1
________ is the assignment of numbers or other symbols to characteristics of objects
according to certain pre-specified rules.
2
________ is the generation of a continuum upon which measured objects are located
3
Which statement is not correct about measurement?
4
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
5
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.
6
When a ________ scale is used for the purpose of identification, there is a strict one-to-one
correspondence between the numbers and the objects.
7
When used for classification purposes, the ________ scaled numbers serve as labels for
classes or categories.
8
Which of the following statistics is not permissible with nominally scaled data (Table 8.1 in
the text)?
9
Which of the following statistics is not permissible with ordinally scaled data (Table 8.1 in
the text)?
10
Which of the following statistics is not permissible for interval data (Table 8.1 in the text)?
11
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?
12
________ 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.
13
________ 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.
14
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.
15
The rankings of teams in a tournament constitute a ________ scale.
16
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.
17
In marketing research, attitudinal data obtained from rating scales are often treated as
________ data.
18
In marketing, sales, cost, market share, and number of customers are variables measured on a
________ scale.
19
Which statement is not true about the interval scale?
20
________ are one of two types of scaling techniques in which there is direct comparison of
stimulus objects with one another.
21
________ are one of two types of scaling techniques in which each stimulus object is scaled
independently of the other objects in the stimulus set.
22
Which of the following statements is not true about the comparative scales technique?
23
The benefits of comparative scaling includes all of the following except ________
24
The disadvantages of comparative scaling includes all of the following except _______
25
Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?
26
Which of the following is not a type of non-comparative scale?
27
Which of the following is a type of comparative scale?
28
________ 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.
29
________ 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.
30
After paired comparisons, the most popular comparative rating scale is ________.
31
_______ 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.
32
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.
33
________ scaling is a comparative scaling technique that uses a rank order procedure to sort
objects based on similarity with respect to some criterion.
34
________ 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."
35
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
36
Which of the following is not one of the suggested modifications of the paired comparison
technique?
37
The most common method of taste testing is paired comparison. A minimum of ________
responses is considered an adequate sample.
38
________ 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.
39
Which statement is true concerning constant sum scaling?
40
When using Q-sort scaling ________ to ________ objects is a reasonable range.
41
________ is a comparative scaling technique where numbers are assigned to objects such
that ratios between the assigned numbers reflect ratios on the specified criterion.
42
________ is a procedure for determining whether a set of objects can be ordered into an
internally consistent, uni-dimensional scale.
43
Which statement is not correct concerning international marketing and the use of
comparative scaling techniques?
44
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?
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