Question 1

With a reliable measure,a respondent responds in the same or very similar manner to an identical or near-identical question.

Accepted Answer

A reliable measure is one that consistently produces similar results under the same conditions. This includes consistent responses from a respondent to the same or near-identical questions. Therefore, the statement is true.

Question 2

Those arguing for the inclusion of a neutral option on an interval scale believe that some respondents do not have opinions formed on that item,and they must be given the opportunity to indicate their ambivalence.

Accepted Answer

Those arguing for the inclusion of a neutral option on an interval scale do believe that some respondents may not have formed opinions and need the opportunity to indicate their ambivalence.

Question 3

The construction of a semantic differential scale begins with the determination of a concept or object to be rated,usually a brand or company with the researcher then selecting bipolar pairs of words or phrases that could be used to describe the object's salient properties.

Accepted Answer

This is a correct statement about the construction of a semantic differential scale.

Question 4

Using"tried and true"standardized scaled-response formats expedites the questionnaire design process by saving time and money;however,it does not offer the opportunity to assess its reliability or validity.

Accepted Answer

Using standardized scaled-response formats can actually contribute to the validity and reliability of a questionnaire, as long as the formats are tested and validated before use. Therefore, this statement is false.

Question 5

The focus of the semantic differential is on the measurement of the meaning of an object,concept,person,or experience.

Accepted Answer

The semantic differential involves using scales with opposing adjectives to measure the meaning of an object, concept, person, or experience. It is a method to assess individuals' subjective perception of things.

Question 6

While not documented by research,most researchers feel that a single word can make a difference in how study participants respond to a question.

Accepted Answer

The answer of While not documented by research,most researchers feel...

Question 7

The drawbacks to the Likert five-point scale are that it is not flexible when it comes to measuring constructs or concepts or amenables to sophisticated statistical analysis.

Accepted Answer

This statement is incorrect. The Likert five-point scale is commonly used in various disciplines, and it is amenable to sophisticated statistical analysis, including factor analysis and item response theory. However, one drawback is that it may not capture the nuances or complexity of certain constructs or concepts, making it less flexible compared to other response scales.

Question 8

With a custom-designed research study,the questions on the questionnaire,along with its instructions,introduction,and general layout,are all systematically evaluated for potential errors and revised accordingly.

Accepted Answer

This is true, as part of the research design process, questionnaire items are carefully evaluated for potential errors in wording, clarity, and response format, and revised as needed to ensure accurate and reliable data collection. The introduction and layout of the questionnaire are also taken into consideration to optimize response rates and minimize bias. This quality control process helps to ensure that the research findings are valid and meaningful.

Question 9

With the Likert scale,it is best to use"flat"or plain statements and let the respondent indicate the intensity of his or her feelings by using the agree-disagree response continuum position.

Accepted Answer

This is true. The Likert scale is specifically designed to measure the intensity of a respondent’s agreement or disagreement with a statement, so it is important to use clear and unambiguous statements and allow the respondent to rate their level of agreement or disagreement on a scale. This is typically done by using a series of statements with response options ranging from "strongly agree" to "strongly disagree."

Question 10

One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a"profile"of the brand or company image.

Accepted Answer

This statement is true. The semantic differential scale allows researchers to assign numerical ratings to different dimensions of an object, and then compute averages to create a "profile" or summary of the object's overall image. This can be a useful tool for understanding how consumers perceive brands or companies, and for tracking changes in image over time.

Question 11

Marketing researchers use standard scales rather than inventing new ones for each research project,which are often referred to as"workhorse scales."

Accepted Answer

Marketing researchers commonly use standard scales, also known as "workhorse scales," to ensure consistency and comparability across different research projects. This approach saves time and resources and facilitates meaningful comparisons and analyses of data.

Question 12

Beginning with the research budget in mind,the researchers rely on"constructs,"or standard marketing concepts,and develop a mental vision of how each construct will be measured.

Accepted Answer

The statement is true. Researchers typically start with a research budget and rely on standard marketing concepts or constructs to develop a mental vision of how each construct will be measured. This allows them to plan and allocate resources for data collection and analysis.

Question 13

Given that it serves all of these functions,the questionnaire is at the center of the research process with questionnaire design directly affecting the quality of the data collected.

Accepted Answer

The statement correctly describes the importance of questionnaire design in research as it directly affects the quality of the data collected. Therefore, the questionnaire is indeed at the center of the research process.

Question 14

Marketing researchers take great care in developing research questions that measure attitudes,beliefs,behaviors,and demographics because they desire reliable and valid responses.

Accepted Answer

Marketing researchers want to ensure that the data they collect is accurate and representative of the population being studied. Therefore, they use reliable and valid research questions to ensure that they receive accurate information about attitudes, beliefs, behaviors, and demographics.

Question 15

Words we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire because their literal interpretations are impossible to answer.

Accepted Answer

Words commonly used in speaking can have different interpretations and therefore lead to biased answers in questionnaires, as respondents may not be able to accurately answer based on the literal meaning of the words. For example, the question "Do you love your country?" may receive biased answers as respondents may have different interpretations of what "love" and "country" mean.

Question 16

It is common for a questionnaire designed by one employee of the research company to then be given to a colleague who understands questionnaire design for a thorough inspection for question bias as well as face validity.

Accepted Answer

It is common practice for a questionnaire to undergo a thorough inspection for question bias and face validity by a colleague who understands questionnaire design before it is finalized.

Question 17

The two most critical aspects of questionnaire organization are the actual flow of questions in the questionnaire body and screening of the respondent.

Accepted Answer

The answer of The two most critical aspects of questionnaire...

Question 18

The halo effect is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.

Accepted Answer

The halo effect is a cognitive bias that can influence a person's overall perception of a brand or store and affect their evaluation of specific attributes, such as quality or price. This means that a respondent's existing positive or negative impression of a brand can bias their opinions on specific properties, even if they are unrelated.

Question 19

A valid measure is truthful;a response may be reliable but at the same time not valid.

Accepted Answer

A measure is considered valid when it accurately measures what it is intended to measure. A measure can be reliable, meaning consistent and free from error, but still not measure the intended construct accurately, making it invalid.

Question 20

A Stapel scale relies not on positive and negative numbers but on bipolar terms.

Accepted Answer

A Stapel scale does indeed use positive and negative numbers to measure attitudes or perceptions, typically without using bipolar terms.

Quiz 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire