Marketing 346 - Market Research » Spring 2023 » Chapter 7 Connect Quiz

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Question #1
Which of the following is true about a semantic differential scale?
A.   Only the endpoints of the scale are labeled.
B.   It cannot capture a person's attitudes or feelings about a given object.
C.   It is a type of ratio scale.
D.   It is not possible to calculate the mean for each attribute.
E.   It is a type of nominal scale.
Question #2
A(n) ________ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue.
A.   complex question
B.   double negative question
C.   double-barreled question
D.   loaded question
E.   ambiguous question
Question #3
Which of the following is true of an ordinal scale?
A.   It can measure absolute differences between scale points.
B.   It allows researchers to make absolute comparisons between responses.
C.   It allows responses to be rank-ordered in a hierarchical pattern.
D.   It is less powerful than a nominal scale.
E.   It is the most basic and least powerful scale design.
Question #4
A researcher designs his questionnaire in such a way that respondents can communicate the intensity with which they like or dislike a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is for "strongly disagree" and 7 is for "strongly agree"). These numbers (1 to 7) are commonly referred to as
A.   construct ordinals.
B.   scale points.
C.   construct points.
D.   scale ratios.
E.   scale portions.
Question #5
Which of the following statements is true of scale responses?
A.   They are most effective when leading questions are used.
B.   They should be mutually exclusive.
C.   They should require the respondents to perform a complex behavior.
D.   They should overlap wherever possible.
E.   They are likely to have a negative effect on scale descriptors.
Question #6
________ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct.
A.   Situation analysis
B.   Purposive sampling
C.   Scale measurement
D.   Debriefing analysis
E.   Propensity scoring
Question #7
Which of the following statements is true about interval scales?
A.   They do not allow for comparison between measured objects.
B.   The standard deviation cannot be calculated for interval scales.
C.   They can measure absolute differences between scale points.
D.   They are the highest level scale.
E.   They are less powerful than ordinal scales.
Question #8
Which of the following types of scales asks the respondent to state his or 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"?
A.   A constant sum scale
B.   A Likert scale
C.   A semantic differential scale
D.   A paired-comparison scale
E.   A numerical scale
Question #9
Which of the following is an example of a leading question?
A.   Do you think that plants are affected by solar flares?
B.   Are you happy with your life?
C.   Do you agree with nutritionists when they say that breakfast is the most important meal of the day?
D.   Is there a possibility that you would create something every week for the next couple of years?
E.   Are you more or less likely to not forget to undo the damages caused by your inactions?
Question #10
Which of the following is true of measurement?
A.   As part of the measurement process, researchers assign labels to phenomena they measure but do not assign numbers to them.
B.   The goal of the construct development process is to precisely measure each construct.
C.   As part of the measurement process, researchers assign numbers to phenomena they measure but do not label them.
D.   The process of measurement begins with scale measurement followed by construct development.
E.   It is the process of developing methods to systematically characterize or quantify information about persons, events, ideas, or objects of interest.

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