CH 10: Research Marketing Final

Which of the following is an indicator of a measure's internal consistency? A. reliability B. validity C. coefficient beta D. sensitivity

A. reliability

If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary? A. 3 B. 6 C. 15 D. 30

C. 15

Interval scales are able to represent absolute quantities including a meaningful absolute zero.

False

"Money" provides a ratio scale.

True

Marketing researchers generally assume that the semantic differential provides interval data.

True

In which type of scale is a neutral point, or point of indifference, at the center of the scale? A. synergistic B. symmetrical C. unbalanced D. balanced

D. balanced

Discriminant validity is another way of expressing internal consistency.

False

The fractional-point scale demands that respondents divide points among several attributes to indicate their relative importance.

False

"I hate asparagus" is an example of which component of an attitude toward asparagus? A. affective B. behavioral C. cognitive D. perceptive

A. affective

Age, gender, brand loyalty, and corporate culture are all examples of ____. A. concepts B. scales C. ratios D. codes

A. concepts

Measures that can take on only one of a finite number of values are called ____. A. discrete measures B. neutral measures C. limited measures D. continuous measures

A. discrete measures

Which of the following refers to concepts measured with multiple variables? A. operation B. construct C. concept D. scale

B. construct

A respondent is given a list of four local shopping malls and asked to put them in order, from the one he most likes to shop at to the one he least likes to shop at. This is a(n) ____ task. A. rating B. ranking C. sorting D. semantic differential

B. ranking

A person's weight is best described as being measured on a(n) ____ scale. A. ordinal B. interval C. ratio D. nominal

C. ratio

A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.

False

The Fahrenheit temperature scale is a ratio scale.

False

When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity. A. face B. criterion C. test-retest D. equivalent-forms

A. face

A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.

True

____ definitions translate conceptual definitions into measurement scales. A. Summation B. Operational C. Assessment D. Matching

B. Operational

Which type of validity is another way of expressing internal consistency? A. content validity B. convergent validity C. criterion validity D. discriminant validity

B. convergent validity

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude? A. cognitive B. affective C. behavioral D. personal

C. behavioral

Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

False

Attitudes are thought to have three components: affective, cognitive, and behavioral.

True

Which characteristic is a key difference between ratio and interval scales? A. number of items B. absolute zero C. number of intervals D. nominal values

B. absolute zero

Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?" A. face validity B. reliability validity C. criterion validity D. discriminant validity

C. criterion validity

____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid A. Research B. Analysis C. Validation D. Measurement

D. Measurement

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures? A. conglomerate measure B. derivative measure C. summated measure D. composite measure

D. composite measure

Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept? A. operations B. reliability C. sensitivity D. scale

D. scale

The category scale measures attitude with greater sensitivity than a two-point response scale.

True

A scale can be thought of as a generalized idea that represents something of meaning.

False

An ordinal scale is the simplest type of measurement scale.

False

Concrete measures are those that take on only one of a finite number of values.

False

Continuous measures are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept.

True

In a graphic rating scale, a respondent's score is the length in millimeters from one end of the scale to the point marked on the scale by the respondent.

True

Which type of scale is regarded as the highest form of measurement? A. nominal scale B. ordinal C. ratio D. interval

C. ratio

Coefficient beta is the most commonly applied estimate of a composite scale's reliability.

False

Interval scales are considered continuous when three or more categories are used.

False

Which of the following is a discrete measure? A. nominal scales B. sensitive scales C. ratio scales D. a scale with five values

A. nominal scales

Which attitude component represents a person's awareness and knowledge of the matter? A. affective B. cognitive C. behavioral D. personal

B. cognitive

A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card. The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize. This is a ____ task. A. rating B. ranking C. constant-sum D. sorting

D. sorting

A measurement scale in which respondents are asked to rank items based on their preferences is called a nominal scale.

False

Correspondence analysis is the process of identifying scale devices that correspond to properties of a concept involved in a research process.

False

Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

True

Researchers who support the idea of forced-choice scales essentially argue that the respondents really do have an attitude toward the items that they are asked about.

True

Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3

True

Which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range? A. discrete measure B. continuous measure C. absolute measure D. valid measure

B. continuous measure

A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed? A. test-retest B. split-half C. equivalent-forms D. criterion

B. split-half

A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often. This is best described as a(n) ____ scale. A. semantic differential B. Likert C. category D. constant-sum

C. category

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply adding up the responses to each item making up the composite measure. This composite measure is called a(n) ____. A. derived scale B. additive scale C. summated scale D. primary scale

C. summated scale

All of the following can be measured using ratio scales EXCEPT ____. A. gender B. income C. temperature D. weight

A. gender

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels. A. reverse coding B. indexing C. alpha coding D. convergence

A. reverse coding

A(n) ____ is a single characteristic or fundamental feature of an object, person, situation, or issue. A. concept B. variable C. attribute D. construct

C. attribute

When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements, what type of scale is being used? A. forced choice B. Likert C. semantic differential D. non-forced-choice

D. non-forced-choice

A construct is a latent concept that is measured with a single variable.

False

In ratio scales, the location of the zero point is arbitrary.

False