Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

When using constant sum scales,if respondents allocate more points than those allotted,the researcher must modify such data in some way or eliminate the respondent from analysis.

In marketing research,attitudinal data obtained from rating scales are often treated as ________ data.

A(n)________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects.

In the department store project,numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text).Thus,store number 9 referred to Sears and store number 6 referred to Neiman Marcus.Using this information,which of the following statements is true?

________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.

The ________ is the highest scale.It allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.It is also meaningful to compute ratios of scale values.

In measurement,when assigning numbers to the characteristics there must be a one-to-one correspondence between the numbers and the characteristics being measured.

Constant sum scale data are sometimes treated as metric.

A nominal scale can only involve the assignment of numbers;alphabets or symbols cannot be assigned.

It is the obligation of the researcher to obtain data that are most appropriate,given the research questions to be answered.

Compare the rank order scaling technique to the paired comparison scaling technique.

Paired comparison data can be analyzed in several ways.One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another.The researcher can also perform all of the following analyses on paired comparison data except

________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Discuss measurement and scaling.What are they and how are they related?

Which of the following is not a type of non-comparative scale?

In non-comparative scales,the scaling of each object is dependent on the others in the stimulus set.

In the four primary scales,the level of measurement increases from ordinal to nominal to ratio to interval scale.This increase in measurement level is obtained at the cost of complexity.

________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed.Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

The origin characteristic means that the scale has no unique or true zero point.

The rankings of teams in a tournament constitute a ________ scale.