Question 1

After paired comparison scaling,the most popular comparative scaling technique is ________.
A) perceptual scaling
B) constant sum scaling
C) rank order scaling
D) semantic differential scaling
E) semantic meaning scaling

Accepted Answer

Rank order scaling is the most popular comparative scaling technique after paired comparison scaling, as it allows respondents to rank items in order of preference or importance.

Question 2

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than ________.
A) one
B) three
C) five
D) seven
E) ten

Accepted Answer

Paired comparison scaling can be done effectively when there are no more than five brands under consideration. This is because the number of possible pairwise comparisons increases exponentially with each additional brand, making it difficult to manage and analyze the data. Therefore, option C (five) is the most appropriate answer.

Question 3

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?
A) rank order scaling
B) constant sum scaling
C) paired comparison scaling
D) semantic differential scaling
E) semantic meaning scaling

Accepted Answer

Rank order scaling is commonly used to measure preferences among brands and brand attributes by asking respondents to rank items in order of preference.

Question 4

Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric?
A) rank order scaling
B) constant sum scaling
C) paired comparison scaling
D) semantic differential scaling
E) zero scaling

Accepted Answer

Constant sum scaling involves allocating a fixed number of units (e.g., points, dollars) across different items, which can be treated as having an absolute zero, making it sometimes considered metric.

Question 5

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

Accepted Answer

The answer of In a short essay,list and discuss the...

Question 6

In a short essay,list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

Accepted Answer

The answer of In a short essay,list and discuss the...

Question 7

In a short essay,compare and contrast the categories of mutually exclusive and collectively exhaustive.

Accepted Answer

The answer of In a short essay,compare and contrast the...

Question 8

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.
A) Constant sum scaling
B) Rank order scaling
C) Paired comparison scaling
D) Semantic differential scaling
E) Discriminative scaling

Accepted Answer

Rank order scaling requires respondents to rank items in order of preference, forcing them to discriminate among alternatives, similar to making choices in a shopping environment.

Question 9

According to the text,the constant sum should be considered a(n)________.
A) ordinal scale
B) ratio scale
C) interval scale
D) nominal scale
E) random scale

Accepted Answer

The answer of According to the text,the constant sum should...

Question 10

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

Accepted Answer

The answer of What limitations of taste testing can be...

Question 11

A major disadvantage of constant sum scaling is that ________.
A) it is limited to large discriminations among alternatives
B) it takes too much time to collect
C) it has no absolute zero point
D) it cannot be considered an ordinal scale
E) respondents may allocate more or fewer units than those specified

Accepted Answer

A major disadvantage of constant sum scaling is that respondents may allocate more or fewer units than those specified, leading to inaccurate results. This can happen due to various factors such as misunderstanding the task or personal biases. Hence, constant sum scaling should be used with caution and appropriate instructions should be provided to ensure valid responses.

Question 12

In ________,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling

Accepted Answer

Constant sum scaling involves respondents allocating a fixed amount of units among several alternatives. This type of scaling is useful for determining the relative importance or preference of different options.

Question 13

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling

Accepted Answer

Rank order scaling is the comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. Paired comparison scaling involves having respondents compare items two at a time, constant sum scaling asks respondents to allocate a fixed number of points to different attributes, and semantic differential scaling requires respondents to rate items on a scale based on bipolar adjective pairs. Semantic meaning scaling is not a commonly used scaling technique.

Question 14

In developing countries,which of the following scales would be best for measuring consumer preferences?
A) ordinal scales
B) ratio scales
C) interval scales
D) substantive scales
E) dichotomous scales

Accepted Answer

The answer of In developing countries,which of the following scales...

Question 15

Discuss measurement and scaling.What are they and how are they related?

Accepted Answer

The answer of Discuss measurement and scaling.What are they and...

Question 16

In a short essay,discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.

Accepted Answer

The answer of In a short essay,discuss the difference between...

Question 17

In a short essay,discuss the relationship of measurement and scaling to the marketing research process.

Accepted Answer

The answer of In a short essay,discuss the relationship of...

Question 18

Which of the following is NOT a measure developed to evaluate social media sites based on information that is publicly available?
A) longevity
B) output (frequency, quantity)
C) inbound links
D) technorati, bloglines or blogpulse followers
E) media citations

Accepted Answer

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

Quiz 9: Measurement and Scaling: Fundamentals and Comparative Scaling

After paired comparison scaling,the most popular comparative scaling technique is ________.

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than ________.

Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes?

Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric?

In a short essay,list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

In a short essay,list and discuss the three types of comparative scaling techniques.Include a specific example for each scaling technique to support your answer.

In a short essay,compare and contrast the categories of mutually exclusive and collectively exhaustive.

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

According to the text,the constant sum should be considered a(n) ________.

What limitations of taste testing can be inferred from the experiential learning exercise in Chapter 9 where two samples of the same cola brand are tasted along with a third unidentified sample which is actually a different brand?

A major disadvantage of constant sum scaling is that ________.

In ________,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

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

In developing countries,which of the following scales would be best for measuring consumer preferences?

Discuss measurement and scaling.What are they and how are they related?

In a short essay,discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.

In a short essay,discuss the relationship of measurement and scaling to the marketing research process.

Which of the following is NOT a measure developed to evaluate social media sites based on information that is publicly available?