MKTG Ch. 6-10

3 49) The rankings of teams in a tournament constitute a ________ scale. A) nominal B) ordinal C) interval D) ratio

B

4 70) ________ scaling and ________ scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense. A) Paired comparison; constant sum B) Rank order; paired comparison C) Rank order; constant sum D) Q-sort; constant sum

B

4 74) ________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

B

1 41) Which personal interviewing method utilizes help screens and courteous error messages? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail

C

4 78) ________ is a procedure for determining whether a set of objects can be ordered into an internally consistent, uni-dimensional scale. A) Magnitude estimation B) Q-sort scaling C) Guttman scaling D) None of the above

C

2 55) According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

A

2 49) Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions. Which two additional methods are also shown as high on the diversity of question criteria? A) in-home interviews; computer assisted personal interviews (CAPI) B) in-home interviews; computer assisted telephone interviews (CATI) C) Internet; computer assisted telephone interviews (CATI) D) computer assisted telephone interviews (CATI); mall-intercept interviews

A

2 54) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria? A) traditional telephone interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews

A

3 69) Which of the following marketing applications is not an example of trace analysis? A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S. magazine advertisements has changed over the past 10 years. B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. C) The age and condition of cars in a parking lot were used to assess the affluence of customers. D) The magazines people donated to charity were used to determine people's favorite magazines.

A

3 42) When a ________ scale is used for the purpose of identification, there is a strict one-to-one correspondence between the numbers and the objects. A) nominal B) ordinal C) interval D) ratio

A

3 45) Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)? A) range B) mode C) rank order correlation D) all of the above

A

3 48) ________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object. A) Ordinal scale B) Interval scale C) Ratio scale D) Nominal scale

A

3 64) Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

A

4 57) Which of the following statements is not true about the comparative scales technique? A) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale. B) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties. C) Comparative scaling is also referred to as non-metric scaling. D) Comparative scales include paired comparisons, rank order, and constant sum scales.

A

4 59) The disadvantages of comparative scaling includes all of the following except ________. A) the resulting data are generally assumed to be interval or ratio scaled B) the inability to generalize beyond the stimulus objects scaled C) the ordinal nature of the data D) None of the above are disadvantages.

A

4 72) If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, ________ scaling is being used. A) constant sum B) q-sort C) paired comparison D) rank order

A

4 71) ________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

A

4 76) When using Q-sort scaling ________ to ________ objects is a reasonable range. A) 60; 90 B) 90; 140 C) 60; 140 D) 40; 60

A

1 52) A ________ is 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 objects. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

B

1 56) Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement? A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

B

2 53) According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

B

2 57) The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons? A) the speed with which the questionnaire can be created B) the speed with which the incentive is sent C) the speed with which the questionnaire is distributed to respondents D) the speed with which the data are returned

B

2 48) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria? A) in-home interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews

B

2 51) The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________. A) flexibility of data collection B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment

B

3 61) When Canon Cameras was losing market share in the United States to Minolta, Canon decided that its distributor, Bell & Howell, was not giving adequate support. Canon sent Tatehiro Tsuruta to the United States to look into the problem. On entering a camera store, he would act just like a customer. He would note how the cameras were displayed and how the clerks served customers. Canon utilized ________, ________ observation in a ________ setting. A) unstructured; disguised; contrived B) unstructured; disguised; natural C) structured; undisguised; natural D) structured; undisguised; contrived

B

3 50) In marketing research, ________ scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies. A) nominal B) ordinal C) interval D) ratio

B

3 51) ________ 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. A) Ordinal scale B) Interval scale C) Ratio scale D) Nominal scale

B

3 46) Which of the following statistics is not permissible for interval data (Table 8.1 in the text)? A) factor analysis B) harmonic mean C) binomial test D) t-tests

B

3 56) ________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another. A) Preference scales B) Comparative scales C) Non-comparative scales D) None of the above

B

3 63) In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

B

34) Questions that require respondents to choose from a set of predetermined answers are ________ questions. A) dual response B) fixed alternative C) open-ended D) none of the above

B

37) ________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules. A) Ranking B) Measurement C) Scaling D) Rating

B

4 62) Which of the following is not a type of non-comparative scale? A) semantic differential B) constant sum C) Likert D) both A and C

B

4 63) Which of the following is a type of comparative scale? A) continuous rating B) constant sum C) itemized rating D) both A and C

B

4 67) The most common method of taste testing is paired comparison. A minimum of ________ responses is considered an adequate sample. A) 500 B) 1000 C) 2000 D) 4000

B

4 71) Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis? A) because the variables are precisely defined B) because the phenomenon to be observed can be recorded continuously C) because the data are quantitative D) because statistical analysis is conducted

B

4 75) ________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with." A) Constant sum B) Q-sort C) Paired comparison D) Rank order

B

4 77) ________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion. A) Q-sort scaling B) Magnitude estimation C) Guttman scaling D) Constant sum scaling

B

5 74) The most serious disadvantage of observation is ________. A) if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. B) the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences. C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. D) observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities.

B

1 39) Which statement is not correct about measurement? A) The assignment of numbers to characteristics must be isomorphic. B) The rules for assigning numbers should be standardized and applied uniformly. C) The placement of individual companies on the annual revenue continuum represents measurement. D) All of the above statements are not true.

C

1 38) ________ interviewing uses a computerized questionnaire administered to respondents over the telephone. A) Traditional telephone B) In-home C) Computer-assisted telephone interviews (CATI) D) Internet

C

1 49) Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)? A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

C

1 51) Which of the following statements does not pertain to non-comparative scales? A) Noncomparative scales are often referred to as monadic scales. B) Respondents using a non-comparative scale employ whatever rating standard seems appropriate. C) Data must be interpreted in relative terms and have only ordinal or rank order properties. D) Non-comparative techniques consist of continuous and itemized rating scales.

C

1 59) Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale. A) continuous rating B) Stapel C) semantic differential D) Likert

C

1 35) Which of the following is a disadvantage of the survey method of data collection? A) The questionnaire is simple to administer. B) The data obtained are reliable because the responses are limited to the alternatives stated. C) Wording questions properly is not easy. D) Coding, analysis, and interpretation of data are relatively simple.

C

3 60) ________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation

D

3 67) ________ is an approach in which data collection is based on physical traces, or evidence, of past behavior. A) Mechanical observation B) Personal observation C) Content analysis D) Trace analysis

D

3 68) In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis

D

4 69) After paired comparisons, the most popular comparative rating scale is ________. A) constant sum B) q-sort C) metric D) rank order

D

4 60) Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)? A) semantic differential B) constant sum C) Likert D) both A and C

D

4 65) Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except A) simultaneous evaluation of all the stimulus objects B) convert paired comparison data to a rank order C) derive an interval scale from paired comparison data D) order a set of objects into an internally consistent, uni-dimensional scale

D

4 68) ________ is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

D

4 73) Which statement is true concerning constant sum scaling? A) It does not have an absolute zero. B) It allows for fine discrimination among stimulus objects without requiring much time. C) Respondents may allocate more or fewer units than those specified. D) Both B and C are correct.

D

4 79) Which statement is not correct concerning international marketing and the use of comparative scaling techniques? A) Opinion formation may not be well crystallized. B) In some developing countries, preferences can be best measured by using ordinal scales. C) Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales. D) None of the above statements are incorrect.

D

4 66) Which of the following is not one of the suggested modifications of the paired comparison technique? A) inclusion of a neutral/no difference opinion response B) graded paired comparisons C) obtaining similarity judgments in multidimensional scaling D) ranked paired comparisons

D

1 37) Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil? A) traditional telephone B) in-home C) computer-assisted telephone interviewing (CATI) D) Internet

A

1 58) A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

A

1 40) 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 B) Scaling; Ranking C) Scaling; Measurement D) Ranking; Measurement

A

1 46) The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________. A) flexibility of data collection B) sample control C) response rate D) control of data collection environment

A

1 47) How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a ________. A) continuous rating scale B) Stapel scale C) Semantic differential scale D) Likert scale

A

1 57) The Likert scale has several advantages. Which of the following is not an advantage? A) It does not require a pretest of the adjectives or phrases to ensure bipolarity. B) Respondents readily understand how to use the scale. C) It is suitable for mail, telephone, or personal interviews. D) It is easy to construct and administer.

A

46) In a ________, 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. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale

C

5 75) Which of the following statements is true about ethnographic research? A) It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. B) Sometimes audio and visual recordings are obtained. C) Both A and B are correct. D) None are correct.

C

1 42) Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text). A) outgoing envelope B) cover letter C) questionnaire D) incentive

B

1 36) Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text). A) in-home B) computer-assisted telephone interviews (CATI) C) both A and B are correct D) none of the above

B

1 39) Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. C) Multiple questions appear on the screen at one time. D) Interim and update reports on data collection or results can be provided almost instantaneously.

C

1 44) Limitations of e-mail surveys include all of the following except ________. A) Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization B) Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper C) There is inherent self-selection bias D) Some e-mail software products limit the length of the body of an e-mail message

C

2 47) The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________. A) respondent control B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment

C

2 56) According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity

C

3 43) When used for classification purposes, the ________ scaled numbers serve as labels for classes or categories. A) ordinally B) intervally C) nominally D) ratio scale

C

3 52) In marketing research, attitudinal data obtained from rating scales are often treated as ________ data. A) nominal B) ordinal C) interval D) ratio

C

3 53) Which statement is not true about the interval scale? A) Numerically equal distances on the scale represent equal values in the characteristics being measured. B) Both the zero point and the units of measurement are arbitrary. C) Only proportionate transformations of the form y = bx, where b is a positive constant are allowed. D) All of the above are correct.

C

3 54) The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values. A) ordinal scale B) interval scale C) ratio scale D) nominal scale

C

3 62) Which statement is not true about natural observation? A) The observed phenomenon will more accurately reflect the true phenomenon. B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. C) A test kitchen set up in a shopping mall would be used in a natural observation. D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting.

C

3 66) In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images. A) mechanical observation B) personal observation C) content analysis D) trace analysis

C

3 70) Which statement is false concerning the different observation methods? A) Mechanical observation can vary widely from low to high structure depending upon on the methods used. B) The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors. C) Observation bias is high in the case of mechanical observation because a human observer is involved. D) The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred.

C

3 59) ________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation

C

4 73) Which of the following advantages is the greatest advantage of observation methods? A) If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. B) The data obtained are reliable because the responses are limited to the alternatives stated. C) Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. D) Coding, analysis, and interpretation of data are relatively simple.

C

4 58) The benefits of comparative scaling includes all of the following except ________. A) comparative scales involve fewer theoretical assumptions B) comparative scales are easily understood and can be applied easily C) comparative scales tend to reduce halo or carryover effects from one judgment to another D) small differences between stimulus objects can be detected

C

4 64) ________ is 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. The data obtained is ordinal in nature. A) Constant sum B) Q-sort C) Paired comparison D) Rank order

C

4 61) ________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set. A) Preference scales B) Comparative scales C) Non-comparative scales D) None of the above

C

4 72) ________ is a method of last resort. A) The mail interview B) Content analysis C) Trace analysis D) The mall intercept interview

C

4 76) ________ involves trained observers posing as consumers and shopping at company or competitor-owned stores to collect data about customer-employee interaction and other marketing variables. (Choose the best answer.) A) Personal observation B) Structured observation C) Mystery shopping D) Contrived observation

C

5 80) The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information? A) Each respondent was given a several cards, each listing one personality characteristic. B) Respondents are asked to sort cards and to rank order the personality characteristics. C) Use interval scale data to examine differences in the personality characteristics of readers and nonreaders and relate them to marketing strategy variables. D) All of the above statements belong in the process.

C

1 45) Advantages of Web surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct.

D

1 54) Neither agree Strongly nor Strongly disagree Disagree disagree Agree agree 1. Sears has poor in-store service 1 2X 3 4 5 2. I like to shop at Sears. 1 2X 3 4 5 The above scale is an example of a ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale

D

1 40) Which of the following is not a personal interview method? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail

D

1 43) Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package? A) outgoing envelope B) cover letter C) questionnaire D) incentive

D

1 50) Which scale is not an itemized rating scale (Table 9.1 in the text)? A) Stapel scale B) semantic differential scale C) Likert scale D) continuous rating scale

D

1 55) Which non-comparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above

D

1 41) A(n) ________ is 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. A) ordinal scale B) interval scale C) ratio scale D) nominal scale

D

1 48) Scores assigned to continuous rating scales by the researcher are typically treated as ________ data. A) nominal B) ordinal C) ratio D) interval

D

1 53) The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices) scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale

D

2 50) The use of physical stimuli is not limited in ________. A) traditional telephone interviews B) CATI C) e-mail surveys D) mall-intercept interviews

D

2 52) Which of the following statements about sample control is true? A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. B) It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. C) It can be difficult to prevent respondents from completing an Internet survey multiple times. D) All of the above statements are true.

D

2 58) Observational methods may be ________ or ________. A) structured; unstructured B) direct; indirect C) conducted in a natural environment; conducted in a contrived environment D) all of the above

D

3 47) In the department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text). Thus, 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

3 55) In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale. A) nominal B) ordinal C) interval D) ratio

D

3 65) ________ includes observation as well as analysis. A) Trace analysis B) Mechanical observation C) Personal observation D) Content analysis

D

3 44) Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)? A) chi-square B) median C) range D) Both B and C are not permissible.

D