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Exam 7: Measurement and Scaling

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Question 61

True/False

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Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.

A) True
B) False

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Question 62

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According to the text, comparative scaling is sometimes referred to as ________.

A) metric scaling
B) random scaling
C) monadic scaling
D) nonmetric scaling
E) none of the above

F) A) and D)
G) None of the above

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Question 63

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In paired comparison scaling, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

The major benefit of comparative scaling is that it is the most widely used scaling technique.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale.

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

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

In a short essay, discuss the relationship of measurement and scaling to the marketing research process.

According to the text, ________ are the simplest to use.

A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

Preference rankings, market position, and social class are examples of interval scales.

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

According to the text, which of the following formulas determines total measurement error?

An analysis of social media content can shed light on the level of measurement that is appropriate in a given project.

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

The scaling techniques commonly used in marketing research can be classified into ________ and ________.

Which of the following types of scales are sometimes referred to as graphic rating scales?

________ forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

In a short essay, discuss the difference between comparative and noncomparative scales.Include an example of each scaling technique to support your answer.