Question 1

An enduring disposition to consistently respond to various aspects of the world, including people, events and objects, in a given manner is known as a(n) :

Accepted Answer

A)   concept.
B)   attribute.
C)   construct.
D)   attitude.E) A) and C)
F) B) and D)

Question 2

All of the following descriptive statistics are appropriate measures for ordinal-scaled items, except:

Accepted Answer

A)   mode.
B)   median.
C)   mean.
D)   range.E) B) and D)
F) All of the above

Question 3

A ratio scale is a type of scale that has relative rather than absolute quantities.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following descriptive statistics is an appropriate measure for nominal scales?

Accepted Answer

A)   Mode
B)   Median
C)   Mean
D)   RangeE) None of the above
F) A) and B)

Question 5

I am conscious about the quality of the products that I buy. Strongly disagree (1)  Disagree (2)  Uncertain (3)  Agree (4)  Strongly agree (5) 
The above is an example of a(n) :

Accepted Answer

A)   category scale.
B)   graphic rating scale.
C)   bipolar scale.
D)   Likert scale.E) All of the above
F) C) and D)

Question 6

A monadic rating scale asks a respondent to rate a concept based on a specific frame of reference.

Accepted Answer

A) True 
 B)False  False

Question 7

An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following scales allows researchers to compare absolute magnitudes because it has an absolute zero point?

Accepted Answer

A)   Nominal
B)   Ratio
C)   Interval
D)   OrdinalE) All of the above
F) A) and B)

Question 9

An operational definition gives meaning to the concept by specifying what the concept is and what it is not.

Accepted Answer

A) True 
 B)False

Question 10

If a respondent is asked to select the suburb they live in, this is best described as a(n)  _______ scale.

Accepted Answer

A)   nominal
B)   ordinal
C)   interval
D)   ratioE) B) and C)
F) All of the above

Question 11

The calculation of a mean (mathematical average) can be conducted only if the scale is of a nominal or ordinal nature.

Accepted Answer

A) True 
 B)False

Question 12

A respondent is asked to indicate their overall preference between a range of sports brands. This is an example of a:

Accepted Answer

A)   sorting task.
B)   ranking task.
C)   nominating task.
D)   rating task.E) A) and B)
F) None of the above

Question 13

For most behavioural marketing research, which type of scale is the preferred measure?

Accepted Answer

A)   Interval
B)   Ratio
C)   Nominal
D)   OrdinalE) None of the above
F) All of the above

Question 14

Ranking scales are appropriate when asking a respondent to classify product attributes or concepts.

Accepted Answer

A) True 
 B)False

Question 15

An attribute is:

Accepted Answer

A)   a type of response category, such as 'agree or disagree', that does not allow the recording of subtle attitude changes.
B)   a single characteristic or fundamental feature of an object, person, situation or issue.
C)   an enduring disposition to consistently respond to various aspects of the world in a given manner.
D)   a type of variable that is not directly observable but is measurable through indirect indicators.E) C) and D)
F) A) and B)

Question 16

When a researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions, it is an example of the _________ method for assessing internal consistency.

Accepted Answer

A)   test-retest
B)   split-half
C)   equivalent-form
D)   predictive-formE) B) and C)
F) A) and C)

Question 17

If a respondent is asked to choose their favourite flavour of ice-cream from a list of five options, this is known as a(n)  _________ scale.

Accepted Answer

A)   ordinal
B)   ipsative
C)   normative
D)   rationalE) B) and C)
F) A) and B) B

Question 18

Which of the following scale types is considered to have the highest order?

Accepted Answer

A)   Nominal
B)   Interval
C)   Ratio
D)   OrdinalE) A) and C)
F) B) and C)

Question 19

In marketing research, there is only one way to measure a precisely defined concept.

Accepted Answer

A) True 
 B)False  False

Question 20

The most common way to measure attitudes in marketing research is by using rating scales.

Accepted Answer

A) True 
 B)False

Exam 8: Measurement

An enduring disposition to consistently respond to various aspects of the world, including people, events and objects, in a given manner is known as a(n) :

Correct AnswerverifiedShow Answer

All of the following descriptive statistics are appropriate measures for ordinal-scaled items, except:

Correct AnswerverifiedShow Answer

A ratio scale is a type of scale that has relative rather than absolute quantities.

Correct AnswerverifiedShow Answer

Which of the following descriptive statistics is an appropriate measure for nominal scales?

Correct AnswerverifiedShow Answer

I am conscious about the quality of the products that I buy. Strongly disagree (1) Disagree (2) Uncertain (3) Agree (4) Strongly agree (5) The above is an example of a(n) :

Correct AnswerverifiedShow Answer

A monadic rating scale asks a respondent to rate a concept based on a specific frame of reference.

Correct AnswerverifiedFalse

An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.

Correct AnswerverifiedShow Answer

Which of the following scales allows researchers to compare absolute magnitudes because it has an absolute zero point?

Correct AnswerverifiedShow Answer

An operational definition gives meaning to the concept by specifying what the concept is and what it is not.

Correct AnswerverifiedShow Answer

If a respondent is asked to select the suburb they live in, this is best described as a(n) _______ scale.

Correct AnswerverifiedShow Answer

The calculation of a mean (mathematical average) can be conducted only if the scale is of a nominal or ordinal nature.

Correct AnswerverifiedShow Answer

A respondent is asked to indicate their overall preference between a range of sports brands. This is an example of a:

Correct AnswerverifiedShow Answer

For most behavioural marketing research, which type of scale is the preferred measure?

Correct AnswerverifiedShow Answer

Ranking scales are appropriate when asking a respondent to classify product attributes or concepts.

Correct AnswerverifiedShow Answer

An attribute is:

Correct AnswerverifiedShow Answer

When a researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions, it is an example of the _________ method for assessing internal consistency.

Correct AnswerverifiedShow Answer

If a respondent is asked to choose their favourite flavour of ice-cream from a list of five options, this is known as a(n) _________ scale.

Correct AnswerverifiedB

Which of the following scale types is considered to have the highest order?

Correct AnswerverifiedShow Answer

In marketing research, there is only one way to measure a precisely defined concept.

Correct AnswerverifiedFalse

The most common way to measure attitudes in marketing research is by using rating scales.

Correct AnswerverifiedShow Answer

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False

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B

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False

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