Deck 12: Asking Good Questions

Question 1

When it comes to measurements, which of the following are TRUE?

A) Market researchers measure objects, not their attributes.
B) The definition of "measurements" is narrow, specifying how numbers will be assigned.
C) We could measure a person's income, age, gender or attitude toward something using a scale of 1-5.
D) The qualities of attributes being measured dictate the rules for how numbers are assigned.
E) All of the above are true.

Answer 1

D

Question 2

The highest level of measurement from those in the following list is

A) ratio.
B) ordinal.
C) interval.
D) nominal.
E) conscious.

Answer 2

A

Question 3

The zero scale value found when measuring marketing variables typically represents

A) the ordinal nature of the variable.
B) an absolute lack of an attribute.
C) the logical existence of a natural zero point.
D) a point of absolute zero magnitude.
E) a point of indifference to which the value zero is arbitrarily attached.

Answer 3

E

Question 4

As defined in the text, measurement consists of

A) the assignment of numbers (representing quantities of attributes) to objects or events according to rules.
B) using a given scale to make comparisons.
C) determining the frequency of a particular attribute.
D) assigning numbers solely for identification purposes.
E) numbers which can be assigned to the physical properties of objects.

Question 5

Which of the following is (are) permissible measure(s) of central tendency with ordinal scales?

A) Arithmetic mean, median and the mode
B) Geometric and harmonic means
C) Median and mode
D) Arithmetic mean and median
E) Arithmetic mean

Question 6

The first step in measuring an attribute is to

A) assign numbers that reflect the properties of the attribute.
B) determine the properties of the attribute.
C) measure the object first, then the attributes.
D) decide which type of analysis you wish to perform on the measurement data.
E) use the lowest level of measurement possible.

Question 7

The interchanging or switching of scale values among and between objects does not affect the originally intended purpose of the scale when the scale is

A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) the interchanging of scale values always affects the purpose.

Question 8

Which of the following statements is INCORRECT with respect to ordinally scaled variables?

A) The difference between the first- and second-ranked people is the same as the difference between the second- and third-ranked people.
B) Both the median and mode are permissible measures of average.
C) We can transform an ordinal scale in any way we wish as long as we maintain the basic ordering of the objects.
D) The ordinal scale implies identity.
E) The ordinal scale implies relative standing on the measured attributes.

Question 9

Which of the following statements is INCORRECT with respect to a nominally classified variable?

A) Counting is the only permissible operation.
B) The median is a permissible measure of central tendency.
C) The only property conveyed by the number is identity.
D) When members of a sample have been classified along a nominal scale, it is possible to say what percentage of the sample is classified a certain way.
E) The mode is a permissible measure of central tendency.

Question 10

Which of the following statements about nominal data is TRUE?

A) Possible operations with nominal scales are few, but due to the fact that the properties of "greater than" or "less than" apply, the addition of numbers is permissible.
B) The median is an appropriate measure of central tendency with nominal data.
C) A nominal scale is associated with the concept of identification and categorization.
D) Computing the mean is an acceptable statistical operation when one is dealing with nominal data.
E) All of the above are all false.

Question 11

A research effort requires the researcher to use numbers to identify or categorize particular objects. The type of scale the researcher will use is

A) ratio.
B) ordinal.
C) interval.
D) nominal.
E) Conscious.

Question 12

Which of the following is TRUE?

A) The recording of a respondent's social class using the categories upper, middle, and lower represents the use of a nominal scale.
B) An ordinal scale can be transformed in any manner possible, provided that the basic ordering of the objects is maintained.
C) When the scale has an arbitrary zero point, it makes sense to say that A is twice as much as B.
D) Interval scales possess an absolute zero point whereas ordinal scales do not.
E) All of the above are all false.

Question 13

In marketing research, all of the following are levels of measurement EXCEPT

A) ratio.
B) ordinal.
C) interval.
D) nominal.
E) conscious.

Question 14

For a scale to have ordinal properties, which of the following must be established?

A) If "a" is greater than "b," then "b" is not greater than "a."
B) If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c."
C) If "a" is equal to "b" and "b" is equal to "c," then "a" is equal to "c."
D) All of the above.
E) None of the above.

Question 15

Code words, letters, or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

A) Nominal
B) Ordinal
C) Interval
D) Ratio
E) Conscious

Question 16

Which of the following scales is reflected by an attribute of an object that represents a non-ordered classification?

A) Nominal
B) Ordinal
C) Interval
D) Ratio
E) Conscious

Question 17

Which of the following about ordinal data is TRUE?

A) An ordinal scale implies order but not identity.
B) The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful.
C) With an ordinal scale we can say the difference between the first and second is the same as the difference between the second and the third.
D) The calculation of means is appropriate with ordinal data.
E) Grade point average is a good example of an ordinal scale.

Question 18

The ordinal scale represents a higher level of measurement than the nominal scale in that

A) the assigned numerals serve to identify the objects.
B) the magnitude of the differences in the objects is shown.
C) the assigned numerals represent the order as well as identifying the object.
D) it has a natural zero.
E) it has an arbitrary zero.

Question 19

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to______________scales.

A) nominal
B) ordinal
C) interval
D) ratio
E) interval and ratio

Question 20

Regarding measurement basics, it is possible to measure

A) objects.
B) quantities of objects.
C) quantities of attributes of objects.
D) variance among objects.
E) variance among attributes.

Question 21

The magnitude of the differences in objects is shown when which types of scales are used?

A) Interval or ordinal
B) Ratio or ordinal
C) Ordinal or nominal
D) Interval or ratio
E) Nominal or interval

Question 22

Which type of scale assumes an arbitrary zero point?

A) Ratio
B) Median
C) Interval
D) Nominal
E) Ordinal

Question 23

A researcher wishes to rank the order of preference consumers have for a particular set of products. The lowest measurement scale the researcher could use to measure this is

A) ratio.
B) ordinal.
C) interval.
D) nominal.
E) conscious.

Question 24

You have been assigned the task of evaluating consumer acceptance of and favorability toward a new product that a company has just test marketed in your area. In order to determine the degree to which consumers hold favorable attitudes toward the product, what is the lowest level of scale that you can use?

A) Nominal
B) Ordinal
C) Interval
D) Ratio
E) Need more information

Question 25

Which of the following is NOT true when a scale is a ratio scale?

A) The scale allows for comparison of the absolute magnitude of numbers.
B) The zero point is established arbitrarily.
C) If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c."
D) If "a" equals "b" and "b" equals "c," then "a" equals "c."
E) The mode and the median are permissible measures of central tendency.

Question 26

______________ scales possess an absolute zero.

A) Nominal
B) Ordinal
C) Interval
D) Ratio
E) Continuous

Question 27

What factor determines which level of measurement is possible?

A) Properties of the attribute
B) Objects being measured
C) Quantities of attributes of objects
D) Quantities of objects being measured
E) Variance among attributes

Question 28

The most widely used attitude-scaling technique in marketing research is

A) itemized-ratings scale.
B) semantic-differential scale.
C) graphic-ratings scale.
D) summated-ratings (Likert) scale.
E) comparative-ratings scale.

Question 29

Which of the following is an example of an interval scale?

A) Female/Male
B) Attitude toward an advertisement
C) Social class
D) Income
E) Number of purchasers

Question 30

What type of scale is the following? Cars manufactured by South Korean companies are of (place on "X" on the point of this spectrum that represents your view)

A) Stapel scale
B) Likert scale
C) Temperature scale
D) Graphic-rating scale
E) Itemized rating scale

Question 31

Which of the following statements is FALSE with regard to ratio scales?

A) A ratio scale exhibits the property of identity.
B) With a ratio scale, the comparison of the absolute magnitude of the numbers is legitimate.
C) A ratio scale possesses a natural zero point.
D) The geometric mean is a meaningful measure of average with a ratio scale.
E) A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitudes.

Question 32

What characteristic must a scale possess in order for the researcher to compute the ratio of the magnitude of the numbers?

A) It must have an arbitrary zero point.
B) The range of the absolute scale intervals must be divisible by two.
C) It must use only integers.
D) It must have an absolute zero point.
E) The modal ratio must be greater than two.

Question 33

Which of the following is the most complete description of permissible measures of central tendency for an interval scale?

A) Arithmetic mean, median, mode
B) Geometric mean, mode, median
C) Median, mode
D) Arithmetic mean, geometric mean
E) Mode, arithmetic mean

Question 34

A researcher wishes to compare the differences in consumer feelings about the perceived reliability of a set of products, so as to know the relative strength of feelings about each product's reliability. The lowest measurement scale the researcher could use to measure this is

A) ratio.
B) ordinal.
C) interval.
D) nominal.
E) conscious.

Question 35

If s/he wanted to use the highest level of measurement possible, the researcher measuring respondent age would most likely suggest using______________and a(n)______________scale.

A) an open-ended item; interval
B) an open-ended item; ratio
C) age range categories; ordinal
D) age range categories; interval
E) an open-ended item; nominal

Question 36

Which of the following statements about the ordinal scale is TRUE?

A) There is a consistent order in whatever numbers are assigned to the scale.
B) It is possible to calculate the median as a measure of central tendency.
C) Two individuals with the same rank order response can have very different feelings about what they ranked.
D) It is impossible to say how much any individual respondent preferred one object to another.
E) All of the above are true.

Question 37

It is reasonable to state that one object has twice as much of the attribute property when it has a score of 60 and the other object has a score of 30 when measurement is on a(n)______________scale.

A) nominal
B) ordinal
C) interval
D) ratio
E) interval or ratio

Question 38

With an interval scale

A) we cannot compare the absolute magnitude of numbers.
B) we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00.
C) there is a naturally-occurring zero point.
D) the median and the mode are the only permissible measures of average.
E) All of the above are all false concerning an interval scale.

Question 39

The attitude ratings scale with which we might use a snake diagram is

A) itemized-ratings scale.
B) semantic-differential scale.
C) graphic-ratings scale.
D) summated-ratings (Likert) scale.
E) comparative-ratings scale.

Question 40

The number of "outs" in a baseball game is measured on a(n)

A) ratio scale.
B) interval scale.
C) ordinal scale.
D) nominal scale.
E) lambda scale.

Question 41

Refer to Scenario 12.1. Which of the following statements is FALSE?

A) The scale used is likely to be at least as reliable as a ten-item scale since a ten-item scale is more likely to inadvertently tap into constructs other than warmth.
B) If Joe and Perry had viewed the commercial and listened to instruction together at the same time, and then had completed the scales, at least one source of variation might have been greatly reduced.
C) It is possible that Perry's lower score might have resulted from accidentally checking the wrong response.
D) Some relatively stable characteristic of an individual, such as Perry's unwillingness to share the actual intensity of his feelings, might have contributed to the difference in the two scores.
E) Joe did not necessarily have "warmer" feelings toward the ad than Perry.

Question 42

Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly useful in corporate, brand and product-images studies?

A) Itemized-ratings scale
B) Semantic-differential scale
C) Graphic-ratings scale
D) Summated-ratings (Likert) scale
E) Comparative-ratings scale

Question 43

What type of scale is the following? "What is your gender? 1 Male 2 Female

A) Nominal scale
B) Ordinal scale
C) Interval scale
D) Ratio scale
E) Likert scale

Question 44

What type of scale is the following? What was your annual gross income (before taxes) last year? $____.

A) Nominal scale
B) Ordinal scale
C) Interval scale
D) Ratio scale
E) Constant-sum scale

Question 45

What type of scale is the following? Indicate your opinion about services Delta Airlines provides, by placing an "X" at the appropriate position on the lines to the right of the services below.

A) Stapel scale
B) Likert scale
C) Temperature scale
D) Graphic-rating scale
E) Itemized rating scale

Question 46

A study was done on the campus of a major state institution to measure attitudes of students towards the recent fee increase. One question asks respondents to rank the five fees they are willing to pay from 1=most willing to 5=least willing. This is scaled as a(n) Computer fee
Library fee
Parking fee
Student Center fee
Kinesiology Building fee

A) nominal scale.
B) ordinal scale.
C) interval scale.
D) ratio scale.
E) None of the above.

Question 47

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

A) Stapel scale
B) Likert scale
C) Temperature scale
D) Graphic-rating scale
E) Itemized rating scale

Question 48

Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss. This is an example of

A) systematic error.
B) researcher error.
C) random error.
D) scaling error.
E) marginal error.

Question 49

The first step in developing a measure of marketing constructs is to

A) generate sample items.
B) purify the measure.
C) assess validity.
D) specify the domain of the construct.
E) collect data.

Question 50

Validity is

A) concerned with the relationships of random error with systematic error.
B) equal to the true score plus the systematic error.
C) equal to the true score plus systematic error minus random error.
D) concerned with the extent to which differences in scores reflect true differences in the characteristic.
E) concerned with the extent to which differences in scores reflect instability in the measurements.

Question 51

Refer to Scenario 12.1. Which of the following is NOT a potential source of difference between these scores?

A) True differences with regard to the feeling of warmth created by the ad.
B) Perry had a rotten day at work, while Joe had a good day.
C) The sampling of items chosen to measure warmth could have contributed to the difference in scores.
D) Perry and Joe interpreted one of the questions differently.
E) All of the above are potential sources of differences between the scores.

Question 52

Which of the following is FALSE?

A) If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors.
B) If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted.
C) Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways.
D) Reliability is necessary, but not sufficient, for establishing the validity of a measure.
E) If a set of items all measure the same construct, the responses to the items should be correlated.

Question 53

In a recent survey, those who brushed their teeth often under-reported the activity, while those who brushed their______________teeth less frequently over-reported their dental hygiene behavior. The possible cause for differences in scores could best be attributed to

A) a true difference in the characteristic being measured.
B) differences due to situational factors.
C) differences due to temporary personal factors.
D) true differences in other relatively stable characteristics of the individuals.
E) differences due to variations in administration.

Question 54

While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?

A) A true difference in attitudes
B) A true difference in personality between John and Bob
C) A difference due to temporary personal factors
D) A difference due to situational factors
E) A difference due to variations in administration.

Question 55

An attitude rating scale that uses a set of faces, varying systematically in terms of whether they are frowning or smiling, to capture a person's satisfaction or preference is an example of which of the following?

A) Itemized-ratings scale
B) Semantic-differential scale
C) Graphic-ratings scale
D) Summated-ratings (Likert) scale
E) Comparative-ratings scale

Question 56

Which attitude rating scale is good for eliminating the halo effect that is common in scaling?

A) Itemized-ratings scale
B) Semantic-differential scale
C) Graphic-ratings scale
D) Summated-ratings (Likert) scale
E) Comparative-ratings scale

Question 57

People magazine conducts an annual survey across 25 Asian countries and asks respondents to rate automobiles across 30 attributes. The questions ask the consumers to rate each brands from 1=low to 5=high on quality, value, image, price, etc. This is an example of

A) self-report attitude measures.
B) measuring attitude using physiological reaction.
C) indirect technique to measure attitude
D) direct observation of attitude-related behavior.
E) performance of objective tasks to determine attitudes.

Question 58

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top ten players, within the given categories. This is evidence of

A) reliability.
B) validity.
C) random error.
D) response error.
E) systematic error.

Question 59

Which attitude rating scale offers respondents the greatest degree of freedom in providing answers?

A) Itemized-ratings scale
B) Semantic-differential scale
C) Graphic-ratings scale
D) Summated-ratings (Likert) scale
E) Comparative-ratings scale

Question 60

Of the many sources of differences of scores, the researcher is especially interested in isolating the differences due to

A) situational factors.
B) variations in administration.
C) mechanical factors.
D) true differences in the characteristic.
E) the sampling of items.

Question 61

Consistency is the hallmark of validity.

Question 62

When using the ordinal scale, the number scale chose reflects the______________of the different options for that particular individual.

Question 63

______________ is the ability of a measure to obtain similar scores for the same object, trait, or construct across time, across different evaluators, or across the items forming the measure.

Question 64

You should use the lowest level of measurement possible when developing a measure for some attribute.

Question 65

A ratio scale differs from an interval scale in that it possesses a natural or absolute______________that reflects the complete absence of the attribute being assessed.

Question 66

It is possible to compare the absolute magnitude of numbers when measurement is made on the basis of an interval scale.

Question 67

Random error affects the measurement in a constant way.

Question 68

In general, when using itemized-rating scales, using five to nine categories works best.

Question 69

A useful property of all scales above the nominal level of measurement is that of order.

Question 70

Reliability is necessary, but not sufficient, for establishing the validity of a measure.

Question 71

With nominal scales, the numbers used by a researcher don't mean anything other than simple individual or category identification.

Question 72

With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales.

Question 73

The four types of scales used to measure an attribute are ____________________, ,
____________________ and _.

Question 74

The key features of the______________scale are a set of statements with which respondents indicate a level of agreement.

Question 75

The most common approach to measuring attitudes is to obtain self-reports from respondents.

Question 76

Error in measurement that is also known as constant error since it affects the measurement in a constant way is called error.

Question 77

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Question 78

Ratio scales can be used to do everything that interval, ordinal and nominal scales can do.

Question 79

When the scale type is nominal, the appropriate measure of central tendency is When the scale type is interval or ratio, the appropriate measure of central tendency is______________.

A) Mode; mean
B) Median; mean
C) Mean; mode
D) Mean; median
E) Mode; median

Question 80

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way would be scaled as a(n) Check appropriate category
< $25 per month
$26 to $40 month
$41 to $55 month
> $55 per month

A) nominal scale.
B) ordinal scale.
C) interval scale.
D) ratio scale.
E) Likert scale.