Question 1

A(n)________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

Accepted Answer

A) comparative scale 
B) itemized rating scale 
C) continuous rating scale 
D) Likert scale 
E) descriptor scale 
A) comparative scale 
B) itemized rating scale 
C) continuous rating scale 
D) Likert scale 
E) descriptor scale

Question 2

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n)________.

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

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

Accepted Answer

A) True 
 B)False

Question 4

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.

Accepted Answer

A) reliability 
B) validity 
C) accuracy 
D) efficiency 
E) substantiality 
A) reliability 
B) validity 
C) accuracy 
D) efficiency 
E) substantiality

Question 5

Which of the following is NOT a characteristic of the Likert scale?

Accepted Answer

A) easy to construct 
B) easy to administer 
C) easy for the respondent to understand 
D) the number of scale points can vary 
E) respondents read a short phrase rather than an entire statement 
A) easy to construct 
B) easy to administer 
C) easy for the respondent to understand 
D) the number of scale points can vary 
E) respondents read a short phrase rather than an entire statement

Question 6

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

Accepted Answer

A) True 
 B)False

Question 7

Likert scale analysis is generally conducted by appropriately summing the item scores.

Accepted Answer

A) True 
 B)False

Question 8

What type of scale is this? Sears is:
Powerful -:-:-:-:-X-:-:-: Weak
Unreliable -:-:-:-:-:-X-:-: Reliable

Accepted Answer

A) Likert scale 
B) semantic differential scale 
C) continuous rating scale 
D) Stapel scale 
E) visual scale 
A) Likert scale 
B) semantic differential scale 
C) continuous rating scale 
D) Stapel scale 
E) visual scale

Question 9

The scaling techniques commonly used in marketing research can be classified into ________ and ________.

Accepted Answer

A) random; nonrandom scales 
B) comparative; noncomparative scales 
C) interval; ratio scales 
D) nominal; ordinal scales 
E) object; non-object scales 
A) random; nonrandom scales 
B) comparative; noncomparative scales 
C) interval; ratio scales 
D) nominal; ordinal scales 
E) object; non-object scales

Question 10

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

Accepted Answer

A) True 
 B)False

Question 11

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 12

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 13

In a short essay, discuss issues related to the use of scale in international research.

Accepted Answer

Respondents may be asked to indicate the

Question 14

Nominal scales are recognized as the most basic or limited.

Accepted Answer

A) True 
 B)False

Question 15

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

Accepted Answer

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

Question 16

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 ________.

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 17

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 18

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Accepted Answer

A) True 
 B)False

Question 19

Perfect reliability implies perfect validity.

Accepted Answer

A) True 
 B)False

Question 20

Which noncomparative scale is analyzed using profile analysis?

Accepted Answer

A) Likert scale 
B) semantic differential scale 
C) Stapel scale 
D) all of the above 
E) none of the above 
A) Likert scale 
B) semantic differential scale 
C) Stapel scale 
D) all of the above 
E) none of the above

A(n)________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n)________.

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.

Which of the following is NOT a characteristic of the Likert scale?

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

Likert scale analysis is generally conducted by appropriately summing the item scores.

What type of scale is this? Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable

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

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

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

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

In a short essay, discuss issues related to the use of scale in international research.

Nominal scales are recognized as the most basic or limited.

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

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 ________.

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.

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Perfect reliability implies perfect validity.

Which noncomparative scale is analyzed using profile analysis?

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

A(n)________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n)________.

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.

Which of the following is NOT a characteristic of the Likert scale?

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

Likert scale analysis is generally conducted by appropriately summing the item scores.

What type of scale is this? Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable

The scaling techniques commonly used in marketing research can be classified into ________ and ________.

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

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

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

In a short essay, discuss issues related to the use of scale in international research.

Nominal scales are recognized as the most basic or limited.

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

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 ________.

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.

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Perfect reliability implies perfect validity.

Which noncomparative scale is analyzed using profile analysis?

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

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