Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information?

There are three primary scales of measurement: nominal,ordinal,and ratio.

________ is the generation of a continuum upon which measured objects are located.

Rank order scaling is commonly used to measure preferences for brands as well as attributes.

When a ________ scale is used for the purpose of identification,there is a strict one-to-one correspondence between the numbers and the objects.

Which of the following is not one of the suggested modifications of the paired comparison technique?

When used for classification purposes,the ________ scaled numbers serve as labels for classes or categories.

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

In constant sum scaling,respondents allocate a constant sum of units,such as points,dollars or chips among a set of stimulus objects with respect to some criterion.

The disadvantages of comparative scaling includes all of the following except ________.

________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion.The data obtained is ordinal in nature.

All statistical techniques can be applied to ratio data.

The most common method of taste testing is paired comparison.A minimum of ________ responses is considered an adequate sample.

Which statement is true concerning constant sum scaling?

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data.It implies that if brand A is preferred to brand B and brand B is preferred to brand C,then brand A is preferred to brand C.

________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point,dollars,chits,stickers,or chips among a set of stimulus objects with respect to some criterion.

Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)?

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

________ is 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 a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.