525 Ch. 7

What characteristic must a scale possess in order for researcher to compute the ratio of the magnitude of the numbers?

It must have an absolute zero point.

Identify the type of scale from the following data. "What is your gender?" 1 Male 2 Female

Nominal scale

Code words, letters, or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

Nominal.

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

the person has a favorable attitude when compared to the average score of 60.

Which of the following about ordinal data is TRUE?

The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful.

Random error is less troublesome than systematic error.

True

Which of the following statements concerning measurement is FALSE?

Typically, researchers recognize five "levels" of measurement.

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:

graphic-ratings scale.

Which of the following is TRUE? (ratio scale)

-Age is an example of a ratio scale. -A person's monthly gasoline expenditure in dollars is an example of a ratio scale.

Which of the following statements is INCORRECT with respect to a nominally classified variable?

The median is a permissible measure of central tendency.

Which of the following is FALSE? (ratio scale)

When using a ratio scale, it is inappropriate to calculate a mean score.

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using:

a global measure.

With an interval scale:

we cannot compare the absolute magnitude of numbers.

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category: _____ < $25 per month _____ $26 to $40 month _____ $41 to $55 month _____ > $55 per month This is an example of a _____ scale.

Interval

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

False

Identify the type of scale from amongst the following. South Koreans cars are of: Poor Quality-----------------------High Quality

Graphic-ratings scale

What type of scale is the following? Indicate your opinion about services Continental Airlines provides, by placing an "X" at the appropriate position on the lines below. Services Very Bad--------- Very Good Frequent flyer program --------- Continental magazine --------- In-flight food service ---------

Graphic-ratings scale

Which of the following is TRUE about a composite measure?

It provides comprehensive information on the phenomenon being studied.

Which of the following is(are) permissible measure(s) of central tendency with ordinal scales?

Median and mode

_____ scales possess an absolute zero.

Ratio

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

Ratio scale

____________________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across he items forming the measure.

Reliability

Which of the following about interval scales is FALSE?

The number of years the respondent has lived at a particular address is an example of an interval scale.

Which of the following statements about nominal scales is TRUE?

The numbers identify the objects.

When using the semantic-differential technique, researchers:

generate a list of bipolar adjectives or phrases.

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 _____.

mode; mean.

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

nominal, ordinal, interval, ratio

A study was done on the campus of a major state institution to measure attitudes of students toward the recent fee increase. One question asks respondents to rank the following five fees on a scale of 1 to 5, where 1 = most willing and 5 = least willing. _____ Computer fee _____ Library fee _____ Parking fee _____ Student Center fee _____ Kinesiology Building fee This is an example of a(n) _____ scale.

ordinal

Regarding measurement basics, we measure:

quantities of attributes of objects.

When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed), a _____ error is present.

random

It is reasonable to state that one object has twice as much of the attribute property when it has a score of 60 and the other object has a score of 30 when measurement is on a(n) _____ scale.

ratio

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

ratio scale.

Error in measurement that is also known as constant error since it affects the measurement in a constant way is called ____________________ error.

systematic

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.

an open-ended item; ratio

Which of the following is(are) permissible measure(s) of central tendency with ratio scales?

-Arithmetic mean, median, and the mode -Geometric mean

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

-If "a" is greater than "b," then "b" is not greater than "a." -If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." -If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c."

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Arithmetic mean, median, mode

Which of the following is an example of an interval scale?

Attitude toward an advertisement

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?

Constant-sum scale

Which type of scale assumes an arbitrary zero point?

Interval

You have been assigned the task of evaluating consumer acceptance of, and favorability toward, a new product that a company has just test marketed in your area. In order to determine the degree to which consumers hold favorable attitudes toward the product, what is the lowest level of scale that you can use?

Interval

The magnitude of the differences in objects is shown when which types of scales are used?

Interval or ratio

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories: Very Bad Bad Good Very Good 1 2 3 4

Itemized-ratings scale

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

Nominal

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is:

Nominal.

What factor determines which level of measurement is possible?

Properties of the attribute

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?

Semantic-differential scale

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

The ordinal scale implies identity.

Which of the following is NOT true when a scale is a ratio scale?

The zero point is established arbitrarily.

Almost nothing in marketing research can be measured without error.

True

An ordinal scale can be transformed in any manner possible, provided that the basic ordering of the objects is maintained.

True

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

True

The zero scale value found when measuring marketing variables typically represents:

a point of indifference to which the value zero is arbitrarily attached.

In a survey, customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box. The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are:

anchors.

Validity is:

concerned with the extent to which differences in scores reflect true differences in the characteristic.

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to _____ scales.

interval and ratio

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of:

systematic error.

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

the assigned numerals represent the order as well as identifying the object.

As defined in the text, measurement consists of:

the assignment of numbers (representing quantities of attributes) to objects according to rules

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.

validity

If a respondent says his income is over $100,000 per annum when, in fact, it is $50,000 per annum, the difference between the true and actual measurement of income in this case could be said to LACK:

validity.