Deck 3: Measurement in Marketing Research

Question 1

Nominal scales are used for the lowest form of measurement,namely,classification and identification.

Answer 1

True
A nominal scale is one in which numbers (if any)serve only as labels to identify or categorize information.

Question 2

The mean is an appropriate descriptive statistic for ordinal data.

Answer 2

False
Ordinal data does not possess the property of equal differences necessary for applying the mean.The mode and median are appropriate measures of central tendency for ordinal data.

Question 3

A nominal scale defines the ordered relationship among objects or events.

Answer 3

False
It is an ordinal scale that defines the ordered relationship among objects or events.

Question 4

In conducting international marketing research,evidence suggests that measures are fairly reliable across countries for "hard" variables,such as age and gender,but have limited reliability for "soft" variables,like lifestyle,product involvement,and attitudes.

Question 5

The zero point on an interval scale corresponds to the absence of the characteristic being measured in the empirical system.

Question 6

For many research projects,measurement error can be substantially greater than sampling error,particularly when measurement involves subjective consumer information such as attitudes,preferences,and intentions.

Question 7

Measurement error is minimized when a direct correspondence exists between the number system and the marketing phenomena being measured.

Question 8

The set of marketing phenomena under study is called the abstract system.

Question 9

When using the test-retest method for measuring reliability,the greater the discrepancy in scores,the greater the systematic error present in the measurement process.

Question 10

Reliability refers to the extent to which the measurement process is free from random errors.

Question 11

Because the zero on an interval scales is an arbitrary assignment,comparisons of absolute magnitudes or ratios is meaningless.

Question 12

An ordinal scale measures whether an object or event has more or less of a characteristic than some other object or event,but does not measure how much more or less.

Question 13

The hierarchy-of-effects model postulates an advertising-purchase-repurchase sequence resulting from marketing effort.

Question 14

The cognitive component of attitude concerns a person's feelings about the object or event.

Question 15

Total measurement error consists of two components: systematic error and random error.

Question 16

An operational definition defines a construct with other constructs.

Question 17

Content validity involves subjective judgments by experts as to the appropriateness of the measurement.

Question 18

The methods used to measure validity involve determining the extent of agreement between attempts to measure the same characteristic through maximally similar methods.

Question 19

In marketing,it is common for attitudinal,opinion,and predisposition judgments to be treated as interval data.

Question 20

Measurement can be defined as assigning numbers to objects,characteristics,or events in the empirical system according to a set of known,specific rules in the abstract system.

Question 21

A dummy variable is an ordinally scaled variable on that is coded "0" or "1."

Question 22

In marketing,a(n)_______________ is an abstraction we build in our minds based on perceptions of a phenomenon.

A) graphical interface
B) construct
C) monotonic transformation
D) perceptual map

Question 23

A graphic rating scale requires the respondents to indicate their position on a continuum labeled with visual images,ranging from one extreme of the attitude in question to the other extreme.

Question 24

The most common statistical test used for nominally scaled variables is

A) regression analysis
B) ordinal regression
C) chi-square
D) coefficient of variation

Question 25

On an ordinal scale,which of the following series of numbers represent a permissible substitution for the series 1,2,3?

A) 1, 3, 30
B) 5, 10, 15
C) 3, 2, 1
D) all of the above
E) none of the above
F) both a and b

Question 26

Suppose three brands are rated on an interval scale regarding degree of preference.Brand X receives a 6 (most preferred),Brand Y a 3,and Brand Z a 2.What conclusions can be drawn from this data?

A) Brand X is three times as preferred as Brand Z.
B) Brand Y is more preferred than Brand Z.
C) The difference between Brand X and Brand Y is three times greater than the difference between Brand Y and Brand Z.
D) all of the above
E) both b and c

Question 27

An appropriate measure of central tendency for ordinal scales is the

A) arithmetic mean
B) mode
C) harmonic mean
D) standard deviation

Question 28

A crucial advantage of _______________ scales is that they allow the use of linear regression techniques.

A) nominal
B) ordinal
C) interval
D) graphic rating

Question 29

One of the most common methods of assessing opinions and attitudes involves an "agree-disagree" scale,with 5 to 7 points,to statements such as "This appliance would make an attractive addition my kitchen." This method of assessing a person's opinion results in a(n)_______________ variable.

A) nominally scaled
B) ordinally scaled
C) interval scaled
D) ratio scaled

Question 30

Which of the following arranges the measurement scales in order of complexity (simplest to most complex)?

A) nominal, interval, ordinal, ratio
B) interval, ratio, nominal, ordinal
C) ratio, interval, ordinal, nominal
D) nominal, ordinal, interval, ratio
E) interval, nominal, ordinal, ratio

Question 31

In the measurement process,the _______________ consists of all quantities used to represent marketing phenomena.

A) empirical system
B) abstract system
C) data analysis system
D) population

Question 32

A limitation of rank-order scales is the lack of cross-scale comparability.

Question 33

If respondents are asked to rank five different brands of cold medicine from best to worst,it would result in a(n)

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

Question 34

Marketing phenomena such as sales,market share,costs,ages,and number of customers possess the properties of a(n)

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

Question 35

The primary limitation of the semantic differential scale is the difficulty in composing two adjectives or phrases to anchor the scale that are truly synonyms.

Question 36

The main tools for handling nominal data go under the name of

A) parametric analysis
B) categorical data analysis
C) monotonic transformation
D) linear regression

Question 37

Which type of scale is being used if a respondent's age is measured by the question "How many years have elapsed since your 18th birthday?"

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

Question 38

The construct of attitude,because it exists in the minds of individuals and is not directly observable,is difficult to measure and typically involves the lower scales of measurement,i.e.nominal and ordinal scales.

Question 39

The numbers used to identify basketball players are representative of which measurement scale?

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

Question 40

With a(n)_______________ scale,the absolute or natural zero point refers to the assignment of the number zero to the absence of the characteristic being measured.

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

Question 41

All of the following are methods of estimating validity except

A) test-retest validity
B) construct validity
C) content validity
D) concurrent validity
E) predictive validity

Question 42

The affective component of the hierarchy-of-effects model can be described by which of the following terms?

A) feelings
B) beliefs
C) preference
D) a and b only
E) a and c only

Question 43

If the measurement process involves high systematic error and low random error,the measurements are

A) valid but not reliable
B) valid and reliable
C) reliable but not valid
D) neither valid nor reliable

Question 44

All of the following are legitimate arguments for assigning numbers to the response categories of a verbal rating scale except

A) a neutral point is needed to allow respondents to demonstrate indifference to an issue
B) the researcher believes the respondents' judgments can be treated as interval data
C) numerical labels can help guide the respondent as the progression of the categories and demonstrate the scale is indeed ordinal, not merely a nominal set of labels
D) the numbers correspond to some quantity explicitly represented in the question itself, such as a frequency

Question 45

_______________ reliability involves repeated measurement of the same person or group using the same scaling device under conditions judged to be similar.

A) Alternative-forms
B) Test-retest
C) Split-half
D) Concurrent
E) Repeated scale

Question 46

Common situational factors that are potential sources of measurement error include

A) factors such as a person's mood, fatigue and willingness to participate
B) variations in the environment such as time of day, temperature, presence of family members
C) variations in how the questions are administered, such as by phone or through e-mail
D) the degree of ambiguity and difficulty of the questions and the ability of respondents to answer

Question 47

_______________ involves correlating two different measurements of the same marketing phenomenon administered at the same point in time.

A) Split half reliability
B) Concurrent validity
C) Pragmatic judgment
D) Convergent validity

Question 48

Common data analysis factors that are potential sources of measurement error include

A) errors made in the coding and tabulation process
B) variations in the environment such as time of day, temperature, presence of family members
C) variations in how the questions are administered, such as by phone or through e-mail
D) the degree of ambiguity and difficulty of the questions and the ability of respondents to answer

Question 49

_______________ refers to the various operational definitions developed to measure the construct of attitude and accompanying beliefs,intentions,and other subjective mental states.

A) Attitude scaling
B) Predictive validity
C) Heterogeneity
D) Hierarchy-of-effects model

Question 50

_______________ involves understanding the theoretical rationale underlying the obtained measurement.

A) Convergent validity
B) Discriminant validity
C) Concurrent validity
D) Construct validity
E) Test-retest validity

Question 51

_______________ involves the ability to use a measured marketing phenomenon at one point in time to predict another marketing phenomenon at a future point.

A) Test-retest validity
B) Split half reliability
C) Predictive validity
D) Concurrent validity

Question 52

The simplest self-reporting scale is a(n)_______________,where the respondent's beliefs are classified in two or more categories.

A) nominal scale
B) ordinal scale
C) verbal rating scale
D) unidimensional measure

Question 53

The most common tool of attitude measurement is

A) performance of objective tasks
B) self-reports
C) observed overt behavior
D) physiological reactions
E) responses to unstructured or partially structured stimuli

Question 54

One component of total measurement error is random error,which

A) causes a constant bias in the measurements
B) involves a consistent error in the measuring instrument
C) involves a bias caused by the way sample is selected
D) involves influences that bias measurements, but not in a systematic way

Question 55

The primary methods of measuring reliability include all of the following except

A) test-retest
B) construct
C) alternative-forms
D) split-half

Question 56

_______________ reliability involves giving the subject two forms of an instrument that are judged to be equivalent but not identical.

A) Alternative-forms
B) Test-retest
C) Split-half
D) Concurrent
E) Repeated scale

Question 57

If a researcher uses storytelling,word-association tests,and sentence completion,the researcher is using the _______________ approach to direct communication.

A) self-reports
B) responses to stimuli
C) performance of objective tasks
D) overt behavior

Question 58

Probably the most frequently used scales in all of social science,and certainly in marketing research,are

A) nominal scales
B) graphic rating scales
C) verbal rating scales
D) semantic differential scales

Question 59

A rating scale without a "no opinion" or "don't know" category is an example of what kind of scale?

A) balanced
B) unbalanced
C) noncomparative
D) forced
E) nominal

Question 60

An operational definition

A) defines a construct with other constructs
B) defines a construct by assigning numbers to different quantities of a characteristic
C) specifies how a construct is measured
D) directs the development of a constitutive definition

Question 61

Having respondents place various objects in strict order with regard to the attitude in question is a

A) verbal rating scale
B) Stapel scale
C) semantic differential scale
D) rank-order scale

Question 62

Explain the difference between a constitutive definition of a construct and an operational definition.

Question 63

Identify and discuss the four methods of estimating validity and the three methods of estimating reliability.

Question 64

What are the components of measurement error and how do they relate to reliability and validity?

Question 65

The _______________ scale is a unipolar scale,typically 10-point,with rating scales from +5 to -5.

A) rank-order
B) paired-comparison
C) semantic differential
D) Stapel

Question 66

What is content validity?

Question 67

What are the four characteristics of the number system,and how do these correspond to the four types of measurement scales?

Question 68

In using a paired-comparison scale,how many evaluations would have to be made if five objects are evaluated?

A) 5
B) 6
C) 8
D) 10

Question 69

Which method of validity or reliability estimation involves dividing a multi-item measurement device into equivalent groups and correlating the item responses?

Question 70

The semantic differential utilizes

A) unipolar ten-point scales
B) bipolar adjectives
C) [n(n-1)/2] comparisons
D) all of the above

Question 71

_______________ scales provide respondents with an explicit referent or example with which to compare while expressing their attitudes.

A) Noncomparative
B) Symmetric
C) Comparative
D) Asymmetric

Question 72

Discuss methods of attitude scaling,including the three categories of communication methods and the two categories of observation methods.

Question 73

Identify and briefly describe the common potential sources of measurement error.

Question 74

Discuss the intrinsic issues related to the construction of useful,appropriate verbal rating scales.

Question 75

Identify and briefly describe the three components of attitude.