Question 1

A construct should be measured before it is defined.

Accepted Answer

A) True 
 B)False

Question 2

Define Validity.Then provide an example of Face Validity and an example of a question that has a Face Validity problem.Then illustrate a portion of a questionnaire with a Content Validity problem.

Accepted Answer

Nominal scales:mutually exclusive and co

Question 3

Construct equivalence deals with how people see,understand,and develop measurements of a particular phenomenon.

Accepted Answer

A) True 
 B)False

Question 4

Marketers sometimes measure constructs that do not have a true zero point.

Accepted Answer

A) True 
 B)False

Question 5

Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.

Accepted Answer

A) True 
 B)False

Question 6

Revise the following questions so as to achieve interval scale data.
(1)	How satisfied are you with your present car?
1=very satisfied	2=somewhat satisfied	3=not satisfied

Accepted Answer

Even though this is the chapter before t

Question 7

When a researcher wants to show the differences separating two objects,the ideal type of scale to use is _________________.

Accepted Answer

A) nominal 
B) ordinal 
C) interval 
D) none of these 
A) nominal 
B) ordinal 
C) interval 
D) none of these

Question 8

Marketers are typically interested in measuring observable constructs.

Accepted Answer

A) True 
 B)False

Question 9

_______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.

Accepted Answer

A) Operational definition 
B) Constitutive definition 
C) Concept 
D) Rule 
E) Valid concept 
A) Operational definition 
B) Constitutive definition 
C) Concept 
D) Rule 
E) Valid concept

Question 10

You are creating a survey that is interested in ranking customers' preferences for various brands of cola.You would definitely need to use which type of scale?

Accepted Answer

A) nominal 
B) ordinal 
C) ratio 
D) interval 
E) none of these 
A) nominal 
B) ordinal 
C) ratio 
D) interval 
E) none of these

Question 11

A questionnaire could be valid without being reliable.

Accepted Answer

A) True 
 B)False

Question 12

The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is not a way to assess reliability?

Accepted Answer

A) test-retest reliability 
B) equivalent form reliability 
C) internal consistency reliability 
D) spilt-half technique 
E) criterion- related reliability 
A) test-retest reliability 
B) equivalent form reliability 
C) internal consistency reliability 
D) spilt-half technique 
E) criterion- related reliability

Question 14

If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.

Accepted Answer

A) True 
 B)False

Question 15

An example of nominal scale data would be which of the following?

Accepted Answer

A) preference data 
B) index numbers 
C) sex of the respondent 
D) unit sales 
E) none of these 
A) preference data 
B) index numbers 
C) sex of the respondent 
D) unit sales 
E) none of these

Question 16

Before a measurement scale can be shown to be valid,it must be _______.

Accepted Answer

A) stable 
B) reliable 
C) consistent 
D) convergent 
A) stable 
B) reliable 
C) consistent 
D) convergent

Question 17

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

Accepted Answer

A) Predictive validity 
B) Predictive reliability 
C) Concurrent validity 
D) Convergent validity 
E) Discriminant validity 
A) Predictive validity 
B) Predictive reliability 
C) Concurrent validity 
D) Convergent validity 
E) Discriminant validity

Question 18

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.

Accepted Answer

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

Question 19

Which of the following types of scales would allow the researcher to compute arithmetic means?

Accepted Answer

A) nominal 
B) ordinal 
C) ratio 
D) interval 
E) both ratio and interval 
A) nominal 
B) ordinal 
C) ratio 
D) interval 
E) both ratio and interval

Question 20

Physical characteristics of a respondent such as age,weight,& height are not examples of ratio-scaled variables.

Accepted Answer

A) True 
 B)False

A construct should be measured before it is defined.

Define Validity.Then provide an example of Face Validity and an example of a question that has a Face Validity problem.Then illustrate a portion of a questionnaire with a Content Validity problem.

Construct equivalence deals with how people see,understand,and develop measurements of a particular phenomenon.

Marketers sometimes measure constructs that do not have a true zero point.

Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.

Revise the following questions so as to achieve interval scale data. (1) How satisfied are you with your present car? 1=very satisfied 2=somewhat satisfied 3=not satisfied

When a researcher wants to show the differences separating two objects,the ideal type of scale to use is _________________.

Marketers are typically interested in measuring observable constructs.

_______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.

You are creating a survey that is interested in ranking customers' preferences for various brands of cola.You would definitely need to use which type of scale?

A questionnaire could be valid without being reliable.

The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.

Which of the following is not a way to assess reliability?

If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.

An example of nominal scale data would be which of the following?

Before a measurement scale can be shown to be valid,it must be _______.

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.

Which of the following types of scales would allow the researcher to compute arithmetic means?

Physical characteristics of a respondent such as age,weight,& height are not examples of ratio-scaled variables.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 10: The Concept of Measurement

A construct should be measured before it is defined.

Define Validity.Then provide an example of Face Validity and an example of a question that has a Face Validity problem.Then illustrate a portion of a questionnaire with a Content Validity problem.

Construct equivalence deals with how people see,understand,and develop measurements of a particular phenomenon.

Marketers sometimes measure constructs that do not have a true zero point.

Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.

Revise the following questions so as to achieve interval scale data. (1) How satisfied are you with your present car? 1=very satisfied 2=somewhat satisfied 3=not satisfied

When a researcher wants to show the differences separating two objects,the ideal type of scale to use is _________________.

Marketers are typically interested in measuring observable constructs.

_______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.

You are creating a survey that is interested in ranking customers' preferences for various brands of cola.You would definitely need to use which type of scale?

A questionnaire could be valid without being reliable.

The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.

Which of the following is not a way to assess reliability?

If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.

An example of nominal scale data would be which of the following?

Before a measurement scale can be shown to be valid,it must be _______.

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.

Which of the following types of scales would allow the researcher to compute arithmetic means?

Physical characteristics of a respondent such as age,weight,& height are not examples of ratio-scaled variables.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters