Question 1

After paired comparisons, the most popular comparative rating scale is _.
A) rank order
B) metric
C) q- sort
D) constant sum

Accepted Answer

Rank order is a popular comparative rating scale where respondents rank items in order of preference or importance.

Question 2

Which of the following is not a type of non- comparative scale?
A) Likert
B) semantic differential
C) constant sum
D) both A and C

Accepted Answer

The answer of Which of the following is not a...

Question 3

is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.
A) Constant sum
B) Q- sort
C) Rank order
D) Paired comparison

Accepted Answer

Rank order is the best choice as it involves presenting several objects simultaneously and asking respondents to order or rank them according to a criterion. Constant sum involves distributing a fixed sum of values among several attributes. Q-sort involves sorting a set of statements or items into piles according to a predefined scale. Paired comparison involves presenting two objects at a time and asking respondents to choose one over the other.

Question 4

When used for classification purposes, the scaled numbers serve as labels for classes or categories.
A) nominally
B) ordinally
C) intervally
D) ratio scale

Accepted Answer

Nominal scales are used for labeling variables without any quantitative value, which is suitable for classification purposes.

Question 5

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?
A) In some developing countries, preferences can be best measured by using ordinal scales.
B) Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales.
C) Opinion formation may not be well crystallized.
D) None of the above statements is incorrect.

Accepted Answer

All the statements provided are correct concerning international marketing and the use of comparative scaling techniques.

Question 6

Which of the following statements is not true about the comparative scales technique?
A) Comparative scales include paired comparisons, rank order, and constant sum scales.
B) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale.
C) Comparative scaling is also referred to as non- metric scaling.
D) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.

Accepted Answer

Comparative scales involve comparing two or more items directly, such as ranking or paired comparisons, not evaluating a single item on a preference scale.

Question 7

Which statement is true concerning constant sum scaling?
A) It does not have an absolute zero.
B) Respondents may allocate more or fewer units than those specified.
C) It allows for fine discrimination among stimulus objects without requiring much time.
D) Both B and C are correct.

Accepted Answer

Constant sum scaling allows for respondents to allocate more or fewer units than specified (B) and provides a way to make fine discriminations among stimulus objects without requiring much time (C). It does not have an absolute zero, as the scale is relative and the values cannot be compared between individuals or groups (A).

Question 8

Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)?
A) chi- square
B) range
C) median
D) Both B and C are not permissible.

Accepted Answer

The answer of Which of the following statistics is not...

Question 9

are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.
A) Non- comparative scales
B) Comparative scales
C) Preference scales
D) None of the above

Accepted Answer

Comparative scales involve direct comparison of stimulus objects with one another, unlike non-comparative scales which evaluate each object independently.

Question 10

Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except .
A) simultaneous evaluation of all the stimulus objects
B) order a set of objects into an internally consistent, uni- dimensional scale
C) convert paired comparison data to a rank order
D) derive an interval scale from paired comparison data

Accepted Answer

The answer of Paired comparison data can be analyzed in...

Question 11

When using Q- sort scaling _ to _ objects is a reasonable range.
A) 40; 60
B) 60; 140
C) 90; 140
D) 60; 90

Accepted Answer

The answer of When using Q- sort scaling _ to...

Question 12

is the generation of a continuum upon which measured objects are located.
A) Ranking
B) Scaling
C) Rating
D) Measurement

Accepted Answer

Scaling involves creating a continuum or scale on which objects can be placed based on certain measurements or attributes.

Question 13

is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.
A) Constant sum
B) Q- sort
C) Paired comparison
D) Rank order

Accepted Answer

Constant sum scaling allows for a comparison of preference between multiple stimulus objects by requiring respondents to allocate a fixed sum of units. This method allows for precise measurement of preferences and can provide insight into the relative importance of different attributes or features of the stimulus objects.

Question 14

is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object.
A) Interval scale
B) Ordinal scale
C) Ratio scale
D) Nominal scale

Accepted Answer

An ordinal scale ranks objects based on the relative extent of a characteristic, allowing for comparison of more or less, but not the magnitude of difference.

Question 15

is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with."
A) Constant sum
B) Q- sort
C) Paired comparison
D) Rank order

Accepted Answer

This is a Q-sort method, where the participants are asked to sort the cards into 11 piles based on their attitudes.

Question 16

is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.
A) Guttman scaling
B) Magnitude estimation
C) Constant sum scaling
D) Q- sort scaling

Accepted Answer

Magnitude estimation is a comparative scaling technique where numbers are assigned to objects such that the ratios between the assigned numbers reflect the ratios on the specified criterion.

Question 17

is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
A) Nominal scale
B) Ratio scale
C) Ordinal scale
D) Interval scale

Accepted Answer

An interval scale is a scale of measurement where the difference between two values is meaningful, and equal intervals between values represent equal differences in the characteristic being measured.

Question 18

Which of the following is not one of the suggested modifications of the paired comparison technique?
A) obtaining similarity judgments in multidimensional scaling
B) inclusion of a neutral/no difference opinion response
C) graded paired comparisons
D) ranked paired comparisons

Accepted Answer

The answer of Which of the following is not one...

Question 19

scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.
A) Constant sum
B) Q- sort
C) Paired comparison
D) Rank order

Accepted Answer

Q-sort is the comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion. Constant sum scaling involves allocating a constant sum of units to different attributes of a product, paired comparison involves comparing two products at a time, and rank order scaling does not necessarily involve a Q-sort procedure.

Question 20

In marketing, sales, cost, market share, and number of customers are variables measured on a(n) scale.
A) ratio
B) interval
C) nominal
D) ordinal

Accepted Answer

These variables are measured on a ratio scale because they have a true zero point and allow for the comparison of absolute magnitudes.

Quiz 8: Measurement and Scaling

After paired comparisons, the most popular comparative rating scale is _.

Which of the following is not a type of non- comparative scale?

is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

When used for classification purposes, the scaled numbers serve as labels for classes or categories.

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

Which of the following statements is not true about the comparative scales technique?

Which statement is true concerning constant sum scaling?

Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text) ?

are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except .

When using Q- sort scaling _ to _ objects is a reasonable range.

is the generation of a continuum upon which measured objects are located.

is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.

is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with."

is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

Which of the following is not one of the suggested modifications of the paired comparison technique?

scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

In marketing, sales, cost, market share, and number of customers are variables measured on a(n) scale.