Question 1

Nominal scales are used for classification and identification purposes only.

Accepted Answer

A) True 
 B)False

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

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

Accepted Answer

A) True 
 B)False

Question 4

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

Accepted Answer

A) True 
 B)False

Question 5

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 6

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

Accepted Answer

A) True 
 B)False

Question 7

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

Accepted Answer

A) forced rating scale 
B) systematic scale 
C) multiple measurement scale 
D) multi-item scale 
E) single question scale 
A) forced rating scale 
B) systematic scale 
C) multiple measurement scale 
D) multi-item scale 
E) single question scale

Question 8

According to the text, noncomparative scales are broadly classified as either continuous or itemized.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following types of scales are sometimes referred to as graphic rating scales?

Accepted Answer

A) noncomparative scales 
B) continuous rating scales 
C) itemized rating scales 
D) Likert scales 
E) none of the above 
A) noncomparative scales 
B) continuous rating scales 
C) itemized rating scales 
D) Likert scales 
E) none of the above

Question 10

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

Accepted Answer

A) True 
 B)False

Question 11

The most complex of the primary scales of measurement is the ratio scale.

Accepted Answer

A) True 
 B)False

Question 12

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 13

In a short essay, list and discuss the three commonly used itemized rating scales in marketing. Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

Accepted Answer

a. TheLikert scale is a measureme

Question 14

The most complex of the primary scales of measurement is the ________.

Accepted Answer

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

Question 15

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 16

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Nominal scales are used for classification and identification purposes only.

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

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

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.

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

According to the text, noncomparative scales are broadly classified as either continuous or itemized.

Which of the following types of scales are sometimes referred to as graphic rating scales?

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

The most complex of the primary scales of measurement is the ratio scale.

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

In a short essay, list and discuss the three commonly used itemized rating scales in marketing. Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

The most complex of the primary scales of measurement is the ________.

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

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

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

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

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

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

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

Nominal scales are used for classification and identification purposes only.

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

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

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.

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

According to the text, noncomparative scales are broadly classified as either continuous or itemized.

Which of the following types of scales are sometimes referred to as graphic rating scales?

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

The most complex of the primary scales of measurement is the ratio scale.

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

In a short essay, list and discuss the three commonly used itemized rating scales in marketing. Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

The most complex of the primary scales of measurement is the ________.

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

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

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

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

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

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

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