Question 1

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

Accepted Answer

A)   Non-comparative scales
B)   Preference scales
C)   Comparative scales
D)   None of the aboveE) A) and B)
F) A) and C)

Question 2

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

Accepted Answer

A)   constant sum
B)   metric
C)   rank order
D)   q-sortE) All of the above
F) C) and D)

Question 3

In addition to the counting operation allowable for nominal scale data,ordinal scales permit the use of statistics based on percentiles.

Accepted Answer

A) True 
 B)False

Question 4

If a scale has the description characteristic,it also has order.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)   Paired comparison
B)   Q-sort
C)   Constant sum
D)   Rank orderE) A) and D)
F) B) and D)

Question 6

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

Accepted Answer

A)   semantic differential
B)   constant sum
C)   Likert
D)   both A and CE) B) and D)
F) B) and C)

Question 7

Which statement is not true about the interval scale?

Accepted Answer

A)   Both the zero point and the units of measurement are arbitrary.
B)   Only proportionate transformations of the form y = bx,where b is a positive constant are allowed.
C)   Numerically equal distances on the scale represent equal values in the characteristics being measured.
D)   All of the above are correct.E) A) and D)
F) B) and D)

Question 8

The constant sum should be considered an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)   Comparative scaling is also referred to as non-metric scaling.
B)   Comparative scales include paired comparisons,rank order,and constant sum scales.
C)   An example of using comparative scales is asking respondents to evaluate Coke on a 1 to 6 preference scale.
D)   Comparative scale data must be interpreted in relative terms and have only ordinal or rank order properties.E) B) and C)
F) A) and C)

Question 10

Discuss the primary scales of measurement (Table 8.1 in the text).Develop an example of each.

Accepted Answer

A nominal scale is one whose numbers ser...

Question 11

Comparative scales involve the direct comparison of stimulus objects.

Accepted Answer

A) True 
 B)False

Question 12

It is possible to construct a nominal scale that provides partial information on order (the partially ordered scale).

Accepted Answer

A) True 
 B)False

Question 13

Ratio scales allow proportionate transformations of the form y = bx,where b is a positive constant.One can add an arbitrary constant,as in the case of an interval scale.

Accepted Answer

A) True 
 B)False

Question 14

From the viewpoint of the respondents,ratio scales are the simplest to use,whereas the nominal scales are the most complex.

Accepted Answer

A) True 
 B)False

Question 15

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

Accepted Answer

A) True 
 B)False

Question 16

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.

Accepted Answer

A)   constant sum
B)   rank order
C)   paired comparison
D)   q-sortE) A) and C)
F) B) and C)

Question 17

In constant sum scaling,if an attribute is twice as important as some other attribute,it receives twice as many points.

Accepted Answer

A) True 
 B)False

Question 18

Measurement involves creating a continuum upon which measured objects are located.

Accepted Answer

A) True 
 B)False

Question 19

Paired comparison scaling is useful when the number of brands is large,because it requires direct comparison and overt choice.

Accepted Answer

A) True 
 B)False

Question 20

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Accepted Answer

A) True 
 B)False

Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

Comparative scales involve the direct comparison of stimulus objects.

Correct AnswerverifiedShow Answer

In constant sum scaling,if an attribute is twice as important as some other attribute,it receives twice as many points.

Correct AnswerverifiedShow Answer

When we measure the perceptions,attitudes,and preferences of consumers,we are not measuring the object but some characteristic of it.

Correct AnswerverifiedShow Answer

Measurement involves creating a continuum upon which measured objects are located.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Statistical techniques that may be used on interval scale data include all of those that can be applied to nominal,ordinal,and ratio data.

Correct AnswerverifiedShow Answer

Ratio scales allow proportionate transformations of the form y = bx,where b is a positive constant.One can add an arbitrary constant,as in the case of an interval scale.

Correct AnswerverifiedShow Answer

From the viewpoint of the respondents,ratio scales are the simplest to use,whereas the nominal scales are the most complex.

Correct AnswerverifiedShow Answer

Which statement is not true about the interval scale?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

It is possible to construct a nominal scale that provides partial information on order (the partially ordered scale).

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Paired comparison scaling is useful when the number of brands is large,because it requires direct comparison and overt choice.

Correct AnswerverifiedShow Answer

If a scale has the description characteristic,it also has order.

Correct AnswerverifiedShow Answer

In addition to the counting operation allowable for nominal scale data,ordinal scales permit the use of statistics based on percentiles.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The constant sum should be considered an ordinal scale.

Correct AnswerverifiedShow Answer

Discuss the primary scales of measurement (Table 8.1 in the text).Develop an example of each.

Correct AnswerverifiedA nominal scale is one whose numbers ser...View AnswerShow Answer

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A nominal scale is one whose numbers ser...
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