mkt MC 7,

A ________ is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given. A) branching question B) leading question C) double-barreled question D) filter question E) break-out questions

A

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

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 object is called a(n) ________. A) Likert scale B) semantic differential C) Stapel scale D) opinion rating scale E) penta scales

A

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

A(n) ________ is a structured question with only two response alternatives, such as yes or no. A) dichotomous question B) open-ended question C) multiple-choice question D) random question E) yay-nay question

A

A(n) ________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers. A) questionnaire B) observation C) focus group D) test market E) set of time-series questions

A

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set. A) noncomparative scale B) continuous rating scale C) itemized rating scale D) Likert scale E) random scale

A

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

According to the text, ________ direct respondents to different places in the questionnaire based on their response to the question at hand. A) branching questions B) leading questions C) double-barreled questions D) filter questions E) break-out questions

A

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

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

All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT ________. A) respondent response limitations B) recording error C) data coding D) unstructured questions are not suitable for self-administered questionnaires E) All of the above are disadvantages.

A

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

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________. A) reliability B) validity C) accuracy D) efficiency E) substantiality

A

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

Which of the following is NOT a guideline that should be followed to avoid problems in question wording? A) use positive statements only B) define the issue C) use ordinary words D) avoid ambiguous words E) avoid leading questions

A

Which of the following is the first step in the questionnaire design process? A) specify the information needed B) specify the type of interviewing method C) determine the content of individual questions D) decide on the question structure E) segment the customer base

A

Which of the following types of information is the most important aspect of a marketing research study? A) basic information B) classification information C) problem-solving information D) identification information E) quantification information

A

________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made. A) Systematic error B) Random error C) Forced error D) Coefficient error E) Dispersion error

A

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

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

A strategy for ordering questions in a questionnaire in which the sequence starts with general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the ________. A) unstructured approach B) funnel approach C) diagnostic approach D) goal-oriented approach E) inverted-funnel approach

B

A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) descriptor scale

B

According to the text, ________ are also referred to as free-response or free-answer questions. A) structured questions B) unstructured questions C) double-barreled questions D) filtered questions E) free-bird questions

B

According to the text, a single question that attempts to cover two issues is called a ________. A) filtered question B) double-barreled question C) random question D) coefficient question E) two-issue query

B

According to the text, which of the following formulas determines total measurement error? A) systematic error - random error B) systematic error + random error C) systematic error × random error D) systematic error/random error E) square root of (systematic error/random error )

B

Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ________. A) double-barreled questions B) screening or qualifying questions C) random questions D) coefficient questions E) requirement questions

B

Open-ended questions are most useful in ________ and as opening questions. A) descriptive research B) exploratory research C) conclusive research D) virtual research E) confirmatory research

B

Open-ended questions that respondents answer in their own words are called ________. A) structured questions B) unstructured questions C) double-barreled questions D) filtered questions E) own-voice questions

B

Questions that prespecify the set of response alternatives and the response format are called ________. A) unstructured questions B) structured questions C) open-ended questions D) double-barreled questions E) response-alternative questions

B

Socioeconomic and demographic characteristics used to categorize respondents are referred to as ________. A) basic information B) classification information C) problem-solving information D) identification information E) quantification information

B

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

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

What type of scale is this? Sears is: Powerful —:—:—:—:-X-:—:—: Weak Unreliable —:—:—:—:—:-X-:—: Reliable A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) visual scale

B

Which of the following describes a measurement scale in which 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) a comparative scale B) a continuous rating scale C) an itemized rating scale D) a Likert scale E) extreme scaling

B

Which of the following is NOT an objective of a questionnaire? A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. B) Questionnaire data must be easy to analyze. C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. D) A questionnaire should minimize response error.

B

Which of the following is NOT one of the three types of information that is obtained from a questionnaire? A) basic information B) problem-solving information C) classification information D) identification information E) C and D

B

Which of the following is the last step in the questionnaire design process? A) arrange the questions in proper order B) eliminate bugs by pretesting C) identify the form and layout D) reproduce the questionnaire E) present the results to the client

B

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

Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire? A) basic information B) identification information C) problem-solving information D) random information E) quantification information

B

Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives? A) multiple-choice questions B) open-ended questions C) dichotomous questions D) structured questions E) alternative questions

B

Which of the following types of scales are sometimes referred to as graphic rating scales? A) noncomparative scales B) continuous rating scales C) itemized rating scales D) Likert scales E) none of the above

B

Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning? A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) select scales

B

________ 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

________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors. A) Reliability B) Validity C) Effectiveness D) Consistency E) Substantive difference

B

________ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey. A) Precoding B) Pretesting C) Sampling D) Encoding E) Consolidation

B

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

A question that gives the respondent a clue as to what the answer should be is called a(n) ________. A) filtered question B) double-barreled question C) leading question D) open-ended question E) clue question

C

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________. A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) mid-range scale

C

A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) extreme scaling

C

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

According to the text, ________ is information that relates directly to the marketing research problem. A) classification information B) problem-solving information C) basic information D) identification information E) quantification information

C

According to the text, ________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms. A) open-ended questions B) multiple-choice questions C) dichotomous questions D) random questions E) yay-nay answers

C

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

In ________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given. A) open-ended questions B) dichotomous questions C) multiple-choice questions D) random questions E) response-alternative questions

C

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

C

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

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

Which of the following is NOT a popular form of structured question? A) multiple-choice B) dichotomous C) open-ended D) scales E) All of the above are forms of structured questions.

C

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

C

Which scale is NOT an itemized rating scale? A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) semantic differential

C

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________. A) forced rating scale B) systematic scale C) multiple measurement scale D) multi-item scale E) single question scale

D

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

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

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

According to the text, pretests are best done by ________ interviews. A) telephone B) electronic C) mail D) personal E) online

D

According to the text, which of the following is NOT one of the commonly used itemized rating scales? A) Likert scale B) semantic differential C) Stapel scale D) random scale E) All of the above are commonly used itemized rating scales.

D

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________. A) determining the order of scales B) choosing question wording C) choosing question structure D) individual question content E) minimizing item nonresponse

D

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

In wording questions, the researcher should avoid doing all of the following EXCEPT ________. A) use industry jargon B) avoid ambiguous words C) use leading questions D) use positive and negative statements E) All of the above are things a researcher should avoid doing when writing questions.

D

Regarding international marketing research, which of the following statements is true? A) Only one pretest is recommended in cross-national studies. B) Demographics questions can be used without modification in cross-national studies. C) Structured questions minimize the risk of cultural bias but are more sensitive to differences in educational levels. D) Personal interviewing is the dominant survey method. E) C and D

D

When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm. A) Likert scale B) Stapel scale C) balanced rating scale D) semantic differential E) image scale

D

Which noncomparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above E) none of the above

D

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) All of the above are classifications of itemized rating scales.

D

Which of the following is NOT a situation in which respondents are likely to refuse to answer a survey question? A) They may feel there's simply too much effort involved. B) They may feel that the question is not needed. C) They may feel that the information is too sensitive. D) The question is a screening question. E) All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question.

D

Which of the following is NOT mentioned in the text as a reason people typically cannot answer a survey question? A) They may not be informed. B) They may not remember. C) They may not be able to articulate certain types of responses. D) All of the selections represent a reason people typically cannot answer a survey question. E) B and C

D

Which of the following is NOT mentioned in the text as a specific objective to consider when designing a questionnaire? A) translate the researcher's information needs into a set of specific questions that respondents are willing and able to answer B) minimize demands imposed on respondents C) minimize response error D) collect demographic information that can be used in later direct mail campaigns E) minimize item nonresponse

D

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

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) All of the above are comparative scaling techniques.

D

Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made? A) systematic error B) forced error C) coefficient error D) random error E) dispersion error

D

Which of the words below, when used in a question, tend to be confusing to respondents? A) usually B) normally C) frequently D) sometimes E) All may be confusing to respondents.

D

________ is a type of information obtained in a questionnaire that includes name, address, e-mail address and phone number. A) Basic information B) Classification information C) Problem-solving information D) Identification information E) Phone book information

D

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

E

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

According to the text, at what point are telephone interviews considered to be too long? A) over 10 minutes B) over 15 minutes C) over 20 minutes D) over 25 minutes E) over 30 minutes

E

According to the text, identification information is usually positioned in which place in the questionnaire? A) at the beginning B) right after the screening questions C) in the middle D) before the lifestyle questions E) at the end

E

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

Scale categories can be ________. A) assigned numerical values B) presented horizontally C) expressed by boxes D) expressed by discrete lines E) all of the above

E

Which of the following is NOT a characteristic of the Likert scale? A) easy to construct B) easy to administer C) easy for the respondent to understand D) the number of scale points can vary E) respondents read a short phrase rather than an entire statement

E

Which of the following of the 6 W's is NOT particularly well-suited for serving as a guideline for defining the issue in a question? A) Who B) What C) When D) Where E) Why

E