Marketing Research: An Applied Orientation, 6e (Malhotra)

Marketing Research: An Applied Orientation, 6e (Malhotra)

Chapter 8 Measurement and Scaling: Fundamentals and Comparative Scaling

37) ________ is the assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules.

A) Ranking

B) Measurement

C) Scaling

D) Rating

Answer: B

38) ________ is the generation of a continuum upon which measured objects are located.

A) Ranking

B) Measurement

C) Scaling

D) Rating

Answer: C

39) Which statement is not correct about measurement?

A) The assignment of numbers to characteristics must be isomorphic.

B) The rules for assigning numbers should be standardized and applied uniformly.

C) The placement of individual companies on the annual revenue continuum represents measurement.

D) All of the above statements are not true.

Answer: C

40) Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

A) Measurement; Scaling

B) Scaling; Ranking

C) Scaling; Measurement

D) Ranking; Measurement

Answer: A

41) A(n) ________ is a scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects.

A) ordinal scale

B) interval scale

C) ratio scale

D) nominal scale

Answer: D

42) When a ________ scale is used for the purpose of identification, there is a strict one-to-one correspondence between the numbers and the objects.

A) nominal

B) ordinal

C) interval

D) ratio

Answer: A

43) When used for classification purposes, the ________ scaled numbers serve as labels for classes or categories.

A) ordinally

B) intervally

C) nominally

D) ratio scale

Answer: C

44) Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in the text)?

A) chi-square

B) median

C) range

D) Both B and C are not permissible.

Answer: D

45) Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in the text)?

A) range

B) mode

C) rank order correlation

D) all of the above

Answer: A

46) Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?

A) factor analysis

B) harmonic mean

C) binomial test

D) t-tests

Answer: B

47) In the department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text). Thus, store number 9 referred to Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true?

A) Sears is in some way superior or inferior to Neiman Marcus.

B) It is meaningful to state that the number of the average store is 5.5.

C) Both A and B are true.

D) None of the above statements are true.

Answer: D

48) ________ is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object.

A) Ordinal scale

B) Interval scale

C) Ratio scale

D) Nominal scale

Answer: A

49) The rankings of teams in a tournament constitute a ________ scale.

A) nominal

B) ordinal

C) interval

D) ratio

Answer: B

50) In marketing research, ________ scales are used to measure relative attitudes, opinions, perceptions, and preferences. In the opening example for Chapter 8, this was shown by the rank order of the most admired companies.

A) nominal

B) ordinal

C) interval

D) ratio

Answer: B51) ________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

A) Ordinal scale

B) Interval scale

C) Ratio scale

D) Nominal scale

Answer: B

52) In marketing research, attitudinal data obtained from rating scales are often treated as ________ data.

A) nominal

B) ordinal

C) interval

D) ratio

Answer: C

53) Which statement is not true about the interval scale?

A) Numerically equal distances on the scale represent equal values in the characteristics being measured.

B) Both the zero point and the units of measurement are arbitrary.

C) Only proportionate transformations of the form y = bx, where b is a positive constant are allowed.

D) All of the above are correct.

Answer: C

54) The ________ is the highest scale. It allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.

A) ordinal scale

B) interval scale

C) ratio scale

D) nominal scale

Answer: C

55) In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale.

A) nominal

B) ordinal

C) interval

D) ratio

Answer: D

56) ________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

A) Preference scales

B) Comparative scales

C) Non-comparative scales

D) None of the above

Answer: B

57) Which of the following statements is not true about the comparative scales technique?

A) An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale.

B) Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.

C) Comparative scaling is also referred to as non-metric scaling.

D) Comparative scales include paired comparisons, rank order, and constant sum scales.

Answer: A

58) The benefits of comparative scaling includes all of the following except ________.

A) comparative scales involve fewer theoretical assumptions

B) comparative scales are easily understood and can be applied easily

C) comparative scales tend to reduce halo or carryover effects from one judgment to another

D) small differences between stimulus objects can be detected

Answer: C

59) The disadvantages of comparative scaling includes all of the following except ________.

A) the resulting data are generally assumed to be interval or ratio scaled

B) the inability to generalize beyond the stimulus objects scaled

C) the ordinal nature of the data

D) None of the above are disadvantages.

Answer: A

60) Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

A) semantic differential

B) constant sum

C) Likert

D) both A and C

Answer: D

61) ________ are one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

A) Preference scales

B) Comparative scales

C) Non-comparative scales

D) None of the above

Answer: C

62) Which of the following is not a type of non-comparative scale?

A) semantic differential

B) constant sum

C) Likert

D) both A and C

Answer: B

63) Which of the following is a type of comparative scale?

A) continuous rating

B) constant sum

C) itemized rating

D) both A and C

Answer: B

64) ________ is a comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained is ordinal in nature.

A) Constant sum

B) Q-sort

C) Paired comparison

D) Rank order

Answer: C

65) Paired comparison data can be analyzed in several ways. One way is for the researcher to calculate the percentage of respondents who prefer one stimulus to another. The researcher can also perform all of the following analyses on paired comparison data except

A) simultaneous evaluation of all the stimulus objects

B) convert paired comparison data to a rank order

C) derive an interval scale from paired comparison data

D) order a set of objects into an internally consistent, uni-dimensional scale

Answer: D

66) Which of the following is not one of the suggested modifications of the paired comparison technique?

A) inclusion of a neutral/no difference opinion response

B) graded paired comparisons

C) obtaining similarity judgments in multidimensional scaling

D) ranked paired comparisons

Answer: D

67) The most common method of taste testing is paired comparison. A minimum of ________ responses is considered an adequate sample.

A) 500

B) 1000

C) 2000

D) 4000

Answer: B

68) ________ is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.

A) Constant sum

B) Q-sort

C) Paired comparison

D) Rank order

Answer: D

69) After paired comparisons, the most popular comparative rating scale is ________.

A) constant sum

B) q-sort

C) metric

D) rank order

Answer: D

70) ________ scaling and ________ scaling both are comparative in nature. Both result in ordinal data and might result in the respondent disliking the brand ranked 1 in an absolute sense.

A) Paired comparison; constant sum

B) Rank order; paired comparison

C) Rank order; constant sum

D) Q-sort; constant sum

Answer: B

71) ________ is a comparative scaling technique in which respondents are required to allocate a constant sum of units such as point, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.

A) Constant sum

B) Q-sort

C) Paired comparison

D) Rank order

Answer: A

72) If respondents are asked to allocate 100 points to attributes of a toilet soap in a way that reflects the importance they attach to each attribute, ________ scaling is being used.

A) constant sum

B) q-sort

C) paired comparison

D) rank order

Answer: A

73) Which statement is true concerning constant sum scaling?

A) It does not have an absolute zero.

B) It allows for fine discrimination among stimulus objects without requiring much time.

C) Respondents may allocate more or fewer units than those specified.

D) Both B and C are correct.

Answer: D

74) ________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

A) Constant sum

B) Q-sort

C) Paired comparison

D) Rank order

Answer: B

75) ________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with."

A) Constant sum

B) Q-sort

C) Paired comparison

D) Rank order

Answer: B

76) When using Q-sort scaling ________ to ________ objects is a reasonable range.

A) 60; 90

B) 90; 140

C) 60; 140

D) 40; 60

Answer: A

77) ________ is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

A) Q-sort scaling

B) Magnitude estimation

C) Guttman scaling

D) Constant sum scaling

Answer: B

78) ________ is a procedure for determining whether a set of objects can be ordered into an internally consistent, uni-dimensional scale.

A) Magnitude estimation

B) Q-sort scaling

C) Guttman scaling

D) None of the above

Answer: C

79) Which statement is not correct concerning international marketing and the use of comparative scaling techniques?

A) Opinion formation may not be well crystallized.

B) In some developing countries, preferences can be best measured by using ordinal scales.

C) Respondents in many developed countries, due to higher education and consumer sophistication levels, are quite used to providing responses on interval and ratio scales.

D) None of the above statements are incorrect.

Answer: D

80) The Wall Street Journal wanted information on the personality profiles of its readers and nonreaders? Which of the steps below does not belong in the process used by the Wall Street Journal to obtain the needed information?

A) Each respondent was given a several cards, each listing one personality characteristic.

B) Respondents are asked to sort cards and to rank order the personality characteristics.

C) Use interval scale data to examine differences in the personality characteristics of readers and nonreaders and relate them to marketing strategy variables.

D) All of the above statements belong in the process.

Answer: C

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