MKT 3413
MKT 3413 Exam 3 Prep Comprehensive
Guide Questions and Answers 2025
measurement - Correct Ans-- Assigning numbers or other symbols to characteristics of
objects according to certain pre-specified rules
- We do not measure an object, we are looking at some characteristic of it
- not consumer, only perceptions, attitudes, preferences or other relevant characteristics
one to one - Correct Ans-The assignment process must be such that there is a ___ to ___
correspondence between numbers and characteristics being measured.
scaling - Correct Ans-- Involves creating a continuum upon which measured objects are
located
- The process of placing the respondents on a continuum with respect to their attitude
towards something (ex: a restaurant)
measurement - Correct Ans-What do the following characteristics describe?
· One to one correspondence between the numbers and the characteristics being
measured
· The rules for assigning numbers should be standardized and applied uniformly
· Rules must not change over objects or time
scaling - Correct Ans-What do the following characteristics describe?
· Description: the unique labels or descriptors that are used to designate each value of
the scale. All scales possess description
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,MKT 3413
· Order
· Distance
· Origin
order - Correct Ans-- component of scaling
- the relative sizes or positions of the descriptors
o Denoted by descriptors such as greater than, less than, and equal to
distance - Correct Ans-- component of scaling
- means that absolute differences between the scale descriptors are known and may be
expressed in units
origin - Correct Ans-- component of scaling
- means that the scale has a unique or fixed beginning or true zero point
- ratio
- interval
- ordinal
- nominal - Correct Ans-primary scales of measurement:
ratio - Correct Ans-- scale of measurement
- Highest level of measurement
- can identify or classify objects, rank the objects, and compare intervals or differences
o Origin
o Time to finish in seconds
o Zero point is fixed, ratios of scale values can be computed
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, MKT 3413
o Examples: length, weight
o Marketing examples:
- Age, income, costs, sales, market shares
interval - Correct Ans-- a scale in which the numbers are used to rate objects
- the numerically equal distances in the characteristic being measured
- Distance
o Performance rating on a 0 to 10 scale
o Differences between objects can be compared
o Zero point is arbitrary
o Examples:
- Temperature
o Marketing examples:
- Attitudes, opinions, index numbers
ordinal scale - Correct Ans-- a ranking scale in which numbers are assigned to objects to
indicate the relative extent to which the objects possess some characteristics
- object ranked first has more of the characteristic compared to the object ranked
second, but whether the object ranked second is a clsoe second or a poor second is not
known
o Examples:
- Quality rankings, Rankings of teams in a tournament
o Marketing examples:
- Preference rankings, Market position, Social class
nominal - Correct Ans-- a figurative scheme in which the numbers serve only as labels or
tags for identifying and classifying objects
3|Page
MKT 3413 Exam 3 Prep Comprehensive
Guide Questions and Answers 2025
measurement - Correct Ans-- Assigning numbers or other symbols to characteristics of
objects according to certain pre-specified rules
- We do not measure an object, we are looking at some characteristic of it
- not consumer, only perceptions, attitudes, preferences or other relevant characteristics
one to one - Correct Ans-The assignment process must be such that there is a ___ to ___
correspondence between numbers and characteristics being measured.
scaling - Correct Ans-- Involves creating a continuum upon which measured objects are
located
- The process of placing the respondents on a continuum with respect to their attitude
towards something (ex: a restaurant)
measurement - Correct Ans-What do the following characteristics describe?
· One to one correspondence between the numbers and the characteristics being
measured
· The rules for assigning numbers should be standardized and applied uniformly
· Rules must not change over objects or time
scaling - Correct Ans-What do the following characteristics describe?
· Description: the unique labels or descriptors that are used to designate each value of
the scale. All scales possess description
1|Page
,MKT 3413
· Order
· Distance
· Origin
order - Correct Ans-- component of scaling
- the relative sizes or positions of the descriptors
o Denoted by descriptors such as greater than, less than, and equal to
distance - Correct Ans-- component of scaling
- means that absolute differences between the scale descriptors are known and may be
expressed in units
origin - Correct Ans-- component of scaling
- means that the scale has a unique or fixed beginning or true zero point
- ratio
- interval
- ordinal
- nominal - Correct Ans-primary scales of measurement:
ratio - Correct Ans-- scale of measurement
- Highest level of measurement
- can identify or classify objects, rank the objects, and compare intervals or differences
o Origin
o Time to finish in seconds
o Zero point is fixed, ratios of scale values can be computed
2|Page
, MKT 3413
o Examples: length, weight
o Marketing examples:
- Age, income, costs, sales, market shares
interval - Correct Ans-- a scale in which the numbers are used to rate objects
- the numerically equal distances in the characteristic being measured
- Distance
o Performance rating on a 0 to 10 scale
o Differences between objects can be compared
o Zero point is arbitrary
o Examples:
- Temperature
o Marketing examples:
- Attitudes, opinions, index numbers
ordinal scale - Correct Ans-- a ranking scale in which numbers are assigned to objects to
indicate the relative extent to which the objects possess some characteristics
- object ranked first has more of the characteristic compared to the object ranked
second, but whether the object ranked second is a clsoe second or a poor second is not
known
o Examples:
- Quality rankings, Rankings of teams in a tournament
o Marketing examples:
- Preference rankings, Market position, Social class
nominal - Correct Ans-- a figurative scheme in which the numbers serve only as labels or
tags for identifying and classifying objects
3|Page
