Question 1

Attitudes are thought to predict behavior only when __________is high.
A)involvement
B)itemized rating
C)scaling
D)none of the above

Accepted Answer

C

Question 2

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?
A)involvement of the consumer
B)attitude measurement
C)effects of other people
D)situational factors
E)All are considered in assessing whether attitude research findings will predict behavior.

Accepted Answer

All of the listed factors (involvement of the consumer, attitude measurement, effects of other people, and situational factors) are considered in assessing whether attitude research findings will predict behavior.

Question 3

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?
A)cognitive
B)consumer
C)direct
D)determinant
E)none of the above

Accepted Answer

Determinant attitudes are the attitudes that directly affect a consumer's behavior or choice. In this case, the market researcher wants to know which attributes impact a consumer's choice of a hotel chain, making determinant attitudes the most relevant to measure. Cognitive attitudes refer to a consumer's beliefs or thoughts about a product or service, consumer attitudes are more general attitudes towards a product or service, and direct attitudes are not a commonly recognized type of attitude.

Question 4

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.
A)purchase intent
B)semantic differential
C)paired comparison
D)rank order
E)none of the above

Accepted Answer

Purchase intent scales are effective predictors of consumer choice for frequently purchased and durable goods due to their simplicity and direct measurement of consumer likelihood to buy.

Question 5

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?
A)Likert
B)semantic differential
C)Stapel
D)constant sum
E)All of the above are appropriate.

Accepted Answer

The semantic differential scale is most appropriate for profiling attributes as it measures the connotative meaning of objects, events, and concepts, allowing for a detailed profile of customer perceptions.

Question 6

The following scale is illustrative of a __________scale.
____definitely buy
____probably buy
____might buy
____might not
____probably not
____definitely not
A)purchase intent
B)semantic differential
C)rank order
D)Likert
E)none of the above

Accepted Answer

The scale is asking about purchase intent, specifically how likely someone is to buy a product. Therefore, it is an example of a purchase intent scale.

Question 7

Indicate your level of agreement with the following statement:
The President is doing a very good job.
Strongly Strongly
Agree Agree Indifferent Disagree Disagree
This scale illustrates which technique?
A)Likert
B)purchase intent
C)constant sum
D)paired comparison
E)none of the above

Accepted Answer

The scale used in the question is the Likert scale, which is a commonly used tool for measuring attitudes or opinions. The Likert scale typically ranges from strongly agree to strongly disagree and is often used in survey research to gather data on people's opinions or attitudes towards a particular topic.

Question 8

If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.
A)direct
B)indirect
C)balanced
D)unbalanced
E)none of the above

Accepted Answer

Direct questioning involves asking straightforward and specific questions to obtain concise and accurate information from consumers. This approach is particularly useful when trying to gather information about consumer preferences, opinions, and behaviors. It allows for efficient data collection and reduces the likelihood of confusion or misinterpretation of the questions.

Question 9

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?
A)Likert
B)semantic differential
C)itemized rating scale
D)graphic rating scales
E)none of the above

Accepted Answer

A semantic differential scale is used when asking respondents to rate a product or service on a continuum between two opposite adjectives. In this case, bitter and sweet are the opposites, making it a semantic differential scale.

Question 10

If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?
A)direct
B)indirect
C)balanced
D)unbalanced
E)none of the above

Accepted Answer

Indirect questioning allows respondents to answer sensitive questions more comfortably by reducing the pressure of direct self-disclosure.

Question 11

Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows:
____styling
____handling
____horsepower
____towing capability
____economy
100% TOTAL
This scale illustrates which kind of technique?
A)constant sum
B)purchase intent
C)rank order
D)semantic differential
E)none of the above

Accepted Answer

This is a constant sum technique since respondents are distributing a fixed total of 100 points among the attributes based on their relative importance.

Question 12

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.
A)purchase intent
B)top tier
C)top box
D)constant sum
E)none of the above

Accepted Answer

The term "top box" refers to the highest category on a rating scale. When the percentage of responses that selected the top scale category is reported, it is commonly referred to as the top box score.

Question 13

Generally,well-constructed attitude scales will have between ____ & ______ response points.
A)3-5
B)5-7
C)5-9
D)3-9
E)none of the above

Accepted Answer

Attitude scales typically have between 5 to 7 response options. This is because fewer than 5 options may not provide enough variability in responses, while more than 7 options may lead to respondent confusion and difficulty in making a choice. Therefore, option B (5-7) is the most suitable and practical choice.

Question 14

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.
A)constructs
B)attitudes
C)satisfaction scores
D)noncomparative scales

Accepted Answer

Purchase intent scales measure the likelihood that a person will buy a product or service, but attitudes and intentions do not always translate into behavior. There may be external factors that affect the final decision or change the initial intent. Therefore, purchase intent scales have limitations in accurately predicting actual behavior. Constructs (A), satisfaction scores (C), and noncomparative scales (D) are not directly related to the accuracy of purchase intent scales.

Question 15

A pollster asks you to respond to the following choices concerning the upcoming presidential race:
____candidate A or ____candidate B
____candidate C or ____candidate B
____candidate A or ____candidate C
The pollster is invoking which type of attitude scale?
A)rank order
B)paired comparison
C)purchase intent
D)graphic rating

Accepted Answer

The pollster is using a paired comparison attitude scale. This type of scale presents two options at a time and asks the respondent to choose between them. Therefore, the best choice is B, which represents the paired comparison format used by the pollster.

Question 16

Which of the following does the Net Promoter Score focus on?
A)purchase likelihood
B)strength of attitudes
C)likelihood to recommend a product/service
D)none of the above

Accepted Answer

The answer of Which of the following does the Net...

Question 17

Which of the following scale types is similar to graphic rating scales?
A)rank order scale
B)itemized rating scale
C)Likert scale
D)Stapel scale

Accepted Answer

Itemized rating scales are similar to graphic rating scales as they also measure respondents' attitudes or opinions on a specific topic using a numerical scale. However, unlike graphic rating scales, itemized rating scales present respondents with a set of statements, questions, or attributes to rate rather than a continuous line or scale.

Question 18

A(n)_________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.
A)unbalanced
B)balanced
C)purchase intent
D)semantic differential
E)none of the above

Accepted Answer

An unbalanced scale is used when previous research indicates that attitudes are generally positive, allowing for more granularity in positive responses.

Question 19

Which of the following types of scales is least likely to produce interval or ratio scale data?
A)paired comparison
B)itemized rating
C)graphic rating
D)constant sum
E)All produce interval or ratio scale data.

Accepted Answer

Paired comparison scales typically only produce ordinal scale data, as there is no inherent numerical value assigned to each option being compared. The other types of scales listed (itemized rating, graphic rating, constant sum) can produce interval or ratio scale data depending on the specific scale and response options used.

Question 20

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?
A)Likert
B)constant sum
C)rank order
D)semantic differential
E)none of the above

Accepted Answer

Semantic differential scales are used to measure the meaning of concepts, not the intensity of feelings.

Quiz 11: A: Using Measurement Scales to Build Marketing Effectiveness

Attitudes are thought to predict behavior only when __________is high.

Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?

A market researcher wants to know which attributes of a hotel impact consumers' choice of a hotel chain.Which type of attitudes should s/he measure?

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products,while being easy to construct.

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank.Which of the following scales would be most appropriate to achieve such an objective?

The following scale is illustrative of a ______scale. definitely buy probably buy might buy might not probably not definitely not

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet.What type of scale is being used?

If a market researcher was constructing questions to address sensitive issues such as individual consumption of alcoholic beverages,the researcher might be better served to utilize which of the following questioning approaches?

Suppose you were evaluating preferred attributes in an automobile.You are to distribute 100 points in terms of how important each attribute is to you,as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?

When the percentage of responses that selected the top scale category is reported,this is referred to as a ______________score.

Generally,well-constructed attitude scales will have between & __ response points.

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

A pollster asks you to respond to the following choices concerning the upcoming presidential race: candidate A or candidate B candidate C or candidate B candidate A or candidate C The pollster is invoking which type of attitude scale?

Which of the following does the Net Promoter Score focus on?

Which of the following scale types is similar to graphic rating scales?

A(n) _________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

Which of the following types of scales is least likely to produce interval or ratio scale data?

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?