Question 1

Which of the following is a synthetic scaled-response form in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree--disagree scale for each of a series of statements?

Accepted Answer

A)  semantic differential scale 
B)  extremism scale 
C)  Likert scale 
D)  bipolar scale 
E)  lifestyle inventory

Question 2

Validity is best illustrated by which of the following statements?

Accepted Answer

A)  accuracy or truthfulness of the measurement 
B)  the extent to which the reliability coefficient approaches 
C)  the ability to repeat measurements 
D)  tendency to respond in the same manner to different questions 
E)  tendency to respond in the same manner to the same questions

Question 3

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way:
___ 16 to 19
___ 20 to 25
___ 26 to 35
___ 36 to 50
___ over 50
Rick should consider the level of the measurement scale to be:

Accepted Answer

A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  age-related

Question 4

Your textbook suggested several considerations in deciding on the proper response format for a study. Which one of the following was discussed by your authors?

Accepted Answer

A)  what will be the most cost-effective format 
B)  the ability of the researcher 
C)  keeping data analysis requirements limited to descriptive statistics 
D)  keeping the length of the questionnaire to one page or less 
E)  what response format was used in a previous study, with which we wish to compare results

Question 5

A scale that is simply "yes" or "no" is said to have origin.

Accepted Answer

A) True 
 B)False

Question 6

Which single characteristic is unique to nominal level of measurement?

Accepted Answer

A)  description 
B)  order 
C)  distance 
D)  origin 
E)  numbers

Question 7

Because they measure psychological constructs of consumers, such as attitudes, opinions, and so on, and because these constructs exist on a continuum, scaled-response question formats are most useful for measuring:

Accepted Answer

A)  physical constructs 
B)  brand name awareness 
C)  sales 
D)  unobservable constructs 
E)  psychological aspects

Question 8

The question, "What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television?" is an example of which response format?

Accepted Answer

A)  unprobed, open-ended 
B)  unprobed, closed-ended 
C)  scaled-response 
D)  ad reaction measurement 
E)  probed response

Question 9

When we have less-than, greater-than, and/or equal to, we have:

Accepted Answer

A)  description 
B)  order 
C)  distance 
D)  origin 
E)  timelines

Question 10

The "halo effect" is best avoided by:

Accepted Answer

A)  doing a couple of things wrong during the entire research project 
B)  flipping favorable and unfavorable endpoints on different scale items 
C)  flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions 
D)  using only percentage scales 
E)  using only closed-ended questions

Question 11

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

Accepted Answer

A)  objective properties 
B)  subjective properties 
C)  objective objects 
D)  subjective objects 
E)  objective subjects

Question 12

A valid measure is one in which a respondent answers in the same or in a very similar manner to
an identical or near-identical question.

Accepted Answer

A) True 
 B)False

Question 13

The terms greater than or less than refer to the scale characteristic known as order.

Accepted Answer

A) True 
 B)False

Question 14

Metric scales represent scales that are either nominal or ordinal.

Accepted Answer

A) True 
 B)False

Question 15

If a researcher wanted the respondent to answer an open-ended question with no additional information, he/she would likely use a(n):

Accepted Answer

A)  open-ended, unprobed format 
B)  open-ended, probed format 
C)  closed-ended, probed format 
D)  continuous response format 
E)  general format

Question 16

An open-ended question presents no response options to the respondent.

Accepted Answer

A) True 
 B)False

Question 17

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

Accepted Answer

A) True 
 B)False

Question 18

The text discussed a study that was done on cultural differences in scale responses. It found that the majority of countries in the study fell into a range of response moderation rather than response extremism.

Accepted Answer

A) True 
 B)False

Question 19

A multiple category, closed-ended question has more than two response options.

Accepted Answer

A) True 
 B)False

Question 20

In a survey for ACME Electric Co., Ralph Thomas asks the following questions: "What is your gender? Male-Female" and "How much do you estimate your monthly electric bill to be? $________." In the first question regarding gender, the answers are composed of a small number of distinct values or categories. In the second question, the answers are composed of numbers that have an "underlying measurement continuum." How would you classify these two questions in terms of the type of scale each represents?

Accepted Answer

A)  closed ended, scaled response 
B)  closed ended, semantic dollar scale 
C)  categorical, meteorological 
D)  categorical, metric 
E)  closed ended, metric

Exam 10: Measurement in Marketing Research

Which of the following is a synthetic scaled-response form in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree--disagree scale for each of a series of statements?

Validity is best illustrated by which of the following statements?

Your textbook suggested several considerations in deciding on the proper response format for a study. Which one of the following was discussed by your authors?

A scale that is simply "yes" or "no" is said to have origin.

Which single characteristic is unique to nominal level of measurement?

Because they measure psychological constructs of consumers, such as attitudes, opinions, and so on, and because these constructs exist on a continuum, scaled-response question formats are most useful for measuring:

The question, "What was your reaction to the Sony Blu-Ray disc player advertisement you saw on television?" is an example of which response format?

When we have less-than, greater-than, and/or equal to, we have:

The "halo effect" is best avoided by:

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or near-identical question.

The terms greater than or less than refer to the scale characteristic known as order.

Metric scales represent scales that are either nominal or ordinal.

If a researcher wanted the respondent to answer an open-ended question with no additional information, he/she would likely use a(n) :

An open-ended question presents no response options to the respondent.

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

The text discussed a study that was done on cultural differences in scale responses. It found that the majority of countries in the study fell into a range of response moderation rather than response extremism.

A multiple category, closed-ended question has more than two response options.