_______ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on. correct answers Objective properties
What information of consumers can be collected using questionnaire? correct answers Behavior.
State of being.
State of mind.
...
MAR 3613 || with Errorless Solutions 100%.
_______ are physically verifiable characteristics such as age, income, number of bottles
purchased, store last visited, and so on. correct answers Objective properties
What information of consumers can be collected using questionnaire? correct answers Behavior.
State of being.
State of mind.
Because they measure psychological constructs of consumers, such as attitudes, opinions, and so
on, and because these constructs exist on a continuum, scaled question formats are most useful
for measuring: correct answers state of mind.
A question asks respondents to evaluate a travel agency on a scale from 1 to 5 where 1 means
"very dissatisfied" and 5 means "very satisfied." This is an example of a: correct answers
synthetic scale.
In order for a synthetic scale to have meaning, you must know ________. correct answers the
range of the scale
A scale on which all of the scale descriptors (i.e. "poor," "fair," "good") are assigned artificial
numbers is called: correct answers a synthetic scale.
A(n) __________ scale is one in which the respondent indicates the extent to which he or she
agrees or disagrees with a statement. correct answers Likert
A(n) __________ scale is a five-point scale in which the opposite ends have one- or two-word
adjectives that have opposite meanings. correct answers semantic differential
Which of the following scale is good for measuring store, company or brand images? correct
answers Semantic differential scale.
Which type of scale contains bi-polar words such as "hot-cold," "wet-dry," "convenient-
inconvenient," and so on? correct answers Semantic differential scale.
Which of the following pairs is NOT appropriate for anchoring a semantic differential scale in a
marketing application? correct answers Good-bad.
Unbelievable-believable.
Able to attract attention-unable to attract attention.
Fluffy-hard.
Which scale typically has numbers that range from a minus end (-3) to a corresponding plus end
(+3) and includes a midpoint (0)? correct answers Stapel scale.
, 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? correct
answers Stapel scale.
What kind of question is the following?"Place an X in the space that describes your feelings
about this test."Easy __ __ __ __ __ DifficultFair __ __ __ __ __ Unfair correct answers
Semantic differential scale.
Which of the following scales might have an example that ranges from "Not Important" to
"Extremely Important"? correct answers One-way labeled scale.
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): correct answers
anchored N-point scale.
Which of the following is the question an example of?"On a scale of 1 to 5, how do you rate the
friendliness of Olive Garden's wait staff?" correct answers An unanchored N-point scale.
When you want to measure the frequency of use, which of the following scales is recommended?
correct answers One-way labeled scale.
Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale
question because:Hint: Thus, sometimes, marketing researchers choose not to use a neutral point
intentionally to force respondents to take a side. correct answers it allows respondents to dodge
or hide their feelings.
A scale consists of 5 points and there are labels only on each end of the 5-point continuum. This
is an example of a(n): correct answers anchored 5-point scale.
Which statement is NOT correct about measurement? correct answers The assignment of
numbers to characteristics must be isomorphic.
The rules for assigning numbers should be standardized and applied uniformly.
Determining consumers' purchase intent on a 9-point scale represents measurement.
Measurement involves assigning descriptors to consumer characteristics according to certain pre-
specified rules.
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 creating a 100-point favorability scale for measuring their attitude toward
department stores. correct answers Measurement; Scaling
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