Question 1

A person scoring 78 out of 100 possible on a Likert scale indicates:
A) the person has a favorable attitude toward the object.
B) the person has an unfavorable attitude toward the object.
C) the person is neutral toward the object.
D) the person has a favorable attitude when compared to the average score of 60.
E) the person's attitude is twice as favorable as a person's whose score was 39.

Accepted Answer

The answer of A person scoring 78 out of 100...

Question 2

Which of the following is FALSE?
A) If a measure is reliable, it is not heavily influenced by transitory factors that cause random errors.
B) If an item lacks correlation with other scale items measuring the same construct, there is evidence that the item does not belong and should be deleted.
C) Systematic error is due to temporary aspects of the person or measurement situation, which affects the measurement in irregular ways.
D) Reliability is necessary, but not sufficient, for establishing the validity of a measure.
E) If a set of items all measures the same construct, the responses to the items should be correlated.

Accepted Answer

Systematic error is not due to temporary aspects of the person or measurement situation, but rather due to consistent, recurring factors that affect the measurement in a consistent way.

Question 3

If a respondent says his income is over $100,000 per annum when, in fact, it is $50,000 per annum, the difference between the true and actual measurement of income in this case could be said to LACK:
A) reliability.
B) validity.
C) both a and b
D) neither a nor b.
E) nominal scale.

Accepted Answer

The discrepancy between the respondent's reported income and their actual income suggests a lack of validity. Validity refers to the extent to which a measurement tool accurately measures what it is supposed to measure, in this case, income. Reliability would be an issue if the respondent gave different answers to the income question on different occasions or if different interviewers obtained conflicting income data with the same respondent. However, there is no indication that this is the case. Therefore, options A and C are incorrect. Option D is also incorrect because an incorrect answer to the income question does not relate to the level of measurement on a nominal scale, which is used for categorical data with no numerical value.

Question 4

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and where people cannot converse in English?
A) Semantic-differential scale
B) Stapel scale
C) Faces scale
D) Likert scale
E) Graphic-ratings scale

Accepted Answer

The answer of What type of scale would be one...

Question 5

Identify the type of scale from the following data. "What is your gender?" 1 Male 2 Female
A) Nominal scale
B) Ordinal scale
C) Interval scale
D) Ratio scale
E) Likert scale

Accepted Answer

The question only allows for two categories (male and female), which are not ranked or quantified in any way. This is an example of a nominal scale.

Question 6

One hundred sports writers are given a survey and asked to rank basketball players in categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top 10 players, within the given categories. This is evidence of:
A) reliability.
B) concurrent validity.
C) efficacy.
D) predictive validity.
E) construct validity.

Accepted Answer

The fact that most sports writers agree on the top 10 players within the given categories suggests that the survey has good reliability, meaning it consistently measures what it is supposed to measure.

Question 7

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category:
_____ < $25 per month
_____ $26 to $40 month
_____ $41 to $55 month
_____ > $55 per month
This is an example of a _____ scale.
A) nominal
B) ordinal
C) interval
D) ratio
E) Likert

Accepted Answer

The answer of Consider the following question: How much would...

Question 8

What type of scale is the following? Indicate your opinion about services Continental Airlines provides, by placing an "X" at the appropriate position on the lines below.

A) Stapel scale
B) Likert scale
C) Semantic-differential scale
D) Graphic-ratings scale
E) Summated-ratings scale

Accepted Answer

The given scale is a graphic ratings scale as it involves placing an "X" on a horizontal line to indicate the opinion about the services of Continental Airlines.

Question 9

Identify the type of scale from amongst the following. South Koreans cars are of:

A) Stapel scale
B) Likert scale
C) Summated-ratings scale
D) Graphic-ratings scale
E) Semantic-differential scale

Accepted Answer

The given statement does not require any type of quantitative ranking or rating, therefore, a graphic-ratings scale is the most suitable type of scale as it would visually represent the quality or features of South Korean cars.

Question 10

Which of the following is TRUE?
A) Three aspects of validity - pragmatic, content, and construct - are not only conceptually independent but are in actual practice rarely related to each other.
B) A measure has been used repeatedly and has produced almost identical answers; therefore this instrument is valid.
C) Random error is less troublesome than systematic error.
D) Both a and b
E) a, b, and c.

Accepted Answer

Random error refers to errors that occur randomly and cannot be predicted, whereas systematic error occurs consistently in the same direction, leading to bias in the results. Systematic errors are typically considered more problematic than random errors as they can lead to a skewed interpretation of the data. Thus, option C is true, while options A and B are incorrect.

Question 11

When the scale type is nominal, the appropriate measure of central tendency is _____. When the scale type is interval or ratio, the appropriate measure of central tendency is:
A) mode; mean.
B) median; mean.
C) mean; mode.
D) mean; median.
E) mode; median.

Accepted Answer

When the scale type is nominal, the appropriate measure of central tendency is the mode because there is no meaningful ordering of the categories. When the scale type is interval or ratio, the appropriate measure of central tendency is the mean because there is a meaningful ordering of the values and the data can be mathematically manipulated.

Question 12

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

A) Stapel scale
B) Constant-sum scale
C) Comparative-ratings scale
D) Graphic-ratings scale
E) Itemized-ratings scale

Accepted Answer

The itemized-ratings scale asks respondents to rate Dell computers based on their overall opinion.

Question 13

In a survey, customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box. The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are:
A) motherhood attributes.
B) alternatives.
C) reverse-scaled items.
D) comparative-ratings scales.
E) anchors.

Accepted Answer

The labels "not important," "somewhat important," "fairly important," and "very important" serve as anchors, providing reference points for respondents to indicate their level of agreement or importance.

Question 14

When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed), a _____ error is present.
A) systematic
B) researcher
C) random
D) scaling
E) marginal

Accepted Answer

This is an example of random error, which refers to the variability in measurements due to chance factors and can happen with any instrument or observer. Systematic error refers to consistent bias or inaccuracy in measurements, while researcher, scaling, and marginal errors are not relevant to this scenario.

Question 15

What type of scale is the following? What was your annual gross income (before taxes) last year? $_____.
A) Nominal scale
B) Ordinal scale
C) Interval scale
D) Ratio scale
E) Constant-sum scale

Accepted Answer

The scale is a ratio scale because it has a true zero point (annual gross income can be zero or negative) and it allows for meaningful ratios (e.g. someone who earned $100,000 made twice as much as someone who earned $50,000).

Question 16

A study was done on the campus of a major state institution to measure attitudes of students toward the recent fee increase. One question asks respondents to rank the following five fees on a scale of 1 to 5, where 1 = most willing and 5 = least willing.
 _____ Computer fee
_____ Library fee
_____ Parking fee
_____ Student Center fee
_____ Kinesiology Building fee

This is an example of a(n) _____ scale.
A) nominal
B) ordinal
C) interval
D) ratio
E) none of the above

Accepted Answer

This is an example of an ordinal scale because respondents are asked to rank the fees in a specific order, from most willing (1) to least willing (5). The scale does not have a true zero point and the differences between rankings are not necessarily equal.

Question 17

When using the semantic-differential technique, researchers:
A) watch for observable responses from subjects.
B) ask subjects to memorize facts for future recall.
C) utilize word-association and sentence completion tests.
D) generate a list of bipolar adjectives or phrases.
E) calculate a total score for each subject by averaging the scores across items.

Accepted Answer

When using the semantic-differential technique, researchers generate a list of bipolar adjectives or phrases. These pairs of opposite words or phrases are then presented to participants who are asked to indicate where they fall on a scale between the two poles. The resulting data can be analyzed to better understand participants' attitudes or perceptions towards a particular concept or subject.

Question 18

Which of the following statements about a Likert scale is FALSE?
A) The Likert scale is one of the most widely used attitude-scaling techniques in marketing research.
B) The subject indicates his/her degree of agreement or disagreement with each statement.
C) Researchers anchor only the endpoints of the scale.
D) A total score for each subject can be calculated by adding or averaging the scores across items.
E) Subjects can indicate the intensity of their feelings.

Accepted Answer

This statement is false because researchers anchor both the endpoints and the intermediate points of the Likert scale. The anchors provide a reference for the subject to rate their degree of agreement or disagreement with the statement.

Question 19

Identify the type of scale from the following data. Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one).

A) Stapel scale
B) Likert scale
C) Semantic-differential scale
D) Graphic-ratings scale
E) Constant-sum scale

Accepted Answer

The statement requires a scale that measures agreement/disagreement, and the Likert scale is designed to do just that. The response options could range from "strongly disagree" to "strongly agree."

Question 20

When students of a marketing research course are asked to allocate 100 points among four members of the group to represent the effort put forth by each member, this is an example of what type of scale?
A) Graphic-ratings scale
B) Semantic-differential scale
C) Constant-sum scale
D) Stapel scale
E) Likert scale

Accepted Answer

This is an example of a constant-sum scale, where respondents are asked to allocate a fixed amount of points (in this case, 100) among different choices. The other scales listed involve respondents indicating their level of agreement, disagreement, or opinion on a scale or rating.

Quiz 7: Asking Good Questions

A person scoring 78 out of 100 possible on a Likert scale indicates:

Which of the following is FALSE?

If a respondent says his income is over $100,000 per annum when, in fact, it is $50,000 per annum, the difference between the true and actual measurement of income in this case could be said to LACK:

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and where people cannot converse in English?

Identify the type of scale from the following data. "What is your gender?" 1 Male 2 Female

One hundred sports writers are given a survey and asked to rank basketball players in categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top 10 players, within the given categories. This is evidence of:

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category: ___ < $25 per month _ $26 to $40 month _ $41 to $55 month _ > $55 per month This is an example of a ___ scale.

What type of scale is the following? Indicate your opinion about services Continental Airlines provides, by placing an "X" at the appropriate position on the lines below.

Identify the type of scale from amongst the following. South Koreans cars are of:

Which of the following is TRUE?

When the scale type is nominal, the appropriate measure of central tendency is _____. When the scale type is interval or ratio, the appropriate measure of central tendency is:

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

In a survey, customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box. The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are:

When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed) , a _____ error is present.

What type of scale is the following? What was your annual gross income (before taxes) last year? $_____.

When using the semantic-differential technique, researchers:

Which of the following statements about a Likert scale is FALSE?

Identify the type of scale from the following data. Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one) .

When students of a marketing research course are asked to allocate 100 points among four members of the group to represent the effort put forth by each member, this is an example of what type of scale?

Quiz 7: Asking Good Questions

A person scoring 78 out of 100 possible on a Likert scale indicates:

Which of the following is FALSE?

If a respondent says his income is over $100,000 per annum when, in fact, it is $50,000 per annum, the difference between the true and actual measurement of income in this case could be said to LACK:

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and where people cannot converse in English?

Identify the type of scale from the following data. "What is your gender?" 1 Male 2 Female

One hundred sports writers are given a survey and asked to rank basketball players in categories such as rebounding, points scored, and assists. The results of the survey indicate that most sports writers agree on the top 10 players, within the given categories. This is evidence of:

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category: _____ < $25 per month _____ $26 to $40 month _____ $41 to $55 month _____ > $55 per month This is an example of a _____ scale.

What type of scale is the following? Indicate your opinion about services Continental Airlines provides, by placing an "X" at the appropriate position on the lines below.

Identify the type of scale from amongst the following. South Koreans cars are of:

Which of the following is TRUE?

When the scale type is nominal, the appropriate measure of central tendency is _____. When the scale type is interval or ratio, the appropriate measure of central tendency is:

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

In a survey, customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box. The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are:

When we repeat a measurement on an individual or group of individuals and do not get the same score as the first time we did the measurement (assuming the characteristic being measured has not changed) , a _____ error is present.

What type of scale is the following? What was your annual gross income (before taxes) last year? $_____.

When using the semantic-differential technique, researchers:

Which of the following statements about a Likert scale is FALSE?

Identify the type of scale from the following data. Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one) .

When students of a marketing research course are asked to allocate 100 points among four members of the group to represent the effort put forth by each member, this is an example of what type of scale?

Consider the following question: How much would you be willing to pay in annual premium for a $100,000 home insurance policy? Check appropriate category: ___ < $25 per month _ $26 to $40 month _ $41 to $55 month _ > $55 per month This is an example of a ___ scale.