MKT 431 Ch. 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 B) Scaling; Ranking C) Scaling; Measurement D) Ranking; Measurement

A) Measurement; Scaling

According to the text, noncomparative scales are also referred to as ________. A) metric scaling B) random scaling C) interval scaling D) nonmetric scaling E) substantive scaling

A) metric scaling

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 B) collectively exclusive C) mutually exhaustive D) collectively exhaustive E) object non-overlap

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 B) ratio scale C) ordinal scale D) interval scale E) random scale

A) nominal scale

The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale

A) nominal scale

According to the text, the constant sum should be considered a(n) ________. A) ordinal scale B) ratio scale C) interval scale D) nominal scale E) random scale

A) ordinal scale

Which of the following statistics is NOT permissible with ordinally scaled data? A) range B) mode C) rank order correlation D) all of the above

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 B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling

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 B) constant sum scaling C) paired comparison scaling D) semantic differential scaling E) semantic meaning scaling

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 B) nominal scale C) ordinal scale D) interval scale E) random scale

A) ratio scale

________ is the most widely used scaling technique in marketing research. A) Comparative scaling B) Noncomparative scaling C) Random scaling D) Nonmetric scaling E) Substantive scaling

B) Noncomparative scaling

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment. A) Constant sum scaling B) Rank order scaling C) Paired comparison scaling D) Semantic differential scaling E) Discriminative scaling

B) Rank order scaling

The scaling techniques commonly used in marketing research can be classified into ________ and ________. A) random; nonrandom scales B) comparative; noncomparative scales C) interval; ratio scales D) nominal; ordinal scales E) object; non-object scales

B) comparative; noncomparative scales

Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric? A) rank order scaling B) constant sum scaling C) paired comparison scaling D) semantic differential scaling E) zero scaling

B) constant sum scaling

In marketing research, ordinal scales are used for all of the following purposes EXCEPT: A) preference rankings. B) market shares. C) market position. D) social class. E) B and C

B) market shares.

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________. A) randomization B) measurement C) sampling D) exploring E) characterization

B) measurement

Which of the following primary scales of measurement is recognized as the most basic or limited? A) ordinal scales B) nominal scales C) ratio scales D) interval scales E) random scale

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) ________. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale

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 ________. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling

B) paired comparison scaling

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) 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. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) direct scale

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. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling

C) constant sum scaling

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than ________. A) one B) three C) five D) seven E) ten

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. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale

C) interval scale

In marketing research, ________ are used both to measure attitudes and opinions, and as index numbers. A) nominal scales B) ordinal scales C) interval scales D) ratio scales E) random scales

C) interval scales

Which of the following primary scales of measurement is used only for classification purposes? A) ordinal scales B) ratio scales C) nominal scales D) interval scales E) random scales

C) nominal scales

After paired comparison scaling, the most popular comparative scaling technique is ________. A) perceptual scaling B) constant sum scaling C) rank order scaling D) semantic differential scaling E) semantic meaning scaling

C) rank order scaling

The most complex of the primary scales of measurement is the ________. A) ordinal scale B) interval scale C) ratio scale D) nominal scale E) random scale

C) ratio scale

The generation of a continuum upon which measured objects are located is called ________. A) sampling B) hypothesizing C) scaling D) factoring E) continuous generation

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? 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.

According to the text, ________ means that all the objects fall into one of the classes. A) mutually exclusive B) collectively exclusive C) mutually exhaustive D) collectively exhaustive E) object non-overlap

D) collectively exhaustive

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) independence scale

D) noncomparative scale

According to the text, comparative scaling is sometimes referred to as ________. A) metric scaling B) random scaling C) monadic scaling D) nonmetric scaling E) none of the above

D) nonmetric scaling

Which of the following is NOT a classification of itemized rating scales? A) Likert scales B) semantic differential scales C) Stapel scales D) perceptual scales E) C and D

D) perceptual scales

Which of the following is NOT one of the four primary scales of measurement? A) nominal scales B) ordinal scales C) interval scales D) random scales E) C and D

D) random scales

Which of the following is NOT recognized as a comparative scaling technique? A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) B and D

D) semantic differential scaling

Common examples of ordinal scales include all of the following EXCEPT: A) quality rankings. B) ranking of teams in a tournament. C) educational levels. D) social security numbers. E) C and D

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? A) longevity B) output (frequency, quantity) C) inbound links D) technorati, bloglines or blogpulse followers E) media citations

D) technorati, bloglines or blogpulse followers

A major disadvantage of comparative scales would be which of the following? A) Halo or carryover effects are reduced. B) Respondents bring the same point of reference to a task. C) The resulting data measures relative differences. D) Only big differences between objects can be detected. E) A researcher cannot generalize beyond the objects under study.

E) A researcher cannot generalize beyond the objects under study.

Permissible statistics for interval scaled data include all of the following EXCEPT: A) range. B) mean. C) standard deviation. D) mode. E) All of the above are permissible.

E) All of the above are permissible.

Which of the following is NOT true about ratio-scaled data? A) The origin of the scale is fixed. B) Such data can be transformed by using y = bx. C) All statistical techniques can be applied to such data. D) Common examples include height and weight. E) They can be transformed using y = a + bx.

E) They can be transformed using y = a + bx.

In developing countries, which of the following scales would be best for measuring consumer preferences? A) ordinal scales B) ratio scales C) interval scales D) substantive scales E) dichotomous scales

E) dichotomous scales

According to the text, ________ are the simplest to use. A) ratio scales B) ordinal scales C) interval scales D) random scales E) nominal scales

E) nominal scales

Permissible statistics for ordinally-scaled data include which of the following? A) geometric mean B) range C) standard deviation D) mean E) percentiles and median

E) percentiles and median

A major disadvantage of constant sum scaling is that ________. A) it is limited to large discriminations among alternatives B) it takes too much time to collect C) it has no absolute zero point D) it cannot be considered an ordinal scale E) respondents may allocate more or fewer units than those specified

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.

F

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.

F

A scale that has description also has order.

F

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.

F

According to the text, comparative scaling is sometimes referred to as monadic scaling.

F

According to the text, interval scales are the simplest to use.

F

According to the text, noncomparative scales are also referred to as nonmetric scaling.

F

According to the text, semantic differential scaling is a comparative scaling technique.

F

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.

F

Any positive linear transformation of the form y = a + bx would distort the properties of an interval scale.

F

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.

F

Common examples of ordinal scales include educational levels and social security numbers.

F

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

F

In marketing research, ordinal scales are used to measure market share.

F

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.

F

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

F

Preference rankings, market position, and social class are examples of interval scales.

F

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal, ordinal, and ratio data.

F

The generation of a continuum upon which measured objects are located is called sampling.

F

The major benefit of comparative scaling is that it is the most widely used scaling technique.

F

The most popular comparative scaling technique is semantic differential scaling.

F

The origin characteristic means that a scale has an arbitrary zero point.

F

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.

T

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.

T

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

T

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.

T

A scale that has distance also has order but the reverse is not true.

T

According to the text, the constant sum should be considered an ordinal scale.

T

All statistical techniques can be applied to ratio data.

T

An advantage of rank order scaling is that the results are easy to communicate.

T

An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.

T

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

T

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.

T

In marketing research, interval scales are used both to measure attitudes and opinions, and as index numbers.

T

Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.

T

Nominal scales are recognized as the most basic or limited.

T

Nominal scales are used for classification and identification purposes only.

T

Noncomparative scaling is the most widely used scaling technique in marketing research.

T

Only a limited number of statistics, all of which are based on frequency counts, are permissible on the numbers in a nominal scale.

T

Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.

T

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

T

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

T

The most complex of the primary scales of measurement is the ratio scale.

T

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

T

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

T

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

T