mkt 3413
Which scale is a good substitute for a semantic differential scale as it is easier to construct because the researcher does not need to think of bipolar adjectives for each attribute?
Stapel scale
Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end (+3) and includes a 0 midpoint?
Stapel scale
Questionnaires are designed to collect information that is represented via measurement. This information, once compiled, can help answer specific questions. In this process, we are really measuring _____.
properties of objects
Natural metric scales are inherently:
quantitative
A _____ scale is one in which people will respond the same to an identical or similar question. A _______ scale truly measures the construct under study.
reliable; valid
The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents. this process is known as _______.
scale development
Which of the following scaled-response formats is good for measuring store, company, or brand images?
semantic differential scale
Which type of scaled-response format contains bi-polar words such as "hot-cold," "wet dry," "convenient-inconvienient," and so on?
semantic differential scale
Mental constructs cannot be directly observed, such as:
subjective properties
Scale development is primarily concerned with the creation or use of ____ measures.
synthetic metric
A question asks respondents to evaluate a travel agency on a scale from 1-5 where 1 means very dissatisfied and 5 means very satisfied. Example of:
synthetic metric scale
_______ are the specific features or characteristics of an object that can be used to distinguish it from another object
attributes or qualities
Wording a question so that it is either categorical or metric is important because:
it affects what analyses may be conducted on the question. it affects what may be said and not said about the property being measured. Both A and B
The procedure of specifying the procedure to measure a property of an object is referred to as:
operational definition
The _______ format asks respondents to indicate their degree of agreement or disagreement with a statement
Likert scale
When you want to measure frequency of use, which scale is recommended?
One-way labeled
A question that lists several responses (IE style, price, comfort, fit, construction, etc.) and asks the respondent to "check all that apply" appears to be a multiple choice category question, but it is actually:
a dual choice question
"How many times have you visited the library in the last month?" is an example of:
a natural metric response format
A synthetic scale without balanced ends means the scale has unequal amounts of positive and negative positions; it is called:
a nonsymmetrical synthetic scale
What type of scale uses words to indicate different gradations or levels of the respondents opinion?
a synthetic label metric scale
"Rate your satisfaction level on a scale from 1 to 10" is EX of:
a synthetic metric format
A scale on which all of the scale descriptors (ie, "poor", "fair", "good") are assigned artificial numbers is called:
a synthetic metric format
If a researcher uses a(an) _____ question format, there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information.
aided open-ended
Consider the question: "Rate the performance of your book bag from 1-5, where 1 means "poor" and 5 means "excellent". And then you are given a number of performance factors such as "appearance", "roominess" and so on to rate. This is an example of a(an):
anchored n-point scale
A synthetic metric format uses:
artificial numbers to measure properties
Which level of measurement is represented by answers on a scale, such as "yes", "no", or "male", "female" represent which level of measurement?
categorical
Which of the following formats provides response options to questions on the questionnaire?
categorical response format
To summarize findings for metric measure the researcher should:
compute an average such as a mean
Which of the following formats has only two response options?
dual- choice format
What type of question is the following question? When you purchased most recent automobile....
dual-choice
The ____ measures activities, interests and opinions (AIO's)
life-style inventory
Determining the description or amount of some element of interest to the researcher is known as:
measurement
which level of measurement has order and distance?
metric
The Halo Effect is best avoided by:
mixing favorable and unfavorable endpoints on a scale
A question asks respondents to write in how many times they have visited an ATM in the last week. This is an example of:
natural metric scale
_______ are physically verifiable characteristics such as age, gender, number of bottles purchased, etc.
objective properties
Which of the following scales might have an example that ranges from "not important" to "extremely important"
one-way labeled scale
What are the three basic questions response formats?
open ended, categorical and metric
_______ measurement is difficult to work with and requires interpretation skills or even special computer programs.
open-ended
a scale's level of measurement may be:
open-ended, categorical, metric
"Metric" means:
the answer to a question is a number that expresses some quantity of the property being measured
Which of the following formats provides more than two possible choices?
the multiple choice category format
Which is true about the "neutral point" on symmetric synthetic scales?
the neutral point is not considered an origin or zero
In order for a synthetic number scale to have meaning, you must know _______.
the range of the scale
There are ______ basic question-response formats, and each one has ______ variations, so there are ______ format options
three; two; six
Which of the following is the following questions an example of? "On a scale 1-5, how do you rate the friendliness of Olive Gardens wait staff?"
un-achored n-point scale
The questions: "what was your reaction to the Sony CD player advertisement you saw on TV last?" is an EX of which?
unaided open-ended
If a researcher wanted the respondent to simply answer a question with no additional information, he or she would likely use a (an):
unaided open-ended format
Which of the following should a researcher do to summarize findings for categorical measures?
use a percentage distribution (sometimes called a frequency distribution)
In making the decision to use a symmetric or non-symmetric scale, a good rule of thumb is to:
use the symmetric scale unless the researcher is confident respondents will only use one side of the scale
What are two goals of scale development?
validity and reliability
