Question 1

Which of the following is FALSE?

Accepted Answer

A) It is true about psychological measurement that the situation in which the measurement is obtained can affect the score obtained. 
B) Random error is also known as constant error.This is due to the fact that there are typically an equal number of positive and negative errors that yield a constant sum. 
C) The validity of a measurement instrument refers to the extent to which differences in scores reflect true differences among entities on the characteristic that the instrument seeks to measure. 
D) All of these are false. 
E) None of these are false. 
A) It is true about psychological measurement that the situation in which the measurement is obtained can affect the score obtained. 
B) Random error is also known as constant error.This is due to the fact that there are typically an equal number of positive and negative errors that yield a constant sum. 
C) The validity of a measurement instrument refers to the extent to which differences in scores reflect true differences among entities on the characteristic that the instrument seeks to measure. 
D) All of these are false. 
E) None of these are false.

Question 2

Which of the following statements concerning measurement is FALSE?

Accepted Answer

A) Properties of the attributes must first be determined before measurement begins. 
B) Numbers are assigned to accurately reflect properties of an attribute. 
C) Typically,researchers recognize five "levels" of measurement. 
D) None of these are correct. 
E) All of these are correct. 
A) Properties of the attributes must first be determined before measurement begins. 
B) Numbers are assigned to accurately reflect properties of an attribute. 
C) Typically,researchers recognize five "levels" of measurement. 
D) None of these are correct. 
E) All of these are correct.

Question 3

When the scale type is nominal,the appropriate measure of central tendency is ____.When the scale type is interval or ratio,the appropriate measure of central tendency is ____.

Accepted Answer

A) mode;mean 
B) median;mean 
C) mean;mode 
D) mean;median 
E) mode;median 
A) mode;mean 
B) median;mean 
C) mean;mode 
D) mean;median 
E) mode;median

Question 4

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have reliability.

Accepted Answer

A) True 
 B)False

Question 5

In general,when using itemized-rating scales,using five to nine categories works best.

Accepted Answer

A) True 
 B)False

Question 6

You should use the lowest level of measurement possible when developing a measure for some attribute.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

Accepted Answer

A) The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people. 
B) Both the median and mode are permissible measures of average. 
C) We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects. 
D) The ordinal scale implies identity. 
E) The ordinal scale implies relative standing on the measured attributes. 
A) The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people. 
B) Both the median and mode are permissible measures of average. 
C) We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects. 
D) The ordinal scale implies identity. 
E) The ordinal scale implies relative standing on the measured attributes.

Question 8

The first step in developing a measure of marketing constructs is to

Accepted Answer

A) generate sample items. 
B) purify the measure. 
C) assess validity. 
D) specify the domain of the construct. 
E) collect data. 
A) generate sample items. 
B) purify the measure. 
C) assess validity. 
D) specify the domain of the construct. 
E) collect data.

Question 9

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Accepted Answer

A) True 
 B)False

Question 10

It is possible to compare the absolute magnitude of numbers when measurement is made on the basis of an interval scale.

Accepted Answer

A) True 
 B)False

Question 11

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

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 12

Which of the following is FALSE?

Accepted Answer

A) If a measure is reliable,it is not heavily influenced by transitory factors that cause random errors. 
B) If an item lacks correlation with other scale items measuring the same construct,there is evidence that the item does not belong and should be deleted. 
C) Systematic error is due to temporary aspects of the person or measurement situation,which affects the measurement in irregular ways. 
D) Reliability is necessary,but not sufficient,for establishing the validity of a measure. 
E) If a set of items all measure the same construct,the responses to the items should be correlated. 
A) If a measure is reliable,it is not heavily influenced by transitory factors that cause random errors. 
B) If an item lacks correlation with other scale items measuring the same construct,there is evidence that the item does not belong and should be deleted. 
C) Systematic error is due to temporary aspects of the person or measurement situation,which affects the measurement in irregular ways. 
D) Reliability is necessary,but not sufficient,for establishing the validity of a measure. 
E) If a set of items all measure the same construct,the responses to the items should be correlated.

Question 13

The zero-scale value found when measuring marketing variables typically represents

Accepted Answer

A) the ordinal nature of the variable. 
B) an absolute lack of an attribute. 
C) the logical existence of a natural zero point. 
D) a point of absolute zero magnitude. 
E) a point of indifference to which the value zero is arbitrarily attached. 
A) the ordinal nature of the variable. 
B) an absolute lack of an attribute. 
C) the logical existence of a natural zero point. 
D) a point of absolute zero magnitude. 
E) a point of indifference to which the value zero is arbitrarily attached.

Which of the following is FALSE?

Which of the following statements concerning measurement is FALSE?

When the scale type is nominal,the appropriate measure of central tendency is .When the scale type is interval or ratio,the appropriate measure of central tendency is .

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have reliability.

In general,when using itemized-rating scales,using five to nine categories works best.

You should use the lowest level of measurement possible when developing a measure for some attribute.

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

The first step in developing a measure of marketing constructs is to

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

It is possible to compare the absolute magnitude of numbers when measurement is made on the basis of an interval scale.

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

Which of the following is FALSE?

The zero-scale value found when measuring marketing variables typically represents

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 FALSE?

Which of the following statements concerning measurement is FALSE?

When the scale type is nominal,the appropriate measure of central tendency is ____.When the scale type is interval or ratio,the appropriate measure of central tendency is ____.

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have reliability.

In general,when using itemized-rating scales,using five to nine categories works best.

You should use the lowest level of measurement possible when developing a measure for some attribute.

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

The first step in developing a measure of marketing constructs is to

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

It is possible to compare the absolute magnitude of numbers when measurement is made on the basis of an interval scale.

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

Which of the following is FALSE?

The zero-scale value found when measuring marketing variables typically represents

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

When the scale type is nominal,the appropriate measure of central tendency is .When the scale type is interval or ratio,the appropriate measure of central tendency is .