Question 1

The type of measure in which a respondent responds in the same or very similar manner to an identical or near-identical question is called:

Accepted Answer

This is a description of a reliable measure. A reliable measure is one in which the results are consistent over time and across different situations, so if a respondent consistently responds in the same or very similar manner to an identical or near-identical question, this suggests that the measure is reliable.

Question 2

An actual number of purchases in a certain time period,dollars spent,miles traveled,number of children in the household,or years of college education are examples of:

Accepted Answer

Ratio scale has a true zero point and allows for meaningful comparisons between values. The examples given in the question (purchases, dollars spent, miles traveled, number of children, years of college education) are all examples of ratio scale as they have a true zero point and can be compared meaningfully. Therefore, the best choice is A) Ratio scale.

Question 3

When a researcher is attempting to measure attitudes,opinions,evaluations,beliefs,impressions,perceptions,feelings,and intentions on a continuum,the researcher is using a type of:

Accepted Answer

An interval scale is used to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum. This type of scale allows for the interpretation of the magnitude of the difference between two data points, which is essential when measuring attitudes and opinions. The other options, such as ratio, ordinal, and nominal scales, are not appropriate for measuring attitudes as they do not allow for the interpretation of differences and do not reflect a continuum.

Question 4

A ________ is easily recognized,as it has numbers that range from a minus end to a corresponding plus end,with or without a zero as the midpoint.

Accepted Answer

The Stapel scale is a scale that has numbers that range from a negative end to a positive end, with zero as the midpoint. The other scales listed do not necessarily have numerical values or a range from negative to positive.

Question 5

A specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates is the:

Accepted Answer

The semantic differential scale involves rating a target object on a series of bipolar adjectives, such as good-bad, happy-sad, etc. This allows for a more nuanced understanding of a person's subjective evaluation of the object in question. The Likert scale is also an interval scale, but it is not specifically designed for translating qualitative judgments. The lifestyle inventory scale and polar differential scale are not widely used or recognized interval scales.

Question 6

Researchers often use the Likert scale since the underlying belief is that knowledge of consumers' lifestyles,as opposed to just ________,offers direction for marketing decisions.

Accepted Answer

Demographics provide information about consumers' characteristics such as age, gender, income, education, etc. This information helps in segmenting the market and targeting specific consumer groups. However, knowledge of consumers' lifestyles, which includes their attitudes, values, interests, and behaviors, offers more insightful and actionable information for marketing decisions. The Likert scale is a commonly used tool to measure consumers' lifestyles as it allows them to rate their level of agreement or disagreement with a set of statements related to their lifestyle.

Question 7

________ are physically verifiable characteristics such as age,income,number of bottles purchased,store last visited,and so on.

Accepted Answer

Objective properties are physically verifiable characteristics, meaning they can be observed and measured. Age, income, number of bottles purchased, and store last visited are all examples of objective properties. Animate properties refer to characteristics of living things, subjective properties are based on personal opinions or feelings, and inanimate properties refer to non-living objects or substances.

Question 8

________ is an assessment of the exactness of a measurement relative to what actually exists.

Accepted Answer

Validity refers to the accuracy of a measurement in relation to the true value or concept being measured. It assesses whether a test or measurement tool is actually measuring what it intends to measure, and the degree to which it does so. Inaccuracy (B) refers to the degree to which a measurement deviates from the true value or correct standard. Invalidity (C) refers to the lack of appropriate or adequate measures to test a given construct or concept. Existentialism (D) refers to a philosophical perspective that emphasizes individual freedom and choice in creating meaning and purpose in life, and is not relevant to the question.

Question 9

Researchers measure ________,which are the specific features or characteristics of an object that can be used to distinguish it from another object.

Accepted Answer

The question specifically mentions "specific features or characteristics of an object," which aligns with the definition of properties. The other answer choices do not align with what the question is asking for.

Question 10

What is the interval scale that has mainly degrees of positive positions?

Accepted Answer

The nonsymmetric interval scale primarily measures degrees of positive positions, distinguishing it from symmetric scales that measure both positive and negative positions equally.

Question 11

________ measures are rating scales for subjective properties where,for adjacent levels,the distance is normally defined as one scale unit.

Accepted Answer

Interval scales are rating scales for subjective properties where adjacent levels have a defined distance of one scale unit. Unlike ordinal scales, interval scales allow for meaningful comparisons of the differences between values. Nominal scales simply distinguish items from one another, while ratio scales also have a true zero point.

Question 12

The process of designing questions and response formats to measure the subjective properties of an object is known as:

Accepted Answer

Scale development involves creating questions and responses that are used to measure subjective properties of an object, such as attitudes and opinions. Property development and non-scale development are not commonly used terms in measurement research, while objective scale development may refer to developing measures that are based on objective criteria rather than subjective assessments.

Question 13

The ________ technique was originated by advertising strategists who wanted to obtain descriptions of groups of consumers as a means of establishing more effective advertising.

Accepted Answer

The lifestyle inventory technique was developed by advertising strategists to create a description of groups of consumers, including their interests, hobbies, and behaviors, as a way to create more effective advertising campaigns. The other answer choices are not commonly used techniques in advertising research.

Question 14

Race,religion,type of dwelling,gender,brand last purchased,and buyer/nonbuyer are examples of:

Accepted Answer

These examples are nominal measures because they categorize data without any order or ranking.

Question 15

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:

Accepted Answer

The Likert Scale is specifically designed to capture the intensity of feelings toward a statement's claim or assertion by asking respondents about their level of agreement or disagreement. The other options (Psychometric, Comparative, and Multidimensional Scales) can also measure attitudes, but they do not use the specific format of asking respondents about their level of agreement or disagreement with a statement.

Question 16

Determining a description or amount of some property of an object is known as:

Accepted Answer

Determining a description or amount of some property of an object is commonly known as measurement. Scale level refers to the type of scale used for measurement, attributes of properties describe the characteristics of the property being measured, and subjective and objective property levels refer to how the property is perceived or evaluated.

Question 17

The type of scale that might measure the degree a person is price-conscious,fashion-conscious,an opinion giver,a sports enthusiast,child oriented,home centered,or financially optimistic is:

Accepted Answer

A lifestyle inventory measures the attitudes, values, and behaviors of an individual, focusing on their interests, activities, and opinions. It is used to understand a person's lifestyle choices related to their purchases, media consumption, and other everyday activities. The characteristics listed in the question, such as being price-conscious, fashion-conscious, or child oriented, are all lifestyle factors that can influence a person's buying behavior. Therefore, a lifestyle inventory would be the most appropriate type of scale to measure these characteristics.

Question 18

Researchers often desire to measure ________,which cannot be directly observed because they are mental constructs such as a person's attitude or intentions.

Accepted Answer

Subjective properties are mental constructs such as attitudes and intentions that cannot be directly observed. Objective properties are observable and measurable, animate properties refer to living beings, and inanimate properties refer to non-living objects.

Question 19

Because many marketing stimuli have meanings,mental associations,or connotations,the ________ works well when the marketing researcher is attempting to determine brand,store,or other images.

Accepted Answer

The semantic differential scale is designed to measure people's attitudes towards a particular brand, store, or other image that can have multiple meanings or associations. This scale allows respondents to choose between bipolar adjectives, such as "happy" or "sad" or "good" or "bad," to describe their perception of the image being measured. This scale is useful to marketers because it provides a more nuanced understanding of consumers' attitudes and perceptions.

Question 20

If the respondent is asked to indicate his or her first,second,third,and fourth choices of hotels,the results are:

Accepted Answer

The respondent is asked to indicate a ranking by choosing first, second, third, and fourth choices. This indicates an order or sequence of preferences, making it an example of ordinal scaling.

Quiz 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire