Question 1

The general categories of ratings scales include all of the following EXCEPT
A)graphic.
B)itemized.
C)comparative.
D)sonstant-sum.
E)All of the above are general categories of ratings scales.

Accepted Answer

The general categories of ratings scales are graphic, itemized, comparative, and constant-sum. Therefore, the correct answer is D, as it states that constant-sum is not a general category of ratings scales.

Question 2

The respondent is instructed to divide 100 points between three attributes to indicate the relative importance of each attribute.This is an example of a
A)constant-sum scale.
B)graphic-ratings scale.
C)semantic-differential scale.
D)summated-ratings scale.
E)Stapel scale.

Accepted Answer

The instruction given in the question indicates that the respondent has to divide 100 points between three attributes, which means that it is a constant-sum scale. In this type of scale, respondents are asked to allocate a fixed sum of points or money among various attributes, products, or services according to their perceived importance. Therefore, the correct answer is option A. Graphic-ratings scale, semantic-differential scale, summated-ratings scale, and Stapel scale are other types of rating scales commonly used in market research.

Question 3

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and cannot converse in English?
A)Semantic-differential scale
B)Stapel scale
C)Faces scale
D)Likert scale
E)Graphic-rating scale

Accepted Answer

The answer of What type of scale would be one...

Question 4

Comparative-ratings scales differ from graphic and itemized scales in that
A)the categories are ordered.
B)judgments are made independently.
C)semantic-differential scales are used.
D)relative judgments are involved.
E)the "halo effect" is a problem.

Accepted Answer

Comparative-rating scales involve making relative judgments between two or more items, while graphic and itemized scales typically involve making independent judgments about a single item. The categories in comparative-rating scales are ordered, but this is also true of itemized scales. Semantic-differential scales are a specific type of rating scale that involves bipolar adjectives and are not necessarily related to comparative-rating scales. The "halo effect" can be a problem with any type of rating scale, not just comparative-rating scales.

Question 5

When students of a marketing research course are asked to allocate one hundred points among four members of the group to represent the effort put forth by each member,this is an example of what type of scale?
A)Comparative rating scale
B)Semantic-differential scale
C)Constant-sum scale
D)Stapel scale
E)Likert scale

Accepted Answer

The given scenario describes the Constant-sum scale, where respondents are asked to allocate a fixed total of points among multiple items to indicate their preferences or evaluation of those items.

Question 6

Which type of scaled-response format contains bipolar words such as "high/low","hot/cold","wet/dry","continuous/discontinuous",and so on?
A)Semantic-differential scale
B)Stapel scale
C)Likert scale
D)Graphic-rating scale
E)None of the above.

Accepted Answer

The semantic-differential scale contains bipolar words, where respondents rate an object, event, or concept on a continuum between these two opposite poles, such as high/low, hot/cold, and so on. The Stapel scale is similar but only has one pole instead of two, the Likert scale uses statements instead of words, and the graphic-rating scale uses pictures or symbols instead of words.

Question 7

Which of the following is FALSE?
A)A Likert scale is an example of a comparative-ratings scale.
B)A semantic-differential scale is an example of an itemized scale.
C)When using graphic-ratings scales,individuals indicate their rating by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other.
D)Itemized scales are similar to graphic scales in that individuals make their judgments independently.
E)With comparative scales,subjects make their judgments relative to other items or objects.

Accepted Answer

A Likert scale is an example of a non-comparative itemized scale, not a comparative-ratings scale.

Question 8

What type of scale is the following? 
A)Semantic-differential scale
B)Stapel scale
C)Faces scale
D)Likert scale
E)Graphic-rating scale

Accepted Answer

The code given appears to be a unique identifier for a specific scale, and does not provide any indication of what type of scale it is. Therefore, we cannot determine the type of scale from the given information.

Question 9

A researcher finds that the overall score for a particular store was a 5.25 on a 1-7 scale.To interpret this rating scale score,the researcher would use
A)raw scores.
B)constant sums.
C)reverse scales.
D)normative standards.
E)None of the above.

Accepted Answer

To interpret the rating scale score of 5.25 on a 1-7 scale, the researcher would use normative standards. Normative standards are used to compare an individual or a group's score with scores of other individuals or groups who have taken the same test or survey. In this case, the researcher would compare the score of the store with scores of other stores to determine the relative performance of the store.

Question 10

The Stapel scale
A)requires that adjectives or descriptive phrases be treated separately instead of simultaneously as bipolar pairs.
B)frees the researcher from the need for item analysis.
C)differs from the semantic differential in one characteristic only,10 scale positions are employed to capture the responses rather than the 7 positions of the semantic differential scale.
D)is the most popular scale used in marketing,primarily because it combines the advantages of the semantic differential and Likert scales.
E)None of the above.

Accepted Answer

The Stapel scale treats the adjectives or descriptive phrases separately instead of simultaneously as bipolar pairs.

Question 11

The use of a "snake diagram" is associated with
A)Likert scales.
B)semantic-differential scales.
C)itemized-rating scales.
D)Stapel scales.
E)constant-sum scales.

Accepted Answer

The use of a "snake diagram" is associated with semantic-differential scales. The snake diagram is used to visualize the different dimensions of an attitude or concept in a two-dimensional space, with each pole of the scale represented at opposite ends of the space. Respondents are then asked to indicate their level of agreement or preference with statements positioned along the scale.

Question 12

Subjects are instructed to place an "X" on a line to indicate their feeling.They are told to place the "X" closer to the right the more they agree with a specific statement.This is
A)itemized scale.
B)graphic-ratings scale.
C)thermometer scale.
D)semantic-differential scale.
E)summated-ratings scale.

Accepted Answer

This scenario describes a graphic-ratings scale, where participants are asked to mark a point on a line to indicate their rating or feeling towards a statement or item. The closer the mark is to the right, the stronger agreement with the statement. The other scales listed (itemized, thermometer, semantic-differential, and summated-ratings) have different instructions and set-ups, so they are not applicable in this scenario.

Question 13

When attempting to determine the relative importance of certain characteristics in forming attitudes the most useful scale would be
A)Stapel scale.
B)comparative-rating.
C)Likert scale.
D)itemized-rating.
E)graphic-rating.

Accepted Answer

Comparative-rating scales are designed to compare the relative importance of different characteristics by asking respondents to rank or rate them against each other.

Question 14

In order to impart meaning to the score from a Stapel scale,the score must be
A)statistically analyzed.
B)compared to the score from a graphic scale.
C)compared to the mean score or some norm.
D)graphically portrayed in a "snake diagram."
E)converted from a raw score to a standard score.

Accepted Answer

in order to understand the score from a Stapel scale, it needs to be compared to a mean score or some norm to gauge whether the response is positive or negative towards the statement being rated.

Question 15

The Stapel scale is
A)a modification of the semantic differential that uses bipolar pairs,has numbered points on the scale,and uses 8 scale positions.
B)a modification of the semantic differential that frees the researcher from the need for item analysis.
C)a modification of the semantic differential that is unipolar,has 7 scale positions,and points on the scale are numbered.
D)an eight-point rating scale.
E)unipolar,has 10 scale positions,and points on the scale are numbered.

Accepted Answer

The answer of The Stapel scale is
A)a modification of the...

Question 16

Which of the following is NOT an itemized-rating scale?
A)Likert scale
B)Faces scale
C)Semantic-differential scale
D)Summated-ratings scale
E)Constant-sum scale

Accepted Answer

The constant-sum scale is not an itemized-rating scale, but rather a comparative scaling method where respondents allocate a fixed sum of points to different attributes or features of a product or service based on their perceived importance or value. The other options listed are all itemized-rating scales, which require respondents to rate items on a predefined response scale.

Question 17

The ____ adjective pair "helpful-unhelpful" is used in a(n)____ scale.
A)anchored,summated-ratings
B)anchored,semantic differential
C)bipolar,semantic-differential
D)bipolar,snake
E)None of the above.

Accepted Answer

The pair "helpful-unhelpful" is a bipolar pair as it reflects opposite ends of a continuum. This makes it suitable for use in a semantic differential scale, where respondents rate a concept or object on a continuum between two bipolar adjectives. Anchors are also used in semantic differential scales to provide clear reference points for respondents. Therefore, choice C, which is the only option with a bipolar, semantic differential scale, and possibly anchored, is the best answer.

Question 18

Comparative rating scales
A)Differ from graphic and itemized scales in that judgments are made independently with comparative scales.
B)Allow for the evaluation of favorability of individual objects.
C)Are typically better than graphic or itemized rating scales in eliminating halo effects.
D)Both a and b.
E)a,b,and c.

Accepted Answer

Comparative rating scales are typically better than graphic or itemized rating scales in eliminating halo effects because they require direct comparison between objects, reducing bias.

Question 19

In a survey,customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box.The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are
A)motherhood attributes.
B)alternatives.
C)reverse-scaled items.
D)comparative rating scales.
E)anchors.

Accepted Answer

The labels "not important," "somewhat important," "fairly important," and "very important" serve as anchors, which are reference points on a scale that help respondents understand the range of possible responses.

Question 20

What type of scale is the following? What is your overall rating of McDonalds compared with Wendy's? (Circle one)

A)comparative rating scale
B)sematic-differential scale
C)Stapel scale
D)Likert scale
E)graphic-rating scale

Accepted Answer

The question is asking for a comparison between McDonald's and Wendy's, making it a comparative rating scale.

Quiz 13: Measuring Attitudes and Other Variables

The general categories of ratings scales include all of the following EXCEPT

The respondent is instructed to divide 100 points between three attributes to indicate the relative importance of each attribute.This is an example of a

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and cannot converse in English?

Comparative-ratings scales differ from graphic and itemized scales in that

When students of a marketing research course are asked to allocate one hundred points among four members of the group to represent the effort put forth by each member,this is an example of what type of scale?

Which type of scaled-response format contains bipolar words such as "high/low","hot/cold","wet/dry","continuous/discontinuous",and so on?

Which of the following is FALSE?

What type of scale is the following?

A researcher finds that the overall score for a particular store was a 5.25 on a 1-7 scale.To interpret this rating scale score,the researcher would use

The Stapel scale

The use of a "snake diagram" is associated with

Subjects are instructed to place an "X" on a line to indicate their feeling.They are told to place the "X" closer to the right the more they agree with a specific statement.This is

When attempting to determine the relative importance of certain characteristics in forming attitudes the most useful scale would be

In order to impart meaning to the score from a Stapel scale,the score must be

The Stapel scale is

Which of the following is NOT an itemized-rating scale?

The adjective pair "helpful-unhelpful" is used in a(n) scale.

Comparative rating scales

In a survey,customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box.The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are

What type of scale is the following? What is your overall rating of McDonalds compared with Wendy's? (Circle one)

Quiz 13: Measuring Attitudes and Other Variables

The general categories of ratings scales include all of the following EXCEPT

The respondent is instructed to divide 100 points between three attributes to indicate the relative importance of each attribute.This is an example of a

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and cannot converse in English?

Comparative-ratings scales differ from graphic and itemized scales in that

When students of a marketing research course are asked to allocate one hundred points among four members of the group to represent the effort put forth by each member,this is an example of what type of scale?

Which type of scaled-response format contains bipolar words such as "high/low","hot/cold","wet/dry","continuous/discontinuous",and so on?

Which of the following is FALSE?

What type of scale is the following?

A researcher finds that the overall score for a particular store was a 5.25 on a 1-7 scale.To interpret this rating scale score,the researcher would use

The Stapel scale

The use of a "snake diagram" is associated with

Subjects are instructed to place an "X" on a line to indicate their feeling.They are told to place the "X" closer to the right the more they agree with a specific statement.This is

When attempting to determine the relative importance of certain characteristics in forming attitudes the most useful scale would be

In order to impart meaning to the score from a Stapel scale,the score must be

The Stapel scale is

Which of the following is NOT an itemized-rating scale?

The ____ adjective pair "helpful-unhelpful" is used in a(n) ____ scale.

Comparative rating scales

In a survey,customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box.The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are

What type of scale is the following? What is your overall rating of McDonalds compared with Wendy's? (Circle one)

The adjective pair "helpful-unhelpful" is used in a(n) scale.