MKT Research ch 7
102) A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n) ________.
A) Likert scale
66) Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.
A) Measurement; Scaling
111) ________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.
A) Systematic error
74) According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class.
A) mutually exclusive
68) A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n) ________.
A) nominal scale
76) The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured.
A) nominal scale
94) A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
A) noncomparative scale
92) According to the text, the constant sum should be considered a(n) ________.
A) ordinal scale
88) A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________.
A) rank order scaling
79) A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.
A) ratio scale
113) The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.
A) reliability
89) ________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.
B) Rank order scaling
115) ________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.
B) Validity
95) Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other?
B) a continuous rating scale
80) The scaling techniques commonly used in marketing research can be classified into ________ and ________.
B) comparative; noncomparative scales
98) Which of the following types of scales are sometimes referred to as graphic rating scales?
B) continuous rating scales
101) A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.
B) itemized rating scale
64) The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________.
B) measurement
69) Which of the following primary scales of measurement is recognized as the most basic or limited?
B) nominal scales
77) A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n) ________.
B) ordinal scale
87) A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________.
B) paired comparison scaling
104) Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?
B) semantic differential
108) What type of scale is this? Sears is: Powerful —:—:—:—:-X-:—:—: Weak Unreliable —:—:—:—:—:-X-:—: Reliable
B) semantic differential scale
114) According to the text, which of the following formulas determines total measurement error?
B) systematic error + random error
106) A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________.
C) Stapel scale
81) A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.
C) comparative scale
90) In ________, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.
C) constant sum scaling
97) A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.
C) continuous rating scale
99) Which scale is NOT an itemized rating scale?
C) continuous rating scale
96) Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.
C) interval
78) A(n) ________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
C) interval scale
72) Which of the following primary scales of measurement is used for classification purposes?
C) nominal scales
71) The most complex of the primary scales of measurement is the ________.
C) ratio scale
65) The generation of a continuum upon which measured objects are located is called ________.
C) scaling
73) In a department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study. Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true? A) Sears is in some way superior or inferior to Neiman Marcus. B) It is meaningful to state that the number of the average store is 5.5. C) Both A and B are true. D) None of the above statements are true.
D) None of the above statements are true.
107) Which noncomparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above
D) all of the above
75) According to the text, ________ means that all the objects fall into one of the classes.
D) collectively exhaustive
110) A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.
D) multi-item scale
84) A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.
D) noncomparative scale
83) According to the text, comparative scaling is sometimes referred to as ________.
D) nonmetric scaling
85) Which of the following is NOT a classification of itemized rating scales?
D) perceptual scales
112) Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?
D) random error
100) According to the text, which of the following is NOT one of the commonly used itemized rating scales?
D) random scale
67) Which of the following is NOT one of the four primary scales of measurement?
D) random scales
105) When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.
D) semantic differential
86) Which of the following is NOT recognized as a comparative scaling technique?
D) semantic differential scaling
82) A major disadvantage of comparative scales would be which of the following?
E) A researcher cannot generalize beyond the objects under study.
109) Scale categories can be ________. A) assigned numerical values B) presented horizontally C) expressed by boxes D) expressed by discrete lines E) all of the above
E) all of the above
91) A major disadvantage of constant sum scaling is that it ________.
E) cannot prevent respondents from allocating more or fewer units than those specified
93) In developing countries, which of the following scales would be best for measuring consumer preferences?
E) dichotomous scales
70) According to the text, ________ are the simplest to use.
E) nominal scales
103) Which of the following is NOT a characteristic of the Likert scale?
E) respondents read a short phrase rather than an entire statement
11) In marketing research, ordinal scales are used to measure market share.
FALSE
13) A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale.
FALSE
15) Common examples of ordinal scales include educational levels and social security numbers.
FALSE
19) Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.
FALSE
2) The generation of a continuum upon which measured objects are located is called sampling.
FALSE
21) A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.
FALSE
23) The major benefit of comparative scaling is that it is the most widely used scaling technique.
FALSE
24) According to the text, noncomparative scales are also referred to as nonmetric scaling.
FALSE
26) According to the text, semantic differential scaling is a comparative scaling technique.
FALSE
28) Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.
FALSE
30) The most popular comparative scaling technique is semantic differential scaling.
FALSE
31) Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.
FALSE
32) In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.
FALSE
34) All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.
FALSE
38) An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
FALSE
4) A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called an ordinal scale.
FALSE
41) With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.
FALSE
43) A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object, is called a Stapel scale.
FALSE
44) Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."
FALSE
49) Of the three itemized rating scales considered, the semantic differential scale is used the least.
FALSE
50) Scales are only presented horizontally.
FALSE
52) Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.
FALSE
53) Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.
FALSE
55) According to the text, total measurement error is determined by multiplying systematic error with random error.
FALSE
56) Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.
FALSE
58) Perfect reliability implies perfect validity.
FALSE
6) Preference rankings, market position, and social class are examples of interval scales.
FALSE
60) All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.
FALSE
63) Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.
FALSE
7) According to the text, interval scales are the simplest to use.
FALSE
10) Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.
TRUE
12) The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.
TRUE
14) A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called an ordinal scale.
TRUE
16) An interval scale is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
TRUE
17) A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.
TRUE
18) Temperature scales such as Celsius and Fahrenheit are examples of interval scales.
TRUE
20) The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.
TRUE
22) A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.
TRUE
25) Interval scales are widely used in marketing research.
TRUE
27) A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.
TRUE
29) A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.
TRUE
3) When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.
TRUE
33) According to the text, the constant sum should be considered an ordinal scale.
TRUE
35) An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.
TRUE
36) An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.
TRUE
37) A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
TRUE
39) A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.
TRUE
40) According to the text, noncomparative scales are broadly classified as either continuous or itemized.
TRUE
42) An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.
TRUE
45) Likert scale analysis is generally conducted by appropriately summing the item scores.
TRUE
46) When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.
TRUE
47) In semantic differential scales, the negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right- or left-hand sides without reading the labels.
TRUE
48) A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a Stapel scale.
TRUE
5) Nominal scales are recognized as the most basic or limited.
TRUE
51) A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.
TRUE
54) The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called reliability.
TRUE
57) Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.
TRUE
59) Perfect validity implies perfect reliability.
TRUE
61) Continuous scales can be used efficiently in social media.
TRUE
62) An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.
TRUE
8) The most complex of the primary scales of measurement is the ratio scale.
TRUE
9) Nominal scales are used for classification and identification purposes only.
TRUE
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.
TRUE