Question 1

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...

Question 2

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

The answer of After paired comparison scaling, the most popular...

Question 3

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 4

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...

Question 5

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...

Question 6

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

The major disadvantage of constant sum scaling is that respondents may allocate more or fewer units than those specified, leading to unreliable data. This makes it a less desirable scaling method compared to others, such as Likert scales, that do not have this issue.

Question 7

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...

Question 8

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...

Question 9

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 is a comparative scaling technique where the respondent is shown two objects at a time and asked to select the preferred one. This technique works well when the number of brands being compared is limited to no more than five. If there are more options, it can become cumbersome and time-consuming for the respondent. Therefore, the best choice is (C) five.

Question 10

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...

Question 11

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...

Question 12

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...

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. The other options listed are different scaling techniques.

Question 14

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 assigns actual numerical values to each attribute being scaled, resulting in an absolute zero. This type of scaling is sometimes treated as metric because it involves the measurement of numerical quantities.

Question 15

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 sum of points or currency among a set of alternatives, allowing for comparison of the relative importance or preference for each option.

Question 16

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

The answer of Which of the following comparative scaling techniques...

Question 17

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

Accepted Answer

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

Question 18

________ 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

The answer of ________ forces the respondent to discriminate among...

Quiz 9: Measurement and Scaling: Fundamentals and Comparative Scaling

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.

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

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?

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

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

A major disadvantage of constant sum scaling is that ________.

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

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

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

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

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

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 ________.

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

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

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

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

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