Deck 11: A: Using Measurement Scales to Build Marketing Effectiveness

Question 1

Attitudes are thought to predict behavior only when __________is high.

A)involvement
B)itemized rating
C)scaling
D)none of the above

Answer 1

C

Question 2

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.

Answer 2

E

Question 3

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 the above

Answer 3

D

Question 4

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 the above

Question 5

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 the above are appropriate.

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 the above

Question 7

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 the above

Question 8

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 the above

Question 9

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 the above

Question 10

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 the above

Question 11

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 the above

Question 12

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 the above

Question 13

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 the above

Question 14

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 15

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

Question 16

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

A)purchase likelihood
B)strength of attitudes
C)likelihood to recommend a product/service
D)none of the above

Question 17

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

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

Question 18

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 the above

Question 19

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 20

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 the above

Question 21

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

Question 22

Marketing constructs cannot be measured using unidimensional scales.

Question 23

Constant sum scales produce ratio scale data.

Question 24

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

Question 25

Suppose a researcher needed output so as to be able to perform ratio analysis.Which of the following scales would be utilized?

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

Question 26

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

Question 27

Itemized and graphic scales are considered to be noncomparative scales.

Question 28

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

Question 29

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 30

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

Question 31

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
F)semantic differential scale

Question 32

Graphic rating scales are quicker to administer than other scale types.

Question 33

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

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

Question 34

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 35

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

Question 36

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

Question 37

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

Question 38

The Stapel scale is similar to the semantic differential.

Question 39

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

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

Question 40

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 41

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

Question 42

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 43

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

Question 44

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 45

List and briefly describe considerations in selecting a scale.

Question 46

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

Question 47

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

Question 48

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

Question 49

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 50

Semantic differential scales cannot be quantified.

Question 51

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 52

Likert scales measure the likelihood of purchasing a product.

Question 53

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

Question 54

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.