Question 1

Error in measurement that is also known as constant error since it affects the measurement in a constant way is called ____________________ error.

Accepted Answer

The answer of Error in measurement that is also known...

Question 2

Which of the following is FALSE?

Accepted Answer

A)  If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors. 
B)  If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted. 
C)  Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways. 
D)  Reliability is necessary, but not sufficient, for establishing the validity of a measure. 
E)  If a set of items all measures the same construct, the responses to the items should be correlated. 
A)  If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors. 
B)  If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted. 
C)  Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways. 
D)  Reliability is necessary, but not sufficient, for establishing the validity of a measure. 
E)  If a set of items all measures the same construct, the responses to the items should be correlated.

Question 3

The zero scale value found when measuring marketing variables typically represents:

Accepted Answer

A)  the ordinal nature of the variable. 
B)  an absolute lack of an attribute. 
C)  the logical existence of a natural zero point. 
D)  a point of absolute zero magnitude. 
E)  a point of indifference to which the value zero is arbitrarily attached. 
A)  the ordinal nature of the variable. 
B)  an absolute lack of an attribute. 
C)  the logical existence of a natural zero point. 
D)  a point of absolute zero magnitude. 
E)  a point of indifference to which the value zero is arbitrarily attached.

Question 4

Which of the following about interval scales is FALSE?

Accepted Answer

A)  An interval scale exhibits the property of order. 
B)  Absolute magnitudes cannot be compared using an interval scale because the zero point is established arbitrarily. 
C)  The number of years the respondent has lived at a particular address is an example of an interval scale. 
D)  Only a and b 
E)  a, b, and c. 
A)  An interval scale exhibits the property of order. 
B)  Absolute magnitudes cannot be compared using an interval scale because the zero point is established arbitrarily. 
C)  The number of years the respondent has lived at a particular address is an example of an interval scale. 
D)  Only a and b 
E)  a, b, and c.

Question 5

Which of the following statements is FALSE with regard to ratio scales?

Accepted Answer

A)  A ratio scale exhibits the property of identity. 
B)  With a ratio scale, the comparison of the absolute magnitude of the numbers is legitimate. 
C)  A ratio scale possesses a natural zero point. 
D)  The geometric mean is a meaningful measure of average with a ratio scale. 
E)  A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitudes. 
A)  A ratio scale exhibits the property of identity. 
B)  With a ratio scale, the comparison of the absolute magnitude of the numbers is legitimate. 
C)  A ratio scale possesses a natural zero point. 
D)  The geometric mean is a meaningful measure of average with a ratio scale. 
E)  A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitudes.

Question 6

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Accepted Answer

A) True 
 B)False

Question 7

You have been assigned the task of evaluating consumer acceptance of, and favorability toward, a new product that a company has just test marketed in your area. In order to determine the degree to which consumers hold favorable attitudes toward the product, what is the lowest level of scale that you can use?

Accepted Answer

A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Need more information 
A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Need more information

Question 8

Which of the following is FALSE?

Accepted Answer

A)  With a ratio scale, it is possible to have zero amount of some attribute. 
B)  There are few psychological constructs that can reasonably be assumed to have a natural or absolute zero. 
C)  When using a ratio scale, it is inappropriate to calculate a mean score. 
D)  Both a and b 
E)  a, b, and c. 
A)  With a ratio scale, it is possible to have zero amount of some attribute. 
B)  There are few psychological constructs that can reasonably be assumed to have a natural or absolute zero. 
C)  When using a ratio scale, it is inappropriate to calculate a mean score. 
D)  Both a and b 
E)  a, b, and c.

Question 9

When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed), a _____ error is present.

Accepted Answer

A)  systematic 
B)  researcher 
C)  random 
D)  scaling 
E)  marginal 
A)  systematic 
B)  researcher 
C)  random 
D)  scaling 
E)  marginal

Question 10

Which of the following is(are) permissible measure(s) of central tendency with ordinal scales?

Accepted Answer

A)  Arithmetic mean, median, and the mode 
B)  Geometric and harmonic means 
C)  Median and mode 
D)  Arithmetic mean and median 
E)  Arithmetic mean 
A)  Arithmetic mean, median, and the mode 
B)  Geometric and harmonic means 
C)  Median and mode 
D)  Arithmetic mean and median 
E)  Arithmetic mean

Question 11

The ordinal scale represents a higher level of measurement than the nominal scale in that:

Accepted Answer

A)  the assigned numerals serve to identify the objects. 
B)  the magnitude of the differences in the objects is shown. 
C)  the assigned numerals represent the order as well as identifying the object. 
D)  it has a natural zero. 
E)  it has an arbitrary zero. 
A)  the assigned numerals serve to identify the objects. 
B)  the magnitude of the differences in the objects is shown. 
C)  the assigned numerals represent the order as well as identifying the object. 
D)  it has a natural zero. 
E)  it has an arbitrary zero.

Question 12

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.

Accepted Answer

The answer of Any scale or other measurement instrument that...

Question 13

Which of the following is TRUE?

Accepted Answer

A)  Age is an example of a ratio scale. 
B)  The number of children in the family is an example of an interval scale. 
C)  Brand names of automobiles owned is an example of an ordinal scale. 
D)  A person's monthly gasoline expenditure in dollars is an example of a ratio scale. 
E)  Both a and d. 
A)  Age is an example of a ratio scale. 
B)  The number of children in the family is an example of an interval scale. 
C)  Brand names of automobiles owned is an example of an ordinal scale. 
D)  A person's monthly gasoline expenditure in dollars is an example of a ratio scale. 
E)  Both a and d.

Question 14

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category:
_____  $55 per month
This is an example of a _____ scale.

Accepted Answer

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

Question 15

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

Accepted Answer

A)  Stapel scale 
B)  Constant-sum scale 
C)  Comparative-ratings scale 
D)  Graphic-ratings scale 
E)  Itemized-ratings scale 
A)  Stapel scale 
B)  Constant-sum scale 
C)  Comparative-ratings scale 
D)  Graphic-ratings scale 
E)  Itemized-ratings scale

Question 16

When using the semantic-differential technique, researchers:

Accepted Answer

A)  watch for observable responses from subjects. 
B)  ask subjects to memorize facts for future recall. 
C)  utilize word-association and sentence completion tests. 
D)  generate a list of bipolar adjectives or phrases. 
E)  calculate a total score for each subject by averaging the scores across items. 
A)  watch for observable responses from subjects. 
B)  ask subjects to memorize facts for future recall. 
C)  utilize word-association and sentence completion tests. 
D)  generate a list of bipolar adjectives or phrases. 
E)  calculate a total score for each subject by averaging the scores across items.

Question 17

Which of the following is(are) permissible measure(s) of central tendency with ratio scales?

Accepted Answer

A)  Arithmetic mean, median, and the mode 
B)  Geometric mean 
C)  Median and mode 
D)  Both a and b 
E)  a, b, and c 
A)  Arithmetic mean, median, and the mode 
B)  Geometric mean 
C)  Median and mode 
D)  Both a and b 
E)  a, b, and c

Question 18

Identify the type of scale from the following data. Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one).

Accepted Answer

A)  Stapel scale 
B)  Likert scale 
C)  Semantic-differential scale 
D)  Graphic-ratings scale 
E)  Constant-sum scale 
A)  Stapel scale 
B)  Likert scale 
C)  Semantic-differential scale 
D)  Graphic-ratings scale 
E)  Constant-sum scale

Question 19

What characteristic must a scale possess in order for researcher to compute the ratio of the magnitude of the numbers?

Accepted Answer

A)  It must have an arbitrary zero point. 
B)  The range of the absolute scale intervals must be divisible by two. 
C)  It must use only integers. 
D)  It must have an absolute zero point. 
E)  The modal ratio must be greater than two. 
A)  It must have an arbitrary zero point. 
B)  The range of the absolute scale intervals must be divisible by two. 
C)  It must use only integers. 
D)  It must have an absolute zero point. 
E)  The modal ratio must be greater than two.

Question 20

Reliability is necessary but not sufficient for establishing the validity of a measure.

Accepted Answer

A) True 
 B)False

Error in measurement that is also known as constant error since it affects the measurement in a constant way is called ____________________ error.

Which of the following is FALSE?

The zero scale value found when measuring marketing variables typically represents:

Which of the following about interval scales is FALSE?

Which of the following statements is FALSE with regard to ratio scales?

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Which of the following is FALSE?

When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed), a _____ error is present.

Which of the following is(are) permissible measure(s) of central tendency with ordinal scales?

The ordinal scale represents a higher level of measurement than the nominal scale in that:

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.

Which of the following is TRUE?

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category: ___ < $25 per month _ $26 to $40 month _ $41 to $55 month _ > $55 per month This is an example of a ___ scale.

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

When using the semantic-differential technique, researchers:

Which of the following is(are) permissible measure(s) of central tendency with ratio scales?

Identify the type of scale from the following data. Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one).

What characteristic must a scale possess in order for researcher to compute the ratio of the magnitude of the numbers?

Reliability is necessary but not sufficient for establishing the validity of a measure.

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

Error in measurement that is also known as constant error since it affects the measurement in a constant way is called ____________________ error.

Which of the following is FALSE?

The zero scale value found when measuring marketing variables typically represents:

Which of the following about interval scales is FALSE?

Which of the following statements is FALSE with regard to ratio scales?

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Which of the following is FALSE?

When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed), a _____ error is present.

Which of the following is(are) permissible measure(s) of central tendency with ordinal scales?

The ordinal scale represents a higher level of measurement than the nominal scale in that:

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.

Which of the following is TRUE?

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category: _____ < $25 per month _____ $26 to $40 month _____ $41 to $55 month _____ > $55 per month This is an example of a _____ scale.

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

When using the semantic-differential technique, researchers:

Which of the following is(are) permissible measure(s) of central tendency with ratio scales?

Identify the type of scale from the following data. Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one).

What characteristic must a scale possess in order for researcher to compute the ratio of the magnitude of the numbers?

Reliability is necessary but not sufficient for establishing the validity of a measure.

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

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category: ___ < $25 per month _ $26 to $40 month _ $41 to $55 month _ > $55 per month This is an example of a ___ scale.