Question 1

Likert scales measure the likelihood of purchasing a product.

Accepted Answer

Likert scales measure attitudes or opinions towards a specific statement or topic, not the likelihood of purchasing a product. They typically involve a range of responses from strongly agree to strongly disagree, allowing individuals to express their level of agreement or disagreement with the statement.

Question 2

Semantic differential scales cannot be quantified.

Accepted Answer

Semantic differential scales can be quantified. They assign numerical values to the ratings given by participants, typically ranging from 1 to 7 or 1 to 9.

Question 3

An auto dealer hires a marketing research firm to survey college students to gauge the demand for new car business from graduating students.Construct a scale to yield the desired forecast.

Accepted Answer

The answer of An auto dealer hires a marketing research...

Question 4

In an itemized rating scale,respondents select from a limited number of ordered categories.

Accepted Answer

In an itemized rating scale, respondents are provided with a limited number of ordered categories to choose from, such as a scale of 1-5 or a Likert scale. Therefore, the statement is true.

Question 5

Attitudes are likely to predict purchase behavior only when subjects are highly involved with the product category.

Accepted Answer

When individuals are highly involved with a product category, their attitudes are likely to be more strongly linked to their purchase behavior because they have more knowledge and experience with the product and are more motivated to make informed choices. However, when individuals have low involvement with a product category, other factors such as price and convenience may have a greater impact on their purchase decisions.

Question 6

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

Accepted Answer

A constant sum scale assigns a fixed sum of responses to the various options, allowing for more precise quantitative analysis. In contrast, a Likert scale only asks respondents to indicate their level of agreement or disagreement with a statement, which may result in less precise data.

Question 7

One way to avoid the confusion of using scales with differing numbers of scale points is to use the net promoter score (NPS).

Accepted Answer

The Net Promoter Score (NPS) is a standardized scale that uses a 0-10 scale to measure customer loyalty and satisfaction. This helps to avoid confusion caused by using scales with different ranges and numbers of scale points.

Question 8

One disadvantage of the semantic differential is the halo effect.The rating of a specific image component may be dominated by the interviewee's overall impression of the concept being rated.

Accepted Answer

The statement accurately describes the disadvantage of the semantic differential method.

Question 9

When is it preferable to use direct questioning and when is it preferable to use indirect questioning?

Accepted Answer

The answer of When is it preferable to use direct...

Question 10

An auto dealership is attempting to determine the preferences of its customers.The dealership has employed your marketing research firm to determine the specific features of automobiles most desired by prospective customers.Construct a scale to achieve that objective.

Accepted Answer

The answer of An auto dealership is attempting to determine...

Question 11

One technique that is never used for identifying buying motives is observation research.

Accepted Answer

Observation research involves observing and recording behavior without direct participation or communication with the participants. While it can provide insights into consumer behavior, it does not directly identify buying motives since it does not involve communication with the participants to understand their thoughts and motivations.

Question 12

The link between attitudes and behavior: the more favorable the attitude of consumers,the higher the incidence usage.

Accepted Answer

Research has shown a positive correlation between attitudes and behavior, indicating that the more positive the attitude towards a product or behavior, the more likely a consumer is to use or engage in it.

Question 13

A basic check of the appropriateness of a scale is not confirming that it is drawn directly from the overall objective of the research study.

Accepted Answer

A basic check of the appropriateness of a scale involves ensuring that it directly aligns with the overall objective of the research study, as the scale's relevance and effectiveness are determined by how well it measures what it is intended to measure in relation to the study's goals.

Question 14

A marketing research firm is attempting to measure customer satisfaction of a local restaurant.Design a scaled questionnaire that will address such factors as location,food quality,the restaurant staff,pricing,and any other relevant factors.

Accepted Answer

The answer of A marketing research firm is attempting to...

Question 15

List and briefly describe considerations in selecting a scale.

Accepted Answer

The answer of List and briefly describe considerations in selecting...

Question 16

A balanced scale should be used if the researcher expects a wide range of options.

Accepted Answer

A balanced scale allows for equal representation of options across the scale, allowing for a wider range of options to be considered and measured.

Quiz 11: Using Measurement Scales to Build Marketing Effectiveness