1. Which of the following is NOT an example of measurement?
A researcher measuring the amount of beverage people consume with their meals.
A researcher classifying people who enter a store based on their gender (male or female).
A researcher collecting demographic information of online shoppers visiting a particular web site.
A researcher observing a focus group discussion from behind a one-way mirror.
2. A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank = 1) to the least liked (rank = 5). This scale is most closely a(n):
nominal scale.
ratio scale.
ordinal scale.
interval scale.
3. What type of scale structure is being used in a question that asks the respondent to write in his or her weight on the survey?
Nominal
Ordinal
Ratio
Interval
Likert
4. In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 has a higher _____ than that of sample 1.
mean
range
median
frequency distribution
5. A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:
graphic rating scale.
noncomparative rating scale.
comparative rating scale.
nominal scale.
6. If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:
graphic rating scale.
constant sum scale.
likert scale.
smiling face descriptor scale.
rank-order scale.
7. It is inappropriate to use nominal scales to calculate range.
True
False
8. A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale.
ordinal
nominal
ratio
interval
Likert
9. A researcher designs his questionnaire in such a way that a respondent can communicate his/her intensity of like/dislike for a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "Strongly disagree" and 7 is for "Strongly agree"). These numbers (1 to 7) are commonly referred to as:
construct points.
scale portions.
scale points.
construct ordinals.
scale ratios.
10. Which of the following statements is true about interval scales?
They can measure absolute differences between scale points.
The standard deviation cannot be calculated for interval scales.
They are the highest level scale.
They do not allow for comparison between measured objects.
They are less powerful than ordinal scales.
11. Which of the following is true of an ordinal scale?
It cannot measure quantitative data.
It can be used to determine the absolute difference between rankings.
It allows responses to be rank-ordered in a hierarchical pattern.
It is less powerful than a nominal scale.
It enables researchers to make absolute comparisons between responses.
12. Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7-point scale). Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale). This indicates that there was some problem with the scale being used. This problem is most likely to be related to:
scale reliability.
scale validity.
face validity.
discriminate validity.
convergent validity.
13. Which of the following types of scales asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"?
Likert scale
Semantic differential scale
Paired-comparison scale
Constant sum scale
Numerical scale
14. The difference between a single-item scale and a multiple-item scale is that a:
single-item scale involves collecting data about only one attribute of the object being investigated.
multiple-item scale is a type of nominal scale.
single-item scale simultaneously collects data on several attributes of a construct.
single-item scale provides more than one possible response to its respondents.
multiple-item scale cannot collect ordinal data.
15. The goal of the construct development process is to precisely identify and define what is to be measured.
True
False
16. Only ordinal data can be obtained using rank-order scales.
True
False
17. The more scale points, the lesser the discriminatory power of the scale.
True
False
18. Constant-sum scales should preferably use more than seven attributes.
True
False
19. The median is the arithmetic average of all the data responses.
True
False
20. Which of the following is true about a semantic differential scale?
It is a type of nominal scale.
It cannot capture a person's attitudes or feelings about a given object.
Only the endpoints of the scale are labeled.
It is not possible to calculate the mean for each attribute.
It is a type of ratio scale.