Question 1

For a scale to have ordinal properties,which of the following must be established?

Accepted Answer

A) If "a" is greater than "b",then "b" is not greater than "a". 
B) If "a" is greater than "b",and "b" is greater than "c",then "a" is greater than "c". 
C) If "a" is equal to "b",and "b" is equal to "c",then "a" is equal to "c". 
D) All of these are correct. 
E) None of these are correct. 
A) If "a" is greater than "b",then "b" is not greater than "a". 
B) If "a" is greater than "b",and "b" is greater than "c",then "a" is greater than "c". 
C) If "a" is equal to "b",and "b" is equal to "c",then "a" is equal to "c". 
D) All of these are correct. 
E) None of these are correct.

Question 2

Discuss,in detail,the two types of error that may affect measurement scores.

Accepted Answer

The first type of error is systematic er

Question 3

The most widely used attitude-scaling technique in marketing research is

Accepted Answer

A) the itemized-ratings scale. 
B) the semantic-differential scale. 
C) the graphic-ratings scale. 
D) the summated-ratings (Likert)scale. 
E) the comparative-ratings scale. 
A) the itemized-ratings scale. 
B) the semantic-differential scale. 
C) the graphic-ratings scale. 
D) the summated-ratings (Likert)scale. 
E) the comparative-ratings scale.

Question 4

If s/he wanted to use the highest level of measurement possible,the researcher measuring respondent age would most likely suggest using ____ and a(n)____ scale.

Accepted Answer

A) an open-ended item;interval 
B) an open-ended item;ratio 
C) age range categories;ordinal 
D) age range categories;interval 
E) an open-ended item;nominal 
A) an open-ended item;interval 
B) an open-ended item;ratio 
C) age range categories;ordinal 
D) age range categories;interval 
E) an open-ended item;nominal

Question 5

Random error affects the measurement in a constant way.

Accepted Answer

A) True 
 B)False

Question 6

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding,points scored,and assists.The results of the survey indicate that most sports writers agree on the top ten players within the given categories.This is evidence of

Accepted Answer

A) reliability. 
B) validity. 
C) random error. 
D) response error. 
E) systematic error. 
A) reliability. 
B) validity. 
C) random error. 
D) response error. 
E) systematic error.

Question 7

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 8

Consistency is the hallmark of validity.

Accepted Answer

A) True 
 B)False

Question 9

Due to a misunderstanding of his instructions,a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss.This is an example of

Accepted Answer

A) systematic error. 
B) researcher error. 
C) random error. 
D) scaling error. 
E) marginal error. 
A) systematic error. 
B) researcher error. 
C) random error. 
D) scaling error. 
E) marginal error.

Question 10

An attitude rating scale that uses a set of faces,varying systematically in terms of whether they are frowning or smiling,to capture a person's satisfaction or preference is an example of which of the following?

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 11

What type of scale is the following? "Indicate your opinion about services Delta Airlines provides,by placing an "X" at the appropriate position on the lines to the right of the services below.Services-Very Bad/Very Good: Frequent flyer program/Continental magazine/On flight food service"

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 12

It is reasonable to state that one object has twice as much of the attribute property when it has a score of 60,and the other object has a score of 30 when measurement is on a(n)____ scale.

Accepted Answer

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

Question 13

A researcher wishes to rank the order of preference consumers have for a particular set of products. The lowest measurement scale the researcher could use to measure this is

Accepted Answer

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

Question 14

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

Accepted Answer

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

Question 15

Regarding measurement basics,it is possible to measure

Accepted Answer

A) objects. 
B) quantities of objects. 
C) quantities of attributes of objects. 
D) variance among objects. 
E) variance among attributes. 
A) objects. 
B) quantities of objects. 
C) quantities of attributes of objects. 
D) variance among objects. 
E) variance among attributes.

Question 16

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Accepted Answer

A) Arithmetic mean,median,mode 
B) Geometric mean,mode,median 
C) Median,mode 
D) Arithmetic mean,geometric mean 
E) Mode,arithmetic mean 
A) Arithmetic mean,median,mode 
B) Geometric mean,mode,median 
C) Median,mode 
D) Arithmetic mean,geometric mean 
E) Mode,arithmetic mean

Question 17

Validity is the ability of a measure to obtain similar scores for the same object,trait,or construct across time,across different evaluators,or across the items forming the measure.

Accepted Answer

A) True 
 B)False

Question 18

If a respondent says his income is "Over $100,000 per annum" when,in fact,it is "$50,000 per annum",the difference between the true and actual measurement of income in this case could be said to be LACK of

Accepted Answer

A) reliability. 
B) validity. 
C) All of these are correct. 
D) None of these are correct. 
E) nominal scaling. 
A) reliability. 
B) validity. 
C) All of these are correct. 
D) None of these are correct. 
E) nominal scaling.

Question 19

People magazine conducts an annual survey across 25 Asian countries and asks respondents to rate automobiles across 30 attributes.The questions ask the consumers to rate each brand from 1=low to 5=high on quality,value,image,price,etc.This is an example of

Accepted Answer

A) self-report attitude measures. 
B) measuring attitude using physiological reaction. 
C) indirect technique to measure attitude 
D) direct observation of attitude-related behavior. 
E) performance of objective tasks to determine attitudes. 
A) self-report attitude measures. 
B) measuring attitude using physiological reaction. 
C) indirect technique to measure attitude 
D) direct observation of attitude-related behavior. 
E) performance of objective tasks to determine attitudes.

Question 20

With nominal scales,the numbers used by a researcher don't mean anything other than simple individual or category identification.

Accepted Answer

A) True 
 B)False

For a scale to have ordinal properties,which of the following must be established?

Discuss,in detail,the two types of error that may affect measurement scores.

The most widely used attitude-scaling technique in marketing research is

If s/he wanted to use the highest level of measurement possible,the researcher measuring respondent age would most likely suggest using and a(n) scale.

Random error affects the measurement in a constant way.

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding,points scored,and assists.The results of the survey indicate that most sports writers agree on the top ten players within the given categories.This is evidence of

The first step in measuring an attribute is to

Consistency is the hallmark of validity.

Due to a misunderstanding of his instructions,a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss.This is an example of

An attitude rating scale that uses a set of faces,varying systematically in terms of whether they are frowning or smiling,to capture a person's satisfaction or preference is an example of which of the following?

What type of scale is the following? "Indicate your opinion about services Delta Airlines provides,by placing an "X" at the appropriate position on the lines to the right of the services below.Services-Very Bad/Very Good: Frequent flyer program/Continental magazine/On flight food service"

It is reasonable to state that one object has twice as much of the attribute property when it has a score of 60,and the other object has a score of 30 when measurement is on a(n)____ scale.

A researcher wishes to rank the order of preference consumers have for a particular set of products. The lowest measurement scale the researcher could use to measure this is

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

Regarding measurement basics,it is possible to measure

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Validity is the ability of a measure to obtain similar scores for the same object,trait,or construct across time,across different evaluators,or across the items forming the measure.

If a respondent says his income is "Over $100,000 per annum" when,in fact,it is "$50,000 per annum",the difference between the true and actual measurement of income in this case could be said to be LACK of

People magazine conducts an annual survey across 25 Asian countries and asks respondents to rate automobiles across 30 attributes.The questions ask the consumers to rate each brand from 1=low to 5=high on quality,value,image,price,etc.This is an example of

With nominal scales,the numbers used by a researcher don't mean anything other than simple individual or category identification.

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

For a scale to have ordinal properties,which of the following must be established?

Discuss,in detail,the two types of error that may affect measurement scores.

The most widely used attitude-scaling technique in marketing research is

If s/he wanted to use the highest level of measurement possible,the researcher measuring respondent age would most likely suggest using ____ and a(n)____ scale.

Random error affects the measurement in a constant way.

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding,points scored,and assists.The results of the survey indicate that most sports writers agree on the top ten players within the given categories.This is evidence of

The first step in measuring an attribute is to

Consistency is the hallmark of validity.

Due to a misunderstanding of his instructions,a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss.This is an example of

An attitude rating scale that uses a set of faces,varying systematically in terms of whether they are frowning or smiling,to capture a person's satisfaction or preference is an example of which of the following?

What type of scale is the following? "Indicate your opinion about services Delta Airlines provides,by placing an "X" at the appropriate position on the lines to the right of the services below.Services-Very Bad/Very Good: Frequent flyer program/Continental magazine/On flight food service"

It is reasonable to state that one object has twice as much of the attribute property when it has a score of 60,and the other object has a score of 30 when measurement is on a(n)____ scale.

A researcher wishes to rank the order of preference consumers have for a particular set of products. The lowest measurement scale the researcher could use to measure this is

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

Regarding measurement basics,it is possible to measure

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Validity is the ability of a measure to obtain similar scores for the same object,trait,or construct across time,across different evaluators,or across the items forming the measure.

If a respondent says his income is "Over $100,000 per annum" when,in fact,it is "$50,000 per annum",the difference between the true and actual measurement of income in this case could be said to be LACK of

People magazine conducts an annual survey across 25 Asian countries and asks respondents to rate automobiles across 30 attributes.The questions ask the consumers to rate each brand from 1=low to 5=high on quality,value,image,price,etc.This is an example of

With nominal scales,the numbers used by a researcher don't mean anything other than simple individual or category identification.

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

If s/he wanted to use the highest level of measurement possible,the researcher measuring respondent age would most likely suggest using and a(n) scale.