Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Which of the following is a type of comparative scale?

________ is a procedure for determining whether a set of objects can be ordered into an internally consistent,uni-dimensional scale.

When ordinal scaled data are collected,statistical procedures developed for use with interval or ratio data should be used.

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

An ordinal scale indicates relative position and the magnitude of the differences between the objects.

________ scaling and ________ scaling both are comparative in nature.Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles,ranging from "most highly agreed with" to "least highly agreed with."

In marketing research,________ scales are used to measure relative attitudes,opinions,perceptions,and preferences.In the opening example for Chapter 8,this was shown by the rank order of the most admired companies.

Which statement is not correct about measurement?

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

In paired comparison scaling,the data obtained are interval in nature.

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness,with 1 = extremely unfavorable,and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

Only a limited number of statistics,all of which are based on frequency counts,are permissible on the numbers in a nominal scale.

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

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

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

Non-comparative scaling data are generally assumed to be interval or ratio scaled.

In marketing,sales,cost,market share,and number of customers are variables measured on a ________ scale.

When using Q-sort scaling ________ to ________ objects is a reasonable range.