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MKT REA CHAP 9 Test
With Solution
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement. - ANSWER T
The generation of a continuum upon which measured objects are located is called sampling. - ANSWER F
When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it. - ANSWER T
A scale that has description also has order. - ANSWER F
A scale that has distance also has order but the reverse is not true. - ANSWER T
The origin characteristic means that a scale has an arbitrary zero point - ANSWER F
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 an ordinal scale. - ANSWER F
Nominal scales are recognized as the most basic or limited. - ANSWER T
Only a limited number of statistics, all of which are based on frequency counts, are permissible on the numbers in a nominal scale. - ANSWER T
Preference rankings, market position, and social class are examples of
interval scales. - ANSWER F
According to the text, interval scales are the simplest to use. - ANSWER F
The most complex of the primary scales of measurement is the ratio scale. - ANSWER T
Nominal scales are used for classification and identification purposes only. - ANSWER T
Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class. - ANSWER T
In marketing research, ordinal scales are used to measure market share. - ANSWER F
The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured. - ANSWER T
In marketing research, interval scales are used both to measure attitudes and opinions, and as index numbers. - ANSWER T
A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale. - ANSWER F
Common examples of ordinal scales include educational levels and social security numbers. - ANSWER F
The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales. - ANSWER T
A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another. - ANSWER F
According to the text, comparative scaling is sometimes referred to as monadic scaling. - ANSWER F
A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others. - ANSWER T
The major benefit of comparative scaling is that it is the most widely used scaling technique. - ANSWER F
According to the text, noncomparative scales are also referred to as nonmetric scaling. - ANSWER F
Noncomparative scaling is the most widely used scaling technique in marketing research. - ANSWER T
According to the text, semantic differential scaling is a comparative scaling technique. - ANSWER F
A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling. - ANSWER T
Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven. - ANSWER F
A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling. - ANSWER T
The most popular comparative scaling technique is semantic differential scaling. - ANSWER F
Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes. - ANSWER T
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________. - ANSWER measurement
The generation of a continuum upon which measured objects are located is called ________. - ANSWER scaling
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. - ANSWER Measurement; Scaling
Which of the following is NOT one of the four primary scales of measurement? - ANSWER random scales
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) ________. - ANSWER nominal scale
Which of the following primary scales of measurement is recognized as the most basic or limited? - ANSWER nominal scales
According to the text, ________ are the simplest to use. - ANSWER nominal scales
The most complex of the primary scales of measurement is the ________. - ANSWER ratio scale
Which of the following primary scales of measurement is used only for classification purposes? - ANSWER nominal scales
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? - ANSWER A) Sears is in some way superior or inferior to Neiman Marcus.
B) It is meaningful to state that the number of the average store is 5.5.
C) Both A and B are true.
D) None of the above statements are true.
According to the text, ________ means that there is no overlap between classes
Which of the following statistics is NOT permissible with ordinally scaled data? - ANSWER range
A(n) ________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured. - ANSWER interval scale
Permissible statistics for ordinally-scaled data include which of the following?
- ANSWER percentiles and median
Which statement is NOT true about the interval scale? - ANSWER Only proportionate transformations of the form y = bx, where b is a positive constant are allowed.
Which of the following is NOT true about ratio-scaled data? - ANSWER They can be transformed using y = a + bx.
A(n) ________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. - ANSWER ratio scale
Permissible statistics for interval scaled data include all of the following EXCEPT: - ANSWER A) range.
B) mean.
C) standard deviation.
D) mode.
E) All of the above are permissible.
The scaling techniques commonly used in marketing research can be classified into ________ and ________. - ANSWER comparative; noncomparative scales
A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another. - ANSWER comparative scale
A major disadvantage of comparative scales would be which of the following? - ANSWER A researcher cannot generalize beyond the objects under study.
According to the text, comparative scaling is sometimes referred to as ________. - ANSWER nonmetric scaling
A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others. - ANSWER noncomparative scale
some criterion is called ________. - ANSWER rank order scaling
After paired comparison scaling, the most popular comparative scaling technique is ________. - ANSWER rank order scaling
Which of the following comparative scaling techniques is commonly used to measure preferences among brands as well as among brand attributes? - ANSWER rank order scaling
________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment. - ANSWER Rank order scaling
In ________, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion. - ANSWER constant sum scaling
Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric? - ANSWER constant sum scaling
A major disadvantage of constant sum scaling is that ________. - ANSWER respondents may allocate more or fewer units than those specified
According to the text, the constant sum should be considered a(n) ________. - ANSWER ordinal scale
In developing countries, which of the following scales would be best for measuring consumer preferences? - ANSWER dichotomous scales
Which of the following is NOT a measure developed to evaluate social media sites based on information that is publicly available? - ANSWER technorati, bloglines or blogpulse followers
