Deck 7: Measurement and Scaling

Question 1

What type of a scale asks the respondent to state his / her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?

A)Likert scale
B)Semantic differential scale
C)Paired-comparison scale
D)Constant sum scale
E)Numerical scale

Answer 1

A

Question 2

Which of the following scales is typically used to create a perceptual image profile?

A)Likert scale
B)Free-choice scale
C)Nominal scale
D)Ratio scale
E)Semantic differential scale

Answer 2

E

Question 3

A respondent can communicate her intensity of like / dislike for a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "Strongly disagree" and 7 is for "Strongly agree"). These numbers (1 to 7) are commonly referred to as:

A)construct points.
B)scale portions.
C)scale points.
D)scale ordinals.
E)scale ratios.

Answer 3

C

Question 4

A scale should have all of the following properties, EXCEPT:

A)scale items should be intelligible.
B)there should be a balance of positive and negative descriptors.
C)scale should be reliable and internally consistent.
D)scale items should not have discriminatory power.
E)scales should include a neutral response choice where appropriate.

Question 5

In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 must have a higher _____ than that of sample 1.

A)mean
B)standard deviation
C)range
D)median
E)frequency distribution

Question 6

What type of scale structure is being used in a question that asks the respondent to check either: Male or Female?

A)Ordinal
B)Nominal
C)Ratio
D)Interval
E)Likert

Question 7

In order to estimate respondents' satisfaction with Coke, a researcher asks "In a month, how frequently do you buy Coke?" Another researcher objects to the use of this scale stating that the scale captures purchase frequency and not customer satisfaction. One can say that the scale lacks:

A)reliability.
B)face validity.
C)application comprehension.
D)application assessment.
E)application stability.

Question 8

During construct development, a researcher is forced to identify measurable subcomponents that can be used as indicators of the object's subjective properties. The researcher is most likely working with which of the following objects?

A)Age
B)Intelligence
C)Income
D)Gender
E)Marital status

Question 9

Which one of the following statements about constructs is false?

A)Constructs are not directly observable.
B)Measurement of constructs is direct in nature.
C)Customer satisfaction is an example of a construct.
D)Constructs are made up of a combination of several related indicator variables.
E)Construct development begins with an accurate definition of the purpose of the study and the research problem.

Question 10

Which of the following measures of dispersion is / are appropriate for all the different types of scales (nominal, ordinal, etc.)?

A)Frequency distribution
B)Range
C)Standard deviation
D)Mean
E)Median

Question 11

Which of the following is NOT an example of measurement?

A)A researcher measuring the amount of beverage people consume with their meals.
B)A researcher classifying people who enter a store based on their gender (male or female).
C)A researcher collecting demographic information of online shoppers visiting a particular web site.
D)A researcher collecting qualitative information about shoppers visiting a retail store.
E)A researcher observing a focus group discussion from behind a one-way mirror.

Question 12

Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7 point scale). Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale). This indicates that there was some problem with the scale being used. This problem is a problem related to:

A)scale reliability.
B)scale validity.
C)scale comprehension.
D)scale assess ability.
E)scale stability.

Question 13

Two popular techniques used to assess internal consistency are:

A)split-half tests and coefficient alpha.
B)split-half tests and the equivalent form technique.
C)the equivalent form technique and coefficient alpha.
D)the test-retest technique and the equivalent form technique.
E)the test-retest technique and split-half tests.

Question 14

A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:

A)graphic rating scale.
B)noncomparative rating scale.
C)comparative rating scale.
D)nominal scale.
E)hybrid scale.

Question 15

Which of the following statements is true regarding interval scales?

A)They can measure absolute differences between scale points.
B)The standard deviation cannot be calculated for interval scales.
C)They are the highest level scale.
D)They do not allow for comparison between measured objects.
E)They are less powerful than ordinal scales.

Question 16

What type of scale structure is being used in a question that asks the respondent to write in his or her age on the survey?

A)Nominal
B)Ordinal
C)Ratio
D)Interval
E)Likert

Question 17

Which of the following is the strongest predictor of future behavior?

A)A person's stated attitudes
B)A person's past behavior
C)A person's stated purchase intentions
D)A person's exposure to advertisements for a product
E)A person's dislike for competing products

Question 18

A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank = 1) to the least liked (rank = 5). This scale is most closely a(n):

A)nominal scale.
B)ratio scale.
C)ordinal scale.
D)interval scale.
E)hybrid-ordinally interval scale.

Question 19

If there is significant variation among subjects regarding their attitudes towards a given brand, this variance will be reflected most clearly in which of the following measures of brand attitude?

A)Mean
B)Median
C)Mode
D)Standard deviation
E)Frequency distribution

Question 20

Monica Trevor changes the end-points of a scale from "Expert / Not and expert" to "Expert / Novice." She did this to:

A)make the scale balanced.
B)make the descriptors truly bipolar.
C)make the scale unbalanced.
D)make the scale Likert-type.
E)make the descriptors free-choice.

Question 21

Which of the following statements about smiling faces scale is false?

A)This scale is a type of a graphic rating scale.
B)This scale is a type of noncomparitive scale.
C)This scale is recommended for use with adults only.
D)This scale can be used to collect emotional data.
E)This scale does not contain any narrative descriptors.

Question 22

The median is the arithmetic average of all the data responses.

Question 23

Using an ordinal scale, a researcher can draw the following conclusion: 20 percent of respondents prefer Coke over Pepsi.

Question 24

A scale has four response descriptors (such as "Strongly agree," "Somewhat agree," etc.). This scale is more likely to be a nonforced-choice scale.

Question 25

Which of the following statements is true regarding the various scale measurement issues?

A)The researcher should avoid using specific terms and instead use general, broad words.
B)The researcher should use "leading" phrases.
C)The researcher should give clear and simple instructions.
D)The researcher should ensure that scale descriptors have minimal discriminatory power.
E)The researcher should ensure that scale descriptors are inclusive.

Question 26

The factors that impact the decision to use either a single-item or a multiple-item scale are:

A)the number of dimensions of the construct and the reliability.
B)the reliability and validity.
C)the number of dimensions of the construct and the validity.
D)the number of dimensions of the construct and the reliability and validity.
E)the reliability and validity and the discriminatory power.

Question 27

The degree of intensity assigned to the responses is commonly referred to as construct intensity.

Question 28

As part of the measurement process, researchers can assign either numbers or labels to phenomena they measure.

Question 29

The more scale points, the lesser the discriminatory power of the scale.

Question 30

For interval scales, it is not possible to calculate mean and standard deviation.

Question 31

Construct development begins with an accurate definition of the purpose of the study and the research problem.

Question 32

A Likert scale can be used to measure attitudes and behavior.

Question 33

Marketing constructs cannot have concrete properties (they can only have abstract properties).

Question 34

If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:

A)graphic rating scale.
B)constant sum scale.
C)likert scale.
D)smiling face descriptor scale.
E)rank-order scale.

Question 35

It is inappropriate to use nominal scales to calculate range.

Question 36

It is possible to create two totally equivalent scales.

Question 37

Random error produces inconsistency in scale measurements that lead to lower scale validity.

Question 38

In designing semantic differential scales sometimes researchers use a negative pole descriptor that is not truly an opposite of the positive descriptor.

Question 39

Semantic differential scales typically use an odd number of scale points.

Question 40

Rank-order rating scales:

A)use a scale point format that allows the respondents to express some type of post-decision or behavior evaluative judgment about an object.
B)are easy to use in traditional or computer-assisted telephone interviews, and are especially effective if the number of items being asked is more than six or seven.
C)incorporate a scale point format that allows a respondent to compare their responses to each other by indicating their first preference, then their second preference, and so forth until all the desired responses are placed in some type of rank order either "highest to lowest" or "lowest to highest".
D)can collect more than ordinal data structures, helping the researcher to learn about the intensity or reasoning of the respondents.
E)require the respondents to allocate a given number of points among several attributes or features based on their importance to the individual.

Question 41

Age is an example of a single item scale.

Question 42

A graphic rating scale is a type of comparative rating scale.

Question 43

Discuss the difference between a concrete variable and an abstract construct.

Question 44

A researcher measures the temperature (in degrees Fahrenheit) inside a grocery store at which the customers feel most comfortable. What kind of scale can the researcher create for measuring this?

Question 45

Discuss the measurement problems with the semantic differential scale pole descriptors.

Question 46

Constant sum scales should preferably use more than 7 attributes.

Question 47

Consumer decisions often involve comparisons or trade-offs. What kinds of scales capture these traits most effectively?

Question 48

One should avoid using "leading" words or phrases in any scale measurement's question.

Question 49

What are the two factors that drive the use of multi-item scales in research?

Question 50

Behavioral intention scales are difficult to construct.