MKT 352 GVSU Exam 2 Questions with
complete solution 2025/2026
Which of the following is true of measurement? - correct answer ✔D. It is the process of developing
methods to systematically characterize or quantify information about persons, events, ideas, or objects
of interest.
A _____ is a hypothetical variable made up of a set of component responses or behaviors that are
thought to be related. - correct answer ✔B. construct
Which of the following statements about constructs is true? - correct answer ✔B. They are made up of
a combination of several related indicator variables
_____ is the process of assigning descriptors to represent the range of possible responses to a question
about a particular object or construct. - correct answer ✔A. Scale measurement
A researcher designs his questionnaire in such a way that respondents can communicate the intensity
with which they like or dislike a product by circling an appropriate number from the response options
that go from 1 to 7 (where 1 is "strongly disagree" and 7 is for "strongly agree"). These numbers (1 to 7)
are commonly referred to as: - correct answer ✔C. scale points.
A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which
a respondent only needs to choose between two choices, male and female. The scale used by the
professor is an example of the _____ scale. - correct answer ✔B. nominal
Which of the following is true of an ordinal scale? - correct answer ✔C. It allows responses to be rank-
ordered in a hierarchical pattern.
Which of the following statements is true about interval scales? - correct answer ✔A. They can
measure absolute differences between scale points.
,Which of the following statements is true about ratio scales? - correct answer ✔E. They enable
researchers to make absolute comparisons between responses.
The _____ represents the distance between the largest and smallest response. - correct answer ✔C.
range
If there is significant variation among subjects regarding their attitudes toward a given brand, this
variance will be reflected most clearly in which of the following measures? - correct answer ✔D.
Standard deviation
Which of the following types of scales asks the respondent to state his or her agreement or
disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from
"strongly agree" to "strongly disagree"? - correct answer ✔A. Likert scale
Which of the following is true about a semantic differential scale? - correct answer ✔C. Only the
endpoints of the scale are labeled.
A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices
and quality relative to those of its top market rival. Given this objective, which of the following would
prove to be most efficient? - correct answer ✔C. Comparative rating scale
Which of the following statements about graphic rating scales is true? - correct answer ✔E. They use a
scaling descriptor format.
Which of the following types of scales typically requires the respondent to allocate a given number of
points, usually 100, among each separate attribute or feature relative to all the other listed ones? -
correct answer ✔C. Constant-sum scales
The difference between a single-item scale and a multiple-item scale is that a: - correct answer ✔A.
single-item scale involves collecting data about only one attribute of the object being investigated.
, Which of the following statements is true regarding the various scale measurement issues? - correct
answer ✔C. The researcher should give clear and simple instructions.
A(n) _____ includes two or more different attributes or issues in the same question, but responses allow
respondents to comment on only a single issue. - correct answer ✔C. double-barreled question
Which of the following statements is true of leading questions? - correct answer ✔A. They introduce
bias and often influence the way a respondent answers a question.
Which of the following is an example of a leading question? - correct answer ✔E. Do you agree with
nutritionists when they say that breakfast is the most important meal of the day?
A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an
emotionally charged issue. - correct answer ✔B. loaded question
_____ involve a situation in which possible responses can be interpreted a number of different ways. -
correct answer ✔A. Ambiguous questions
Which of the following statements is true of double negative questions? - correct answer ✔A. They
create cognitive confusion and respondents find it difficult to understand the question and therefore
respond correctly.
Which of the following statements is true of scale responses? - correct answer ✔B. They should be
mutually exclusive.
In any sampling plan, the first task of a researcher is to choose a method of data collection. - correct
answer ✔False
complete solution 2025/2026
Which of the following is true of measurement? - correct answer ✔D. It is the process of developing
methods to systematically characterize or quantify information about persons, events, ideas, or objects
of interest.
A _____ is a hypothetical variable made up of a set of component responses or behaviors that are
thought to be related. - correct answer ✔B. construct
Which of the following statements about constructs is true? - correct answer ✔B. They are made up of
a combination of several related indicator variables
_____ is the process of assigning descriptors to represent the range of possible responses to a question
about a particular object or construct. - correct answer ✔A. Scale measurement
A researcher designs his questionnaire in such a way that respondents can communicate the intensity
with which they like or dislike a product by circling an appropriate number from the response options
that go from 1 to 7 (where 1 is "strongly disagree" and 7 is for "strongly agree"). These numbers (1 to 7)
are commonly referred to as: - correct answer ✔C. scale points.
A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which
a respondent only needs to choose between two choices, male and female. The scale used by the
professor is an example of the _____ scale. - correct answer ✔B. nominal
Which of the following is true of an ordinal scale? - correct answer ✔C. It allows responses to be rank-
ordered in a hierarchical pattern.
Which of the following statements is true about interval scales? - correct answer ✔A. They can
measure absolute differences between scale points.
,Which of the following statements is true about ratio scales? - correct answer ✔E. They enable
researchers to make absolute comparisons between responses.
The _____ represents the distance between the largest and smallest response. - correct answer ✔C.
range
If there is significant variation among subjects regarding their attitudes toward a given brand, this
variance will be reflected most clearly in which of the following measures? - correct answer ✔D.
Standard deviation
Which of the following types of scales asks the respondent to state his or her agreement or
disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from
"strongly agree" to "strongly disagree"? - correct answer ✔A. Likert scale
Which of the following is true about a semantic differential scale? - correct answer ✔C. Only the
endpoints of the scale are labeled.
A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices
and quality relative to those of its top market rival. Given this objective, which of the following would
prove to be most efficient? - correct answer ✔C. Comparative rating scale
Which of the following statements about graphic rating scales is true? - correct answer ✔E. They use a
scaling descriptor format.
Which of the following types of scales typically requires the respondent to allocate a given number of
points, usually 100, among each separate attribute or feature relative to all the other listed ones? -
correct answer ✔C. Constant-sum scales
The difference between a single-item scale and a multiple-item scale is that a: - correct answer ✔A.
single-item scale involves collecting data about only one attribute of the object being investigated.
, Which of the following statements is true regarding the various scale measurement issues? - correct
answer ✔C. The researcher should give clear and simple instructions.
A(n) _____ includes two or more different attributes or issues in the same question, but responses allow
respondents to comment on only a single issue. - correct answer ✔C. double-barreled question
Which of the following statements is true of leading questions? - correct answer ✔A. They introduce
bias and often influence the way a respondent answers a question.
Which of the following is an example of a leading question? - correct answer ✔E. Do you agree with
nutritionists when they say that breakfast is the most important meal of the day?
A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an
emotionally charged issue. - correct answer ✔B. loaded question
_____ involve a situation in which possible responses can be interpreted a number of different ways. -
correct answer ✔A. Ambiguous questions
Which of the following statements is true of double negative questions? - correct answer ✔A. They
create cognitive confusion and respondents find it difficult to understand the question and therefore
respond correctly.
Which of the following statements is true of scale responses? - correct answer ✔B. They should be
mutually exclusive.
In any sampling plan, the first task of a researcher is to choose a method of data collection. - correct
answer ✔False
