Deck 6: Measurement

Question 1

Researcher's actions always involves measurement of some type.

Answer 1

False

Question 2

Measurements means assigning numbers to the attributes of an object.

Answer 2

True

Question 3

In marketing research, researchers measure a consumer's attitude, income, brand loyalty, etc., instead of measuring the consumer.

Answer 3

True

Question 4

Because constructs have no tangible reality, they are generally not directly observable.

Question 5

Measures are abstract constructions.

Question 6

Constructs have tangible reality and are directly observable.

Question 7

An operational definition indicates what observable attributes of the construct will be measured.

Question 8

An operational definition indicates the process that will be used to attach numbers to attributes of a construct so as to represent the quantity of the attribute.

Question 9

Operational definitions move constructs from the world of abstract concepts to the empirical world where they can be measured.

Question 10

Researchers use operationalized measures to collect data from a target population.

Question 11

Most measures fall into one of three categories: states of being, states of mind, and behavior.

Question 12

In terms of consumers, age would be a state of mind measure.

Question 13

In terms of consumers, brand loyalty would be a state of mind measure.

Question 14

In terms of consumers, personality traits would be a state of mind measure.

Question 15

In terms of industrial customers, number of employees would be a state of being measure.

Question 16

In terms of industrial customers, management style would be a state of being measure.

Question 17

Discrete variables are those that can be identified, separated into entities, and counted.

Question 18

Continuous variables are those that can be identified, separated into entities, and counted.

Question 19

A person's age would be an example of a continuous variable.

Question 20

Measurement involves only nominal, ordinal, and interval scales.

Question 21

Nominal scales are considered quantitative rather than qualitative.

Question 22

Nominative scale uses parametric statistical techniques.

Question 23

Ordinal scales goes a step further than the nominal scale to introduce a direction of difference.

Question 24

Values from ordinal scales can be compared and measured "less than or more than" with other items.

Question 25

The results of ordinal scales reveal position but not degree.

Question 26

Ordinal scales indicate a difference, direction of difference, and a magnitude of difference.

Question 27

Interval scales indicate a difference, direction of difference, and a magnitude of difference.

Question 28

Interval scales have a no natural origin or zero point from which the scale derives.

Question 29

Dispersion about the mean in interval scales is measured by the standard deviation.

Question 30

The ratio scale has an arbitrary origin.

Question 31

The measure of central tendency for ordinal scales is the median.

Question 32

The ratio scale has a natural origin.

Question 33

The measure of central tendency for ratio scales is the mode.

Question 34

A reliable measure is one that consistently generates the same results over repeated measures.

Question 35

The alternative form method of reliability assessment is to measure the same subjects at two different points in time under approximately the same conditions.

Question 36

The objective with test-retest reliability is to overcome to some degree the deficiencies of the alternative form method of measuring reliability by using a different form of the measuring device.

Question 37

The deficiencies of test-retest reliability measures can be overcome by using the alternative form method.

Question 38

Measuring reliability using an internal consistency approach usually involves the use of different samples of respondents to determine reliability of measures.

Question 39

Validity is the extent to which differences found among respondents using a measurement tool reflects true differences among respondents.

Question 40

The content validity of a measuring instrument is the extent to which it provides adequate coverage of the topic under study.

Question 41

A common method of testing for construct validity is to ask "experts" to judge whether the item statements are what they purport to be.

Question 42

Pragmatic validity is also called construct validity.

Question 43

Predictive validity is also known as pragmatic validity.

Question 44

Content validity is usually determined by testing to see if measures converge when they are supposed to measure the same thing and discriminate when they are measuring different things.

Question 45

Attitudes are one of the most frequently measured constructs by marketing researchers.

Question 46

Behaviors are one of the most frequently measured constructs by marketing researchers.

Question 47

Attitudes are said to be good predictors of behavior.

Question 48

With itemized rating scales, an odd number of points provides respondents with a midpoint or neutral position.

Question 49

Likert scales include answers from a range of strongly agree to strongly disagree.

Question 50

The Likert scale is sometimes referred to as a summated rating scale.

Question 51

In a rank-order scale, the respondent puts objects in an order of some variable under study.

Question 52

A disadvantage of the rank-order scale is that the rank order appears without the researcher knowing his or her location on a like-dislike continuum.

Question 53

The comparative rating scale is a seven-point scale that use pairs of adjectives that are opposite in meaning.

Question 54

The rank-order scale requires respondents to divide a fixed number of points, usually 100, among items according to their importance to the respondent.

Question 55

The semantic differential scale is a seven-point scale using pairs of adjectives or phrases that have similar meanings.

Question 56

The Stapel scale is used as substitute for the semantic differential when it is difficult to construct pairs of bipolar adjectives.

Question 57

It is generally agreed that itemized rating scales yield interval data, although some marketing researchers believe it only generates ordinal data.

Question 58

Likert scales yield ordinal data.

Question 59

Rank order scales yield ordinal data.

Question 60

Comparative rating scales yield interval or quasi-interval data.

Question 61

Semantic differential scales yield interval data.

Question 62

Staple scales yield ratio data.

Question 63

Constructs are

A) names of unknown variables
B) abstract "constructions" that are of interest to researchers
C) variables that are analyzed by researchers
D) names given to consumer actions

Question 64

Examples of constructs of interest to marketers include all of the following except

A) brand loyalty
B) customer satisfaction
C) purchase behavior
D) channel conflict

Question 65

The first step in the measurement process is to

A) specify a construct's domain
B) determine the construct(s) of interest
C) collect data to test measures
D) establish operational definitions of constructs

Question 66

A ___________ definition defines a construct by using other constructs to identify conceptual boundaries, showing how it is discernable from other similar bur different constructs.

A) constitutive
B) constitutional
C) constructional
D) operational

Question 67

The measurement process consists of the following ordered steps

A) specify the construct domain, establish operational definition for constructs, determine the construct of interest, collect data, purify the measures, conduct validity test, and analyze research findings
B) establish operational definitions for construct, determine the construct of interest, specify the construct domain, purify the measures, collect data, conduct validity tests, and analyze data
C) determine the construct of interest, specify the construct domain, establish operational definitions for construct, collect data, purify the measures, conduct validity tests, and analyze research findings
D) determine the construct of interest, establish operational definitions for construct, specify construct domain, collect data, purify the measures, conduct validity tests, and analyze research findings

Question 68

A(n) ___________ definition indicates what observable attributes of the construct will be measured and the process that will be used to attach numbers to those attributes.

A) constitutive
B) constitutional
C) constructional
D) operational

Question 69

Eliminating item statements which fail to pass the reliability test is the task of the following step

A) conduct validity test
B) collect data to test measure
C) purify the measure
D) analyze the research findings

Question 70

Measures used in marketing research fall into the three categories of

A) states of being, behavior, states of mind
B) states of being, behavior, states of mood
C) type of buyer, industrial customers, ultimate consumers
D) attitudes, options, personality traits

Question 71

In terms of measurement type, measuring coupon redemption would be an example of

A) state of being
B) behavioral
C) state of mind
D) personality

Question 72

In terms of measurement type, measuring a consumer's attitude towards a list of brands would be an example of

A) state of being
B) behavioral
C) state of mind
D) personality

Question 73

In terms of measurement type, a respondent's education would be an example of

A) state of being
B) behavioral
C) state of mind
D) personality

Question 74

In terms of measurement type and industrial customers, management attitude would be an example of

A) state of being
B) behavioral
C) state of mind
D) personality

Question 75

In terms of measurement type and industrial customers, the distribution pattern would be an example of

A) state of being
B) behavioral
C) state of mind
D) personality

Question 76

_____ variables are those that can be identified, separated into entities, and counted.

A) Discrete
B) Continuous

Question 77

_____ variables may take on any value.

A) Discrete
B) Continuous

Question 78

An example of a discrete variable would be

A) the age of a respondent
B) the income of a respondent
C) the number of children in a household
D) a respondent's level of brand loyalty

Question 79

An example of a continuous variable would be

A) a respondent's gender
B) the number of televisions in a household
C) the number of children in a household
D) the income of a respondent

Question 80

The lowest level of measurement is the

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