Question 1

If a scale has the description characteristic,it also has order.

Accepted Answer

A) True 
 B)False

Question 2

________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

Accepted Answer

A)  Paired comparison 
B)  Q-sort 
C)  Constant sum 
D)  Rank order 
A)  Paired comparison 
B)  Q-sort 
C)  Constant sum 
D)  Rank order

Question 3

After paired comparisons,the most popular comparative rating scale is ________.

Accepted Answer

A)  constant sum 
B)  metric 
C)  rank order 
D)  q-sort 
A)  constant sum 
B)  metric 
C)  rank order 
D)  q-sort

Question 4

If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute,________ scaling is being used.

Accepted Answer

A)  constant sum 
B)  rank order 
C)  paired comparison 
D)  q-sort 
A)  constant sum 
B)  rank order 
C)  paired comparison 
D)  q-sort

Question 5

In addition to the counting operation allowable for nominal scale data,ordinal scales permit the use of statistics based on percentiles.

Accepted Answer

A) True 
 B)False

Question 6

Ratio scales allow proportionate transformations of the form y = bx,where b is a positive constant.One can add an arbitrary constant,as in the case of an interval scale.

Accepted Answer

A) True 
 B)False

Question 7

The constant sum should be considered an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements is not true about the comparative scales technique?

Accepted Answer

A)  Comparative scaling is also referred to as non-metric scaling. 
B)  Comparative scales include paired comparisons,rank order,and constant sum scales. 
C)  An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. 
D)  Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. 
A)  Comparative scaling is also referred to as non-metric scaling. 
B)  Comparative scales include paired comparisons,rank order,and constant sum scales. 
C)  An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. 
D)  Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.

Question 9

Discuss the primary scales of measurement (Table 8.1 in the text).Develop an example of each.

Accepted Answer

A nominal scale is one whose numbers ser

Question 10

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

Accepted Answer

A) True 
 B)False

Question 11

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

Accepted Answer

A)  semantic differential 
B)  constant sum 
C)  Likert 
D)  both A and C 
A)  semantic differential 
B)  constant sum 
C)  Likert 
D)  both A and C

Question 13

Which statement is not true about the interval scale?

Accepted Answer

A)  Both the zero point and the units of measurement are arbitrary. 
B)  Only proportionate transformations of the form y = bx,where b is a positive constant are allowed. 
C)  Numerically equal distances on the scale represent equal values in the characteristics being measured. 
D)  All of the above are correct. 
A)  Both the zero point and the units of measurement are arbitrary. 
B)  Only proportionate transformations of the form y = bx,where b is a positive constant are allowed. 
C)  Numerically equal distances on the scale represent equal values in the characteristics being measured. 
D)  All of the above are correct.

Question 14

In constant sum scaling,if an attribute is twice as important as some other attribute,it receives twice as many points.

Accepted Answer

A) True 
 B)False

Question 15

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Accepted Answer

A)  Non-comparative scales 
B)  Preference scales 
C)  Comparative scales 
D)  None of the above 
A)  Non-comparative scales 
B)  Preference scales 
C)  Comparative scales 
D)  None of the above

Question 16

Measurement involves creating a continuum upon which measured objects are located.

Accepted Answer

A) True 
 B)False

Question 17

From the viewpoint of the respondents,ratio scales are the simplest to use,whereas the nominal scales are the most complex.

Accepted Answer

A) True 
 B)False

Question 18

Paired comparison scaling is useful when the number of brands is large,because it requires direct comparison and overt choice.

Accepted Answer

A) True 
 B)False

Question 19

Comparative scales involve the direct comparison of stimulus objects.

Accepted Answer

A) True 
 B)False

Question 20

It is possible to construct a nominal scale that provides partial information on order (the partially ordered scale).

Accepted Answer

A) True 
 B)False

Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

If a scale has the description characteristic,it also has order.

________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

After paired comparisons,the most popular comparative rating scale is ________.

If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute,________ scaling is being used.

In addition to the counting operation allowable for nominal scale data,ordinal scales permit the use of statistics based on percentiles.

Ratio scales allow proportionate transformations of the form y = bx,where b is a positive constant.One can add an arbitrary constant,as in the case of an interval scale.

The constant sum should be considered an ordinal scale.

Which of the following statements is not true about the comparative scales technique?

Discuss the primary scales of measurement (Table 8.1 in the text).Develop an example of each.

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

Which statement is not true about the interval scale?

In constant sum scaling,if an attribute is twice as important as some other attribute,it receives twice as many points.

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Measurement involves creating a continuum upon which measured objects are located.

From the viewpoint of the respondents,ratio scales are the simplest to use,whereas the nominal scales are the most complex.

Paired comparison scaling is useful when the number of brands is large,because it requires direct comparison and overt choice.

Comparative scales involve the direct comparison of stimulus objects.

It is possible to construct a nominal scale that provides partial information on order (the partially ordered scale).

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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