TRUE?

In marketing research,all of the following are levels of measurement EXCEPT

Code words,letters,or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

You should use the highest level of measurement possible when developing a measure for some at-tribute because

What type of scale is the following? "Indicate your overall opinion about Dell computers by circling one of the following categories: Very Bad/Bad/Good/Very Good: 1 2 3 4"

When using the ordinal scale,the chosen number scale reflects the relative standing of the different options for that particular individual.

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

Which attitude rating scale uses pairs of bipolar words or phrases and is particularly useful in corporate,brand,and product-images studies?

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way: "Check appropriate category-____ < $25 per month/____ $26 to $40 month/____ $41 to $55 month/____ > $55 per month" would be scaled as a(n)

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is

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

Which of the following is FALSE?

The highest level of measurement from those in the following list is

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?

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

Which type of scale assumes an arbitrary zero point?

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

Which of the following about ordinal data is TRUE?

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

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 for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

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

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way: "Check appropriate category- < $25 per month/ $26 to $40 month/ $41 to $55 month/ > $55 per month" would be scaled as a(n)