Deck 7: Measurement and Scaling

Question 1

Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.

Answer 1

True

Question 2

The most complex of the primary scales of measurement is the ratio scale.

Answer 2

True

Question 3

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 3

False

Question 4

In marketing research, ordinal scales are used to measure market share.

Question 5

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.

Question 6

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

Question 7

Nominal scales are used for classification and identification purposes only.

Question 8

When we measure the perceptions, attitudes, and preferences of consumers, we are not measuring the object but some characteristic of it.

Question 9

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

Question 10

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called an ordinal scale.

Question 11

Nominal scales are recognized as the most basic or limited.

Question 12

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

Question 13

An interval scale 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.

Question 14

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

Question 15

Common examples of ordinal scales include educational levels and social security numbers.

Question 16

The scaling techniques commonly used in marketing research can be classified into comparative and noncomparative scales.

Question 17

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.

Question 18

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

Question 19

According to the text, interval scales are the simplest to use.

Question 20

Preference rankings, market position, and social class are examples of interval scales.

Question 21

According to the text, semantic differential scaling is a comparative scaling technique.

Question 22

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.

Question 23

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

Question 24

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

Question 25

According to the text, noncomparative scales are also referred to as nonmetric scaling.

Question 26

A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Question 27

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

Question 28

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.

Question 29

According to the text, noncomparative scales are broadly classified as either continuous or itemized.

Question 30

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

Question 31

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Question 32

Interval scales are widely used in marketing research.

Question 33

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.

Question 34

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

Question 35

The most popular comparative scaling technique is semantic differential scaling.

Question 36

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

Question 37

The major benefit of comparative scaling is that it is the most widely used scaling technique.

Question 38

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

Question 39

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Question 40

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.

Question 41

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called reliability.

Question 42

Likert scale analysis is generally conducted by appropriately summing the item scores.

Question 43

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

Question 44

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

Question 45

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

Question 46

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object, is called a Stapel scale.

Question 47

Perfect reliability implies perfect validity.

Question 48

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.

Question 49

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

Question 50

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Question 51

Of the three itemized rating scales considered, the semantic differential scale is used the least.

Question 52

In semantic differential scales, the negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right- or left-hand sides without reading the labels.

Question 53

Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.

Question 54

Scales are only presented horizontally.

Question 55

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

Question 56

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

Question 57

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a Stapel scale.

Question 58

According to the text, total measurement error is determined by multiplying systematic error with random error.

Question 59

Perfect validity implies perfect reliability.

Question 60

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

Question 61

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

A)ratio scales
B)ordinal scales
C)interval scales
D)random scales
E)nominal scales

Question 62

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

A)ordinal scales
B)ratio scales
C)nominal scales
D)interval scales
E)random scales

Question 63

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

A)nominal scales
B)ordinal scales
C)interval scales
D)random scales
E)C and D

Question 64

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n)________.

A)nominal scale
B)ordinal scale
C)interval scale
D)ratio scale
E)random scale

Question 65

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

A)randomization
B)measurement
C)sampling
D)exploring
E)characterization

Question 66

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

A)nominal scale
B)ordinal scale
C)interval scale
D)ratio scale
E)random scale

Question 67

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

A)ordinal scales
B)nominal scales
C)ratio scales
D)interval scales
E)random scale

Question 68

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.

A)nominal scale
B)ordinal scale
C)interval scale
D)ratio scale
E)random scale

Question 69

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

A)mutually exclusive
B)collectively exclusive
C)mutually exhaustive
D)collectively exhaustive
E)object non-overlap

Question 70

Continuous scales can be used efficiently in social media.

Question 71

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

A)ordinal scale
B)interval scale
C)ratio scale
D)nominal scale
E)random scale

Question 72

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?

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.

Question 73

Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.

Question 74

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.

A)Measurement; Scaling
B)Scaling; Ranking
C)Scaling; Measurement
D)Ranking; Measurement

Question 75

The scaling techniques commonly used in marketing research can be classified into ________ and ________.

A)random; nonrandom scales
B)comparative; noncomparative scales
C)interval; ratio scales
D)nominal; ordinal scales
E)object; non-object scales

Question 76

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

A)sampling
B)hypothesizing
C)scaling
D)factoring
E)continuous generation

Question 77

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.

A)ratio scale
B)nominal scale
C)ordinal scale
D)interval scale
E)random scale

Question 78

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

A)mutually exclusive
B)collectively exclusive
C)mutually exhaustive
D)collectively exhaustive
E)object non-overlap

Question 79

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

Question 80

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)________.

A)nominal scale
B)ratio scale
C)ordinal scale
D)interval scale
E)random scale