Question 1

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:
A) nominal
B) ordinal
C) interval
D) ratio
E) an origin

Accepted Answer

The answer of A question that asks how much you...

Question 2

If a question is designed to measure a construct, for example, "intentions to buy a new product," and the question appears to ask this in a straightforward manner, the measurement would be said to have:
A) reliability
B) validity
C) face validity
D) appearance value
E) internal reliability

Accepted Answer

The answer of If a question is designed to measure...

Question 3

Which type of scaled-response format contains bipolar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?
A) constant sum scale
B) life-style inventory
C) semantic differential scale
D) graphic intensity
E) percentage scale

Accepted Answer

The semantic differential scale contains bipolar words or phrases at opposite ends of a scale, such as "hot-cold," "wet-dry," "convenient-inconvenient," etc. Respondents select the point on the scale that best represents their opinion or feeling towards the object being rated.

Question 4

Reader's Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of:
A) an anchored scale
B) an unanchored scale
C) a summated scale
D) a staple scale
E) a graphic intensity scale

Accepted Answer

The answer of Reader's Digest conducts an annual survey across...

Question 5

A question that asks the age of a respondent in years would be scaled as:
A) nominal
B) ordinal
C) interval
D) ratio
E) age-related

Accepted Answer

Age in years is a ratio scale as it has equal intervals and a true zero point (birth).

Question 6

Using a line or pictures to indicate the intensity of response would be used in which type of scaled-response question formats?
A) graphic rating scale
B) line/pictorial scale
C) staple scale
D) itemized rating scale
E) intensity scale

Accepted Answer

A graphic rating scale uses a line or pictures to visually represent the intensity of a respondent's feelings or attitudes.

Question 7

Which type of validity is concerned with the degree to which a measurement "looks like" its measuring that which it is intended?
A) face validity
B) predictive validity
C) convergent validity
D) discriminant validity
E) relative validity

Accepted Answer

Face validity refers to the extent to which a measurement appears to measure what it is intended to measure, on the surface level. In other words, it concerns whether or not the measurement "looks like" it measures what it is supposed to measure.

Question 8

A question on a survey asks, "How many of the following kitchen appliances are in your kitchen?" Respondents are given a list of appliances and asked to check all those that apply. The researcher who counts the number of checks and adds them up to measure the construct "kitchen appliance ownership" would be using a(n):
A) demographic scale
B) anchored scale
C) Likert scale
D) summated scale
E) graphic intensity scale

Accepted Answer

A summated scale is used to measure a construct by adding up or summing the responses to several questions or statements that relate to that construct. In this case, the researcher is adding up the number of checks for each respondent to measure their level of kitchen appliance ownership. Demographic, anchored, Likert, and graphic intensity scales are all different types of measurement scales used for different purposes.

Question 9

Which of the following scaled-response formats is good for measuring store, company, or brand images because profiles may be generated to easily depict the image?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) image analysis scales
E) image analysis

Accepted Answer

The semantic differential scale is effective for measuring images because it uses bipolar adjectives to create a profile that visually represents the image of a store, company, or brand.

Question 10

Which of the following best illustrates the concept of reliability of measurement?
A) the tendency to respond in the same manner to different questions
B) the ability of the measurement to elicit an identical or very similar response from the same person with successive administrations
C) the ability to repeat the same response time and again to different questions
D) a measure that is truthful
E) a measurement that is relative to what actually is

Accepted Answer

Reliability of measurement refers to the ability of a measure to produce consistent results when administered multiple times to the same individual. Option B best illustrates this concept by emphasizing the importance of eliciting identical or very similar responses from the same person with successive administrations. Options A, C, D, and E do not specifically relate to the concept of reliability of measurement.

Question 11

The "halo effect" is best avoided by:
A) doing a couple of things wrong during the entire research project
B) flipping favorable and unfavorable endpoints on different scale items
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions
D) using only percentage scales
E) using only closed-ended questions

Accepted Answer

Flipping favorable and unfavorable endpoints on different scale items can prevent the halo effect, as it forces respondents to think more critically about each item and eliminates the potential bias of a consistent rating pattern. Choosing "bad" scales or using only percentage scales or closed-ended questions do not necessarily address the issue of the halo effect. Doing things wrong during the research project goes against the principle of research integrity.

Question 12

Understanding the measurement level of a scale is important because it:
A) is said to be important by statisticians
B) tells us what we can/cannot say about the object's properties being measured
C) tells us what we can/cannot say about the object's properties being measured, as well as dictating the type of statistical analysis that may be performed
D) dictates the type of statistical analysis that may be performed, as well as being important in terms of communicating the results to the client in a manner that facilitates a clear presentation
E) lets us know how expensive a project will be

Accepted Answer

Understanding the measurement level of a scale is important because it tells us what we can/cannot say about the object's properties being measured, as well as dictating the type of statistical analysis that may be performed. Different levels of measurement require different statistical tests and procedures, and understanding the level of measurement is important in order to choose the appropriate analysis.

Question 13

Which characteristic is associated only with ratio scales?
A) description
B) order
C) distance
D) origin
E) ratiocination

Accepted Answer

Ratio scales have a true origin, meaning that there is a meaningful zero point on the scale. This allows for ratios to be calculated, such as "X is twice as much as Y". None of the other options are unique to ratio scales.

Question 14

Because they measure psychological constructs of consumers, such as attitudes, opinions, and so on, and because these constructs exist on a continuum, scaled-response question formats are most useful for measuring:
A) physical constructs
B) brand name awareness
C) sales
D) unobservable constructs
E) psychological aspects

Accepted Answer

Scaled-response question formats are most useful for measuring unobservable constructs because these constructs, like attitudes and opinions, are not directly measurable and exist on a continuum.

Question 15

Validity is best illustrated by which of the following statements?
A) accuracy or truthfulness of the measurement
B) the extent to which the reliability coefficient approaches
C) the ability to repeat measurements
D) tendency to respond in the same manner to different questions
E) tendency to respond in the same manner to the same questions

Accepted Answer

Validity refers to the accuracy or truthfulness of a measurement.

Question 16

A scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n):
A) minimal labeled 5-point scale
B) 5-point unanchored scale
C) summated scale
D) graphic rating scale
E) anchored scale

Accepted Answer

This is an example of an anchored scale because there are labels on only each end of the continuum, which serve as the anchor points. The respondent must infer the meaning of the intermediate points on the scale based on their proximity to the anchor points.

Question 17

Which type of scaled-response format measures activities, interests, and opinions?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) percentage scale
E) graphic intensity scale

Accepted Answer

A lifestyle inventory is specifically designed to measure activities, interests, and opinions.

Question 18

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because:
A) it violates the statistical assumption of symmetry
B) it creates an odd number
C) it allows respondents to dodge or hide their feelings
D) it creates a problem in trying to code the scale items
E) it creates a problem in terms of how you value the mid-point in the calculation of statistics

Accepted Answer

Some researchers argue that including a mid-point, such as a neutral option, in a scale question allows respondents to avoid revealing their true feelings on the topic. This can lead to inaccurate or incomplete data. However, this view is not universal, and some argue that a mid-point can provide valuable information and should be included.

Question 19

Which of the following is a synthetic scaled-response form in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree--disagree scale for each of a series of statements?
A) semantic differential scale
B) extremism scale
C) Likert scale
D) bipolar scale
E) lifestyle inventory

Accepted Answer

This description matches the characteristics of a Likert scale, which is commonly used in survey research to measure attitudes and opinions of individuals. It consists of statements or items followed by a Likert response format, where respondents choose from a range of options, typically from "strongly agree" to "strongly disagree."

Question 20

A 5-point scale that is "anchored" means that each scale point is given a verbal description.

Accepted Answer

When a scale is "anchored," it means that each point on the scale is given a verbal description, typically in the form of a statement or phrase, that helps to clarify its meaning and provide a consistent reference point for respondents. This allows for greater precision and reliability in measuring attitudes or opinions.

Quiz 10: Measurement in Marketing Research

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:

If a question is designed to measure a construct, for example, "intentions to buy a new product," and the question appears to ask this in a straightforward manner, the measurement would be said to have:

Which type of scaled-response format contains bipolar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

A question that asks the age of a respondent in years would be scaled as:

Using a line or pictures to indicate the intensity of response would be used in which type of scaled-response question formats?

Which type of validity is concerned with the degree to which a measurement "looks like" its measuring that which it is intended?

Which of the following scaled-response formats is good for measuring store, company, or brand images because profiles may be generated to easily depict the image?

Which of the following best illustrates the concept of reliability of measurement?

The "halo effect" is best avoided by:

Understanding the measurement level of a scale is important because it:

Which characteristic is associated only with ratio scales?

Because they measure psychological constructs of consumers, such as attitudes, opinions, and so on, and because these constructs exist on a continuum, scaled-response question formats are most useful for measuring:

Validity is best illustrated by which of the following statements?

A scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n) :

Which type of scaled-response format measures activities, interests, and opinions?

Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because:

Which of the following is a synthetic scaled-response form in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree--disagree scale for each of a series of statements?

A 5-point scale that is "anchored" means that each scale point is given a verbal description.