Question 1

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

Accepted Answer

A positive linear transformation of the form y = a + bx would not distort the properties of an interval scale. It would simply shift and/or stretch the scale, but the intervals between values would remain the same.

Question 2

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

Accepted Answer

The major benefit of comparative scaling is not that it is the most widely used scaling technique. Comparative scaling involves comparing different objects or concepts based on certain characteristics or attributes, and is useful in understanding consumer preferences or perceptions. However, it may not be appropriate for all research scenarios and other scaling techniques like Likert scaling or semantic differential scaling may be more appropriate depending on the research question and objectives.

Question 3

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

Accepted Answer

Rank order scaling is indeed a comparative scaling technique used to measure preferences among brands and brand attributes. It involves asking respondents to rank a set of items in order of preference or importance.

Question 4

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.

Accepted Answer

The statement correctly defines paired comparison scaling.

Question 5

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.

Accepted Answer

This statement accurately describes rank order scaling.

Question 6

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

Accepted Answer

Interval scales have equal intervals between values, but do not have a true zero point. Celsius and Fahrenheit both have equal intervals between degrees, but do not have a true zero point (absolute zero is -273.15°C and -459.67°F, respectively).

Question 7

All statistical techniques can be applied to ratio data.

Accepted Answer

Ratio data is the highest level of measurement and includes intervals that have a true zero point (e.g. height, weight, age, etc.) All statistical techniques can be applied to data at this level of measurement.

Question 8

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

Accepted Answer

Rank order scaling involves assigning numerical rankings to variables based on their position or level of importance. This means that the results can be easily communicated through a simple ranking list or graph, making it a useful and accessible method for presenting data.

Question 9

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

Accepted Answer

Interval scale data supports operations and statistical techniques that require the concept of distance between points (e.g., mean, standard deviation), which are not applicable to nominal or ordinal data. Nominal and ordinal data support fewer statistical operations due to their lack of a quantifiable difference between points.

Question 10

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

Accepted Answer

The answer of According to the text, semantic differential scaling...

Question 11

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

Accepted Answer

Noncomparative scaling is a commonly used scaling technique in marketing research, where respondents are asked to individually evaluate or rate a set of attributes or objects without comparing them to each other. Examples include Likert scales and semantic differential scales.

Question 12

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

Accepted Answer

A noncomparative scale measures each stimulus individually rather than in comparison to the others. Examples include rating scales and Likert scales.

Question 13

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

Accepted Answer

Paired comparison scaling can be used for more than seven brands, but as the number of brands increases, the number of pairings increases exponentially, making the process cumbersome and time-consuming for respondents. However, there is no strict limit of seven brands for its application.

Question 14

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

Accepted Answer

Noncomparative scales are not the same as nonmetric scaling. Noncomparative scales refer to a type of scaling in which each object is scaled independently of the others, while nonmetric scaling refers to scaling methods that do not assume a specific numerical distance between scale points, focusing instead on the order or rank of data points.

Question 15

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

Accepted Answer

A noncomparative scale is one of the two types of scaling techniques, but it does not involve direct comparison of stimulus objects with one another.

Question 16

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

Accepted Answer

This statement is true. Scaling techniques can be divided into two categories: comparative and noncomparative scales. Comparative scales involve the direct comparison of two or more objects or attributes, while noncomparative scales do not involve comparisons between objects or attributes.

Question 17

The most popular comparative scaling technique is semantic differential scaling.

Accepted Answer

The most popular comparative scaling technique is actually the Likert scale, which is widely used to measure attitudes or opinions. Semantic differential scaling is a popular non-comparative technique used for measuring the meaning of objects, events, and concepts.

Question 18

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

Accepted Answer

Comparative scaling involves comparing one object with another, while monadic scaling assesses objects independently, without direct comparison to others.

Question 19

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.

Accepted Answer

A ratio scale has all the properties of an interval scale plus a true zero point, which allows for multiplication and division of measurements. This means that the researcher can not only identify and rank order objects but also calculate meaningful ratios and make statements about the magnitude of differences between measurements.

Question 20

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

Accepted Answer

Because the zero point in interval scales is arbitrary and not meaningful, it is possible to take ratios of scale values. However, the ratios are not truly meaningful in terms of the absence or presence of something, as they would be in a ratio scale.

Quiz 9: Measurement and Scaling: Fundamentals and Comparative Scaling