Question 1

The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.

Accepted Answer

The nominal scale only assigns names or categories to data without any quantitative value or order. Therefore, the numbers assigned do not hold any relative amounts or values in comparison to each other.

Question 2

According to the text,________ means that there is no overlap between classes and every object being measured falls into only one class.

Accepted Answer

Mutually exclusive means that there is no overlap between classes or categories. This means that every object being measured can only fall into one specific class or category, and cannot belong to multiple categories simultaneously.

Question 3

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

Accepted Answer

The process of creating a continuum upon which measured objects can be located is known as scaling. The continuum could be numerical or categorical and is frequently employed in research to assess variables such as attitudes, behaviors, and personality traits. Sampling refers to the selection of a representative subset of a larger population for research purposes. Hypothesizing is the practice of developing a hypothesis or an assumption in research. Factoring refers to the procedure of reducing a set of variables to a smaller set of underlying factors. Finally, continuous generation is not a recognized research term.

Question 4

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

Accepted Answer

Social media content can provide valuable insights that can inform the appropriate level of measurement needed for a project. For example, if the social media content is mostly quantitative in nature, then a more numerical measurement approach may be appropriate. Conversely, if the content is more qualitative in nature, then a more subjective approach may be necessary.

Question 5

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Accepted Answer

Ratio scales require precise measurements and calculations, which may not be feasible or practical in a social media setting.

Question 6

According to the text,the constant sum should be considered an ordinal scale.

Accepted Answer

The constant sum is a type of ordinal scale, where respondents allocate a fixed total amount of points to a set of items based on their perceived importance or preference. This scale does not represent equal intervals between the points assigned, which is a characteristic of interval scales. Therefore, the constant sum is not a true ratio scale, where absolute zero has meaning and ratios between values can be calculated.

Question 7

An analysis of social media content can provide guidance on the type of scaling techniques,comparative or noncomparative,to use.

Accepted Answer

Social media content analysis can help determine whether a comparative or noncomparative scaling technique would be more appropriate for a particular study. For example, if the analysis reveals that people frequently compare products or services on social media, a comparative scaling technique may be more suitable.

Question 8

In marketing research,ordinal scales are used for all of the following purposes EXCEPT:

Accepted Answer

The answer of In marketing research,ordinal scales are used for...

Question 9

According to the text,________ means that all the objects fall into one of the classes.

Accepted Answer

Collectively exhaustive means that all possible outcomes or objects are accounted for within the given classes, ensuring that every object falls into one of the classes.

Question 10

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.

Accepted Answer

Measurement involves assigning numerical values to responses, while scaling is the process of putting those responses in a particular order or continuum. Therefore, measurement is the actual assignment of numbers, and scaling is the process of placing those numbers on a continuum. Choice A correctly identifies these processes.

Question 11

Which of the following primary scales of measurement is used only for classification purposes?

Accepted Answer

Nominal scales are used only for classification purposes, meaning they simply categorize data without any quantitative value or order. This is in contrast to ordinal, interval, and ratio scales, which involve quantitative measurements and some degree of order or magnitude. There is no such thing as a "random scale" in statistics, so option E is not a valid choice.

Question 12

In paired comparison scaling,respondents allocate a constant sum of units,such as points,dollars,or chips,among a set of alternatives according to some specified criterion.

Accepted Answer

Paired comparison scaling involves comparing two items at a time to decide which one is preferred or has a certain attribute, not allocating a constant sum of units among alternatives.

Question 13

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 is called a(n)________.

Accepted Answer

A nominal scale is used for labeling variables and does not have any quantitative value or order. It only serves as a means of identification and classification of the objects, without any underlying relationship between the labels themselves. Therefore, it fits the description given in the question. The other options like ratio, ordinal, and interval scales involve some level of quantitative measurement or relationship between their numbers, and hence they would not be appropriate. Random scale is not a recognized term in statistics.

Question 14

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________.

Accepted Answer

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

Question 15

According to the text,________ are the simplest to use.

Accepted Answer

Nominal scales are the simplest to use as they only involve categorizing data into distinct groups or categories without any specific order or ranking.

Question 16

Which of the following is NOT one of the four primary scales of measurement?

Accepted Answer

The four primary scales of measurement are nominal, ordinal, interval, and ratio scales. Random scales are not a recognized type of scale.

Question 17

Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

Accepted Answer

The answer of Constant sum scaling forces the respondent to...

Question 18

The most complex of the primary scales of measurement is the ________.

Accepted Answer

The ratio scale is the most complex of the primary scales of measurement because it includes all the characteristics of the other scales (nominal, ordinal, and interval) while also including a true zero point, which allows for the comparison of ratios between values. This means that not only can we identify differences between values, we can also understand how much larger or smaller one value is compared to another. For example, if we are measuring weight, we can say that a person who weighs 100 pounds is twice as heavy as a person who weighs 50 pounds. This level of measurement is considered the most informative and precise.

Question 19

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

Accepted Answer

There is no information or data provided to compare the performance or quality of Sears and Neiman Marcus, therefore statement A is false. As for statement B, while it may be true that the average store number is 5.5 when considering all 10 stores, it is not a meaningful or relevant measure in this context. Therefore, statement B is also false. Consequently, the correct answer is D, none of the above statements are true.

Question 20

Which of the following primary scales of measurement is recognized as the most basic or limited?

Accepted Answer

Nominal scales are the most basic and limited because they only provide labels or names for categories without any quantitative value or order. They do not allow for any mathematical operations or comparisons between categories.

Quiz 9: Measurement and Scaling: Fundamentals and Comparative Scaling

The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured.