Chapter 9
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
According to the text, noncomparative scales are also referred to as ________.
A) metric scaling
According to the text, ________ means that all the objects fall into one of the classes.
A) mutually exclusive
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
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
The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured.
A) nominal scale
According to the text, the constant sum should be considered a(n) ________.
A) ordinal scale
Which of the following statistics is not permissible with ordinally scaled data?
A) range
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
Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?
A) rank order scaling
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
________ is the most widely used scaling technique in marketing research
B) Noncomparative scaling
________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment
B) Rank order scaling
The scaling techniques commonly used in marketing research can be classified into ________ and ________.
B) comparative; noncomparative scales
Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric?
B) constant sum scaling
In marketing research, ordinal scales are used for all of the following purposes EXCEPT
B) market shares
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________.
B) measurement
Which of the following primary scales of measurement is recognized as the most basic or limited?
B) nominal scales
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
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
Which statement is not true about the interval scale?
C) Only proportionate transformations of the form y = bx, where b is a positive constant are allowed.
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
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
Paired comparison scaling is useful when the number of brands under consideration is limited to no more than ________.
C) five
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
In marketing research, ________ are used both to measure attitudes and opinions, and as index numbers.
C) interval scales
Which of the following primary scales of measurement is used only for classification purposes?
C) nominal scales
After paired comparison scaling, the most popular comparative scaling technique is ________.
C) rank order scaling
The most complex of the primary scales of measurement is the ________.
C) ratio scale
The generation of a continuum upon which measured objects are located is called ________.
C) scaling
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?
D) None of the above statements are true
A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.
D) noncomparative scale
According to the text, comparative scaling is sometimes referred to as ________.
D) nonmetric scaling
Which of the following is NOT a classification of itemized rating scales?
D) perceptual scales
Which of the following is NOT one of the four primary scales of measurement?
D) random scales
Which of the following is NOT recognized as a comparative scaling technique?
D) semantic differential scaling
Common examples of ordinal scales include all of the following EXCEPT
D) social security numbers
Which of the following is NOT a measure developed to evaluate social media sites based on information that is publicly available?
D) technorati, bloglines or blogpulse followers
A major disadvantage of comparative scales would be which of the following?
E) A researcher cannot generalize beyond the objects under study.
Permissible statistics for interval scaled data include all of the following EXCEPT
E) All of the above are permissible.
Which of the following is NOT true about ratio-scaled data?
E) They can be transformed using y = a + bx.
In developing countries, which of the following scales would be best for measuring consumer preferences?
E) dichotomous scales
According to the text, ________ are the simplest to use.
E) nominal scales
Permissible statistics for ordinally-scaled data include which of the following?
E) percentiles and median
A major disadvantage of constant sum scaling is that ________.
E) respondents may allocate more or fewer units than those specified
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
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
A scale that has description also has order.
FALSE
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
According to the text, comparative scaling is sometimes referred to as monadic scaling.
FALSE
According to the text, interval scales are the simplest to use.
FALSE
According to the text, noncomparative scales are also referred to as nonmetric scaling.
FALSE
According to the text, semantic differential scaling is a comparative scaling technique
FALSE
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
Any positive linear transformation of the form y = a + bx would distort the properties of an interval scale.
FALSE
Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values
FALSE
Common examples of ordinal scales include educational levels and social security numbers
FALSE
Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.
FALSE
In marketing research, ordinal scales are used to measure market share.
FALSE
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
Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.
FALSE
Preference rankings, market position, and social class are examples of interval scales.
FALSE
Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal, ordinal, and ratio data.
FALSE
The generation of a continuum upon which measured objects are located is called sampling.
FALSE
The major benefit of comparative scaling is that it is the most widely used scaling technique.
FALSE
The most popular comparative scaling technique is semantic differential scaling.
FALSE
The origin characteristic means that a scale has an arbitrary zero point.
FALSE
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
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
A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.
TRUE
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
A scale that has distance also has order but the reverse is not true.
TRUE
According to the text, the constant sum should be considered an ordinal scale.
TRUE
All statistical techniques can be applied to ratio data.
TRUE
An advantage of rank order scaling is that the results are easy to communicate.
TRUE
An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.
TRUE
An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.
TRUE
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
In marketing research, interval scales are used both to measure attitudes and opinions, and as index numbers
TRUE
Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.
TRUE
Nominal scales are recognized as the most basic or limited.
TRUE
Nominal scales are used for classification and identification purposes only.
TRUE
Noncomparative scaling is the most widely used scaling technique in marketing research
TRUE
Only a limited number of statistics, all of which are based on frequency counts, are permissible on the numbers in a nominal scale.
TRUE
Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.
TRUE
Temperature scales such as Celsius and Fahrenheit are examples of interval scales.
TRUE
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.
TRUE
The most complex of the primary scales of measurement is the ratio scale.
TRUE
The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.
TRUE
The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales
TRUE
When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.
TRUE