Question 1

When students of a marketing research course are asked to allocate 100 points among four members of the group to represent the effort put forth by each member, this is an example of what type of scale?

Accepted Answer

A)   Graphic-ratings scale
B)   Semantic-differential scale
C)   Constant-sum scale
D)   Stapel scale
E)   Likert scaleF) A) and C)
G) A) and E) C

Question 2

Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification?

Accepted Answer

A)   Nominal
B)   Ordinal
C)   Interval
D)   Ratio
E)   ContinuousF) B) and E)
G) A) and C)

Question 3

Validity is:

Accepted Answer

A)   concerned with the relationships of random error with systematic error.
B)   equal to the true score plus the systematic error.
C)   equal to the true score plus systematic error minus random error.
D)   concerned with the extent to which differences in scores reflect true differences in the characteristic.
E)   concerned with the extent to which differences in scores reflect instability in the measurements.F) None of the above
G) A) and D)

Question 4

Random error affects the measurement in a constant way.

Accepted Answer

A) True 
 B)False

Question 5

Subjects are instructed to place an "X" on a line to indicate their feeling. They are told to place the "X" closer to the right the more they agree with a specific statement. This is:

Accepted Answer

A)   itemized scale.
B)   graphic-ratings scale.
C)   thermometer scale.
D)   semantic-differential scale.
E)   summated-ratings scale.F) B) and C)
G) A) and B)

Question 6

The four types of scales used to measure an attribute are ____________________, ____________________, ____________________, and ____________________.

Accepted Answer

nominal, ordinal, interval, ra...

Question 7

Which of the following is FALSE?

Accepted Answer

A)   Interval scales allow researchers to compare the absolute magnitude of numbers.
B)   A ratio scale differs from an interval scale in that the ratio scale has a natural zero.
C)   Determination of absolute zero is difficult with measurements in marketing.
D)   Both a and b
E)   a, b, and c.F) A) and E)
G) B) and D)

Question 8

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and where people cannot converse in English?

Accepted Answer

A)   Semantic-differential scale
B)   Stapel scale
C)   Faces scale
D)   Likert scale
E)   Graphic-ratings scaleF) B) and E)
G) A) and D)

Question 9

Which of the following can be measured?

Accepted Answer

A)   Weight
B)   Height
C)   Attitude
D)   Both a and b
E)   a, b, and cF) B) and D)
G) A) and E)

Question 10

Which of the following statements about a Likert scale is FALSE?

Accepted Answer

A)   The Likert scale is one of the most widely used attitude-scaling techniques in marketing research.
B)   The subject indicates his/her degree of agreement or disagreement with each statement.
C)   Researchers anchor only the endpoints of the scale.
D)   A total score for each subject can be calculated by adding or averaging the scores across items.
E)   Subjects can indicate the intensity of their feelings.F) A) and E)
G) C) and E)

Question 11

Consistency is the hallmark of validity.

Accepted Answer

A) True 
 B)False

Question 12

When the scale type is nominal, the appropriate measure of central tendency is _____. When the scale type is interval or ratio, the appropriate measure of central tendency is:

Accepted Answer

A)   mode; mean.
B)   median; mean.
C)   mean; mode.
D)   mean; median.
E)   mode; median.F) B) and E)
G) A) and B)

Question 13

Which of the following statements concerning measurement is FALSE?

Accepted Answer

A)   Properties of the attributes must first be determined before measurement begins.
B)   Numbers are assigned to accurately reflect properties of an attribute.
C)   Typically, researchers recognize five "levels" of measurement.
D)   Both a and b
E)   a, b, and c.F) B) and E)
G) A) and E)

Question 14

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)   categorical scale.F) A) and E)
G) A) and D)

Question 15

Which of the following statements about nominal scales is TRUE?

Accepted Answer

A)   The numbers identify the objects.
B)   The numbers order the objects.
C)   The median can be used as the measure of average.
D)   The mean can be used as the measure of average.
E)   Both a and c.F) C) and E)
G) B) and C)

Question 16

If he/she 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) A) and B)
G) A) and D)

Question 17

What type of scale is the following? What was your annual gross income (before taxes)  last year? $_____.

Accepted Answer

A)   Nominal scale
B)   Ordinal scale
C)   Interval scale
D)   Ratio scale
E)   Constant-sum scaleF) D) and E)
G) B) and D)

Question 18

Regarding measurement basics, we measure:

Accepted Answer

A)   objects.
B)   quantities of objects.
C)   quantities of attributes of objects.
D)   variance among objects.
E)   variance among attributes.F) All of the above
G) A) and D) C

Question 19

A person scoring 78 out of 100 possible on a Likert scale indicates:

Accepted Answer

A)   the person has a favorable attitude toward the object.
B)   the person has an unfavorable attitude toward the object.
C)   the person is neutral toward the object.
D)   the person has a favorable attitude when compared to the average score of 60.
E)   the person's attitude is twice as favorable as a person's whose score was 39.F) A) and D)
G) A) and B)

Question 20

Sometimes a researcher will include an internal consistency check to ensure that reliable answers are being given by respondents. This is normally carried out by having two different questions that measure the same construct embedded somewhere in the questionnaire.

Accepted Answer

A) True 
 B)False  True

Exam 7: Asking Good Questions

When students of a marketing research course are asked to allocate 100 points among four members of the group to represent the effort put forth by each member, this is an example of what type of scale?

Correct AnswerverifiedC

Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification?

Correct AnswerverifiedShow Answer

Validity is:

Correct AnswerverifiedShow Answer

Random error affects the measurement in a constant way.

Correct AnswerverifiedShow Answer

Subjects are instructed to place an "X" on a line to indicate their feeling. They are told to place the "X" closer to the right the more they agree with a specific statement. This is:

Correct AnswerverifiedShow Answer

The four types of scales used to measure an attribute are ____________________, ____________________, ____________________, and ____________________.

Correct Answerverifiednominal, ordinal, interval, ra...View AnswerShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and where people cannot converse in English?

Correct AnswerverifiedShow Answer

Which of the following can be measured?

Correct AnswerverifiedShow Answer

Which of the following statements about a Likert scale is FALSE?

Correct AnswerverifiedShow Answer

Consistency is the hallmark of validity.

Correct AnswerverifiedShow Answer

When the scale type is nominal, the appropriate measure of central tendency is _____. When the scale type is interval or ratio, the appropriate measure of central tendency is:

Correct AnswerverifiedShow Answer

Which of the following statements concerning measurement is FALSE?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements about nominal scales is TRUE?

Correct AnswerverifiedShow Answer

If he/she 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

What type of scale is the following? What was your annual gross income (before taxes) last year? $_____.

Correct AnswerverifiedShow Answer

Regarding measurement basics, we measure:

Correct AnswerverifiedC

A person scoring 78 out of 100 possible on a Likert scale indicates:

Correct AnswerverifiedShow Answer

Sometimes a researcher will include an internal consistency check to ensure that reliable answers are being given by respondents. This is normally carried out by having two different questions that measure the same construct embedded somewhere in the questionnaire.

Correct AnswerverifiedTrue

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The four types of scales used to measure an attribute are , , , and .

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

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