Question 1

One of the benefits of using scales is standardization. Different cultures therefore respond similarly to scales, so that a scale developed in North America may be automatically transferred to other cultures such as in Europe, Asia or South America.

Accepted Answer

While scales can be used cross-culturally, it is important to recognize that there may be differences in the way people interpret and respond to the questions based on their cultural background. Therefore, it is not always appropriate to automatically transfer a scale developed in one culture to another without considering potential cultural differences. Proper adaptation and validation of the scale is necessary to ensure its validity and reliability in a new cultural context.

Question 2

The text discussed a study that was done on cultural differences among respondents with respect to scale responses. It found that in some cultures extremism is valued, and in some others "going along with the crowd" is expected.

Accepted Answer

The text states that the study found cultural differences in scale responses, with some valuing extremism and others emphasizing conformity to the group.

Question 3

As a general recommendation, to keep things simple it is desirable to use a scale at the lowest appropriate level of measurement.

Accepted Answer

The answer of As a general recommendation, to keep things...

Question 4

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

Accepted Answer

It is not always necessary to develop a new and novel scale format for every research project, as there may be existing validated scales that can be used or modified to fit the specific needs of the study.

Question 5

When a scale has a "true zero" it is a nominal scale.

Accepted Answer

The answer of When a scale has a "true zero"...

Question 6

A reliable measure is one that is honest.

Accepted Answer

A reliable measure is one that consistently produces accurate results, regardless of whether or not the results are honest. Honesty is a trait of the person or entity conducting the measurement, not the measure itself.

Question 7

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or near-identical question.

Accepted Answer

The answer of A valid measure is one in which...

Question 8

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

Accepted Answer

While reliable and valid scales are important for accurate data collection in marketing research, there can be ethical issues surrounding their use. For example, if scales are used in a misleading or manipulative way to influence consumer behavior or unfairly target certain demographics, this could be considered unethical. Additionally, if scales are used to collect sensitive personal information without informed consent or proper privacy protections, this could also raise ethical concerns.

Question 9

The standard procedure for marketing practitioners is to use measures that are well known through the company's experience, through the researcher's own experience, or available in the marketing research literature.

Accepted Answer

The standard procedure for marketing practitioners is to use measures that are well known through the company's experience, through the researcher's own experience, or available in the marketing research literature.

Question 10

The lifestyle inventory is a special application of the Likert scale. It measures activities, interests, and opinions toward a respondent's work, leisure time, and purchases.

Accepted Answer

The statement describes the purpose and scope of the lifestyle inventory, which is a type of survey tool that uses Likert scales to measure different aspects of a person's lifestyle, including their attitudes and behaviors related to work, leisure, and buying habits. Therefore, the statement is true.

Question 11

A summated scale is one in which the number of checked responses, yes-no scale, in a list of constructs, will be counted for each respondent, and that number will stand as the metric measure of the construct.

Accepted Answer

This explanation is already provided in the question stem.

Question 12

A measure can be reliable but invalid.

Accepted Answer

Reliability refers to the consistency and stability of a measure, while validity refers to the accuracy and appropriateness of a measure in measuring what it is intended to measure. A measure can be reliable but invalid if it consistently measures something that is not relevant or appropriate to the construct being measured.

Question 13

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a Likert scale.

Accepted Answer

This statement is true. The Likert scale is commonly used in marketing research to measure people's attitudes and opinions towards products or services. The scale asks respondents to rate their level of agreement or disagreement with a statement, typically on a 5-point or 7-point scale.

Question 14

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

Accepted Answer

The halo effect occurs when an overall positive impression of a brand, product, or service influences a consumer's perception of specific dimensions or attributes related to it, leading to a biased evaluation. In this case, the consumer's general satisfaction with Red Lobster may have influenced their answers to the survey, without taking into account specific aspects of the restaurant that they may not have liked as much.

Question 15

All scaled-response formats must have a middle neutral response option.

Accepted Answer

The answer of All scaled-response formats must have a middle...

Question 16

Scaled-response questions are best suited for unobservable constructs.

Accepted Answer

Scaled-response questions are designed to measure unobservable constructs that cannot be directly observed or measured. These questions typically ask respondents to rate or rank their attitudes, beliefs, or opinions on a numerical scale, which allows researchers to standardize and compare the responses. Examples of unobservable constructs that can be measured using scaled-response questions include self-esteem, anxiety, and motivation.

Question 17

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

Accepted Answer

Face validity is about the perceived ability of a measurement to capture what it intends to measure at face value. So, the statement "looks like" is an accurate description of what face validity means.

Question 18

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured.

Accepted Answer

This is true. The semantic differential scale allows for the computation of averages and the creation of a profile of the object being measured.

Question 19

A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.

Accepted Answer

The answer of A respondent has an income of less...

Question 20

A common response scale for the construct of awareness is a dual-choice categorical response.

Accepted Answer

Dual-choice categorical response means that the respondent is given two options to choose from, which is commonly used in measuring the awareness construct.

Quiz 7: Survey Measurement Scales

One of the benefits of using scales is standardization. Different cultures therefore respond similarly to scales, so that a scale developed in North America may be automatically transferred to other cultures such as in Europe, Asia or South America.

The text discussed a study that was done on cultural differences among respondents with respect to scale responses. It found that in some cultures extremism is valued, and in some others "going along with the crowd" is expected.

As a general recommendation, to keep things simple it is desirable to use a scale at the lowest appropriate level of measurement.

Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

When a scale has a "true zero" it is a nominal scale.

A reliable measure is one that is honest.

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or near-identical question.

Reliable and valid scales are useful in marketing research, but they do not represent any kind of ethical issue for marketing researchers.

The standard procedure for marketing practitioners is to use measures that are well known through the company's experience, through the researcher's own experience, or available in the marketing research literature.

The lifestyle inventory is a special application of the Likert scale. It measures activities, interests, and opinions toward a respondent's work, leisure time, and purchases.

A summated scale is one in which the number of checked responses, yes-no scale, in a list of constructs, will be counted for each respondent, and that number will stand as the metric measure of the construct.

A measure can be reliable but invalid.

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501 are good looking is a Likert scale.

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant, without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the "halo effect."

All scaled-response formats must have a middle neutral response option.

Scaled-response questions are best suited for unobservable constructs.

Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured.

A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.

A common response scale for the construct of awareness is a dual-choice categorical response.