MKT 352 Exam 3, Chapter 7:
Measurement and Scaling Question
and answers verified to pass
2025/2026
Assingment Property - correct answer ✔the use of unique descriptors to identify each object in a set.
(property)
Behvaioral Intention Scale - correct answer ✔a scale that is designed to capture the likelihood that
people will demonstrate predictable behavior with future purchases.
-Includes "how likely or unlikely" in the question.
Comparative Rating Scale - correct answer ✔this scale is used when the objective is to have a
respondent express their attitudes, feelings, or behaviors about an object on the basis of some other
object.
This scale requires the respondent to make a direct comparison between two products or services
A benefit of this scale is that they enable researchers to identify small differences between attributes,
constructs, or objects. In addition, comparative scales require fewer theoretical assumptions and are
easier for respondents to understand and respond to
constant sum scale - correct answer ✔this scale requires the respondent to allocate a given number of
points, usually 100, among each seperate attribute or feature relative to all the other listed ones. The
sum must add up to 100 when divided up.
Contruct - correct answer ✔is an unobservable concept measured indirectly by a group of related
variables.
, Construct Development - correct answer ✔is an integrative process where researchers determine what
specific data should be collected for solving the defined research problem.
Discriminatory Power - correct answer ✔is the scales ability to differentiate between the scale
responses.
(the more scales points, the more variability and the greater the ____________ _________)
Distance Property - correct answer ✔enables the researcher and respondent to identify, understand,
and express absolute (or assumed) differences between objects. (property)
Graphic Rating Scales - correct answer ✔is a scale that uses a scaling descriptor format that presents a
respondent with a continous line as the set of possible responses.
Interval Scale - correct answer ✔This scale demonstrates absolute differences between each scale
point.
- most appropriate are means and standard deviations but can use any of the measurements.
Likert Scale - correct answer ✔is an ordinal scale format asking respondents to indicate the extent to
which they agree or disagree with a series of mental or behavioral belief statements about a given
subject. A type of Ordinal Scale.
-Uses five scale descriptors: strongly agree, agree, neither agree nor disagree, disagree, and strongly
disagree.
Measurement - correct answer ✔is the integrative process of determining the intensity (or amount) of
information about constructs, concepts, or objects.
Measurement and Scaling Question
and answers verified to pass
2025/2026
Assingment Property - correct answer ✔the use of unique descriptors to identify each object in a set.
(property)
Behvaioral Intention Scale - correct answer ✔a scale that is designed to capture the likelihood that
people will demonstrate predictable behavior with future purchases.
-Includes "how likely or unlikely" in the question.
Comparative Rating Scale - correct answer ✔this scale is used when the objective is to have a
respondent express their attitudes, feelings, or behaviors about an object on the basis of some other
object.
This scale requires the respondent to make a direct comparison between two products or services
A benefit of this scale is that they enable researchers to identify small differences between attributes,
constructs, or objects. In addition, comparative scales require fewer theoretical assumptions and are
easier for respondents to understand and respond to
constant sum scale - correct answer ✔this scale requires the respondent to allocate a given number of
points, usually 100, among each seperate attribute or feature relative to all the other listed ones. The
sum must add up to 100 when divided up.
Contruct - correct answer ✔is an unobservable concept measured indirectly by a group of related
variables.
, Construct Development - correct answer ✔is an integrative process where researchers determine what
specific data should be collected for solving the defined research problem.
Discriminatory Power - correct answer ✔is the scales ability to differentiate between the scale
responses.
(the more scales points, the more variability and the greater the ____________ _________)
Distance Property - correct answer ✔enables the researcher and respondent to identify, understand,
and express absolute (or assumed) differences between objects. (property)
Graphic Rating Scales - correct answer ✔is a scale that uses a scaling descriptor format that presents a
respondent with a continous line as the set of possible responses.
Interval Scale - correct answer ✔This scale demonstrates absolute differences between each scale
point.
- most appropriate are means and standard deviations but can use any of the measurements.
Likert Scale - correct answer ✔is an ordinal scale format asking respondents to indicate the extent to
which they agree or disagree with a series of mental or behavioral belief statements about a given
subject. A type of Ordinal Scale.
-Uses five scale descriptors: strongly agree, agree, neither agree nor disagree, disagree, and strongly
disagree.
Measurement - correct answer ✔is the integrative process of determining the intensity (or amount) of
information about constructs, concepts, or objects.
