MKTG 352 EXAM 2 – GILL QUESTIONS & ANSWERS
Four levels of measurement - Answer -- Nominal
- Ordinal
- Interval
- Ratio
Nominal level of measurement - Answer -- Labels only, no arithmetic properties
- Represents mutually exclusive categories
Ordinal level of measurement - Answer -- Express relative magnitude or rank-order
- Implies more or less, but not how much more or less
Interval level of measurement - Answer -- Like ordinal, BUT numbers in this measure
are meaningful and represent equal increments
- Zero has no meaning
Ratio level of measurement - Answer -- Ratio measure is an interval measure with a
fixed zero
- Zero is meaningful
Identify the measurement level:
Please indicate gender below.
1. __________ Male
2.__________ Female - Answer -Nominal
Identify the measurement level:
Rank these soft drinks according to which ones you like the best (1= most preferred, 3 =
least preferred)
Pepsi _____
Coke _____
Sprite _____ - Answer -Rank order scale/ Ordinal
Identify the measurement level:
"I am highly satisfied with the service that my personal banker provides me."
Strong disagree
1
2
3
4
, 5
6
7
Strongly agree - Answer -Interval
Identify the measurement level:
"How many times during a typical month do you travel by air? ____ - Answer -Ratio
Identify the measurement level:
What is your age? ______ - Answer -Ratio
Identify the measurement level:
What is your age?
____ younger than 20
____ 20-39
____ 40-59
____ 60-79
____ 80-99 - Answer -Ordinal
Variable - Answer -- Directly observed
- Demographics
Construct - Answer -- An abstract idea or concept formed in a person's mind
- Hard to measure - Indirectly observed variable
- Need more than one question to measure constructs
Validity - Answer -Whether or not we are measuring the right thing
Reliability - Answer -Whether or not we can get the same results with our measurement
again and again
The true value of a construct is 6. Now we measure this contract 10 times, and the
measured scores are 8, 8.5, 9, 8.8, 8, 8.2, 9, 8.6, 9, 8.4.
Which of the following is the most appropriate description of the measurements?
A. High validity but low reliability
B. High validity and high reliability
C. Low validity and low reliability
D. Low validity and high reliability - Answer -D. Low validity and high reliability
Way to increase validity - Answer -Use multiple dimensions
Four levels of measurement - Answer -- Nominal
- Ordinal
- Interval
- Ratio
Nominal level of measurement - Answer -- Labels only, no arithmetic properties
- Represents mutually exclusive categories
Ordinal level of measurement - Answer -- Express relative magnitude or rank-order
- Implies more or less, but not how much more or less
Interval level of measurement - Answer -- Like ordinal, BUT numbers in this measure
are meaningful and represent equal increments
- Zero has no meaning
Ratio level of measurement - Answer -- Ratio measure is an interval measure with a
fixed zero
- Zero is meaningful
Identify the measurement level:
Please indicate gender below.
1. __________ Male
2.__________ Female - Answer -Nominal
Identify the measurement level:
Rank these soft drinks according to which ones you like the best (1= most preferred, 3 =
least preferred)
Pepsi _____
Coke _____
Sprite _____ - Answer -Rank order scale/ Ordinal
Identify the measurement level:
"I am highly satisfied with the service that my personal banker provides me."
Strong disagree
1
2
3
4
, 5
6
7
Strongly agree - Answer -Interval
Identify the measurement level:
"How many times during a typical month do you travel by air? ____ - Answer -Ratio
Identify the measurement level:
What is your age? ______ - Answer -Ratio
Identify the measurement level:
What is your age?
____ younger than 20
____ 20-39
____ 40-59
____ 60-79
____ 80-99 - Answer -Ordinal
Variable - Answer -- Directly observed
- Demographics
Construct - Answer -- An abstract idea or concept formed in a person's mind
- Hard to measure - Indirectly observed variable
- Need more than one question to measure constructs
Validity - Answer -Whether or not we are measuring the right thing
Reliability - Answer -Whether or not we can get the same results with our measurement
again and again
The true value of a construct is 6. Now we measure this contract 10 times, and the
measured scores are 8, 8.5, 9, 8.8, 8, 8.2, 9, 8.6, 9, 8.4.
Which of the following is the most appropriate description of the measurements?
A. High validity but low reliability
B. High validity and high reliability
C. Low validity and low reliability
D. Low validity and high reliability - Answer -D. Low validity and high reliability
Way to increase validity - Answer -Use multiple dimensions
