Deck 11: Using Measurement Scales to Build Marketing Effectiveness

Question 1

A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B
____candidate C or ____candidate B
____candidate A or ____candidate C
The pollster is invoking which type of attitude scale?

A)rank order
B)paired comparison
C)purchase intent
D)graphic rating

Answer 1

B

Question 2

Which of the following does the Net Promoter Score focus on?

A)satisfaction
B)strength of attitudes
C)likelihood to recommend a product/service
D)none of these

Answer 2

A

Question 3

This type of scale will always produce an ordinal scale of measurement.

A)Likert scale
B)constant sum scale
C)pair-wise comparison scale
D)rank order scale
E)semantic differential scale

Answer 3

D

Question 4

Indicate your level of agreement with the following statement: The President is doing a very good job.
Strongly Strongly
Agree Agree Indifferent Disagree Disagree
This scale illustrates which technique?

A)Likert
B)purchase intent
C)constant sum
D)paired comparison
E)none of these

Question 5

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

A)Likert
B)constant sum
C)rank order
D)semantic differential
E)none of these

Question 6

The following scale is illustrative of a __________scale. ____definitely buy
____probably buy
____might buy
____might not
____probably not
____definitely not

A)purchase intent
B)semantic differential
C)rank order
D)Likert
E)none of these

Question 7

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?

A)involvement of the consumer
B)attitude measurement
C)effects of other people
D)situational factors
E)All are considered in assessing whether attitude research findings will predict behavior.

Question 8

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?

A)Likert
B)semantic differential
C)itemized rating scale
D)graphic rating scales
E)none of these

Question 9

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?

A)cognitive
B)consumer
C)direct
D)determinant
E)none of these

Question 10

A(n)_________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

A)unbalanced
B)balanced
C)purchase intent
D)semantic differential
E)none of these

Question 11

Generally,well-constructed attitude scales will have between ________ response points.

A)3-5
B)5-7
C)5-9
D)3-9
E)none of these

Question 12

Which of the following types of scales is least likely to produce interval or ratio scale data?

A)paired comparison
B)itemized rating
C)graphic rating
D)constant sum
E)All produce interval or ratio scale data.

Question 13

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?

A)Likert
B)semantic differential
C)Stapel
D)constant sum
E)All of these are appropriate.

Question 14

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.

A)purchase intent
B)top tier
C)top box
D)constant sum
E)none of these

Question 15

If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?

A)direct
B)indirect
C)balanced
D)unbalanced
E)none of these

Question 16

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.

A)purchase intent
B)semantic differential
C)paired comparison
D)rank order
E)none of these

Question 17

Which of the following scale types is similar to graphic rating scales?

A)rank order scale
B)itemized rating scale
C)Likert
D)Stapel

Question 18

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

A)constructs
B)attitudes
C)satisfaction scores
D)noncomparative scales

Question 19

Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows: ____styling
____handling
____horsepower
____towing capability
____economy
100% TOTAL
This scale illustrates which kind of technique?

A)constant sum
B)purchase intent
C)rank order
D)semantic differential
E)none of these

Question 20

If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.

A)direct
B)indirect
C)balanced
D)unbalanced
E)none of these

Question 21

Researchers have found that by offering a "neutral" response on a scale,respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral.To resolve this issue,researchers :

A)suggest respondents skip the question.
B)use "somewhat" categories.
C)use comparative rating scales.
D)offer a "don't know" response.
E)change the question to a "yes-no" format.

Question 22

The Stapel Scale is a modification of which of the following?

A)constant sum scale
B)paired comparison scale
C)semantic differential scale
D)Likert scale
E)Rank order scale

Question 23

An interval scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.

Question 24

Which of the following is not a consideration in selecting a scale?

A)type of scale
B)nature of the construct being measured
C)number of scale categories
D)balance
E)all of these are considerations

Question 25

Rank order scales enable the researcher to determine intensity of attitudes.

Question 26

A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.

Question 27

The following scale is an example of which of the following? How effective? Would that be very or somewhat?
Effective Very
Ineffective Somewhat
No opinion

A)two-stage format
B)rank order
C)paired comparisons
D)unbalanced

Question 28

The Stapel scale is similar to the semantic differential.

Question 29

Marketing constructs cannot be measured using unidimensional scales.

Question 30

Semantic differential scales can be developed rather quickly,compared to rank order scales.

Question 31

Through _____________________,respondents may be asked to explain their reasons for preferring one product or brand over another.

A)Direct questioning
B)Indirect questioning
C)Subsequent questioning
D)Repeated questioning

Question 32

Scales are categorized in two ways according to the text.The categories are:

A)Unidimensional & Multidimensional
B)Multidimensional & Graphic
C)Graphic & Unidimensional
D)Multidimensional & Perfect

Question 33

Which of the following is not characteristic of a Likert scale?

A)is a comparative rating scale
B)requires interviewee to respond to a statement
C)measures extent of agreement-disagreement with statement
D)possible to compute summated attitude scores with several statements
Concerning a concept, product or service
E)respondent considers only one statement at a time

Question 34

Which of the following is a major approach to identifying determinant attitudes?

A)direct questioning
B)indirect questioning
C)observation
D)all of these

Question 35

Itemized and graphic scales are considered to be noncomparative scales.

Question 36

Which of the following scales has a disadvantage of lacking standardization?

A)constant sum
B)rank order
C)semantic differential
D)Likert
E)Stapel

Question 37

Purchase intent scales often over estimate the number of people who will actually buy a product.

Question 38

___________ are truly the essence of the "human change agent" that all marketers strive to influence.

A)Morals
B)Ideals
C)Attitudes
D)Perceptions

Question 39

Unidimensional scales are used when the concept being studied possesses several attributes,all of which need to be measured.

Question 40

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

Question 41

Likert scales measure the likelihood of purchasing a product.

Question 42

Semantic differential scales cannot be quantified.

Question 43

An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.

Question 44

In an itemized rating scale,respondents select from a limited number of ordered categories.

Question 45

Attitudes are likely to predict purchase behavior only when subjects are highly involved with the product category.

Question 46

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

Question 47

One way to avoid the confusion of using scales with differing numbers of scale points is to use the net promoter score (NPS).

Question 48

One disadvantage of the semantic differential is the halo effect.The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

Question 49

When is it preferable to use direct questioning and when is it preferable to use indirect questioning?

Question 50

An auto dealership is attempting to determine the preferences of its customers.The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers.Construct a scale to achieve that objective.

Question 51

One technique that is never used for identifying buying motives is observation research.

Question 52

The link between attitudes and behavior: the more favorable the attitude of consumers,the higher the incidence usage.

Question 53

A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.

Question 54

A marketing research firm is attempting to measure customer satisfaction of a local restaurant.Design a scaled questionnaire that will address such factors as location,food quality,the restaurant staff,pricing,and any other relevant factors.

Question 55

List and briefly describe considerations in selecting a scale.

Question 56

A balanced scale should be used if the researcher expects a wide range of options.