Marketing Research Chapter 7
A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling
A
According to the text, the constant sum should be considered a(n) ________. A) ordinal scale B) ratio scale C) interval scale D) nominal scale E) random scale
A
A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling
B
A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) descriptor scale
B
A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) direct scale
C
A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________. A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) mid-range scale
C
A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) extreme scaling
C
A(n) ________ 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. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale
C
In ________, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling
C
A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________. A) forced rating scale B) systematic scale C) multiple measurement scale D) multi-item scale E) single question scale
D
A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) independence scale
D
According to the text, ________ means that all the objects fall into one of the classes. A) mutually exclusive B) collectively exclusive C) mutually exhaustive D) collectively exhaustive E) object non-overlap
D
Which of the following is NOT a classification of itemized rating scales? A) Likert scales B) semantic differential scales C) Stapel scales D) perceptual scales E) All of the above are classifications of itemized rating scales.
D
Which of the following is NOT one of the four primary scales of measurement? A) nominal scales B) ordinal scales C) interval scales D) random scales E) C and D
D
Which of the following is NOT recognized as a comparative scaling technique? A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) All of the above are comparative scaling techniques.
D
Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made? A) systematic error B) forced error C) coefficient error D) random error E) dispersion error
D
A major disadvantage of comparative scales would be which of the following? A) Halo or carryover effects are reduced. B) Respondents bring the same point of reference to a task. C) The resulting data measures relative differences. D) Only big differences between objects can be detected. E) A researcher cannot generalize beyond the objects under study.
E
A major disadvantage of constant sum scaling is that it ________. A) is limited to large discriminations among alternatives B) takes too much time to collect C) has no absolute zero point D) cannot be considered an ordinal scale E) cannot prevent respondents from allocating more or fewer units than those specified
E
Which of the following is NOT a characteristic of the Likert scale? A) easy to construct B) easy to administer C) easy for the respondent to understand D) the number of scale points can vary E) respondents read a short phrase rather than an entire statement
E
Scales are only presented horizontally.
false
A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.
true
A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.
true
A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.
true
In semantic differential scales, the negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right- or left-hand sides without reading the labels.
true
Interval scales are widely used in marketing research.
true
The most complex of the primary scales of measurement is the ________. A) ordinal scale B) interval scale C) ratio scale D) nominal scale E) random scale
C
Which noncomparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above E) none of the above
D
According to the text, ________ are the simplest to use. A) ratio scales B) ordinal scales C) interval scales D) random scales E) nominal scales
E
In developing countries, which of the following scales would be best for measuring consumer preferences? A) ordinal scales B) ratio scales C) interval scales D) substantive scales E) dichotomous scales
E
Scale categories can be ________. A) assigned numerical values B) presented horizontally C) expressed by boxes D) expressed by discrete lines E) all of the above
E
With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.
false
________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made. A) Systematic error B) Random error C) Forced error D) Coefficient error E) Dispersion error
A
A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n) ________. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale
B
According to the text, interval scales are the simplest to use.
false
Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.
false
Scores assigned to continuous rating scales by the researcher are typically treated as ________ data. A) nominal B) ordinal C) interval D) ratio E) constant
C
A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n) ________. A) Likert scale B) semantic differential C) Stapel scale D) opinion rating scale E) penta scales
A
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 is called a(n) ________. A) nominal scale B) ratio scale C) ordinal scale D) interval scale E) random scale
A
A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set. A) noncomparative scale B) continuous rating scale C) itemized rating scale D) Likert scale E) random scale
A
A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. A) ratio scale B) nominal scale C) ordinal scale D) interval scale E) random scale
A
According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class. A) mutually exclusive B) collectively exclusive C) mutually exhaustive D) collectively exhaustive E) object non-overlap
A
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. A) Measurement; Scaling B) Scaling; Ranking C) Scaling; Measurement D) Ranking; Measurement
A
The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________. A) reliability B) validity C) accuracy D) efficiency E) substantiality
A
The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale
A
According to the text, which of the following formulas determines total measurement error? A) systematic error - random error B) systematic error + random error C) systematic error × random error D) systematic error/random error E) square root of (systematic error/random error )
B
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________. A) randomization B) measurement C) sampling D) exploring E) characterization
B
The scaling techniques commonly used in marketing research can be classified into ________ and ________. A) random; nonrandom scales B) comparative; noncomparative scales C) interval; ratio scales D) nominal; ordinal scales E) object; non-object scales
B
What type of scale is this? Sears is: Powerful —:—:—:—:-X-:—:—: Weak Unreliable —:—:—:—:—:-X-:—: Reliable A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) visual scale
B
The generation of a continuum upon which measured objects are located is called ________. A) sampling B) hypothesizing C) scaling D) factoring E) continuous generation
C
Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other? A) a comparative scale B) a continuous rating scale C) an itemized rating scale D) a Likert scale E) extreme scaling
B
Which of the following primary scales of measurement is recognized as the most basic or limited? A) ordinal scales B) nominal scales C) ratio scales D) interval scales E) random scale
B
Which of the following types of scales are sometimes referred to as graphic rating scales? A) noncomparative scales B) continuous rating scales C) itemized rating scales D) Likert scales E) none of the above
B
Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning? A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) select scales
B
________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment. A) Constant sum scaling B) Rank order scaling C) Paired comparison scaling D) Semantic differential scaling E) Discriminative scaling
B
________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors. A) Reliability B) Validity C) Effectiveness D) Consistency E) Substantive difference
B
Which of the following primary scales of measurement is used for classification purposes? A) ordinal scales B) ratio scales C) nominal scales D) interval scales E) random scales
C
Which scale is NOT an itemized rating scale? A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) semantic differential
C
According to the text, comparative scaling is sometimes referred to as ________. A) metric scaling B) random scaling C) monadic scaling D) nonmetric scaling E) none of the above
D
According to the text, which of the following is NOT one of the commonly used itemized rating scales? A) Likert scale B) semantic differential C) Stapel scale D) random scale E) All of the above are commonly used itemized rating scales.
D
In a department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study. Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true? A) Sears is in some way superior or inferior to Neiman Marcus. B) It is meaningful to state that the number of the average store is 5.5. C) Both A and B are true. D) None of the above statements are true.
D
When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm. A) Likert scale B) Stapel scale C) balanced rating scale D) semantic differential E) image scale
D
Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."
false
A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object, is called a Stapel scale.
false
A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.
false
A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale.
false
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 is called an ordinal scale.
false
According to the text, noncomparative scales are also referred to as nonmetric scaling.
false
According to the text, semantic differential scaling is a comparative scaling technique.
false
According to the text, total measurement error is determined by multiplying systematic error with random error.
false
All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.
false
All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.
false
An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
false
Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.
false
Common examples of ordinal scales include educational levels and social security numbers.
false
Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.
false
Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.
false
In marketing research, ordinal scales are used to measure market share.
false
In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.
false
Of the three itemized rating scales considered, the semantic differential scale is used the least.
false
Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.
false
Perfect reliability implies perfect validity.
false
Preference rankings, market position, and social class are examples of interval scales.
false
Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.
false
Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.
false
The generation of a continuum upon which measured objects are located is called sampling.
false
The major benefit of comparative scaling is that it is the most widely used scaling technique.
false
The most popular comparative scaling technique is semantic differential scaling.
false
A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
true
A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.
true
A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called an ordinal scale.
true
A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.
true
A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.
true
A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a Stapel scale.
true
According to the text, noncomparative scales are broadly classified as either continuous or itemized.
true
According to the text, the constant sum should be considered an ordinal scale.
true
An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.
true
An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.
true
An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.
true
An interval scale 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.
true
An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.
true
Continuous scales can be used efficiently in social media.
true
Likert scale analysis is generally conducted by appropriately summing the item scores.
true
Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.
true
Nominal scales are recognized as the most basic or limited.
true
Nominal scales are used for classification and identification purposes only.
true
Perfect validity implies perfect reliability.
true
Temperature scales such as Celsius and Fahrenheit are examples of interval scales.
true
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.
true
The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called reliability.
true
The most complex of the primary scales of measurement is the ratio scale.
true
The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.
true
The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.
true
Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.
true
When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.
true
When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.
true