Question 1

Which of the following is an example of an interval scale?

Accepted Answer

A)  Female/male 
B)  Attitude toward an advertisement 
C)  Social class 
D)  Income 
E)  Number of purchasers 
A)  Female/male 
B)  Attitude toward an advertisement 
C)  Social class 
D)  Income 
E)  Number of purchasers

Question 2

Which of the following is TRUE?

Accepted Answer

A)  Three aspects of validity - pragmatic, content, and construct - are not only conceptually independent but are in actual practice rarely related to each other. 
B)  A measure has been used repeatedly and has produced almost identical answers; therefore this instrument is valid. 
C)  Random error is less troublesome than systematic error. 
D)  Both a and b 
E)  a, b, and c. 
A)  Three aspects of validity - pragmatic, content, and construct - are not only conceptually independent but are in actual practice rarely related to each other. 
B)  A measure has been used repeatedly and has produced almost identical answers; therefore this instrument is valid. 
C)  Random error is less troublesome than systematic error. 
D)  Both a and b 
E)  a, b, and c.

Question 3

Which of the following is TRUE?

Accepted Answer

A)  The recording of a respondent's social class using the categories upper, middle, and lower represents the use of a nominal scale. 
B)  An ordinal scale can be transformed in any manner possible, provided that the basic ordering of the objects is maintained. 
C)  When the scale has an arbitrary zero point, it makes sense to say that A is twice as much as B. 
D)  Interval scales possess an absolute zero point whereas ordinal scales do not. 
E)  All the statements are false. 
A)  The recording of a respondent's social class using the categories upper, middle, and lower represents the use of a nominal scale. 
B)  An ordinal scale can be transformed in any manner possible, provided that the basic ordering of the objects is maintained. 
C)  When the scale has an arbitrary zero point, it makes sense to say that A is twice as much as B. 
D)  Interval scales possess an absolute zero point whereas ordinal scales do not. 
E)  All the statements are false.

Question 4

A study was done on the campus of a major state institution to measure attitudes of students toward the recent fee increase. One question asks respondents to rank the following five fees on a scale of 1 to 5, where 1 = most willing and 5 = least willing.
 _____ Computer fee
_____ Library fee
_____ Parking fee
_____ Student Center fee
_____ Kinesiology Building fee

This is an example of a(n) _____ scale.

Accepted Answer

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

Question 5

Which of the following statements is INCORRECT with respect to a nominally classified variable?

Accepted Answer

A)  Counting is the only permissible operation. 
B)  The median is a permissible measure of central tendency. 
C)  The only property conveyed by the number is identity. 
D)  When members of a sample have been classified along a nominal scale, it is possible to say what percentage of the sample is classified a certain way. 
E)  The mode is a permissible measure of central tendency. 
A)  Counting is the only permissible operation. 
B)  The median is a permissible measure of central tendency. 
C)  The only property conveyed by the number is identity. 
D)  When members of a sample have been classified along a nominal scale, it is possible to say what percentage of the sample is classified a certain way. 
E)  The mode is a permissible measure of central tendency.

Question 6

Which of the following is NOT true when a scale is a ratio scale?

Accepted Answer

A)  The scale allows for comparison of the absolute magnitude of numbers. 
B)  The zero point is established arbitrarily. 
C)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
D)  If "a" equals "b" and "b" equals "c," then "a" equals "c." 
E)  The mode and the median are permissible measures of central tendency. 
A)  The scale allows for comparison of the absolute magnitude of numbers. 
B)  The zero point is established arbitrarily. 
C)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
D)  If "a" equals "b" and "b" equals "c," then "a" equals "c." 
E)  The mode and the median are permissible measures of central tendency.

Question 7

For a scale to have ordinal properties, which of the following must be established?

Accepted Answer

A)  If "a" is greater than "b," then "b" is not greater than "a." 
B)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
C)  If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c." 
D)  All of the above. 
E)  None of the above. 
A)  If "a" is greater than "b," then "b" is not greater than "a." 
B)  If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." 
C)  If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c." 
D)  All of the above. 
E)  None of the above.

Question 8

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Accepted Answer

A)  Arithmetic mean, median, mode 
B)  Geometric mean, mode, median 
C)  Median, mode 
D)  Arithmetic mean, geometric mean 
E)  Mode, arithmetic mean 
A)  Arithmetic mean, median, mode 
B)  Geometric mean, mode, median 
C)  Median, mode 
D)  Arithmetic mean, geometric mean 
E)  Mode, arithmetic mean

Question 9

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using:

Accepted Answer

A)  a normative standard. 
B)  a raw score. 
C)  a global measure. 
D)  a composite measure. 
E)  none of the above. 
A)  a normative standard. 
B)  a raw score. 
C)  a global measure. 
D)  a composite measure. 
E)  none of the above.

Question 10

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of:

Accepted Answer

A)  systematic error. 
B)  arbitrary error. 
C)  random error. 
D)  scaling error. 
E)  marginal error. 
A)  systematic error. 
B)  arbitrary error. 
C)  random error. 
D)  scaling error. 
E)  marginal error.

Question 11

____________________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across he items forming the measure.

Accepted Answer

The answer of ____________________ is the ability of a measure...

Question 12

With an interval scale:

Accepted Answer

A)  we cannot compare the absolute magnitude of numbers. 
B)  we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. 
C)  there is a naturally-occurring zero point. 
D)  the median and the mode are the only permissible measures of average. 
E)  All of the above statements are false. 
A)  we cannot compare the absolute magnitude of numbers. 
B)  we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. 
C)  there is a naturally-occurring zero point. 
D)  the median and the mode are the only permissible measures of average. 
E)  All of the above statements are false.

Question 13

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to _____ scales.

Accepted Answer

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

Question 14

In a survey, customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box. The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are:

Accepted Answer

A)  motherhood attributes. 
B)  alternatives. 
C)  reverse-scaled items. 
D)  comparative-ratings scales. 
E)  anchors. 
A)  motherhood attributes. 
B)  alternatives. 
C)  reverse-scaled items. 
D)  comparative-ratings scales. 
E)  anchors.

Question 15

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is:

Accepted Answer

A)  nominal. 
B)  ordinal. 
C)  interval. 
D)  ratio. 
E)  the interchanging of scale values always affects the purpose. 
A)  nominal. 
B)  ordinal. 
C)  interval. 
D)  ratio. 
E)  the interchanging of scale values always affects the purpose.

Question 16

As defined in the text, measurement consists of:

Accepted Answer

A)  the assignment of numbers (representing quantities of attributes) to objects according to rules. 
B)  using a given scale to make comparisons. 
C)  determining the frequency of a particular attribute. 
D)  the assigning of numbers (denoting aggregates of properties) solely for identification purposes. 
E)  numbers which can be assigned to the physical properties of objects. 
A)  the assignment of numbers (representing quantities of attributes) to objects according to rules. 
B)  using a given scale to make comparisons. 
C)  determining the frequency of a particular attribute. 
D)  the assigning of numbers (denoting aggregates of properties) solely for identification purposes. 
E)  numbers which can be assigned to the physical properties of objects.

Question 17

The magnitude of the differences in objects is shown when which types of scales are used?

Accepted Answer

A)  Interval or ordinal 
B)  Ratio or ordinal 
C)  Ordinal or nominal 
D)  Interval or ratio 
E)  Nominal or interval 
A)  Interval or ordinal 
B)  Ratio or ordinal 
C)  Ordinal or nominal 
D)  Interval or ratio 
E)  Nominal or interval

Question 18

Which of the following about ordinal data is TRUE?

Accepted Answer

A)  An ordinal scale implies order but not identity. 
B)  The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful. 
C)  With an ordinal scale, we can say the difference between the first and second is the same as the difference between the second and the third. 
D)  The calculation of means is appropriate with ordinal data. 
E)  Time is a good example of an ordinal scale. 
A)  An ordinal scale implies order but not identity. 
B)  The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful. 
C)  With an ordinal scale, we can say the difference between the first and second is the same as the difference between the second and the third. 
D)  The calculation of means is appropriate with ordinal data. 
E)  Time is a good example of an ordinal scale.

Question 19

Which type of scale assumes an arbitrary zero point?

Accepted Answer

A)  Ratio 
B)  Median 
C)  Interval 
D)  Nominal 
E)  Ordinal 
A)  Ratio 
B)  Median 
C)  Interval 
D)  Nominal 
E)  Ordinal

Question 20

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

Accepted Answer

A)  The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people. 
B)  Both the median and mode are permissible measures of average. 
C)  We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects. 
D)  The ordinal scale implies identity. 
E)  The ordinal scale implies relative standing on the measured attributes. 
A)  The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people. 
B)  Both the median and mode are permissible measures of average. 
C)  We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects. 
D)  The ordinal scale implies identity. 
E)  The ordinal scale implies relative standing on the measured attributes.

Which of the following is an example of an interval scale?

Which of the following is TRUE?

Which of the following is TRUE?

Which of the following statements is INCORRECT with respect to a nominally classified variable?

Which of the following is NOT true when a scale is a ratio scale?

For a scale to have ordinal properties, which of the following must be established?

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using:

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of:

____________________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across he items forming the measure.

With an interval scale:

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to _____ scales.

In a survey, customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box. The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are:

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is:

As defined in the text, measurement consists of:

The magnitude of the differences in objects is shown when which types of scales are used?

Which of the following about ordinal data is TRUE?

Which type of scale assumes an arbitrary zero point?

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 7: Asking Good Questions

Which of the following is an example of an interval scale?

Which of the following is TRUE?

Which of the following is TRUE?

Which of the following statements is INCORRECT with respect to a nominally classified variable?

Which of the following is NOT true when a scale is a ratio scale?

For a scale to have ordinal properties, which of the following must be established?

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using:

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of:

____________________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across he items forming the measure.

With an interval scale:

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to _____ scales.

In a survey, customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box. The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are:

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is:

As defined in the text, measurement consists of:

The magnitude of the differences in objects is shown when which types of scales are used?

Which of the following about ordinal data is TRUE?

Which type of scale assumes an arbitrary zero point?

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters