©SIRJOEL 2024/2025 ALL RIGHTS RESERVED.
MKTG 482 Chapter 8 Exam Questions And
Answers 100% Guaranteed Pass.
Which of the following is defined as determining if and how much of a property is possessed by
an object?
A) scale level
B) attributes of properties
C) subjective and objective properties
D) measurement
E) intensity determination - Answer✔measurement
Researchers measure:
A) properties of objects.
B) numbers of customers.
C) objects of measurements.
D) objects of properties.
E) types of products. - Answer✔properties of objects.
Age, income, gender, and interest in buying product X would all be considered ________ of the
consumer, or object.
A) descriptions
B) properties
C) subjective descriptors
D) objectives descriptors
E) commonalities - Answer✔properties
If we were measuring age, income, height, number of bottles purchased, and so on, we would be
measuring:
1|Page
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A) objective properties.
B) subjective properties.
C) objective objects.
D) subjective objects.
E) objective subjects. - Answer✔objective properties.
Which of the following refers to a scale having a true zero beginning point?
A) nominal
B) ordinal
C) interval
D) ratio
E) neutral - Answer✔ratio
Which single characteristic is unique to a nominal type of measurement?
A) description
B) order
C) distance
D) origin
E) numbers - Answer✔description
If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) equal. - Answer✔interval
Which characteristic is associated only with ratio scales?
A) description
B) order
C) distance
D) origin
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E) label - Answer✔origin
A question that asks how much you would be willing to pay in annual premium for a $100,000
life insurance policy would be scaled as:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) an origin. - Answer✔ratio
A question that asks the age of a respondent in years would be scaled as:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) rank-order. - Answer✔ratio
Scale development is designing questions and response formats to measure:
A) objective properties.
B) subjective properties.
C) objective characteristics.
D) subjective objects.
E) rank order of properties. - Answer✔subjective properties.
When the intent is to measure psychological properties of consumers (such as attitudes, opinions,
and so on) which exist on a continuum in the mind of the respondent, ________ is the most
useful type of measure.
A) ordinal scale
B) nominal scale
C) interval scale
D) ratio scale
E) unassumed interval scale - Answer✔interval scale
3|Page
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Which of the following scale types best defines a scale measure in which respondents are asked
to indicate their degree of agreement or disagreement on a symmetric continuum for each of a
series of statements?
A) semantic differential scale
B) nominal scale
C) Likert scale
D) bipolar scale
E) lifestyle inventory - Answer✔Likert scale
Which type of scale measure takes into account the values and personality traits of people as
reflected in their unique activities, interests, and opinions toward their work, leisure time, and
purchases?
A) intensity series scale
B) lifestyle inventory
C) semantic differential scale
D) AIO scale
E) graphic intensity scale - Answer✔lifestyle inventory
Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry,"
"convenient-inconvenient," and so on?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) graphic intensity
E) agreement scale - Answer✔semantic differential scale
The halo effect is best avoided by:
A) doing a couple of things wrong during the entire research project.
B) flipping favorable and unfavorable endpoints on different scale items.
C) flipping "bad" scales to the back of the survey to encourage a good response before the
respondents get to the bad questions.
D) using only percentage scales.
4|Page
MKTG 482 Chapter 8 Exam Questions And
Answers 100% Guaranteed Pass.
Which of the following is defined as determining if and how much of a property is possessed by
an object?
A) scale level
B) attributes of properties
C) subjective and objective properties
D) measurement
E) intensity determination - Answer✔measurement
Researchers measure:
A) properties of objects.
B) numbers of customers.
C) objects of measurements.
D) objects of properties.
E) types of products. - Answer✔properties of objects.
Age, income, gender, and interest in buying product X would all be considered ________ of the
consumer, or object.
A) descriptions
B) properties
C) subjective descriptors
D) objectives descriptors
E) commonalities - Answer✔properties
If we were measuring age, income, height, number of bottles purchased, and so on, we would be
measuring:
1|Page
, ©SIRJOEL 2024/2025 ALL RIGHTS RESERVED.
A) objective properties.
B) subjective properties.
C) objective objects.
D) subjective objects.
E) objective subjects. - Answer✔objective properties.
Which of the following refers to a scale having a true zero beginning point?
A) nominal
B) ordinal
C) interval
D) ratio
E) neutral - Answer✔ratio
Which single characteristic is unique to a nominal type of measurement?
A) description
B) order
C) distance
D) origin
E) numbers - Answer✔description
If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) equal. - Answer✔interval
Which characteristic is associated only with ratio scales?
A) description
B) order
C) distance
D) origin
2|Page
, ©SIRJOEL 2024/2025 ALL RIGHTS RESERVED.
E) label - Answer✔origin
A question that asks how much you would be willing to pay in annual premium for a $100,000
life insurance policy would be scaled as:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) an origin. - Answer✔ratio
A question that asks the age of a respondent in years would be scaled as:
A) nominal.
B) ordinal.
C) interval.
D) ratio.
E) rank-order. - Answer✔ratio
Scale development is designing questions and response formats to measure:
A) objective properties.
B) subjective properties.
C) objective characteristics.
D) subjective objects.
E) rank order of properties. - Answer✔subjective properties.
When the intent is to measure psychological properties of consumers (such as attitudes, opinions,
and so on) which exist on a continuum in the mind of the respondent, ________ is the most
useful type of measure.
A) ordinal scale
B) nominal scale
C) interval scale
D) ratio scale
E) unassumed interval scale - Answer✔interval scale
3|Page
, ©SIRJOEL 2024/2025 ALL RIGHTS RESERVED.
Which of the following scale types best defines a scale measure in which respondents are asked
to indicate their degree of agreement or disagreement on a symmetric continuum for each of a
series of statements?
A) semantic differential scale
B) nominal scale
C) Likert scale
D) bipolar scale
E) lifestyle inventory - Answer✔Likert scale
Which type of scale measure takes into account the values and personality traits of people as
reflected in their unique activities, interests, and opinions toward their work, leisure time, and
purchases?
A) intensity series scale
B) lifestyle inventory
C) semantic differential scale
D) AIO scale
E) graphic intensity scale - Answer✔lifestyle inventory
Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry,"
"convenient-inconvenient," and so on?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) graphic intensity
E) agreement scale - Answer✔semantic differential scale
The halo effect is best avoided by:
A) doing a couple of things wrong during the entire research project.
B) flipping favorable and unfavorable endpoints on different scale items.
C) flipping "bad" scales to the back of the survey to encourage a good response before the
respondents get to the bad questions.
D) using only percentage scales.
4|Page
