Question 1

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

Accepted Answer

A) True 
 B)False

Question 2

The numbers assigned in a(n)________ do not reflect relative amounts of 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 3

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.

Accepted Answer

A) True 
 B)False

Question 4

According to the text,________ are the simplest to use.

Accepted Answer

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

Question 5

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

Accepted Answer

A) True 
 B)False

Question 6

Common examples of ordinal scales include all of the following EXCEPT:

Accepted Answer

A)  quality rankings. 
B)  ranking of teams in a tournament. 
C)  educational levels. 
D)  social security numbers. 
E)  C and D 
A)  quality rankings. 
B)  ranking of teams in a tournament. 
C)  educational levels. 
D)  social security numbers. 
E)  C and D

Question 7

A major disadvantage of constant sum scaling is that ________.

Accepted Answer

A)  it is limited to large discriminations among alternatives 
B)  it takes too much time to collect 
C)  it has no absolute zero point 
D)  it cannot be considered an ordinal scale 
E)  respondents may allocate more or fewer units than those specified 
A)  it is limited to large discriminations among alternatives 
B)  it takes too much time to collect 
C)  it has no absolute zero point 
D)  it cannot be considered an ordinal scale 
E)  respondents may allocate more or fewer units than those specified

Question 8

According to the text,noncomparative scales are also referred to as nonmetric scaling.

Accepted Answer

A) True 
 B)False

Question 9

According to the text,the constant sum should be considered an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 10

The generation of a continuum upon which measured objects are located is called ________.

Accepted Answer

A)  sampling 
B)  hypothesizing 
C)  scaling 
D)  factoring 
E)  continuous generation 
A)  sampling 
B)  hypothesizing 
C)  scaling 
D)  factoring 
E)  continuous generation

Question 11

Preference rankings,market position,and social class are examples of interval scales.

Accepted Answer

A) True 
 B)False

Question 12

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.

Accepted Answer

A) True 
 B)False

Question 13

According to the text,________ means that there is no overlap between classes and every object being measured falls into only one class.

Accepted Answer

A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap 
A)  mutually exclusive 
B)  collectively exclusive 
C)  mutually exhaustive 
D)  collectively exhaustive 
E)  object non-overlap

Question 14

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Accepted Answer

A) True 
 B)False

Question 15

Because the zero point is fixed in interval scales,it is not meaningful to take ratios of scale values.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is NOT a classification of itemized rating scales?

Accepted Answer

A)  Likert scales 
B)  semantic differential scales 
C)  Stapel scales 
D)  perceptual scales 
E)  C and D 
A)  Likert scales 
B)  semantic differential scales 
C)  Stapel scales 
D)  perceptual scales 
E)  C and D

Question 17

According to the text,comparative scaling is sometimes referred to as monadic scaling.

Accepted Answer

A) True 
 B)False

Question 18

In marketing research,________ are used both to measure attitudes and opinions,and as index numbers.

Accepted Answer

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

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.

According to the text,________ are the simplest to use.

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

Common examples of ordinal scales include all of the following EXCEPT:

A major disadvantage of constant sum scaling is that ________.

According to the text,noncomparative scales are also referred to as nonmetric scaling.

According to the text,the constant sum should be considered an ordinal scale.

The generation of a continuum upon which measured objects are located is called ________.

Preference rankings,market position,and social class are examples of interval scales.

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.

According to the text,________ means that there is no overlap between classes and every object being measured falls into only one class.

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Because the zero point is fixed in interval scales,it is not meaningful to take ratios of scale values.

Which of the following is NOT a classification of itemized rating scales?

According to the text,comparative scaling is sometimes referred to as monadic scaling.

In marketing research,________ are used both to measure attitudes and opinions,and as index numbers.

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

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.

According to the text,________ are the simplest to use.

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

Common examples of ordinal scales include all of the following EXCEPT:

A major disadvantage of constant sum scaling is that ________.

According to the text,noncomparative scales are also referred to as nonmetric scaling.

According to the text,the constant sum should be considered an ordinal scale.

The generation of a continuum upon which measured objects are located is called ________.

Preference rankings,market position,and social class are examples of interval scales.

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.

According to the text,________ means that there is no overlap between classes and every object being measured falls into only one class.

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Because the zero point is fixed in interval scales,it is not meaningful to take ratios of scale values.

Which of the following is NOT a classification of itemized rating scales?

According to the text,comparative scaling is sometimes referred to as monadic scaling.

In marketing research,________ are used both to measure attitudes and opinions,and as index numbers.

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