Question 1

Which of the following primary scales of measurement is used only for classification purposes?

Accepted Answer

A)  ordinal scales 
B)  ratio scales 
C)  nominal scales 
D)  interval scales 
E)  random scales 
A)  ordinal scales 
B)  ratio scales 
C)  nominal scales 
D)  interval scales 
E)  random scales

Question 2

In ________,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

Accepted Answer

A)  rank order scaling 
B)  paired comparison scaling 
C)  constant sum scaling 
D)  semantic differential scaling 
E)  semantic meaning scaling 
A)  rank order scaling 
B)  paired comparison scaling 
C)  constant sum scaling 
D)  semantic differential scaling 
E)  semantic meaning scaling

Question 3

A(n)________ is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

Accepted Answer

A)  ratio scale 
B)  nominal scale 
C)  ordinal scale 
D)  interval scale 
E)  random scale 
A)  ratio scale 
B)  nominal scale 
C)  ordinal scale 
D)  interval scale 
E)  random scale

Question 4

An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Accepted Answer

A) True 
 B)False

Question 5

Common examples of ordinal scales include educational levels and social security numbers.

Accepted Answer

A) True 
 B)False

Question 6

A(n)________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Accepted Answer

A)  nominal scale 
B)  ordinal scale 
C)  interval scale 
D)  ratio scale 
E)  random scale 
A)  nominal scale 
B)  ordinal scale 
C)  interval scale 
D)  ratio scale 
E)  random scale

Question 7

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

Accepted Answer

A) True 
 B)False

Question 8

In a short essay,discuss the relationship of measurement and scaling to the marketing research process.

Accepted Answer

The marketing research problem is define

Question 9

The most popular comparative scaling technique is semantic differential scaling.

Accepted Answer

A) True 
 B)False

Question 10

In a short essay,list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

Accepted Answer

a.Paired comparison scaling is a compara

Question 11

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

Accepted Answer

A) True 
 B)False

Question 12

In paired comparison scaling,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

Accepted Answer

A) True 
 B)False

Question 13

Which statement is not true about the interval scale?

Accepted Answer

A)  Numerically equal distances on the scale represent equal values in the characteristics being measured. 
B)  Both the zero point and the units of measurement are arbitrary. 
C)  Only proportionate transformations of the form y = bx, where b is a positive constant are allowed. 
D)  All of the above are correct. 
A)  Numerically equal distances on the scale represent equal values in the characteristics being measured. 
B)  Both the zero point and the units of measurement are arbitrary. 
C)  Only proportionate transformations of the form y = bx, where b is a positive constant are allowed. 
D)  All of the above are correct.

Question 14

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

Accepted Answer

Taste is assessed here in this "taste te

Question 15

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Accepted Answer

A) True 
 B)False

Question 16

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

Accepted Answer

a.A nominal scale uses numbers as labels

Question 17

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

Accepted Answer

A) True 
 B)False

Question 18

The major benefit of comparative scaling is that it is the most widely used scaling technique.

Accepted Answer

A) True 
 B)False

Question 19

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?

Accepted Answer

A)  rank order scaling 
B)  constant sum scaling 
C)  paired comparison scaling 
D)  semantic differential scaling 
E)  semantic meaning scaling 
A)  rank order scaling 
B)  constant sum scaling 
C)  paired comparison scaling 
D)  semantic differential scaling 
E)  semantic meaning scaling

Which of the following primary scales of measurement is used only for classification purposes?

In ________,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

A(n)________ is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Common examples of ordinal scales include educational levels and social security numbers.

A(n)________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

In a short essay,discuss the relationship of measurement and scaling to the marketing research process.

The most popular comparative scaling technique is semantic differential scaling.

In a short essay,list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

In paired comparison scaling,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

Which statement is not true about the interval scale?

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

The major benefit of comparative scaling is that it is the most widely used scaling technique.

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 9: Measurement and Scaling: Fundamentals and Comparative Scaling

Which of the following primary scales of measurement is used only for classification purposes?

In ________,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

A(n)________ is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Common examples of ordinal scales include educational levels and social security numbers.

A(n)________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

In a short essay,discuss the relationship of measurement and scaling to the marketing research process.

The most popular comparative scaling technique is semantic differential scaling.

In a short essay,list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

In paired comparison scaling,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

Which statement is not true about the interval scale?

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

The major benefit of comparative scaling is that it is the most widely used scaling technique.

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters