Basic Marketing Research Using Microsoft Excel Data Analysis 3rd Edition Burns Test Bank

Basic Marketing Research Using
Microsoft Excel Data Analysis 3rd

Edition Burns Test Bank
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Basic Marketing Research, 3e (Burns)
Chapter 7 Measurement Scales
1) There are ________ basic question–response formats, and each one has ________ variations.,
so there are ________ format options:
A) two; five; ten
B) two; three; six
C) three; two; six
D) two; two; four
E) four; two; eight
Answer: C
Diff: 3 Page Ref: 153
AACSB: Analytic Skills
Objective: LO 1
2) What are the three basic question-response formats?

A) un-probed, probed, and neutral
B) open-ended, closed-ended and skip patterned
C) open-ended, categorical and metric
D) closed-ended, continuous and open-ended
E) open-probed, closed-probed, probed
Answer: C
Objective: LO 1
3) The question: "What was your reaction to the Sony CD player advertisement you saw on
television last?" is an example of which response format?
A) unaided open-ended
B) un-probed closed-ended
C) scaled-response
D) ad reaction measurement
E) metric, open-ended
Answer: A
AACSB: Reflective Thinking Skills
Objective: LO 1
1
Copyright © 2012 Pearson Education, Inc.
4) If a researcher wanted the respondent to simply answer a question with no additional
information, he or she would likely use a(an):
A) unaided open-ended format
B) aided open-ended format
C) response probed format
D) continuous response format
E) categorical, close-ended format
Answer: A
Objective: LO 1
5) If a researcher uses a(n) ________ question format, there is a response probe in the form of a
follow-up question instructing the interviewer to ask for additional information.
A) unaided open-ended
B) aided open-ended
C) response probed
D) continuous response
E) categorical, close-ended
Answer: B
Objective: LO 1
6) Which of the following formats provides response options to questions on the questionnaire?
A) co-existing response options format
B) categorical response format
C) categorical open-ended format
D) probed format
E) open-ended with response options format
Answer: B
Objective: LO 1
7) Which of the following formats has only two response options?

A) the twins format
B) the two response format
C) the bi-dual format
D) the two choice format
E) dual-choice format
Answer: E
Objective: LO 1
2
8) What type of question format is the following question?
When you purchased your most recent automobile, what features do you take into consideration?
(Check all that apply.)
_____Style (e.g., sedan, coupe, wagon, SUV)
_____Price
_____Quiet ride
_____Trunk space
_____EPA mileage rating
A) Multiple-choice category
B) Aided open-ended
C) Continuous response
D) Dual-choice
E) Metric response
Answer: D
Objective: LO 1
9) Which of the following formats provides more than two possible choices?
A) the multivariate format
B) the tri-dual format
C) the multiple-choice category format
D) the n-way format
E) none of the above: no question has more than two possible choices
Answer: C
Objective: LO 1
10) A question that lists several responses (i.e. style, price, comfort, fit, construction, etc.) and
asks the respondent to "check all that apply" appears to be a multiple-choice category question,
but it is actually:
A) an aided response category question
B) a categorical non-response question
C) a non-categorical non-response question
D) a dual-choice question
E) a single-minded question
Answer: D
Objective: LO 1
3
11) "Metric" means:
A) an instrument used for measuring conceptual, non-objective properties
B) the answer to a question is a number that expresses some quantity of the property being
measured
C) the answer to a question is a number that does not express some quantity of the property being
measured
D) a property is not only measured but measured using the metric system
E) measurement of observables
Answer: B
Objective: LO 1
12) "How many times have you visited the library in the last month?" is an example of:
A) a natural but non-metric response format
B) a natural metric response format
C) a natural synthetic response format
D) a synthetic metric format
E) a synthetic annual format
Answer: B
Objective: LO 1
13) "Rate your satisfaction level on a scale from 1 to 10" is an example of:
A) a natural but non-metric response format
B) a natural metric response format
C) a natural synthetic response format
E) a synthetic satisfaction format
Answer: D
Objective: LO 1
14) A synthetic metric format uses:

A) no numbers to measure the property
B) numbers to measure the property
C) real properties to measure numbers
D) artificial numbers to measure properties
E) properties to measure synthetic numbers
Answer: D
Objective: LO 1
4
15) A scale on which all of the scale descriptors (i.e. "poor," "fair," "good") are assigned
artificial numbers is called:
A) a descriptor scale format with real numbers
B) a "poor" to "good" scale
C) a numerical/descriptor format
E) no such scale exists
Answer: D
Objective: LO 1
16) Determining the description or amount of some element of interest to the researcher is
known as:
A) description determination
B) element determination
C) description/element determination
D) measurement
E) quantities of elements
Answer: D
Objective: LO 2
17) Questionnaires are designed to collect information that is represented via measurement. This
information, once compiled, can help answer specific questions. In this process, we are really
measuring ________.
A) properties of objects
B) objects of properties
C) operations
D) definitions
E) elements
Answer: A
Objective: LO 2
5
18) ________ are the specific features or characteristics of an object that can be used to
distinguish it from another object.
A) Properties
B) Objects and elements
C) Attributes or qualities
D) Quantities or qualities
E) Quartiles and qualities
Answer: C
Objective: LO 2
19) The procedure of specifying the procedure to measure a property of an object is referred to
as:
A) procedural measurement
B) operational definition
C) measurement procedure
D) property measurement
E) attribute measurement
Answer: B
Objective: LO 3
20) A scale's level of measurement may be:

A) open-ended, categorical, qualitative
B) whimsical, classical, scientific
C) open-ended, categorical, metric
D) metric, open-ended, scientific
E) element measurement
Answer: C
Diff: 2 Page Ref: 156-157
Objective: LO 3
21) ________ measurement is difficult to work with and requires interpretation skills or even
special computer programs.
A) Scientific
B) Open-ended
C) Metric
D) Whimsical
E) Elemental
Answer: B
Objective: LO 2
6
22) Which level of measurement is represented by answers on a scale, such as "yes," "no" or
"male," "female" represent which level of measurement?
A) scientific
B) open-ended
C) metric
D) categorical
E) elemental
Answer: D
Objective: LO 3
23) Which level of measurement has order and distance?

A) scientific
B) open-ended
C) metric
D) categorical
E) elemental
Answer: C
Objective: LO 3
24) Natural metric scales are inherently:

A) qualitative
B) quantitative
C) whimsical
D) scientific
E) open-ended
Answer: B
Objective: LO 3
25) A question asks respondents to write in how many times they have visited an ATM in the last
week. This is an example of a:
A) synthetic metric scale
B) natural metric scale
C) natural categorical scale
D) closed-ended scale
E) synthetic open-ended scale
Answer: B
Objective: LO 3
7
26) 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:
A) synthetic metric scale
B) natural metric scale
E) synthetic natural scale
Answer: A
Objective: LO 3
27) In order for a synthetic number scale to have meaning, you must know ________.
A) the standard deviation of the scale
B) the range of the scale
C) the mean of the scale
D) the mode of the scale
E) the standard error of the scale
Answer: B
Objective: LO 3
28) What type of scale uses words to indicate different gradations or levels of the respondent's
opinion?
A) synthetic label metric scale
B) natural label metric scale
E) synthetic natural label scale
Answer: A
Objective: LO 3
29) Wording a question so that it is either categorical or metric is important because:

A) it affects what analyses may be conducted on the question
B) it affects what may be said and not said about the property being measured
C) it affects how long it takes the respondent to answer the question
D) both a and b
E) none of the above; this is not an important issue when wording a question
Answer: D
Objective: LO 4
8
30) Which of the following should a researcher do to summarize findings for categorical
measures?
A) not try to summarize findings for categorical measures; it is inappropriate
B) use a percentage distribution (sometimes called a frequency distribution)
C) compute an average such as a mean
D) compute a standard deviation
E) compute a range
Answer: B
Objective: LO 4
31) To summarize findings for metric measures the researcher should:

A) not try to summarize findings to metric measures; it is inappropriate
B) use a percentage distribution (sometimes called a frequency distribution)
C) compute a frequency deviation
D) compute an average such as a mean
E) compute histograms
Answer: D
Objective: LO 4
32) ________ are physically verifiable characteristics such as age, gender, number of bottles
purchased, etc.
A) Objective metric open-ended features
B) Subjective metric open-ended features
C) Objective properties
D) Subjective properties
E) Elemental properties
Answer: C
Objective: LO 5
33) Mental constructs cannot be directly observed, such as:

A) objective metric open-ended features
B) subjective metric open-ended features
C) objective properties
D) subjective properties
E) elemental properties
Answer: D
Objective: LO 5
9
34) The marketing researcher must develop response formats that are very clear and that are used
identically by the various respondents. This process is known as ________.
A) reliability
B) scale development
C) validity
D) objectivity
E) subjectivity
Answer: B
Objective: LO 5
35) Scale development is primarily concerned with the creation or use of ________ measures.
A) synthetic metric
B) natural metric
C) natural categorical
D) closed-ended
E) synthetic open-ended
Answer: A
Objective: LO 5
36) What are the two goals of scale development?

A) effectiveness and efficiency
B) effectiveness and validity
C) validity and efficiency
D) validity and reliability
E) validity and value
Answer: D
Objective: LO 5
37) A ________ scale is one in which people will respond the same to an identical or similar
question. A ________ scale truly measures the construct under study.
A) reliable; valid
B) valid; reliable
C) valid; valid
D) valid, valued
E) none of the above
Answer: A
Objective: LO 5
10
38) Which is true about the "neutral point" on symmetric synthetic scales?
A) there are no neutral points on these scales
B) the neutral points should be counted as zeroes
C) the neutral point is not considered an origin or zero
D) there cannot be a "neutral point" on a synthetic scale
Answer: C
Objective: LO 5
39) The ________ format asks respondents to indicate their degree of agreement or disagreement
with a statement.
A) l-Lifestyle statement inventory
B) semantic differential
C) constant sum scale
D) Likert scale
E) the "hiking"
Answer: D
Objective: LO 5
40) The ________ measures activities, interests and opinions (AIO's).

A) constant sum scale
B) life-style inventory
C) semantic differential scale
D) synthetic action/ information/ online format
E) origin scale
Answer: B
Objective: LO 5
41) Which type of scaled-response format contains bi-polar words such as "hot-cold," "wet-dry,"
"convenient-inconvenient," and so on?
D) synthetic action/ information/ online format
E) none; these are not measured by scaled-response formats
Answer: C
Objective: LO 5
11
42) The Halo Effect is best avoided by:
A) doing a couple of things wrong during the entire research project
B) mixing favorable and unfavorable endpoints on a scale
C) flipping "bad" scales to the back of the survey to encourage a good response before the
respondents get to the bad questions
D) substituting "good" measurements to replace those thought to be faulty
E) none of the above; the Halo Effect cannot be avoided
Answer: B
Objective: LO 5
43) Which of the following scaled-response formats is good for measuring store, company or
brand images?
D) image analysis scales
E) store analysis
Answer: C
Objective: LO 5
44) Which scale typically has numbers that range from a minus end (-3) to a corresponding plus
end (+3) and includes a 0 midpoint?
A) life-style inventory
B) Stapel scale
C) minus/plus scale
D) balanced pole scale
E) positive/negative scale
Answer: B
Objective: LO 5
45) 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?
A) life-style inventory
B) Stapel scale
C) minus/plus scale
D) balanced pole scale
E) positive/negative scale
Answer: B
Objective: LO 5
12
46) A synthetic scale without balanced ends means the scale has unequal amounts of positive and
negative positions; it is called:
A) an unbalanced categorical scale
B) a balanced categorical scale
C) a nonsymmetrical synthetic scale
D) a symmetric synthetic scale
E) a halo effect scale
Answer: C
Objective: LO 5
47) Which of the following scales might have an example that ranges from "Not Important" to
"Extremely Important"?
A) Likert scale
B) one-way labeled scale
C) importance scale
D) unimportance scale
E) semantic differential scale
Answer: B
Objective: LO 5
48) 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):
A) n-point scale
B) anchored n-point scale
C) staple scale
D) unanchored n-point scale
E) anchored y-point scale
Answer: B
Objective: LO 5
13
49) Which of the following is the following question an example of?
"On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?"
A) Likert scale
B) one-way labeled scale
C) importance scale
D) unimportance scale
E) un-anchored n-point scale
Answer: E
Objective: LO 5
50) In making the decision to use a symmetric or non-symmetric scale, a good rule of thumb is
to:
A) use neither
B) use the symmetric scale unless the researcher is confident respondents will only use one side
of the scale
C) use the non-symmetric scale unless the researcher is confident that respondents will use both
sides of the scale
D) always use both to be certain that the respondent has a choice of how to best express his or
her attitude
Answer: B
Objective: LO 5
51) When you want to measure frequency of use, which of the following scales is recommended?
A) One-way labeled
B) Semantic differential
C) Stapel
D) Symmetric labeled
E) Likert
Answer: A
Objective: LO 6
52) When the researcher uses an aided open-ended format, there is a response probe in the form
of a follow-up question instructing the interviewer to ask for additional information, saying, for
instance, "Can you think of anything else you felt was important when you purchased your last
automobile?"
Answer: TRUE
Objective: LO 1
14
53) There are three basic question format options and each has two options.
Answer: TRUE
Objective: LO 1
54) The three basic question formats are: open-ended, categorical, and metric.
Answer: TRUE
Objective: LO 1
55) In the unaided open-ended format, there is a response probe in the form of a follow-up
question, instructing the interviewer to ask for additional information.
Answer: FALSE
Objective: LO 1
56) Dual-choice and multiple-choice questions are both options of the metric response format.
Answer: FALSE
Objective: LO 1
57) "Check all that apply" questions are really dual-choice categorical response questions.
Answer: TRUE
Objective: LO 1
58) When the answer is a number that expresses some quantity of the property being measured,
we have a metric response format question.
Answer: TRUE
Objective: LO 1
59) Natural metric formats may include scale descriptors such as "poor," "fair," "good," "very
good," and "excellent."
Answer: FALSE
Objective: LO 1
15
60) "How much do you weigh?" is an example of a synthetic metric format question.
Answer: TRUE
Objective: LO 1
61) "How satisfied are you with your textbook, measured on a scale from 1 to 5 with 1 being ‘not
satisfied at all' and 5 being ‘very satisfied'", is an example of a natural metric-response format
question.
Answer: FALSE
Objective: LO 1
62) We are really measuring properties—sometimes called attributes or qualities—of objects.

Answer: TRUE
Objective: LO 2
63) When a researcher specifies the procedure to measure a property of an object, the procedure
is referred to as a measurement level.
Answer: FALSE
Objective: LO 2
64) Research objectives specify which properties are to be measured in any particular research
project.
Answer: TRUE
Objective: LO 2
65) Levels of measurement of a scale are: open-ended, categorical, and metric.

Answer: TRUE
Objective: LO 2
66) Categorical measures are the most difficult level of measurement to analyze.
Answer: FALSE
Objective: LO 3
16
67) Asking how many dollars a consumer is willing to spend on a new product is an example of
a natural metric scale.
Answer: TRUE
Objective: LO 2
68) Whether a question format is categorical or metric greatly impacts what he or she can or
cannot say about these concepts.
Answer: TRUE
Objective: LO 4
69) When researchers wrestle with operational definitions of their scales, they are simultaneously
taking into account the data analysis as well as the presentation layout they will be using in the
final report.
Answer: TRUE
Objective: LO 4
70) If you use a categorical measure, you can calculate an average.

Answer: FALSE
Objective: LO 4
71) If you use a metric measure, you can calculate an average.

Answer: TRUE
Objective: LO 4
72) The appropriate way to summarize a metric measurement scale is through percentages
illustrated in charts, such as pie charts or in frequency distributions.
Answer: FALSE
Objective: LO 4
73) Objective properties are physically verifiable.

Answer: TRUE
Objective: LO 5
17
74) The process of developing response formats that are very clear and that are used identically
by the various respondents is called scale development.
Answer: TRUE
Objective: LO 5
75) A valid scale is one in which a respondent responds in the same or in a very similar manner
to an identical or nearly identical question.
Answer: FALSE
Objective: LO 5
76) Obviously, if a measure is unreliable and elicits wildly different answers from the same
person when that person is unchanged from administration to administration of the question,
there is something very wrong with the question.
Answer: TRUE
Objective: LO 5
77) Since every research project is different, it is wise to develop a new and novel scale format to
suit the particular needs of the existing situation.
Answer: FALSE
Objective: LO 5
78) Scales that have counter-balancing positive and negative degrees of intensity are called
symmetric scales.
Answer: TRUE
Objective: LO 5
79) A scale which asks consumers the extent to which they agree or disagree with the statement
that Levi's 501 are good looking is a semantic differential scale.
Answer: FALSE
Objective: LO 5
18
80) The life-style inventory is a special application of the Likert scale.
Answer: TRUE
Objective: LO 5
81) A consumer likes the restaurant "Red Lobster" and so answers "Very Satisfied" to a survey
about many dimensions of the restaurant without really paying attention to each specific
dimension such as price, product quality, atmosphere, and so on. This is an example of what is
known as the "halo effect."
Answer: TRUE
Objective: LO 5
82) The basis of the Stapel scale format is numerical rather than verbal or visual.
Answer: TRUE
Objective: LO 5
83) Scales having 5 points, 7 points, or 10 points are known as n-point scales.
Answer: TRUE
Objective: LO 5
84) "Anchored" means that the scale has a very high score on one end.
Answer: FALSE
Objective: LO 5
85) "On a scale of 1 to 5, how do you rate the friendliness of Olive Garden's wait staff?" is an
example of an anchored n-point scale.
Answer: FALSE
Objective: LO 5
86) If a researcher is confident that few, if any, respondents will use the negative side of a
symmetric scale, he/she may opt for a non-symmetric scale. If in doubt, the researcher should
pretest the scale.
Answer: TRUE
Objective: LO 5
19
87) Our authors recommend some scales to measure constructs often measured in marketing
research studies. For example, they recommend a semantic differential or a Stapel scale to
measure the construct's brand image. They recommend a one-way labeled scale to measure the
construct's importance.
Answer: TRUE
Diff: 3 Page Ref: 167-168
Objective: LO 6
88) A symmetric labeled scale is recommended to measure lifestyle or opinion.

Answer: FALSE
Objective: LO 6
20

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Basic Marketing Research Using

Microsoft Excel Data Analysis 3rd

2) What are the three basic question-response formats?

7) Which of the following formats has only two response options?

14) A synthetic metric format uses:

20) A scale's level of measurement may be:

23) Which level of measurement has order and distance?

24) Natural metric scales are inherently:

29) Wording a question so that it is either categorical or metric is important because:

31) To summarize findings for metric measures the researcher should:

33) Mental constructs cannot be directly observed, such as:

36) What are the two goals of scale development?

40) The ________ measures activities, interests and opinions (AIO's).

62) We are really measuring properties—sometimes called attributes or qualities—of objects.

65) Levels of measurement of a scale are: open-ended, categorical, and metric.

70) If you use a categorical measure, you can calculate an average.

71) If you use a metric measure, you can calculate an average.

73) Objective properties are physically verifiable.

88) A symmetric labeled scale is recommended to measure lifestyle or opinion.

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