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Exam 7: Measurement and Scaling

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Question 41

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The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

A) True
B) False

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Question 42

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In semantic differential scales,the negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.This controls the tendency of some respondents,particularly those with very positive or negative attitudes,to mark the right- or left-hand sides without reading the labels.

A) True
B) False

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Question 43

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When using a(n) ________,the respondent is typically asked to rate a brand,store,or some other object in terms of bipolar adjectives,such as cold and warm.

When using a semantic differential,the respondent is typically asked to rate a brand,store,or some other object in terms of bipolar adjectives,such as cold and warm.

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with the categories and the categories are ordered in terms of scale position.

In a short essay,discuss the proper steps in choosing a scaling technique for a particular marketing research problem.

Which noncomparative scale is analyzed using profile analysis?

________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured,rather than systematic or random errors.

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

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

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object,is called a Stapel scale.

Nominal scales are recognized as the most basic or limited.

A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects,rank order the objects,and compare intervals or differences.

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?

Preference rankings,market position,and social class are examples of interval scales.

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.