Question 1

When using constant sum scales,if respondents allocate more points than those allotted,the researcher must modify such data in some way or eliminate the respondent from analysis.

Accepted Answer

Constant sum scales require respondents to allocate a fixed number of points or percentages across a set of alternatives. If respondents allocate more points than allotted, it indicates an error in responding or misunderstanding of the task. Researchers may need to modify such data, for example, by proportionally scaling down the allocated points, or eliminate the respondent from analysis to ensure data quality.

Question 2

In constant sum scaling,if an attribute is twice as important as some other attribute,it receives twice as many points.

Accepted Answer

In constant sum scaling, the points are assigned based on the relative importance of the attributes. So, if an attribute is twice as important as another attribute, it will receive twice as many points.

Question 3

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

Accepted Answer

Social media content can reveal the preferences, attitudes, and behavior of consumers, which can help in choosing the appropriate scaling technique. For instance, if the content shows that consumers frequently compare products or services, a comparative scaling technique can be more suitable. On the other hand, if consumers do not have prior experience or knowledge, a noncomparative scaling technique may be more appropriate.

Question 4

In paired comparison scaling,the data obtained are interval in nature.

Accepted Answer

In paired comparison scaling, the data obtained are ordinal in nature because they only indicate the order or rank of preferences among options, not the exact differences in magnitude between them.

Question 5

In constant sum scaling,respondents allocate a constant sum of units,such as points,dollars or chips among a set of stimulus objects with respect to some criterion.

Accepted Answer

Constant sum scaling involves allocating a constant sum of units among stimulus objects, such as points, dollars or chips, based on a certain criterion.

Question 6

The constant sum should be considered an ordinal scale.

Accepted Answer

The constant sum scale is an ordinal scale where participants are asked to divide a fixed number of points or units among various attributes, indicating their relative importance or preference. It does not measure the actual value of the attributes, but only their ranking order.

Question 7

From the viewpoint of the respondents,ratio scales are the simplest to use,whereas the nominal scales are the most complex.

Accepted Answer

The statement is false. Nominal scales are the simplest to use as they involve categorizing data into distinct groups without any inherent order or numerical value. Ratio scales, on the other hand, involve numerical values with a true zero point and are more complex to use.

Question 8

In the four primary scales,the level of measurement increases from ordinal to nominal to ratio to interval scale.This increase in measurement level is obtained at the cost of complexity.

Accepted Answer

The correct order of measurement levels from least to most complex is nominal, ordinal, interval, and ratio, not as stated. Nominal and ordinal scales are qualitative, while interval and ratio scales are quantitative, with ratio scales having a true zero point, unlike interval scales.

Question 9

Rank order scaling is commonly used to measure preferences for brands as well as attributes.

Accepted Answer

Rank order scaling is a valid method to measure preferences for brands and attributes.

Question 10

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

Accepted Answer

Social media content analysis can help determine the appropriate level of measurement in a research project, as it can reveal the nature and depth of the data needed to answer the research question. For example, if the research question is focused on general trends or sentiment, a simple count or frequency analysis may be sufficient. However, if the question requires more nuanced analysis, such as identifying themes or sub-topics, a more detailed and nuanced approach to measurement may be needed.

Question 11

Non-comparative scaling data are generally assumed to be interval or ratio scaled.

Accepted Answer

Non-comparative scaling data involves asking respondents to rate an object or attribute on a single scale without comparing it to any other object or attribute. This type of data is assumed to be interval or ratio scaled because it involves measuring a continuous quantity and has a meaningful zero point (e.g. temperature and weight).

Question 12

________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.
A)Ranking
B)Measurement
C)Scaling
D)Rating

Accepted Answer

Measurement involves assigning numerical values to characteristics or attributes of variables according to pre-specified rules or scales. Ranking involves ordering variables in a particular order or hierarchy, scaling involves creating a series of equal intervals and assigning a numerical value to each interval, and rating involves assigning scores to variables based on subjective judgments or opinions.

Question 13

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data.It implies that if brand A is preferred to brand B and brand B is preferred to brand C,then brand A is preferred to brand C.

Accepted Answer

Transitivity of preference is a concept in decision theory and economics that relates to how individuals make choices, ensuring consistency in their preferences. It does not pertain to converting constant sum data to rank order data but rather describes a logical consistency in preference orderings.

Question 14

Paired comparison scaling is useful when the number of brands is large,because it requires direct comparison and overt choice.

Accepted Answer

Paired comparison scaling becomes impractical when the number of brands is large because the number of comparisons increases exponentially, making it time-consuming and cumbersome for respondents.

Question 15

It is the obligation of the researcher to obtain data that are most appropriate,given the research questions to be answered.

Accepted Answer

It is the responsibility of the researcher to gather data that is most suitable and relevant to the research questions being investigated.

Question 16

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

Accepted Answer

Q-sort scaling was developed for the systematic study of participant viewpoints and involves ranking a set of statements according to personal agreement, rather than quickly discriminating among a small number of objects.

Question 17

Constant sum scale data are sometimes treated as metric.

Accepted Answer

Constant sum scale data assigns equal weight to multiple attributes or factors that must add up to a fixed total. While this type of data is technically not metric, it can be treated as such in certain statistical analyses, such as regression models.

Question 18

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Accepted Answer

The answer of Paired comparisons resemble the marketplace situation that...

Question 19

When ordinal scaled data are collected,statistical procedures developed for use with interval or ratio data should be used.

Accepted Answer

Statistical procedures developed for use with ordinal data are different from those developed for interval or ratio data. Ordinal data have a ranking order, but the magnitude of differences between levels is not well-defined, making it inappropriate to use interval or ratio-based methods. Instead, non-parametric methods such as Mann-Whitney U test or Kruskal-Wallis test are recommended to analyze ordinal data.

Question 20

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Accepted Answer

Ratio scales require precise and objective measurements, which may be difficult to obtain through social media platforms.

Quiz 8: Measurement and Scaling: Fundamentals and Comparative Scaling