Question 1

Categories that are mutually exclusive and collectively exhaustive make up which type of scale?
A)Rank-order scale
B)Nominal scale
C)Ordinal scale
D)Interval scale
E)Ratio scale

Accepted Answer

Mutually exclusive and collectively exhaustive categories are the defining characteristic of a nominal scale. The other options do not fit this description.

Question 2

Any marketing concept (e.g."brand loyalty")has a one best operational definition.

Accepted Answer

Marketing concepts are often open to interpretation and can have varying operational definitions depending on the context and goals of a company. Therefore, there is not necessarily one "best" operational definition for any given concept.

Question 3

The first step in the measurement process is to:
A)define the concept constitutively.
B)define the concept operationally.
C)develop a construct.
D)develop a measurement scale.
E)identify the concept of interest.

Accepted Answer

The first step in the measurement process is to identify the concept of interest. This means that the researcher needs to determine what it is they want to measure before they can move on to developing a way to measure it.

Question 4

A statement that specifies which observable characteristics will be measured and how they will be measured in order to assign a number to the measurement is called a (n):
A)validity factor.
B)construct.
C)reliability factor.
D)theoretical definition.
E)operational definition.

Accepted Answer

An operational definition specifies the way in which a variable will be measured or manipulated in a study. It identifies the observable characteristics or behaviors that will be used to indicate the presence or magnitude of the variable, and it explains how those characteristics or behaviors will be measured or manipulated.

Question 5

When test experts are asked to decide whether or not the test items on a test "cover" the topics the test is supposed to measure,this is a type of:
A)test-retest reliability.
B)criterion-related validity.
C)predictive validity.
D)content validity.
E)discriminant validity.

Accepted Answer

Content validity refers to the extent to which a test measures the intended content or subject matter it is supposed to measure. When test experts are asked to decide whether or not the test items on a test "cover" the topics the test is supposed to measure, they are essentially assessing the content validity of the test. Test-retest reliability concerns the consistency of scores over time, criterion-related validity refers to how well the test scores correspond to a particular outcome or behavior it is supposed to predict, predictive validity reflects the ability of a test to forecast future performance, and discriminant validity refers to how well the test can differentiate between groups or measures that are supposed to be distinct from each other.

Question 6

When a marketing researcher is asked to determine the relationship between the "number of yards gained" and the "number of games won" for professional football teams,this is a type of:
A)face validity.
B)test-retest validity.
C)content validity.
D)discriminant validity.
E)criterion-related validity.

Accepted Answer

This is an example of criterion-related validity, as the researcher is trying to determine if there is a relationship between two specific variables (yards gained and games won). The goal is to establish if one variable can be used to predict the other, which is the essence of criterion-related validity.

Question 7

A measurement rule tells the researcher what to do to measure something.

Accepted Answer

A measurement rule is a guideline or instruction that tells the researcher how to measure a particular variable or phenomenon. It provides a systematic approach to collecting data in a standardized and reliable way. Therefore, the statement is true.

Question 8

When Ford Motor Co.classifies its sales prospects for new cars into "likely buyer" or "likely non-buyer," what type of scale is Ford using?
A)Ratio
B)Interval
C)Rank-order
D)Ordinal
E)Nominal

Accepted Answer

Ford is using a nominal scale, which categorizes prospects into distinct groups without any order or ranking.

Question 9

An ordinal scale always assumes that the "distance" between the ranks is equal along the scale.

Accepted Answer

An ordinal scale only ranks items or observations in order, without indicating the distance between them. Therefore, it is inappropriate to assume that the distance between the ranks is equal along the scale.

Question 10

The degree to which a test measures what it is supposed to measure is called that test's:
A)scale.
B)operational definition.
C)validity.
D)construct.
E)reliability.

Accepted Answer

Validity refers to the extent to which a test measures what it is intended to measure. Scale refers to the range of values that a variable can take. Operational definition refers to defining a concept or variable in a way that makes it observable and measurable. Construct refers to an abstract concept or trait that cannot be directly observed or measured. Reliability refers to the consistency and stability of a test over time.

Question 11

Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event.

Accepted Answer

This statement accurately describes the concept of measurement.

Question 12

When adult women in St.Louis are asked to place the six shopping malls in this city into a sequence with the most-likely mall where they would go to shop coded as "1" and the least-likely mall coded as "6," what type of measurement scale is being used?
A)Integral
B)Nominal
C)Ordinal
D)Ratio
E)Interval

Accepted Answer

The results are being ranked in a specific order, with "1" indicating the most-likely mall and "6" indicating the least likely mall. This is an example of ordinal measurement, as there is a clear order to the responses, but no consistent interval or ratio between them. The other options (A, B, D, E) do not apply here.

Question 13

When a high school counselor is asked to determine the ability of the SAT-verbal test to estimate freshman grade-point average at various liberal arts colleges,this is an example of:
A)face validity.
B)predictive validity.
C)construct validity.
D)discriminant validity.
E)test-retest validity.

Accepted Answer

This scenario is an example of predictive validity, which refers to the ability of a test to accurately predict future outcomes, in this case freshman grade-point average. The SAT-verbal test is being used to predict future academic success, which is a common use of the test.

Question 14

"Brand loyalty" is an example of a(n):
A)ordinal term.
B)marketing construct.
C)interval construct.
D)ratio concept.
E)nominal term.

Accepted Answer

"Brand loyalty" is a concept used in marketing to measure the degree to which consumers are committed to purchasing a particular brand or product. Therefore, it is a marketing construct.

Question 15

When participants in a research study are coded as either "male" or "female," what type of measurement scale is being used?
A)Ordinal
B)Ratio
C)Nominal
D)Interval
E)Rank-order

Accepted Answer

The measurement scale being used is nominal because it simply categorizes participants into distinct groups without any numerical value assigned to them.

Question 16

The similarity in test scores on the Graduate Management Admission Test (GMAT)between the first and second taking of this test by Business School M.B.A.applicants is known as what type of reliability of this test?
A)Test-retest reliability
B)Predictive reliability
C)Content reliability
D)Criterion-related reliability
E)Convergent reliability

Accepted Answer

Test-retest reliability refers to the consistency of scores when the same test is taken by the same individuals at different times, and the similarity in GMAT scores between the first and second taking of the test falls under this category. Predictive reliability refers to the ability of a test to predict future performance, content reliability refers to the extent to which a test samples the content it is supposed to measure, criterion-related reliability refers to the extent to which a test correlates with an external criterion, and convergent reliability refers to the degree to which different measures of the same construct are related. None of these other types of reliability are applicable to the given scenario; therefore, the answer is A.

Question 17

When adult men in Chicago are given a list of five banks in Chicago that they are asked to place in a sequence with "1" used to identify the bank that they believe is most customer-friendly and "5" is used to identify the bank that is the least customer-friendly,what type of measurement scale is being used?
A)Ratio
B)Ordinal
C)Interval
D)Nominal
E)Integral

Accepted Answer

The use of numbers (1-5) to rank the banks indicates that an ordinal measurement scale is being used. This scale allows for ranking or ordering of items, but does not provide information on the magnitude of the differences between them.

Question 18

An interval scale always assumes that the "distance" between the numbers on the scale is equal across the scale.

Accepted Answer

An interval scale is a type of measurement scale wherein equal differences between scale points correspond to equal differences in the attribute being measured. It is commonly used in various fields such as research, statistics, and social sciences. Examples of interval scales include the Celsius temperature scale and the IQ test.

Question 19

The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.
A)reliability
B)concomitant variation
C)operational definition
D)validity
E)content validity

Accepted Answer

Reliability refers to the consistency and stability of a measurement scale over time. A reliable scale will produce the same or similar results in repeated measurements, indicating that the measure is consistent and stable. Concomitant variation refers to the degree to which two variables vary together or are related. Operational definition refers to a clear and precise description of how a concept is measured or manipulated in a study. Validity refers to the extent to which a measurement scale actually measures what it is intended to measure. Content validity refers to the degree to which a measurement scale covers all aspects of the construct being measured.

Question 20

The process of assigning numbers or labels to people,objects,or events using specific rules is called:
A)a nominal scale.
B)measurement.
C)reliability.
D)stability.
E)validity.

Accepted Answer

The process described is measurement, which involves assigning numerical values to observations according to specific rules. Choices A, C, D, and E are related to specific aspects of measurement, but do not describe the overall process.

Quiz 10: The Concept of Measurement

Categories that are mutually exclusive and collectively exhaustive make up which type of scale?

Any marketing concept (e.g."brand loyalty")has a one best operational definition.

The first step in the measurement process is to:

A statement that specifies which observable characteristics will be measured and how they will be measured in order to assign a number to the measurement is called a (n) :

When test experts are asked to decide whether or not the test items on a test "cover" the topics the test is supposed to measure,this is a type of:

When a marketing researcher is asked to determine the relationship between the "number of yards gained" and the "number of games won" for professional football teams,this is a type of:

A measurement rule tells the researcher what to do to measure something.

When Ford Motor Co.classifies its sales prospects for new cars into "likely buyer" or "likely non-buyer," what type of scale is Ford using?

An ordinal scale always assumes that the "distance" between the ranks is equal along the scale.

The degree to which a test measures what it is supposed to measure is called that test's:

Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event.

When adult women in St.Louis are asked to place the six shopping malls in this city into a sequence with the most-likely mall where they would go to shop coded as "1" and the least-likely mall coded as "6," what type of measurement scale is being used?

When a high school counselor is asked to determine the ability of the SAT-verbal test to estimate freshman grade-point average at various liberal arts colleges,this is an example of:

"Brand loyalty" is an example of a(n) :

When participants in a research study are coded as either "male" or "female," what type of measurement scale is being used?

The similarity in test scores on the Graduate Management Admission Test (GMAT) between the first and second taking of this test by Business School M.B.A.applicants is known as what type of reliability of this test?

An interval scale always assumes that the "distance" between the numbers on the scale is equal across the scale.

The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.

The process of assigning numbers or labels to people,objects,or events using specific rules is called: