Question 1

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data. It implies that if brand A is preferred to brand B and brand B is preferred to brand C, then brand A is preferred to brand C.

Accepted Answer

Transitivity of preference is a concept in decision theory and economics that relates to how individuals make choices, ensuring consistency in their preferences. It does not pertain to converting constant sum data to rank order data but rather describes a logical consistency in preference orderings.

Question 2

In constant sum scaling, if an attribute is twice as important as some other attribute, it receives twice as many points.

Accepted Answer

This statement is true. In constant sum scaling, the importance of each attribute is assigned a point value, and the total points assigned are kept constant. Therefore, if an attribute is twice as important, it will receive twice as many points.

Question 3

Constant sum scale data are sometimes treated as metric.

Accepted Answer

Constant sum scale data can be treated as metric because they represent quantitative values that can be measured and analyzed using statistical methods. However, the interpretation of the data may be more limited than with true metric data, as the sum constraint can affect the scaling and analysis of the variables.

Question 4

When ordinal scaled data are collected, statistical procedures developed for use with interval or ratio data should be used.

Accepted Answer

Ordinal data do not have equal intervals between the categories, so statistical procedures designed for interval or ratio data may not be appropriate. Instead, non-parametric tests are typically used to analyze ordinal data.

Question 5

The constant sum should be considered an ordinal scale.

Accepted Answer

A constant sum scale is an ordinal scale where items are ranked in order of preference or importance, but the differences between them are not quantifiable.

Question 6

It is the obligation of the researcher to obtain data that are most appropriate, given the research questions to be answered.

Accepted Answer

Researchers must consider the research questions and choose the most suitable data collection methods and sources to obtain valid and reliable data.

Question 7

Paired comparison scaling is useful when the number of brands is large, because it requires direct comparison and overt choice.

Accepted Answer

Paired comparison scaling becomes impractical when the number of brands is large because the number of comparisons increases exponentially, making it time-consuming and cumbersome for respondents.

Question 8

Rank order scaling is commonly used to measure preferences for brands as well as attributes.

Accepted Answer

Rank order scaling is a commonly used method in market research to measure preferences for brands or attributes. It involves asking respondents to rank a set of alternatives in order of preference, allowing researchers to quantify the relative importance of each option.

Question 9

In the four primary scales, the level of measurement increases from ordinal to nominal to ratio to interval scale. This increase in measurement level is obtained at the cost of complexity.

Accepted Answer

The correct order of measurement levels from least to most complex is nominal, ordinal, interval, and ratio, not as stated. Nominal and ordinal scales are qualitative, while interval and ratio scales are quantitative, with ratio scales having a true zero point, unlike interval scales.

Question 10

Which statement is not correct about measurement?
A)The assignment of numbers to characteristics must be isomorphic.
B)The rules for assigning numbers should be standardized and applied uniformly.
C)The placement of individual companies on the annual revenue continuum represents measurement.
D)All of the above statements are not true.

Accepted Answer

The placement of individual companies on the annual revenue continuum represents ranking or ordering, but it does not necessarily represent measurement because revenue is not a characteristic that can be quantified precisely. Measurement involves assigning numbers to characteristics that can be quantified precisely, such as weight or volume. Therefore, statement (C) is not correct. Statements (A) and (B) are correct as they describe important principles of measurement.

Question 11

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Accepted Answer

The answer of Paired comparisons resemble the marketplace situation that...

Question 12

________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.
A)Ranking
B)Measurement
C)Scaling
D)Rating

Accepted Answer

Measurement involves the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules. Ranking involves only ordering items in relation to one another, scaling involves creating a continuum between two endpoints, and rating involves assigning qualitative descriptors (e.g. poor, fair, good) to objects.

Question 13

When using constant sum scales, if respondents allocate more points than those allotted, the researcher must modify such data in some way or eliminate the respondent from analysis.

Accepted Answer

Constant sum scales require that respondents allocate a specific amount of points and if they allocate more points, it means their responses are not valid and need to be modified or eliminated from analysis.

Question 14

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

Accepted Answer

Q-sort scaling was developed for the systematic study of participant viewpoints and involves ranking a set of statements according to personal agreement, rather than quickly discriminating among a small number of objects.

Question 15

In constant sum scaling, respondents allocate a constant sum of units, such as points, dollars or chips among a set of stimulus objects with respect to some criterion.

Accepted Answer

In constant sum scaling, respondents do allocate a constant sum of units among a set of stimulus objects.

Question 16

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

Accepted Answer

Scaling involves the generation of a continuum, such as a numerical scale, upon which measured objects are located. Ranking involves ordering objects based on their position relative to one another, measurement involves obtaining a numerical value for a given attribute, and rating involves assigning values to objects based on a set of criteria.

Question 17

Non-comparative scaling data are generally assumed to be interval or ratio scaled.

Accepted Answer

Non-comparative scaling data, also known as continuous rating scales or graphic rating scales, typically involve placing a mark on a line or choosing a number on a scale to represent the intensity, magnitude or frequency of a particular item or statement. These scales are assumed to be interval or ratio scaled because they involve equal intervals between the scale points and a meaningful zero point, allowing for meaningful mathematical operations and comparisons.

Question 18

From the viewpoint of the respondents, ratio scales are the simplest to use, whereas the nominal scales are the most complex.

Accepted Answer

The statement is false. Nominal scales are actually the simplest to use, as they only require the respondent to categorize or label their response without any inherent order or numerical value. Ratio scales, on the other hand, require the respondent to provide a numerical value that reflects the magnitude of their response.

Question 19

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.
A)Measurement; Scaling
B)Scaling; Ranking
C)Scaling; Measurement
D)Ranking; Measurement

Accepted Answer

The actual assignment of a number from 1 to 100 to each respondent is measurement, and the process of placing the respondents on a continuum with respect to their attitude toward department stores is scaling. Therefore, the correct choice is A, where measurement is correctly identified as the assignment of numbers to respondents and scaling is correctly identified as the process of placing these respondents on a continuum.

Question 20

In paired comparison scaling, the data obtained are interval in nature.

Accepted Answer

In paired comparison scaling, the data obtained are ordinal in nature because they only indicate the order or rank of preferences among options, not the exact differences in magnitude between them.

Quiz 8: Measurement and Scaling: Fundamentals and Comparative Scaling