Question 1

According to the text, which of the following formulas determines total measurement error?

Accepted Answer

A) systematic error - random error 
B) systematic error + random error 
C) systematic error × random error 
D) systematic error/random error 
E) square root of (systematic error/random error ) 
A) systematic error - random error 
B) systematic error + random error 
C) systematic error × random error 
D) systematic error/random error 
E) square root of (systematic error/random error ) B

Question 2

A major disadvantage of comparative scales would be which of the following?

Accepted Answer

A) Halo or carryover effects are reduced. 
B) Respondents bring the same point of reference to a task. 
C) The resulting data measures relative differences. 
D) Only big differences between objects can be detected. 
E) A researcher cannot generalize beyond the objects under study. 
A) Halo or carryover effects are reduced. 
B) Respondents bring the same point of reference to a task. 
C) The resulting data measures relative differences. 
D) Only big differences between objects can be detected. 
E) A researcher cannot generalize beyond the objects under study. E

Question 3

According to the text, semantic differential scaling is a comparative scaling technique.

Accepted Answer

A) True 
 B)False  False

Question 4

According to the text, interval scales are the simplest to use.

Accepted Answer

A) True 
 B)False

Question 5

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

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

According to the text, the constant sum should be considered a(n)________.

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

Accepted Answer

A) True 
 B)False

Question 10

Perfect validity implies perfect reliability.

Accepted Answer

A) True 
 B)False

Question 11

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Accepted Answer

A) Constant sum scaling 
B) Rank order scaling 
C) Paired comparison scaling 
D) Semantic differential scaling 
E) Discriminative scaling 
A) Constant sum scaling 
B) Rank order scaling 
C) Paired comparison scaling 
D) Semantic differential scaling 
E) Discriminative scaling

Question 12

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

Accepted Answer

A) metric scaling 
B) random scaling 
C) monadic scaling 
D) nonmetric scaling 
E) none of the above 
A) metric scaling 
B) random scaling 
C) monadic scaling 
D) nonmetric scaling 
E) none of the above

Question 13

Which of the following primary scales of measurement is recognized as the most basic or limited?

Accepted Answer

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

Question 14

In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem.

Accepted Answer

In addition to theoretical consideration

Question 15

Interval scales are widely used in marketing research.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.

Accepted Answer

A) Likert scale 
B) semantic differential 
C) Stapel scale 
D) balanced rating scale 
E) mid-range scale 
A) Likert scale 
B) semantic differential 
C) Stapel scale 
D) balanced rating scale 
E) mid-range scale

Question 18

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________.

Accepted Answer

A) Likert scale 
B) semantic differential 
C) Stapel scale 
D) opinion rating scale 
E) penta scales 
A) Likert scale 
B) semantic differential 
C) Stapel scale 
D) opinion rating scale 
E) penta scales

Question 19

Continuous scales can be used efficiently in social media.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

According to the text, which of the following formulas determines total measurement error?

A major disadvantage of comparative scales would be which of the following?

According to the text, semantic differential scaling is a comparative scaling technique.

According to the text, interval scales are the simplest to use.

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

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.

According to the text, the constant sum should be considered a(n)________.

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

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

Perfect validity implies perfect reliability.

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

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

Which of the following primary scales of measurement is recognized as the most basic or limited?

In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem.

Interval scales are widely used in marketing research.

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

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________.

Continuous scales can be used efficiently in social media.

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 7: Measurement and Scaling

According to the text, which of the following formulas determines total measurement error?

A major disadvantage of comparative scales would be which of the following?

According to the text, semantic differential scaling is a comparative scaling technique.

According to the text, interval scales are the simplest to use.

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

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.

According to the text, the constant sum should be considered a(n)________.

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

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

Perfect validity implies perfect reliability.

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

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

Which of the following primary scales of measurement is recognized as the most basic or limited?

In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem.

Interval scales are widely used in marketing research.

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

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________.

Continuous scales can be used efficiently in social media.

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters