Deck 10: The Concept of Measurement

Question 1

Categories that are mutually exclusive and collectively exhaustive make up which type of scale?

A)Rank-order scale
B)Nominal scale
C)Ordinal scale
D)Interval scale
E)Ratio scale

Answer 1

B

Question 2

Any marketing concept (e.g."brand loyalty")has a one best operational definition.

Answer 2

False

Question 3

The first step in the measurement process is to:

A)define the concept constitutively.
B)define the concept operationally.
C)develop a construct.
D)develop a measurement scale.
E)identify the concept of interest.

Answer 3

E

Question 4

A statement that specifies which observable characteristics will be measured and how they will be measured in order to assign a number to the measurement is called a (n):

A)validity factor.
B)construct.
C)reliability factor.
D)theoretical definition.
E)operational definition.

Question 5

When test experts are asked to decide whether or not the test items on a test "cover" the topics the test is supposed to measure,this is a type of:

A)test-retest reliability.
B)criterion-related validity.
C)predictive validity.
D)content validity.
E)discriminant validity.

Question 6

When a marketing researcher is asked to determine the relationship between the "number of yards gained" and the "number of games won" for professional football teams,this is a type of:

A)face validity.
B)test-retest validity.
C)content validity.
D)discriminant validity.
E)criterion-related validity.

Question 7

A measurement rule tells the researcher what to do to measure something.

Question 8

When Ford Motor Co.classifies its sales prospects for new cars into "likely buyer" or "likely non-buyer," what type of scale is Ford using?

A)Ratio
B)Interval
C)Rank-order
D)Ordinal
E)Nominal

Question 9

An ordinal scale always assumes that the "distance" between the ranks is equal along the scale.

Question 10

The degree to which a test measures what it is supposed to measure is called that test's:

A)scale.
B)operational definition.
C)validity.
D)construct.
E)reliability.

Question 11

Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event.

Question 12

When adult women in St.Louis are asked to place the six shopping malls in this city into a sequence with the most-likely mall where they would go to shop coded as "1" and the least-likely mall coded as "6," what type of measurement scale is being used?

A)Integral
B)Nominal
C)Ordinal
D)Ratio
E)Interval

Question 13

When a high school counselor is asked to determine the ability of the SAT-verbal test to estimate freshman grade-point average at various liberal arts colleges,this is an example of:

A)face validity.
B)predictive validity.
C)construct validity.
D)discriminant validity.
E)test-retest validity.

Question 14

"Brand loyalty" is an example of a(n):

A)ordinal term.
B)marketing construct.
C)interval construct.
D)ratio concept.
E)nominal term.

Question 15

When participants in a research study are coded as either "male" or "female," what type of measurement scale is being used?

A)Ordinal
B)Ratio
C)Nominal
D)Interval
E)Rank-order

Question 16

The similarity in test scores on the Graduate Management Admission Test (GMAT)between the first and second taking of this test by Business School M.B.A.applicants is known as what type of reliability of this test?

A)Test-retest reliability
B)Predictive reliability
C)Content reliability
D)Criterion-related reliability
E)Convergent reliability

Question 17

When adult men in Chicago are given a list of five banks in Chicago that they are asked to place in a sequence with "1" used to identify the bank that they believe is most customer-friendly and "5" is used to identify the bank that is the least customer-friendly,what type of measurement scale is being used?

A)Ratio
B)Ordinal
C)Interval
D)Nominal
E)Integral

Question 18

An interval scale always assumes that the "distance" between the numbers on the scale is equal across the scale.

Question 19

The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.

A)reliability
B)concomitant variation
C)operational definition
D)validity
E)content validity

Question 20

The process of assigning numbers or labels to people,objects,or events using specific rules is called:

A)a nominal scale.
B)measurement.
C)reliability.
D)stability.
E)validity.