MKT 3413 Test 2 Chapt 7
What scales should you use when trying to construct a brand image?
Semantic differential scale or stapel scale
Categorical response format
provides response options on the questionnaire
Two goals of scale development
realibility and validity
Scale development
requires the marketing researcher to develop response formats that are very clear and that are used identically by the various respondents so that the respondents translate their mental constructs into an intensity continuum
Metric Measure
requires the respondent to think in terms of amounts or levels of the property being measured
Natural metric response format
respondent is asked to give a number that is the appropriate response to the property being measured (age, number visits, or number of dollars)
Halo effect
selecting the same answer down one side
Which scale contains a series of bipolar adjectives for the various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum?
semantic differential scale
Which type of scale works well when the marketing researcher is attempting to determine brand, store, or other images?
semantic differential scale
What scale should you use when determining a consumers satisfaction?
symmetric labeled scale
Labels such as "poor," "fair," "good," "very good," or "excellent," are ratings for which type of scale?
synthetic label metric scale
Which format may include scale descriptors such as "poor" "fair" "good" "very good" and "excellent" ?
synthetic metric format
lifestyle
takes into account the values and personality traits of people as reflected int heir unique activities, interests, and opinions (AIOs) toward their work, leisure time, and purchases
What is one of the most appealing aspects of the semantic differential scale?
the ability of the researcher to compute averages and then to plot a "profile" of the brand or company image
There are ________ basic question-response formats, and each one has ________ variations., so there are ________ format options: A) two; five; ten B) two; three; six C) three; two; six D) two; two; four E) four; two; eight
C
Researchers would rather measure this property.
Subjective properties
What scale should you use when determining the intent to purchase?
Symmetric labeled scale
"Check all that apply" questions are really dual-choice categorical response questions (T/F)
T
A consumer likes the restaurant "Red Lobster" and so answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect." (T/F)
T
Asking how many dollars a consumer is willing to spend on a new product is an example of a natural metric scale. (T/F)
T
If a researcher is confident that few, if any, respondents will use the negative side of a symmetric scale, he/she may opt for a non-symmetric scale. If in doubt, the researcher should pretest the scale. (T/F)
T
If you use a metric measure, you can calculate an average. (T/F)
T
Levels of measurement of a scale are: open-ended, categorical, and metric. (T/F)
T
Objective properties are physically verifiable. (T/F)
T
Obviously, if a measure is unreliable and elicits wildly different answers from the same person when that person is unchanged from administration to administration of the question, there is something very wrong with the question. (T/F)
T
Our authors recommend some scales to measure constructs often measured in marketing research studies. For example, they recommend a semantic differential or a Stapel scale to measure the construct's brand image. They recommend a one-way labeled scale to measure the construct's importance. (T/F)
T
Research objectives specify which properties are to be measured in any particular research project. (T/F)
T
"Anchored" means that the scale has a very high score on one end. (T/F)
F
"How much do you weigh?" is an example of a synthetic metric format question. (T/F)
F
Scales having 5 points, 7 points, or 10 points are known as n-point scales. (T/F)
T
Scales that have counter-balancing positive and negative degrees of intensity are called symmetric scales. (T/F)
T
The basis of the Stapel scale format is numerical rather than verbal or visual. (T/F)
T
The life-style inventory is a special application of the Likert scale. (T/F)
T
The process of developing response formats that are very clear and that are used identically by the various respondents is called scale development. (T/F)
T
The three basic question formats are: open-ended, categorical, and metric. (T/F)
T
There are three basic question format options and each has two options. (T/F)
T
We are really measuring properties—sometimes called attributes or qualities—of objects. (T/F)
T
When researchers wrestle with operational definitions of their scales, they are simultaneously taking into account the data analysis as well as the presentation layout they will be using in the final report. (T/F)
T
When the answer is a number that expresses some quantity of the property being measured, we have a metric response format question. (T/F)
T
Whether a question format is categorical or metric greatly impacts what he or she can or cannot say about these concepts. (T/F)
T
What type of distribution should be used when looking at metric measures?
average distribution
"How many times have you visited the library in the last month?" is an example of: A) a natural but non-metric response format B) a natural metric response format C) a natural synthetic response format D) a synthetic metric format E) a synthetic annual format
b
"Metric" means: A) an instrument used for measuring conceptual, non-objective properties B) the answer to a question is a number that expresses some quantity of the property being measured C) the answer to a question is a number that does not express some quantity of the property being measured D) a property is not only measured but measured using the metric system E) measurement of observables
b
"How satisfied are you with your textbook, measured on a scale from 1 to 5 with 1 being 'not satisfied at all' and 5 being 'very satisfied'", is an example of a natural metric-response format question. (T/F)
F
"On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?" is an example of an anchored n-point scale. (T/F)
F
A scale which asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a semantic differential scale. (T/F)
F
A symmetric labeled scale is recommended to measure lifestyle or opinion. (T/F)
F
A valid scale is one in which a respondent responds in the same or in a very similar manner to an identical or nearly identical question. (T/F)
F
Categorical measures are the most difficult level of measurement to analyze. (T/F)
F
Dual-choice and multiple-choice questions are both options of the metric response format. (T/F)
F
If you use a categorical measure, you can calculate an average. (T/F)
F
Metric measures have
order and distance
In the unaided open-ended format, there is a response probe in the form of a follow-up question, instructing the interviewer to ask for additional information. (T/F)
F
Natural metric formats may include scale descriptors such as "poor," "fair," "good," "very good," and "excellent." (T/F)
F
Since every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation. (T/F)
F
The appropriate way to summarize a metric measurement scale is through percentages illustrated in charts, such as pie charts or in frequency distributions. (T/F)
F
When a researcher specifies the procedure to measure a property of an object, the procedure is referred to as a measurement level. (T/F)
F
What does the analysis of the level of measurements affect?
Greatly affects what may or may not be said about the property being measured
What type of distribution should be used when looking at categorical measures?
percentage distribution
Objective properties
physically verifable characteristics such as age, gender, number of bottles purchased, or store last visited
What should you do when you want to make sure a symmetric scale is being used to its entirety?
pretest
What are we really measuring?
Properties of objects
What are the number ranges that researchers often use when constructing a synthetic number metric scale?
1-5, 1-7, or 1-10
If a researcher wanted the respondent to simply answer a question with no additional information, he or she would likely use a(an): A) unaided open-ended format B) aided open-ended format C) response probed format D) continuous response format E) categorical, close-ended format
A
The question: "What was your reaction to the Sony CD player advertisement you saw on television last?" is an example of which response format? A) unaided open-ended B) un-probed closed-ended C) scaled-response D) ad reaction measurement E) metric, open-ended
A
________ are the specific features or characteristics of an object that can be used to distinguish it from another object. A) Properties B) Objects and elements C) Attributes or qualities D) Quantities or qualities E) Quartiles and qualities
A
Categorical measure
A measure where the possible responses are categories, meaning that the possible alternatives are labels that represent concrete and very type of answers.
Likert scale
A scale that is commonly used by marketing researchers. When using this scale respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements
Why is a stapel scale a good substitute for a semantic differential scale?
It is easier to construct because the researcher does not need to think of bipolar adjectives for each attribute
Which scale should you use when determining a lifestyle or opinion of a consumer?
Likert scale
What are the 2 types of metric scales?
Natural and Synthetic
What scale should you use when trying to construct importance?
One-way labeled scale
When does a synthetic number have meaning?
Only in the context of the scale from which it originates.
Which format is useful when the researcher wants the respondent to describe something in his or her own words?
Open ended response format
Why is the choice of the level of measurement important?
The choice of the level of measurement for a scale affects which analyses should or should not be performed.
Aided open-ended format
There is a response probe in the form of a follow up question instructing the interviewer to ask for additional information
There are _________ basic question-response formats, and each one has __________ variations, which makes ________ format options.
Three, two, six
When the researcher uses an aided open-ended format, there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information, saying, for instance, "Can you think of anything else you felt was important when you purchased your last automobile?" (T/F)
True
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. A) reliable; valid B) valid; reliable C) valid; valid D) valid, valued E) none of the above
a
A question asks respondents to evaluate a travel agency on a scale from 1 to 5 where 1 means "very dissatisfied" and 5 means "very satisfied." This is an example of a: A) synthetic metric scale B) natural metric scale C) natural categorical scale D) closed-ended scale E) synthetic natural scale
a
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 ________. A) properties of objects B) objects of properties C) operations D) definitions E) elements
a
Scale development is primarily concerned with the creation or use of ________ measures. A) synthetic metric B) natural metric C) natural categorical D) closed-ended E) synthetic open-ended
a
What type of scale uses words to indicate different gradations or levels of the respondent's opinion? A) synthetic label metric scale B) natural label metric scale C) natural categorical scale D) closed-ended scale E) synthetic natural label scale
a
When you want to measure frequency of use, which of the following scales is recommended? A) One-way labeled B) Semantic differential C) Stapel D) Symmetric labeled E) Likert
a
anchored n-point scale
a one way scale that uses synthetic numbers rather than verbal labels
reliable scale
a scale in which a respondent responds in the same or in a very similar manner to an identical or nearly identical questions
valid scale
a scale that truly measures the construct under study
One way labeled scale
a scale where the researcher is measuring some construct attribute with the use of labels that restrict the measure to the "positive" side
semantic differential scale
a symmetric scale that has sprung directly from the problem of translating a person's qualitative judgments into quantitative estimates
In which format is the intent to encourage the respondent to provide information beyond the initial and possibly superficial first comments?
aided open-ended
Which format includes a response probe?
aided open-ended
Dual-choice question
an instance where the respondent must select one answer from only tow possible alternatives, such as "yes" or "no"
What scale should you use when determining the performance of a product or service?
anchored 5-point 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 a: A) synthetic metric scale B) natural metric scale C) natural categorical scale D) closed-ended scale E) synthetic open-ended scale
b
Consider the question: "Rate the performance of your book bag from 1 to 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): A) n-point scale B) anchored n-point scale C) staple scale D) unanchored n-point scale E) anchored y-point scale
b
If a researcher uses a(n) ________ question format, there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information. A) unaided open-ended B) aided open-ended C) response probed D) continuous response E) categorical, close-ended
b
In making the decision to use a symmetric or non-symmetric scale, a good rule of thumb is to: A) use neither B) use the symmetric scale unless the researcher is confident respondents will only use one side of the scale C) use the non-symmetric scale unless the researcher is confident that respondents will use both sides of the scale D) always use both to be certain that the respondent has a choice of how to best express his or her attitude E) none of the above Answer: B
b
In order for a synthetic number scale to have meaning, you must know ________. A) the standard deviation of the scale B) the range of the scale C) the mean of the scale D) the mode of the scale E) the standard error of the scale
b
Natural metric scales are inherently: A) qualitative B) quantitative C) whimsical D) scientific E) open-ended
b
The Halo Effect is best avoided by: A) doing a couple of things wrong during the entire research project B) mixing favorable and unfavorable endpoints on a scale C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions D) substituting "good" measurements to replace those thought to be faulty E) none of the above; the Halo Effect cannot be avoided
b
The ________ measures activities, interests and opinions (AIO's). A) constant sum scale B) life-style inventory C) semantic differential scale D) synthetic action/ information/ online format E) origin scale
b
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 ________. A) reliability B) scale development C) validity D) objectivity E) subjectivity
b
The procedure of specifying the procedure to measure a property of an object is referred to as: A) procedural measurement B) operational definition C) measurement procedure D) property measurement E) attribute measurement
b
Which of the following formats provides response options to questions on the questionnaire? A) co-existing response options format B) categorical response format C) categorical open-ended format D) probed format E) open-ended with response options format
b
Which of the following scales might have an example that ranges from "Not Important" to "Extremely Important"? A) Likert scale B) one-way labeled scale C) importance scale D) unimportance scale E) semantic differential scale
b
Which of the following should a researcher do to summarize findings for categorical measures? A) not try to summarize findings for categorical measures; it is inappropriate B) use a percentage distribution (sometimes called a frequency distribution) C) compute an average such as a mean D) compute a standard deviation E) compute a range
b
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? A) life-style inventory B) Stapel scale C) minus/plus scale D) balanced pole scale E) positive/negative scale
b
Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end (+3) and includes a 0 midpoint? A) life-style inventory B) Stapel scale C) minus/plus scale D) balanced pole scale E) positive/negative scale
b
________ measurement is difficult to work with and requires interpretation skills or even special computer programs. A) Scientific B) Open-ended C) Metric D) Whimsical E) Elemental
b
A scale's level of measurement may be: A) open-ended, categorical, qualitative B) whimsical, classical, scientific C) open-ended, categorical, metric D) metric, open-ended, scientific E) element measurement
c
A synthetic scale without balanced ends means the scale has unequal amounts of positive and negative positions; it is called: A) an unbalanced categorical scale B) a balanced categorical scale C) a nonsymmetrical synthetic scale D) a symmetric synthetic scale E) a halo effect scale
c
What are the three basic question-response formats? A) un-probed, probed, and neutral B) open-ended, closed-ended and skip patterned C) open-ended, categorical and metric D) closed-ended, continuous and open-ended E) open-probed, closed-probed, probed
c
Which is true about the "neutral point" on symmetric synthetic scales? A) there are no neutral points on these scales B) the neutral points should be counted as zeroes C) the neutral point is not considered an origin or zero D) there cannot be a "neutral point" on a synthetic scale E) none of the above
c
Which level of measurement has order and distance? A) scientific B) open-ended C) metric D) categorical E) elemental
c
Which of the following formats provides more than two possible choices? A) the multivariate format B) the tri-dual format C) the multiple-choice category format D) the n-way format E) none of the above: no question has more than two possible choices
c
Which of the following scaled-response formats is good for measuring store, company or brand images? A) constant sum scale B) life-style inventory C) semantic differential scale D) image analysis scales E) store analysis
c
Which type of scaled-response format contains bi-polar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on? A) constant sum scale B) life-style inventory C) semantic differential scale D) synthetic action/ information/ online format E) none; these are not measured by scaled-response formats
c
________ are physically verifiable characteristics such as age, gender, number of bottles purchased, etc. A) Objective metric open-ended features B) Subjective metric open-ended features C) Objective properties D) Subjective properties E) Elemental properties
c
Metric Response question
calls for a number to be provided by the respondent or utilizes a scale developed by the researcher
Subjective properties
cannot be directly observed because they are mental constructs such as a person's attitudes, opinions, or intentions
Which measures are the ones where the response options are very different from each other and the options are best envisioned as group or category labels?
categorical measures
"Rate your satisfaction level on a scale from 1 to 10" is an example of: A) a natural but non-metric response format B) a natural metric response format C) a natural synthetic response format D) a synthetic metric format E) a synthetic satisfaction format
d
A question that lists several responses (i.e. 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) an aided response category question B) a categorical non-response question C) a non-categorical non-response question D) a dual-choice question E) a single-minded question
d
A scale on which all of the scale descriptors (i.e. "poor," "fair," "good") are assigned artificial numbers is called: A) a descriptor scale format with real numbers B) a "poor" to "good" scale C) a numerical/descriptor format D) a synthetic metric format E) no such scale exists
d
A synthetic metric format uses: A) no numbers to measure the property B) numbers to measure the property C) real properties to measure numbers D) artificial numbers to measure properties E) properties to measure synthetic numbers
d
Determining the description or amount of some element of interest to the researcher is known as: A) description determination B) element determination C) description/element determination D) measurement E) quantities of elements
d
Mental constructs cannot be directly observed, such as: A) objective metric open-ended features B) subjective metric open-ended features C) objective properties D) subjective properties E) elemental properties
d
The ________ format asks respondents to indicate their degree of agreement or disagreement with a statement. A) l-Lifestyle statement inventory B) semantic differential C) constant sum scale D) Likert scale E) the "hiking"
d
To summarize findings for metric measures the researcher should: A) not try to summarize findings to metric measures; it is inappropriate B) use a percentage distribution (sometimes called a frequency distribution) C) compute a frequency deviation D) compute an average such as a mean E) compute histograms
d
What are the two goals of scale development? A) effectiveness and efficiency B) effectiveness and validity C) validity and efficiency D) validity and reliability E) validity and value
d
What type of question format is the following question? When you purchased your most recent automobile, what features do you take into consideration? (Check all that apply.) _____Style (e.g., sedan, coupe, wagon, SUV) _____Price _____Quiet ride _____Trunk space _____EPA mileage rating A) Multiple-choice category B) Aided open-ended C) Continuous response D) Dual-choice E) Metric response
d
Which level of measurement is represented by answers on a scale, such as "yes," "no" or "male," "female" represent which level of measurement? A) scientific B) open-ended C) metric D) categorical E) elemental
d
Wording a question so that it is either categorical or metric is important because: A) it affects what analyses may be conducted on the question B) it affects what may be said and not said about the property being measured C) it affects how long it takes the respondent to answer the question D) both a and b E) none of the above; this is not an important issue when wording a question
d
Measurement
determining the description or amount of some element of interest to the researcher
Natural Metric Scales
direct respondents to give a number that is appropriate or natural to the property being measured, such as the number of times, the number of dollars, or the number of years--measure properties that are inherently quantitive
Unaided open-ended format
doesn't prompt or probe the respondent beyond the initial question
Which category does a check all that apply question fall under?
dual-choice category
Which of the following formats has only two response options? A) the twins format B) the two response format C) the bi-dual format D) the two choice format E) dual-choice format
e
Which of the following is the following question an example of? "On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?" A) Likert scale B) one-way labeled scale C) importance scale D) unimportance scale E) un-anchored n-point scale
e
Stapel scale
easily recognized scale as it has numbers that range from a minus end to a corresponding plus end, and typically include "0" as a midpoint
Which kind of research situations is it often useful to let respondents say what is on their minds about the topic?
exploratory research situations, descriptive research studies
n-point scale
meaning a 5-point, 7-point or 10-point scale format, is a popular choice for researchers measuring constructs on nonsymmetric attributes
Questions are designed to collect information that is represented via ________
measurement
neutral point
not considered zero or an origin; instead it is considering a midpoint along the continuum
The basis of the Stapel scale format is _________ rather than _______ or _________
numerical, verbal, visual
the focus of the semantic differential is on the measurement of the meaning of:
object, concept or person
Synthetic metric measure
one that utilizes artificial descriptors or numbers to indicate the amount of a property possessed by an object
What scale should you use when trying to determine the frequency of use?
one-way labeled scale
Which type of measurement is the most difficult to analyze?
open-ended
Question-Response format options are
open-ended, categorical, metric
Metric
the answer is a number that expresses some quantity of the property being measured
Primary concern of scale development
the creation or use of synthetic metric measures
What do researchers take into account simultaneously when determining the operational definitions of their scales?
the data analysis as well as the presentation layout they will be using in the final report
When should you use a symmetric versus a nonsymmetric scale?
the decision is a judgement call on the part of the researcher
Level of measurement
the researcher has decided whether the scale is to be open-ended, categorical or metric
When to use a synthetic scale
the researcher wants respondents to use all of the scale positions, meaning that for any one question, the responses should be spread across all of the scale positions
Open-ended response format
the respondent is instructed to respond in his or her own words
Properties
the specific features or characteristics of an object that can be used to distinguish it from another object
Multiple-choice category question format
there could be several options, such as a list of several cola brands, and the respondent indicates the one that answers the question posed
Synthetic metric format
uses an artificial number to measure the property (levels of satisfaction using a scale of 1-10)
Operational definition
when a researcher specifies the procedure to measure a property of an object
unanchored n-point scale
when a researcher will opt to not provide the anchors. ex: "on a scale of 1 to 5, how do you rate the friendliness of olive garden's wait staff?"
When to use a nonsymmetric scale
when the researcher believes there will be very few respondents who will make use of the negative side of a symmetric scale
Synthetic label metric scale
when you use words to indicate different gradations or levels of the respondent's opinion
