Deck 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Question 1

Only a limited number of statistics,all of which are based on frequency counts,are permissible on the numbers in a nominal scale.

Answer 1

True

Question 2

Comparative scales involve the direct comparison of stimulus objects.

Answer 2

True

Question 3

Measurement involves creating a continuum upon which measured objects are located.

Answer 3

False

Question 4

An ordinal scale indicates relative position and the magnitude of the differences between the objects.

Question 5

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Question 6

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

Question 7

A nominal scale can only involve the assignment of numbers;alphabets or symbols cannot be assigned.

Question 8

Because the zero point is fixed in interval scales,it is not meaningful to take ratios of scale values.Ratios of differences between scale values are permissible.

Question 9

It is possible to construct a nominal scale that provides partial information on order (the partially ordered scale).

Question 10

In measurement,when assigning numbers to the characteristics there must be a one-to-one correspondence between the numbers and the characteristics being measured.

Question 11

There are three primary scales of measurement: nominal,ordinal,and ratio.

Question 12

Preference rankings,market position,and social class are examples of interval scales.

Question 13

In non-comparative scales,the scaling of each object is dependent on the others in the stimulus set.

Question 14

If a scale has the description characteristic,it also has order.

Question 15

Ratio scales allow proportionate transformations of the form y = bx,where b is a positive constant.One can add an arbitrary constant,as in the case of an interval scale.

Question 16

The origin is the highest level characteristic,i.e. ,a scale that has origin also possesses all the other basic characteristics.

Question 17

The four basic scale characteristics are nominal,order,distance and origin.

Question 18

The origin characteristic means that the scale has no unique or true zero point.

Question 19

In addition to the counting operation allowable for nominal scale data,ordinal scales permit the use of statistics based on percentiles.

Question 20

All statistical techniques can be applied to ratio data.

Question 21

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.

Question 22

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

Question 23

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

Question 24

The constant sum should be considered an ordinal scale.

Question 25

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

Question 26

Constant sum scale data are sometimes treated as metric.

Question 27

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

Question 28

________ is the generation of a continuum upon which measured objects are located.

A) Ranking
B) Scaling
C) Measurement
D) Rating

Question 29

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.

Question 30

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

Question 31

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

Question 32

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.

Question 33

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

Question 34

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) Scaling;Ranking
B) Measurement;Scaling
C) Scaling;Measurement
D) Ranking;Measurement

Question 35

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

Question 36

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

Question 37

Which statement is not correct about measurement?

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

Question 38

________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.

A) Scaling
B) Ranking
C) Measurement
D) Rating

Question 39

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

Question 40

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.

Question 41

Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)?

A) chi-square
B) range
C) median
D) Both B and C are not permissible.

Question 42

In marketing,sales,cost,market share,and number of customers are variables measured on a ________ scale.

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

Question 43

Which statement is not true about the interval scale?

A) Both the zero point and the units of measurement are arbitrary.
B) Only proportionate transformations of the form y = bx,where b is a positive constant are allowed.
C) Numerically equal distances on the scale represent equal values in the characteristics being measured.
D) All of the above are correct.

Question 44

The ________ is the highest scale.It allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.It is also meaningful to compute ratios of scale values.

A) ratio scale
B) ordinal scale
C) nominal scale
D) interval scale

Question 45

In the department store project,numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text).Thus,store number 9 referred to Sears and store number 6 referred to Neiman Marcus.Using this information,which of the following statements is true?

A) Sears is in some way superior or inferior to Neiman Marcus.
B) It is meaningful to state that the number of the average store is 5.5.
C) Both A and B are true.
D) None of the above statements are true.

Question 46

A(n)________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects.

A) ratio scale
B) nominal scale
C) ordinal scale
D) interval scale

Question 47

In marketing research,________ scales are used to measure relative attitudes,opinions,perceptions,and preferences.In the opening example for Chapter 8,this was shown by the rank order of the most admired companies.

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

Question 48

In marketing research,attitudinal data obtained from rating scales are often treated as ________ data.

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

Question 49

When used for classification purposes,the ________ scaled numbers serve as labels for classes or categories.

A) intervally
B) nominally
C) ratio scale
D) ordinally

Question 50

The rankings of teams in a tournament constitute a ________ scale.

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

Question 51

________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

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

Question 52

The benefits of comparative scaling includes all of the following except ________.

A) small differences between stimulus objects can be detected
B) comparative scales are easily understood and can be applied easily
C) comparative scales tend to reduce halo or carryover effects from one judgment to another
D) comparative scales involve fewer theoretical assumptions

Question 53

The disadvantages of comparative scaling includes all of the following except ________.

A) the ordinal nature of the data
B) the resulting data are generally assumed to be interval or ratio scaled
C) the inability to generalize beyond the stimulus objects scaled
D) None of the above are disadvantages.

Question 54

When a ________ scale is used for the purpose of identification,there is a strict one-to-one correspondence between the numbers and the objects.

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

Question 55

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

A) semantic differential
B) constant sum
C) Likert
D) both A and C

Question 56

________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed.Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

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

Question 57

Which of the following statements is not true about the comparative scales technique?

A) Comparative scaling is also referred to as non-metric scaling.
B) Comparative scales include paired comparisons,rank order,and constant sum scales.
C) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale.
D) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.

Question 58

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

A) binomial test
B) t-tests
C) harmonic mean
D) factor analysis

Question 59

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

A) mode
B) range
C) rank order correlation
D) all of the above

Question 60

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

A) Non-comparative scales
B) Preference scales
C) Comparative scales
D) None of the above

Question 61

After paired comparisons,the most popular comparative rating scale is ________.

A) constant sum
B) metric
C) rank order
D) q-sort

Question 62

________ scaling and ________ scaling both are comparative in nature.Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

A) Q-sort;constant sum
B) Rank order;constant sum
C) Rank order;paired comparison
D) Paired comparison;constant sum

Question 63

The most common method of taste testing is paired comparison.A minimum of ________ responses is considered an adequate sample.

A) 500
B) 1000
C) 2000
D) 4000

Question 64

________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion.The data obtained is ordinal in nature.

A) Q-sort
B) Paired comparison
C) Rank order
D) Constant sum

Question 65

________ is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

A) Constant sum
B) Q-sort
C) Rank order
D) Paired comparison

Question 66

When using Q-sort scaling ________ to ________ objects is a reasonable range.

A) 90;140
B) 40;60
C) 60;90
D) 60;140

Question 67

________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

A) Preference scales
B) Non-comparative scales
C) Comparative scales
D) None of the above

Question 68

If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute,________ scaling is being used.

A) constant sum
B) rank order
C) paired comparison
D) q-sort

Question 69

The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information?

A) Each respondent was given a several cards,each listing one personality characteristic.
B) Use interval scale data to examine differences in the personality characteristics of readers and nonreaders and relate them to marketing strategy variables.
C) Respondents are asked to sort cards and to rank order the personality characteristics.
D) All of the above statements belong in the process.

Question 70

Which of the following is not a type of non-comparative scale?

A) constant sum
B) semantic differential
C) Likert
D) both A and C

Question 71

Which of the following is a type of comparative scale?

A) constant sum
B) itemized rating
C) continuous rating
D) both A and C

Question 72

Paired comparison data can be analyzed in several ways.One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another.The researcher can also perform all of the following analyses on paired comparison data except

A) convert paired comparison data to a rank order
B) order a set of objects into an internally consistent,uni-dimensional scale
C) derive an interval scale from paired comparison data
D) simultaneous evaluation of all the stimulus objects

Question 73

________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

A) Magnitude estimation
B) Constant sum scaling
C) Q-sort scaling
D) Guttman scaling

Question 74

Which statement is true concerning constant sum scaling?

A) It does not have an absolute zero.
B) Respondents may allocate more or fewer units than those specified.
C) It allows for fine discrimination among stimulus objects without requiring much time.
D) Both B and C are correct.

Question 75

________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point,dollars,chits,stickers,or chips among a set of stimulus objects with respect to some criterion.

A) Paired comparison
B) Constant sum
C) Q-sort
D) Rank order

Question 76

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

A) Respondents in many developed countries,due to higher education and consumer sophistication levels,are quite used to providing responses on interval and ratio scales.
B) In some developing countries,preferences can be best measured by using ordinal scales.
C) Opinion formation may not be well crystallized.
D) None of the above statements are incorrect.

Question 77

________ is a procedure for determining whether a set of objects can be ordered into an internally consistent,uni-dimensional scale.

A) Guttman scaling
B) Magnitude estimation
C) Q-sort scaling
D) None of the above

Question 78

Which of the following is not one of the suggested modifications of the paired comparison technique?

A) inclusion of a neutral/no difference opinion response
B) obtaining similarity judgments in multidimensional scaling
C) ranked paired comparisons
D) graded paired comparisons

Question 79

________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

A) Paired comparison
B) Q-sort
C) Constant sum
D) Rank order

Question 80

________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles,ranging from "most highly agreed with" to "least highly agreed with."

A) Constant sum
B) Paired comparison
C) Q-sort
D) Rank order