Deck 9: Measurement and Scaling: Fundamentals and Comparative Scaling

Question 1

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 1

False

Question 2

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

Answer 2

True

Question 3

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

Answer 3

False

Question 4

A scale that has distance also has order but the reverse is not true.

Question 5

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

Question 6

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

Question 7

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

Question 8

In marketing research, interval scales are used both to measure attitudes and opinions, and as index numbers.

Question 9

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

Question 10

Nominal scales are used for classification and identification purposes only.

Question 11

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

Question 12

Nominal scales are recognized as the most basic or limited.

Question 13

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

Question 14

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

Question 15

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 16

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

Question 17

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

Question 18

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 19

The origin characteristic means that a scale has an arbitrary zero point.

Question 20

A scale that has description also has order.

Question 21

Any positive linear transformation of the form y = a + bx would distort the properties of an interval scale.

Question 22

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

Question 23

Rank order scaling is the comparative scaling technique commonly used to measure preferences among brands as well as among brand attributes.

Question 24

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 25

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 26

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

Question 27

All statistical techniques can be applied to ratio data.

Question 28

An advantage of rank order scaling is that the results are easy to communicate.

Question 29

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

Question 30

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

Question 31

Noncomparative scaling is the most widely used scaling technique in marketing research.

Question 32

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

Question 33

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

Question 34

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

Question 35

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 36

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

Question 37

The most popular comparative scaling technique is semantic differential scaling.

Question 38

According to the text, comparative scaling is sometimes referred to as monadic scaling.

Question 39

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 40

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

Question 41

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 42

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

Question 43

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 44

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

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

Question 45

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 46

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

A) preference rankings.
B) market shares.
C) market position.
D) social class.
E) B and C

Question 47

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 48

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 49

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

Question 50

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 51

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 52

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 53

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 54

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

Question 55

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 56

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 57

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

Question 58

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

Question 59

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 60

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 61

Which of the following is NOT true about ratio-scaled data?

A) The origin of the scale is fixed.
B) Such data can be transformed by using y = bx.
C) All statistical techniques can be applied to such data.
D) Common examples include height and weight.
E) They can be transformed using y = a + bx.

Question 62

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

A) random scale
B) nonrandom scale
C) comparative scale
D) noncomparative scale
E) independence scale

Question 63

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 64

Permissible statistics for interval scaled data include all of the following EXCEPT:

A) range.
B) mean.
C) standard deviation.
D) mode.
E) All of the above are permissible.

Question 65

Common examples of ordinal scales include all of the following EXCEPT:

A) quality rankings.
B) ranking of teams in a tournament.
C) educational levels.
D) social security numbers.
E) C and D

Question 66

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

A) random scale
B) nonrandom scale
C) comparative scale
D) noncomparative scale
E) direct scale

Question 67

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 68

Which of the following statistics is not permissible with ordinally scaled data?

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

Question 69

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

A) metric scaling
B) random scaling
C) interval scaling
D) nonmetric scaling
E) substantive scaling

Question 70

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 ________.

A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling

Question 71

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) Both the zero point and the units of measurement are arbitrary.
C) Only proportionate transformations of the form y = bx, where b is a positive constant are allowed.
D) All of the above are correct.

Question 72

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 73

According to the text, comparative scaling is sometimes referred to as ________.

A) metric scaling
B) random scaling
C) monadic scaling
D) nonmetric scaling
E) none of the above

Question 74

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 75

Which of the following is NOT recognized as a comparative scaling technique?

A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) B and D

Question 76

________ is the most widely used scaling technique in marketing research.

A) Comparative scaling
B) Noncomparative scaling
C) Random scaling
D) Nonmetric scaling
E) Substantive scaling

Question 77

Permissible statistics for ordinally-scaled data include which of the following?

A) geometric mean
B) range
C) standard deviation
D) mean
E) percentiles and median

Question 78

Which of the following is NOT a classification of itemized rating scales?

A) Likert scales
B) semantic differential scales
C) Stapel scales
D) perceptual scales
E) C and D

Question 79

A major disadvantage of comparative scales would be which of the following?

A) Halo or carryover effects are reduced.
B) Respondents bring the same point of reference to a task.
C) The resulting data measures relative differences.
D) Only big differences between objects can be detected.
E) A researcher cannot generalize beyond the objects under study.

Question 80

In marketing research, ________ are used both to measure attitudes and opinions, and as index numbers.

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