Deck 8: Measurement and Scaling

Question 1

Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

A) rank order correlation
B) mode
C) range
D) all of the above

Answer 1

C

Question 2

Which statement is not true about the interval scale?

A) Numerically equal distances on the scale represent equal values in the characteristics being measured.
B) Only proportionate transformations of the form y = bx, where b is a positive constant, are allowed.
C) Both the zero point and the units of measurement are arbitrary.
D) All of the above are correct.

Answer 2

B

Question 3

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

A) semantic differential
B) constant sum
C) Likert
D) both A and C

Answer 3

D

Question 4

In marketing research, scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies.

A) ratio
B) interval
C) nominal
D) ordinal

Question 5

The benefits of comparative scaling include all of the following except .

A) comparative scales are easily understood and can be applied easily
B) small differences between stimulus objects can be detected
C) comparative scales tend to reduce halo or carryover effects from one judgment to another
D) comparative scales involve fewer theoretical assumptions

Question 6

Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

A) binomial test
B) t- tests
C) harmonic mean
D) factor analysis

Question 7

In the department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text). Thus, 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 is true.

Question 8

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

A) Non- comparative scales
B) Preference scales
C) Comparative scales
D) None of the above

Question 9

is 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. The data obtained is ordinal in nature.

A) Rank order
B) Paired comparison
C) Q- sort
D) Constant sum

Question 10

A(n) is 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.

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

Question 11

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

Question 12

If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, _ scaling is being used.

A) constant sum
B) q- sort
C) paired comparison
D) rank order

Question 13

Which of the following is a type of comparative scale?

A) constant sum
B) itemized rating
C) continuous rating
D) both A and C

Question 14

The rankings of teams in a tournament constitute a(n) _ scale.

A) interval
B) ordinal
C) nominal
D) ratio

Question 15

When a(n) _ scale is used for the purpose of identification, there is a strict one- to- one correspondence between the numbers and the objects.

A) ratio
B) ordinal
C) interval
D) nominal

Question 16

scaling and scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

A) Rank order; constant sum
B) Q- sort; constant sum
C) Paired comparison; constant sum
D) Rank order; paired comparison

Question 17

Which statement is not correct about measurement?

A) The placement of individual companies on the annual revenue continuum represents measurement.
B) The assignment of numbers to characteristics must be isomorphic.
C) The rules for assigning numbers should be standardized and applied uniformly.
D) All of the above statements are not true.

Question 18

In marketing research, attitudinal data obtained from rating scales are often treated as data.

A) ordinal
B) interval
C) nominal
D) ratio

Question 19

The disadvantages of comparative scaling include all of the following except .

A) the ordinal nature of the data
B) the inability to generalize beyond the stimulus objects scaled
C) the resulting data are generally assumed to be interval or ratio scaled
D) None of the above is a disadvantage.

Question 20

The is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.

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

Question 21

After paired comparisons, the most popular comparative rating scale is _.

A) rank order
B) metric
C) q- sort
D) constant sum

Question 22

Which of the following is not a type of non- comparative scale?

A) Likert
B) semantic differential
C) constant sum
D) both A and C

Question 23

is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

A) Constant sum
B) Q- sort
C) Rank order
D) Paired comparison

Question 24

When used for classification purposes, the scaled numbers serve as labels for classes or categories.

A) nominally
B) ordinally
C) intervally
D) ratio scale

Question 25

Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

A) In some developing countries, preferences can be best measured by using ordinal scales.
B) Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales.
C) Opinion formation may not be well crystallized.
D) None of the above statements is incorrect.

Question 26

Which of the following statements is not true about the comparative scales technique?

A) Comparative scales include paired comparisons, rank order, and constant sum scales.
B) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale.
C) Comparative scaling is also referred to as non- metric scaling.
D) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.

Question 27

Which statement is true concerning constant sum scaling?

A) It does not have an absolute zero.
B) Respondents may allocate more or fewer units than those specified.
C) It allows for fine discrimination among stimulus objects without requiring much time.
D) Both B and C are correct.

Question 28

Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)?

A) chi- square
B) range
C) median
D) Both B and C are not permissible.

Question 29

are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

A) Non- comparative scales
B) Comparative scales
C) Preference scales
D) None of the above

Question 30

Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except .

A) simultaneous evaluation of all the stimulus objects
B) order a set of objects into an internally consistent, uni- dimensional scale
C) convert paired comparison data to a rank order
D) derive an interval scale from paired comparison data

Question 31

When using Q- sort scaling _ to _ objects is a reasonable range.

A) 40; 60
B) 60; 140
C) 90; 140
D) 60; 90

Question 32

is the generation of a continuum upon which measured objects are located.

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

Question 33

is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.

A) Constant sum
B) Q- sort
C) Paired comparison
D) Rank order

Question 34

is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

A) Interval scale
B) Ordinal scale
C) Ratio scale
D) Nominal scale

Question 35

is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with."

A) Constant sum
B) Q- sort
C) Paired comparison
D) Rank order

Question 36

is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

A) Guttman scaling
B) Magnitude estimation
C) Constant sum scaling
D) Q- sort scaling

Question 37

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) Ratio scale
C) Ordinal scale
D) Interval scale

Question 38

Which of the following is not one of the suggested modifications of the paired comparison technique?

A) obtaining similarity judgments in multidimensional scaling
B) inclusion of a neutral/no difference opinion response
C) graded paired comparisons
D) ranked paired comparisons

Question 39

scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

A) Constant sum
B) Q- sort
C) Paired comparison
D) Rank order

Question 40

In marketing, sales, cost, market share, and number of customers are variables measured on a(n) scale.

A) ratio
B) interval
C) nominal
D) ordinal

Question 41

In paired comparison scaling, the data obtained are interval in nature.

Question 42

In addition to the counting operation allowable for nominal scale data, ordinal scales permit the use of statistics based on percentiles.

Question 43

Paired comparisons resemble the marketplace situation that involves selection from multiple alternatives.

Question 44

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

Question 45

An ordinal scale indicates relative position and the magnitude of the differences between the objects.

Question 46

When ordinal scaled data are collected, statistical procedures developed for use with interval or ratio data should be used.

Question 47

Non- comparative scaling data are generally assumed to be interval or ratio scaled.

Question 48

Comparative scales involve the direct comparison of stimulus objects.

Question 49

Transitivity of preference is an assumption made in order to convert constant sum data to rank order data. It implies that if brand A is preferred to brand B and brand B is preferred to brand C, then brand A is preferred to brand C.

Question 50

All statistical techniques can be applied to ratio data.

Question 51

The four basic scale characteristics are nominal, order, distance and origin.

Question 52

Only a limited number of statistics, all of which are based on frequency counts, are permissible on the numbers in a nominal scale.

Question 53

There are three primary scales of measurement: nominal, ordinal, and ratio.

Question 54

A nominal scale can only involve the assignment of numbers; alphabets or symbols cannot be assigned.

Question 55

In the four primary scales, the level of measurement increases from ordinal to nominal to ratio to interval scale. This increase in measurement level is obtained at the cost of complexity.

Question 56

is the assignment of numbers or other symbols to characteristics of objects according to certain pre- specified rules.

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

Question 57

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

Question 58

In measurement, when assigning numbers to the characteristics, there must be a one- to- one correspondence between the numbers and the characteristics being measured.

Question 59

It is the obligation of the researcher to obtain data that are most appropriate, given the research questions to be answered.

Question 60

The constant sum should be considered an ordinal scale.

Question 61

Discuss measurement and scaling. What are they and how are they related?

Question 62

When using constant sum scales, if respondents allocate more points than those allotted, the researcher must modify such data in some way or eliminate the respondent from analysis.

Question 63

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

Question 64

If a scale has the description characteristic, it also has order.

Question 65

In constant sum scaling, if an attribute is twice as important as some other attribute, it receives twice as many points.

Question 66

Constant sum scale data are sometimes treated as metric.

Question 67

Why is there confusion over whether constant sum data are ordinal or metric?

Question 68

The origin characteristic means that the scale has no unique or true zero point.

Question 69

From the viewpoint of the respondents, ratio scales are the simplest to use, whereas the nominal scales are the most complex.

Question 70

Compare the rank order scaling technique to the paired comparison scaling technique.

Question 71

Rank order scaling is commonly used to measure preferences for brands as well as attributes.

Question 72

Discuss the primary scales of measurement (Table 8.1 in the text). Develop an example of each.

Question 73

Ratio scales allow proportionate transformations of the form y = bx, where b is a positive constant. One can add an arbitrary constant, as in the case of an interval scale.

Question 74

In non- comparative scales, the scaling of each object is dependent on the others in the stimulus set.

Question 75

In constant sum scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of stimulus objects with respect to some criterion.

Question 76

Measurement involves creating a continuum upon which measured objects are located.

Question 77

The origin is the highest level characteristic, i.e., a scale that has origin also possesses all the other basic characteristics.

Question 78

Paired comparison scaling is useful when the number of brands is large because it requires direct comparison and overt choice.

Question 79

Q- sort scaling was developed to discriminate quickly among a relatively small number of objects.

Question 80

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal, ordinal, and ratio data.