Marketing Final, Ch. 12

For a scale to have ordinal properties, which of the following must be established?

(all of these) If "a" is greater than "b," then "b" is not greater than "a." If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c." If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c."

You should use the highest level of measurement possible when developing a measure for some attribute because

(both a and b) b. there are more kinds of analysis available than at lower levels of measurement. a. higher levels have more properties.

Which of the following is(are) permissible measure(s) of central tendency with ratio scales?

(both a and b) a. Arithmetic mean, median and the mode b. Geometric mean

The highest level of measurement from those in the following list is

(ratio) (see question for comparison to other option)

While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?

A difference due to temporary personal factors

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

Arithmetic mean, median, mode

What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an "X" at the appropriate position on the lines to the right of the services below. Services Very Bad Very Good Frequent Flyer Program Continental magazine On flight food service

Graphic-ratings scale.

You have been assigned the task of evaluating consumer acceptance of and favorability toward a new product that a company has just test marketed in your area. In order to determine the degree to which consumers hold favorable attitudes toward the product, what is the lowest level of scale that you can use?

Interval

The magnitude of the differences in objects is shown when which types of scales are used?

Interval or ratio

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories: Very Bad Bad Good Very Good 1 2 3 4

Itemized-ratings scale

What type of scale is the following? "What is your gender? 1 Male 2 Female

Nominal Scale

What factor determines which level of measurement is possible?

Properties of the attribute

What type of scale is the following? What was your annual gross income (before taxes) last year? $____.

Ratio scale

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using ____ and a(n) ____ scale.

an open-ended item; ratio

Which attitude rating scale is good for eliminating the halo effect that is common in scaling?

comparitive-ratings scale

Validity is

concerned with the extent to which differences in scores reflect true differences in the characteristic.

The first step in measuring an attribute is to

determine the properties of the attribute.

A researcher wishes to compare the differences in consumer feelings about the perceived reliability of a set of products, so as to know the relative strength of feelings about each product's reliability. The lowest measurement scale the researcher could use to measure this is

interval

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way would be scaled as a(n) Check appropriate category ____ < $25 per month ____ $26 to $40 month ____ $41 to $55 month ____ > $55 per month

interval scale

When the scale type is nominal, the appropriate measure of central tendency is ____. When the scale type is interval or ratio, the appropriate measure of central tendency is ____.

mode; mean

A study was done on the campus of a major state institution to measure attitudes of students towards the recent fee increase. One question asks respondents to rank the five fees they are willing to pay from 1=most willing to 5=least willing. This is scaled as a(n)

ordinal scale.

A researcher wishes to rank the order of preference consumers have for a particular set of products. The lowest measurement scale the researcher could use to measure this is

ordinal.

Regarding measurement basics, it is possible to measure

quantities of objects.

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top ten players, within the given categories. This is evidence of

reliability

People magazine conducts an annual survey across 25 Asian countries and asks respondents to rate automobiles across 30 attributes. The questions ask the consumers to rate each brands from 1=low to 5=high on quality, value, image, price, etc. This is an example of

self-report attitude measures

The most widely used attitude-scaling technique in marketing research is

summated-ratings (Likert) scale.

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of

systematic error

The ordinal scale represents a higher level of measurement than the nominal scale in that

the assigned numerals represent the order as well as identifying the object.

As defined in the text, measurement consists of

the assignment of numbers (representing quantities of attributes) to objects or events according to rules.

If a respondent says his income is "Over $100,000 per annum" when, in fact, it is "$50,000 per annum", the difference between the true and actual measurement of income in this case could be said to LACK of

validity