Chapter 7 Quiz

Which of the following is the strongest predictor of future behavior? a) A person's stated attitudes b) A person's past behavior c) A person's stated purchase intentions d) A person's exposure to advertisements for a product e) A person's dislike for competing products

A persons past behavior

Which of the following is NOT and example of measurement? a) A researcher measuring the amount of beverage people consume with their meals b) A researcher classifying people who enter a store based on their gender (male or female) c) A researcher collecting demographic information of online shoppers visiting a particular web site d) A researcher collecting qualitative information about shoppers visiting a retail store e) A researcher observing a focus group discussion from behind a one-way mirror

A researcher observing a focus group discussion from begin a one way mirror

A Likert scale is: a) The translation of favorable beliefs and feelings into ownership b) A subject's mental perceptions and beliefs about a specified object c) A scale that does not follow a hierarchical series of steps d) The person's behavioral intention toward the given object, idea or set of information e) An ordinal scale format that captures a person's agreement or disagreement toward a set of mental or behavioral beliefs about a given object

An ordinal scale format that captures a person's agreement or disagreement toward a set of mental or behavioral beliefs about a given object

When a researcher expects the attitudes of respondents to be predominantly one-sided, either positive or negative, she is justified to use: a) A scale with greater discriminatory power b) A balanced scale c) An unbalanced scale d) A free choice scale e) A forced choice scale

An unbalanced scale

A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient? a) Graphic rating scale b) Single-item scale c) Comparative rating scale d) Nominal scale e) Likert scale

Comparative Ranking Scale

If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is: a) Graphic rating scale b) Constant sum scale c) Staple scale d) Smiling Face descriptor scale e) Rank-order scale

Constant Sum Scale

Internal consistency specifically refers to the: a) extent to which a scale can reproduce the same measurement results in repeated trials. b) degree to which the individual questions of a construct are correlated. c) degree to which the respondents give similar responses. d) degree to which a specific investigated issue leads the respondent to give a socially expected response. e) level of preparation required to create an appropriate environment for the respondents participating in a research.

Degree to which the individual questions of a construct are correlated

Which of the following measures of dispersion is/are appropriate for all the different types of scales (nominal, ordinal, etc.)? a) Frequency distribution b) Range c) Standard deviation d) All of the above e) None of the above

Frequency Distribution

Which of the following is true of an ordinal scale? a) It cannot measure quantitative data. b) It can be used to determine the absolute difference between rankings. c) It allows responses to be rank-ordered in a hierarchical pattern. d) It is less powerful than a nominal scale. e) It enables researchers to make absolute comparisons between responses.

It allows responses to be rank-ordered in a hierarchical pattern

Which of the following types of scales asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"? a) Likert scale b) Semantic differential scale c) Paired-comparison scale d) Constant sum scale e) Numerical scale

Likert Scale

A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale. a) ordinal b) nominal c) ratio d) interval e) Likert

Nominal

A survey asks respondents to indicate their ethnic background by picking a number from 1 to 5, based on the following: 1 if White, 2 if Black, 3 if Hispanic, 4 if Asian, and 5 if Others. The numbers 1 through 5 represent what kind of a scale? a) Ordinal b) Nominal c) Ratio d) Interval e) All of the above

Nominal

What is interval

Numerical, calendar years & times (Do you like the taste of yogurt? 1- strongly like 2- sorta 3- nah)

A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank=1) to the least liked (rank=5). This scale is most closely a: a) Nominal scale b) Ratio scale c) Ordinal scale d) Interval scale e) Hybrid-ordinally interval scale

Ordinal Scale

In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 must have a higher ______ than that of sample 1. a) Mean b) Standard deviation c) Range d) Median e) All of the above

Range

What type of scale structure is being used in a question that asks the respondent to write in his or her age on the survey? a) Nominal b) Ordinal c) Ratio d) Interval e) All of the above

Ratio

A researcher designs his questionnaire in such a way that a respondent can communicate his/her intensity of like/dislike for a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "Strongly disagree" and 7 is for "Strongly agree"). These numbers (1 to 7) are commonly referred to as: a) construct points. b) scale portions. c) scale points. d) construct ordinals. e) scale ratios.

Scale Points

Which of the following scales is typically used to create a perceptual image profile? a) Likert scale b) Free-choice scale c) Nominal scale d) Ratio scale e) Semantic differential scale

Semanatic Differential Scale

A set of twenty 7-point scales that have descriptors that are bipolar opposites of each other for each scale is an example of a: a) Likert scale b) Paired-comparison scale c) Constant sum scale d) Semantic differential scale e) All of the above

Semantic Differential Scale

Which one of the following conclusions cannot be drawn using ordinal scales only? a) 20% of respondents prefer Coke over Pepsi b) 20% of the respondents ranked Pepsi as the brand of their choice c) The proportion of people who ranked Pepsi higher than Coke was 2:1 d) The mean difference for "Satisfaction with the Brand" for Pepsi and Coke was 2.4 on a 7-point scale e) None of the above

The mean difference for "Satisfaction with the Brand" for Pepsi and Coke was 2.4 on a 7-point scale

Which of the following statements is true about interval scales? a) They can measure absolute differences between scale points. b) The standard deviation cannot be calculated for interval scales. c) They are the highest level scale. d) They do not allow for comparison between measured objects. e) They are less powerful than ordinal scales.

They can measure absolute differences between scale points

A scale that has a neutral descriptor but has a larger number of response options on one side, either positive or negative, is referred to as a(n) _____ scale. a) unbalanced b) free-choice, even-point c) forced-choice, even-point d) forced-choice, odd-point e) free-choice, odd-point

Unbalanced

Which one of the following is an example of an ordinal scale? a) When your vehicle requires maintenance service or you have problems, how often do you take it to your primary automobile service provider? (Check the one response) __ Never __ Seldom __ Occasionally __ Usually __ Every Time b) When your vehicle requires maintenance service or you have problems, do you usually take it to your primary automobile service provider? __ Yes __ No c) In the past twelve- (12) months, how many times did you take your vehicle for service or repairs to your primary automobile service provider? (Write the # of times on the lines provided) ____ # of times d) All of the above e) None of the above

When your vehicle requires maintenance service or you have problems, how often do you take it to your primary automobile service provider? (Check the one response) __ Never __ Seldom __ Occasionally __ Usually __ Every Time

Constract

abstract idea from instances that are thought to be related (brand loyality, satisiaction, preference, awareness)

Rank order scale

another comparative scaling technique wherein the respondents are presented with numerous objects simultaneously and are required to order or rank these according to some specified criterion.

Constant Sum scale

considered an ordinal scale b/c comparative nature & lack of generalizattion

What is ordinal

frequency, satisfaction, happiness, degree of pain , ect, cannot be used in equations. Includes a number but mainly for ranking (Which drink is your fave? 1. coke 2. pepsi 3. coffee)

Graphic Rating Scales

in this method traits or behaviours that are important for effective performance are listed out and each employee is rated against these traits. The rating helps employers to quantify the behaviours displayed by its employees.

Semantic Differential Scale

increases its application in the marketing research. It is widely used in comparing the brand, company image, and product. It also helps in developing an advertising campaign and promotional strategies in new product development studies.

multi - item scale

is designed to measure the respondent's attitude towards more than one attribute related to the stimulus object. It is a rating scale comprising of multiple items, where each item is a single question or a statement that needs to be evaluated.

What is ratio

mean , mode, median, statistics (please circle the # of children under 18 years of age living in your home)

Behavioral Intention Scale

measures the likelihood that a person will use some object again

Non-comparative Rating Scales

require judement w/o refrence to anything else

comparative rating scale

requires a judgement against something else

Discriminatory Power

the practice of charging different prices to different customers for the identical goods or services sold by the same supplier.

What is nominal

used for labeling variables