MKTG 482 Chapter 8
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. - answerproperties 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 - answerproperties
If we were measuring age, income, height, number of bottles purchased, and so on, we
would be measuring:
A) objective properties.
B) subjective properties.
C) objective objects.
D) subjective objects.
E) objective subjects. - answerobjective 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 - answerratio
Which single characteristic is unique to a nominal type of measurement?
A) description
B) order
,C) distance
D) origin
E) numbers - answerdescription
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. - answerinterval
Which characteristic is associated only with ratio scales?
A) description
B) order
C) distance
D) origin
E) label - answerorigin
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. - answerratio
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. - answerratio
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. - answersubjective 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 - answerinterval scale
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 - answerLikert 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 - answerlifestyle 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 - answersemantic 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.
E) using only closed-ended questions. - answerflipping favorable and unfavorable
endpoints on different scale items.
Which of the following scale measures is good for assessing store, company, or brand
images because profiles may be generated to easily depict the image?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) image analysis scale
E) image profile scale - answersemantic differential scale
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. - answerproperties 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 - answerproperties
If we were measuring age, income, height, number of bottles purchased, and so on, we
would be measuring:
A) objective properties.
B) subjective properties.
C) objective objects.
D) subjective objects.
E) objective subjects. - answerobjective 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 - answerratio
Which single characteristic is unique to a nominal type of measurement?
A) description
B) order
,C) distance
D) origin
E) numbers - answerdescription
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. - answerinterval
Which characteristic is associated only with ratio scales?
A) description
B) order
C) distance
D) origin
E) label - answerorigin
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. - answerratio
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. - answerratio
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. - answersubjective 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 - answerinterval scale
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 - answerLikert 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 - answerlifestyle 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 - answersemantic 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.
E) using only closed-ended questions. - answerflipping favorable and unfavorable
endpoints on different scale items.
Which of the following scale measures is good for assessing store, company, or brand
images because profiles may be generated to easily depict the image?
A) constant sum scale
B) lifestyle inventory
C) semantic differential scale
D) image analysis scale
E) image profile scale - answersemantic differential scale
