In making the decision to use a symmetric or non-symmetric scale, a good rule of thumb is to:

In making the decision to use a symmetric or non-symmetric scale, a good rule of thumb is to:

A) use neither
B) use the symmetric scale unless the researcher is confident respondents will only use one side of the scale
C) use the non-symmetric scale unless the researcher is confident that respondents will use both sides of the scale
D) always use both to be certain that the respondent has a choice of how to best express his or her attitude
E) none of the above

Answer: B

When you want to measure frequency of use, which of the following scales is recommended?

When you want to measure frequency of use, which of the following scales is recommended?

A) One-way labeled
B) Semantic differential
C) Stapel
D) Symmetric labeled
E) Likert

Answer: A

A synthetic scale w/o balanced ends means the scale has unequal amounts of positive and negative positions; it is called:

A synthetic scale w/o balanced ends means the scale has unequal amounts of positive and negative positions; it is called:

B) a balanced categorical scale
C) a nonsymmetrical synthetic scale
D) a symmetric synthetic scale
E) a halo effect scale

Answer: C

Which of the following scales might have an example that ranges from "Not Important" to "Extremely Important"?

Which of the following scales might have an example that ranges from "Not Important" to "Extremely Important"? 

A) Likert scale
B) one-way labeled scale
C) importance scale
D) unimportance scale
E) semantic differential scale

Answer: B

Consider the question: "Rate the performance of your book bag from 1 to 5, where 1 means 'poor' and 5 means 'excellent.'" And, then you are given a number of performance factors such as "appearance," "roominess" and so on to rate. This is an example of a(an):

Consider the question: "Rate the performance of your book bag from 1 to 5, where 1 means 'poor' and 5 means 'excellent.'" And, then you are given a number of performance factors such as "appearance," "roominess" and so on to rate. This is an example of a(an):

A) n-point scale
B) anchored n-point scale
C) staple scale
D) unanchored n-point scale
E) anchored y-point scale

Answer: B

Which of the following is the following question an example of? "On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?"

Which of the following is the following question an example of?
"On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?"

A) Likert scale
B) one-way labeled scale
C) importance scale
D) unimportance scale
E) un-anchored n-point scale

Answer: E

Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end (+3) and includes a 0 midpoint?

Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end (+3) and includes a 0 midpoint?

A) life-style inventory
B) Stapel scale
C) minus/plus scale
D) balanced pole scale
E) positive/negative scale

Answer: B

Which scale is a good substitute for a semantic differential scale as it is easier to construct because the researcher does not need to think of bipolar adjectives for each attribute?

Which scale is a good substitute for a semantic differential scale as it is easier to construct because the researcher does not need to think of bipolar adjectives for each attribute?

A) life-style inventory
B) Stapel scale
C) minus/plus scale
D) balanced pole scale
E) positive/negative scale

Answer: B

Which type of scaled-response format contains bi-polar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

Which type of scaled-response format contains bi-polar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

A) constant sum scale
B) life-style inventory
C) semantic differential scale
D) synthetic action/ information/ online format
E) none; these are not measured by scaled-response formats

Answer: C

The Halo Effect is best avoided by:

The Halo Effect is best avoided by:

A) doing a couple of things wrong during the entire research project
B) mixing favorable and unfavorable endpoints on a scale
C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions
D) substituting "good" measurements to replace those thought to be faulty
E) none of the above; the Halo Effect cannot be avoided

Answer: B

Which of the following scaled-response formats is good for measuring store, company or brand images?

Which of the following scaled-response formats is good for measuring store, company or brand images?

A) constant sum scale
B) life-style inventory
C) semantic differential scale
D) image analysis scales
E) store analysis

Answer: C

The ________ format asks respondents to indicate their degree of agreement or disagreement with a statement.

The ________ format asks respondents to indicate their degree of agreement or disagreement with a statement.

A) l-Lifestyle statement inventory
B) semantic differential
C) constant sum scale
D) Likert scale
E) the "hiking"

Answer: D

The ________ measures activities, interests and opinions (AIO's).

The ________ measures activities, interests and opinions (AIO's).

A) constant sum scale
B) life-style inventory
C) semantic differential scale
D) synthetic action/ information/ online format
E) origin scale

Answer: B

A ________ scale is one in which people will respond the same to an identical or similar question. A ________ scale truly measures the construct under study.

A ________ scale is one in which people will respond the same to an identical or similar question. A ________ scale truly measures the construct under study.

A) reliable; valid
B) valid; reliable
C) valid; valid
D) valid, valued
E) none of the above

Answer: A

The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents. This process is known as ________.

The marketing researcher must develop response formats that are very clear and that are used identically by the various respondents. This process is known as ________.

A) reliability
B) scale development
C) validity
D) objectivity
E) subjectivity

Answer: B

Scale development is primarily concerned with the creation or use of ________ measures.

Scale development is primarily concerned with the creation or use of ________ measures.

A) synthetic metric
B) natural metric
C) natural categorical
D) closed-ended
E) synthetic open-ended

Answer: A

What are the two goals of scale development?

What are the two goals of scale development?

A) effectiveness and efficiency
B) effectiveness and validity
C) validity and efficiency
D) validity and reliability
E) validity and value

Answer: D

Which of the following should a researcher do to summarize findings for categorical measures?

Which of the following should a researcher do to summarize findings for categorical measures?

A) not try to summarize findings for categorical measures; it is inappropriate
B) use a percentage distribution (sometimes called a frequency distribution)
C) compute an average such as a mean
D) compute a standard deviation
E) compute a range

Answer: B

To summarize findings for metric measures the researcher should:

To summarize findings for metric measures the researcher should:

A) not try to summarize findings to metric measures; it is inappropriate
B) use a percentage distribution (sometimes called a frequency distribution)
C) compute a frequency deviation
D) compute an average such as a mean
E) compute histograms

Answer: D

_____ are physically verifiable characteristics such as age, gender, number of bottles purchased, etc.

_____ are physically verifiable characteristics such as age, gender, number of bottles purchased, etc. 

A) Objective metric open-ended features
B) Subjective metric open-ended features
C) Objective properties
D) Subjective properties
E) Elemental properties

Answer: C