Deck 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire

Question 1

The type of measure in which a respondent responds in the same or very similar manner to an identical or near-identical question is called:

A)Unreliable measure.
B)Variable measure.
C)Nominal measure.
D)Reliable measure.

Answer 1

D

Question 2

An actual number of purchases in a certain time period,dollars spent,miles traveled,number of children in the household,or years of college education are examples of:

A)Ratio scale.
B)Ordinal scale.
C)Nominal scale.
D)Interval scale.

Answer 2

A

Question 3

When a researcher is attempting to measure attitudes,opinions,evaluations,beliefs,impressions,perceptions,feelings,and intentions on a continuum,the researcher is using a type of:

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

Answer 3

B

Question 4

A ________ is easily recognized,as it has numbers that range from a minus end to a corresponding plus end,with or without a zero as the midpoint.

A)Likert scale
B)nominal scale
C)semantic differential scale
D)Stapel scale

Question 5

A specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates is the:

A)Likert scale.
B)lifestyle inventory scale.
C)semantic differential scale.
D)polar differential scale.

Question 6

Researchers often use the Likert scale since the underlying belief is that knowledge of consumers' lifestyles,as opposed to just ________,offers direction for marketing decisions.

A)economic factors
B)demographics
C)socio-cultural factors
D)environmental factors

Question 7

________ are physically verifiable characteristics such as age,income,number of bottles purchased,store last visited,and so on.

A)Objective properties
B)Animate properties
C)Subjective properties
D)Inanimate properties

Question 8

________ is an assessment of the exactness of a measurement relative to what actually exists.

A)Validity
B)Inaccuracy
C)Invalidity
D)Existentialism

Question 9

Researchers measure ________,which are the specific features or characteristics of an object that can be used to distinguish it from another object.

A)numbers of customers
B)properties of objectives
C)objects of measurements
D)product types

Question 10

What is the interval scale that has mainly degrees of positive positions?

A)The Likert scale
B)The symmetric interval scale
C)The nonsymmetric interval scale
D)The Stapel scale

Question 11

________ measures are rating scales for subjective properties where,for adjacent levels,the distance is normally defined as one scale unit.

A)Ratio scales
B)Ordinal scale
C)Nominal scale
D)Interval scale

Question 12

The process of designing questions and response formats to measure the subjective properties of an object is known as:

A)Scale development.
B)Property development.
C)Non-scale development.
D)Objective scale development.

Question 13

The ________ technique was originated by advertising strategists who wanted to obtain descriptions of groups of consumers as a means of establishing more effective advertising.

A)lifestyle inventory
B)consumer index
C)consumer inventory
D)psychometric inventory

Question 14

Race,religion,type of dwelling,gender,brand last purchased,and buyer/nonbuyer are examples of:

A)Ordinal measures.
B)Demographic measures.
C)Nominal measures.
D)Scale measures.

Question 15

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:

A)The Psychometric Scale.
B)The Comparative Scale.
C)The Likert Scale.
D)The Multidimensional Scale.

Question 16

Determining a description or amount of some property of an object is known as:

A)Scale level.
B)Attributes of properties.
C)Subjective and objective property levels.
D)Measurements.

Question 17

The type of scale that might measure the degree a person is price-conscious,fashion-conscious,an opinion giver,a sports enthusiast,child oriented,home centered,or financially optimistic is:

A)Demographic Inventory.
B)Socio-cultural Inventory.
C)Personality Inventory.
D)Lifestyle Inventory.

Question 18

Researchers often desire to measure ________,which cannot be directly observed because they are mental constructs such as a person's attitude or intentions.

A)objective properties
B)animate properties
C)subjective properties
D)inanimate properties

Question 19

Because many marketing stimuli have meanings,mental associations,or connotations,the ________ works well when the marketing researcher is attempting to determine brand,store,or other images.

A)Likert scale
B)lifestyle inventory scale
C)semantic differential scale
D)polar differential scale

Question 20

If the respondent is asked to indicate his or her first,second,third,and fourth choices of hotels,the results are:

A)Preferentially scaled.
B)Nominally scaled.
C)Differentially scaled.
D)Ordinally scaled.

Question 21

Computer-assisted questionnaire design software often has a feature that provides"standard"questions on constructs that researchers often measure,such as demographics,importance,satisfaction,performance,or usage.This feature is a:

A)Test bank.
B)Quiz bank.
C)Question library.
D)Survey bank.

Question 22

________ amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease.

A)Question field testing
B)Question evaluation
C)Question bias
D)Beta testing

Question 23

"Now,I would like to ask you a few questions about your TV viewing habits"is an example of a(n):

A)warm-up question.
B)introductory question.
C)transition question.
D)classification question.

Question 24

If the answer is"Yes"to the question,"Did you order a Papa John's Pizza delivery for your family in the past month?"the respondent will be directed to several questions about Papa John's Pizza,but if the answer is"No,"these questions will not be asked.This is an example of:

A)Non-response logic.
B)Display logic.
C)Answer display logic.
D)Skip logic.

Question 25

________ are used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request.

A)Warm-up questions
B)Introductory questions
C)Transition questions
D)Classification questions

Question 26

A respondent accesses an online questionnaire,registers responses to the questions,and typically clicks on a"Submit"button at the end of the questionnaire.These activities enable the software to:

A)Analyze data in real-time.
B)Capture data in real-time.
C)Create a report in real-time.
D)Block submissions in real-time.

Question 27

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Of the following,which is not one of the functions a questionnaire fulfills?

A)Creates basis for statistical significance
B)Standardizes those questions and the response categories
C)Speeds up the process of data analysis
D)Translates research objectives

Question 28

Qualtrics,SurveyMonkey,SnapSurveys,SmartSurvey,KeySurvey are examples of:

A)Survey implementation software.
B)Computer-assisted questionnaire design software.
C)Data collection software.
D)Data analysis software.

Question 29

________,or other questions that require some degree of mental activity,such as evaluating choices,voicing opinions,recalling past experiences,indicating intentions,or responding to"what if"questions,are placed deeper in the survey.

A)Transition questions
B)Introductory questions
C)Classification and demographic questions
D)Scaled-response questions

Question 30

Attention should be given to placing the questions developed ________ to ease respondent participation.

A)at the beginning
B)in the middle
C)in an informal sequence
D)into a logical sequence

Question 31

________ pertains to the sequencing of questions or blocks of questions,including any instructions,on the questionnaire.

A)Question validity
B)Question testing
C)Question flow
D)Question blocking

Question 32

Why do marketing researchers take great care in developing research questions that measure attitudes,beliefs,behaviors,and demographics?

A)They want high levels of response.
B)They desire long-term client relationships.
C)They want positive research outcomes.
D)They want reliable and valid responses.

Question 33

A researcher seeks to ________,which is defined as the ability of a question's wording or format to influence respondents' answers.

A)standardize questions
B)maximize question response
C)minimize question bias
D)standardize response levels

Question 34

Computer-assisted questionnaire design software packages offer several advantages.Which of the following is NOT one of those advantages?

A)Are easier,faster,and friendlier than using a word processor
B)Provide significant functionality
C)Facilitate data analysis
D)Ensure unbiased questions

Question 35

Beginning with the research objectives,the researcher identifies the ________ and decides what type of measure to use for each one.

A)research targets
B)properties of constructs of interest
C)wording for each question
D)quality measures

Question 36

Question evaluation is a judgment process,but there are four simple guidelines,or"dos,"for question wording.Which of the following is NOT one of those guidelines?

A)Simple
B)Crystal clear
C)Easy to analyze
D)Brief

Question 37

In order to avoid question bias situations,researchers should be aware of four"do not's."Which of the following is NOT among the four primary"do not's"?

A)Should not be leading
B)Should not be loaded
C)Should not be overstated
D)Should not exceed 30 characters

Question 38

Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect:

A)The quality of the information that is gathered.
B)The volume of invalid responses.
C)The turnaround time for completion.
D)The type of statistical analysis.

Question 39

The introduction is crucial in questionnaire design.There are five functions that the introduction accomplishes.Which of the following is NOT one of those functions?

A)Identification of who is doing the survey
B)The respondent's compensation
C)The purpose of the survey
D)How the respondent was selected

Question 40

When a survey displays or asks questions that are appropriate based on the respondent's prior answers,this is known as:

A)Display logic.
B)Non-response logic.
C)Answer priority logic.
D)Skip logic.

Question 41

Researchers are often given the task of finding irrelevant similarities in the profiles of various customer types,and measurement is a necessary first step in this task.

Question 42

Ordinal scales indicate only relative size differences among objects: greater than,less than,or equal to.

Question 43

The term"coding"means:

A)Placing numbers on the questionnaire to facilitate data entry after the survey has been conducted.
B)Predetermining the responses,which makes report writing easier because the report may be started early.
C)Conducting a dry run of the survey to see which questions"work."
D)Analytical processes for scaled-response questions only.

Question 44

Scale development is designing questions and response formats to measure the subjective properties of an object.

Question 45

Constructs are the specific features or characteristics of an object that can be used to distinguish it from another object.

Question 46

Measuring subjective properties is difficult;the marketing researcher must adapt or develop rating scale formats that are very clear and used identically by respondents.

Question 47

Answers that involve yes-no,agree-disagree,or any other instance in which the descriptors cannot be differentiated except qualitatively,are examples of ordinal measures.

Question 48

A ________ involves conducting a dry run of the survey on a small,representative set of respondents to reveal questionnaire errors before the survey is launched.

A)field test
B)market test
C)response test
D)pre-test

Question 49

Interval scale measures are rating scales for subjective properties where,for adjacent levels,the distance is normally defined as one scale unit.

Question 50

Because most subjective,or psychological,properties exist on a continuum ranging from one extreme to another in the mind of the respondent,it is common practice to use ratio scale questions to measure them.

Question 51

The ratio characteristic allows us to construct ratios when calculating results of the measurement.

Question 52

There are several parameters regarding the pretest of a questionnaire.Of the following,which is MOST accurate?

A)Pretest participants should be representative of the target population under study.
B)The client should always approve of and be present for the pretest.
C)Researcher and client need to agree on a minimum amount of pretests.
D)The pretest should be conducted on samples from a global and a domestic market.

Question 53

Scale measures are those in which the direction between each level is known.

Question 54

Measurement is not a simple process when measuring objective properties such as physically verifiable characteristics like age,income,number of bottles purchased,store last visited,and so on.

Question 55

Marketing research measures properties-sometimes called characteristics,attributes,or qualities-of objects.

Question 56

Using numbers associated with question response options to facilitate data analysis after the survey has been conducted is known as:

A)Pre-testing.
B)Pre-numbering.
C)Coding.
D)Decoding.

Question 57

Ratio scale measures are ones in which a true zero origin exists.

Question 58

Measurement underlies marketing research to a great extent because researchers are keenly interested in describing marketing phenomena.

Question 59

Coding is a straightforward process EXCEPT in which of the following situations?

A)When there are many questions on the questionnaire
B)Any time scaled-response questions are used
C)When there are questions for which there may be multiple responses
D)Any time closed-ended questions are used

Question 60

It is not good practice to invent a novel scale format with every questionnaire.

Question 61

With a reliable measure,a respondent responds in the same or very similar manner to an identical or near-identical question.

Question 62

Those arguing for the inclusion of a neutral option on an interval scale believe that some respondents do not have opinions formed on that item,and they must be given the opportunity to indicate their ambivalence.

Question 63

The construction of a semantic differential scale begins with the determination of a concept or object to be rated,usually a brand or company with the researcher then selecting bipolar pairs of words or phrases that could be used to describe the object's salient properties.

Question 64

Using"tried and true"standardized scaled-response formats expedites the questionnaire design process by saving time and money;however,it does not offer the opportunity to assess its reliability or validity.

Question 65

The focus of the semantic differential is on the measurement of the meaning of an object,concept,person,or experience.

Question 66

While not documented by research,most researchers feel that a single word can make a difference in how study participants respond to a question.

Question 67

The drawbacks to the Likert five-point scale are that it is not flexible when it comes to measuring constructs or concepts or amenables to sophisticated statistical analysis.

Question 68

With a custom-designed research study,the questions on the questionnaire,along with its instructions,introduction,and general layout,are all systematically evaluated for potential errors and revised accordingly.

Question 69

With the Likert scale,it is best to use"flat"or plain statements and let the respondent indicate the intensity of his or her feelings by using the agree-disagree response continuum position.

Question 70

One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a"profile"of the brand or company image.

Question 71

Marketing researchers use standard scales rather than inventing new ones for each research project,which are often referred to as"workhorse scales."

Question 72

Beginning with the research budget in mind,the researchers rely on"constructs,"or standard marketing concepts,and develop a mental vision of how each construct will be measured.

Question 73

Given that it serves all of these functions,the questionnaire is at the center of the research process with questionnaire design directly affecting the quality of the data collected.

Question 74

Marketing researchers take great care in developing research questions that measure attitudes,beliefs,behaviors,and demographics because they desire reliable and valid responses.

Question 75

Words we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire because their literal interpretations are impossible to answer.

Question 76

It is common for a questionnaire designed by one employee of the research company to then be given to a colleague who understands questionnaire design for a thorough inspection for question bias as well as face validity.

Question 77

The two most critical aspects of questionnaire organization are the actual flow of questions in the questionnaire body and screening of the respondent.

Question 78

The halo effect is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.

Question 79

A valid measure is truthful;a response may be reliable but at the same time not valid.

Question 80

A Stapel scale relies not on positive and negative numbers but on bipolar terms.