MKT 3413 CH7

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

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

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

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

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

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

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

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

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

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

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

"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

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

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

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

________ 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

C

"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