Question 1

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

Accepted Answer

A)   Stapel scale
B)   Likert scale
C)   Temperature scale
D)   Graphic-rating scale
E)   Itemized rating scaleF) A) and B)
G) C) and D)

Question 2

With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales.

Accepted Answer

A) True 
 B)False

Question 3

For a scale to have ordinal properties, which of the following must be established?

Accepted Answer

A)   If "a" is greater than "b," then "b" is not greater than "a."
B)   If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c."
C)   If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c."
D)   All of the above.
E)   None of the above.F) All of the above
G) A) and D)

Question 4

The ordinal scale represents a higher level of measurement than the nominal scale in that

Accepted Answer

A)   the assigned numerals serve to identify the objects.
B)   the magnitude of the differences in the objects is shown.
C)   the assigned numerals represent the order as well as identifying the object.
D)   it has a natural zero.
E)   it has an arbitrary zero.F) A) and E)
G) B) and E)

Question 5

Reliability is necessary, but not sufficient, for establishing the validity of a measure.

Accepted Answer

A) True 
 B)False

Question 6

With an interval scale

Accepted Answer

A)   we cannot compare the absolute magnitude of numbers.
B)   we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00.
C)   there is a naturally-occurring zero point.
D)   the median and the mode are the only permissible measures of average.
E)   All of the above are all false concerning an interval scale.F) C) and D)
G) A) and C)

Question 7

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top ten players, within the given categories. This is evidence of

Accepted Answer

A)   reliability.
B)   validity.
C)   random error.
D)   response error.
E)   systematic error.F) D) and E)
G) A) and D)

Question 8

You should use the lowest level of measurement possible when developing a measure for some attribute.

Accepted Answer

A) True 
 B)False

Question 9

What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an "X" at the appropriate position on the lines to the right of the services below.

Accepted Answer

A)   Stapel scale
B)   Likert scale
C)   Temperature scale
D)   Graphic-rating scale
E)   Itemized rating scaleF) B) and E)
G) C) and D)

Question 10

The zero scale value found when measuring marketing variables typically represents

Accepted Answer

A)   the ordinal nature of the variable.
B)   an absolute lack of an attribute.
C)   the logical existence of a natural zero point.
D)   a point of absolute zero magnitude.
E)   a point of indifference to which the value zero is arbitrarily attached.F) A) and B)
G) A) and C)

Question 11

While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?

Accepted Answer

A)   A true difference in attitudes
B)   A true difference in personality between John and Bob
C)   A difference due to temporary personal factors
D)   A difference due to situational factors
E)   A difference due to variations in administration.F) None of the above
G) B) and E)

Question 12

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using______________and a(n) ______________scale.

Accepted Answer

A)   an open-ended item; interval
B)   an open-ended item; ratio
C)   age range categories; ordinal
D)   age range categories; interval
E)   an open-ended item; nominalF) C) and E)
G) B) and E)

Question 13

Which of the following about ordinal data is TRUE?

Accepted Answer

A)   An ordinal scale implies order but not identity.
B)   The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful.
C)   With an ordinal scale we can say the difference between the first and second is the same as the difference between the second and the third.
D)   The calculation of means is appropriate with ordinal data.
E)   Grade point average is a good example of an ordinal scale.F) C) and E)
G) A) and B)

Question 14

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

Accepted Answer

A)   Itemized-ratings scale
B)   Semantic-differential scale
C)   Graphic-ratings scale
D)   Summated-ratings (Likert)  scale
E)   Comparative-ratings scaleF) B) and E)
G) C) and E)

Question 15

The number of "outs" in a baseball game is measured on a(n)

Accepted Answer

A)   ratio scale.
B)   interval scale.
C)   ordinal scale.
D)   nominal scale.
E)   lambda scale.F) A) and D)
G) A) and E)

Question 16

The first step in developing a measure of marketing constructs is to

Accepted Answer

A)   generate sample items.
B)   purify the measure.
C)   assess validity.
D)   specify the domain of the construct.
E)   collect data.F) B) and C)
G) A) and B)

Question 17

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is

Accepted Answer

A)   ratio.
B)   ordinal.
C)   interval.
D)   nominal.
E)   Conscious.F) B) and E)
G) A) and C)

Question 18

Which of the following is TRUE?

Accepted Answer

A)   The recording of a respondent's social class using the categories upper, middle, and lower represents the use of a nominal scale.
B)   An ordinal scale can be transformed in any manner possible, provided that the basic ordering of the objects is maintained.
C)   When the scale has an arbitrary zero point, it makes sense to say that A is twice as much as B.
D)   Interval scales possess an absolute zero point whereas ordinal scales do not.
E)   All of the above are all false.F) B) and D)
G) A) and C)

Question 19

When using the ordinal scale, the number scale chose reflects the______________of the different options for that particular individual.

Accepted Answer

The answer of When using the ordinal scale, the number...

Question 20

The key features of the______________scale are a set of statements with which respondents indicate a level of agreement.

Accepted Answer

The answer of The key features of the______________scale are a...

Exam 12: Asking Good Questions

While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?

Correct AnswerverifiedShow Answer

Which of the following is TRUE?

Correct AnswerverifiedShow Answer

The first step in developing a measure of marketing constructs is to

Correct AnswerverifiedShow Answer

The ordinal scale represents a higher level of measurement than the nominal scale in that

Correct AnswerverifiedShow Answer

For a scale to have ordinal properties, which of the following must be established?

Correct AnswerverifiedShow Answer

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

Correct AnswerverifiedShow Answer

The zero scale value found when measuring marketing variables typically represents

Correct AnswerverifiedShow Answer

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

Correct AnswerverifiedShow Answer

With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales.

Correct AnswerverifiedShow Answer

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using______________and a(n) ______________scale.

Correct AnswerverifiedShow Answer

Which of the following about ordinal data is TRUE?

Correct AnswerverifiedShow Answer

With an interval scale

Correct AnswerverifiedShow Answer

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top ten players, within the given categories. This is evidence of

Correct AnswerverifiedShow Answer

The number of "outs" in a baseball game is measured on a(n)

Correct AnswerverifiedShow Answer

You should use the lowest level of measurement possible when developing a measure for some attribute.

Correct AnswerverifiedShow Answer

What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an "X" at the appropriate position on the lines to the right of the services below.

Correct AnswerverifiedShow Answer

When using the ordinal scale, the number scale chose reflects the______________of the different options for that particular individual.

Correct AnswerverifiedShow Answer

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is

Correct AnswerverifiedShow Answer

Reliability is necessary, but not sufficient, for establishing the validity of a measure.

Correct AnswerverifiedShow Answer

The key features of the______________scale are a set of statements with which respondents indicate a level of agreement.

Correct AnswerverifiedShow Answer

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If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest usingand a(n) scale.

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