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Exam 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire

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Question 41

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A valid measure is truthful;a response may be reliable but at the same time not valid.

A) True
B) False

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Question 42

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The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:

A) The Psychometric Scale.
B) The Comparative Scale.
C) The Likert Scale.
D) The Multidimensional Scale.

E) A) and B)
F) C) and D)

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Question 43

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The decision about whether to use a disguised survey depends on the survey's objectives,possible undue influence with knowledge of the client,or desire not to alert competitors of the survey.

Words we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire because their literal interpretations are impossible to answer.

The drawbacks to the Likert five-point scale are that it is not flexible when it comes to measuring constructs or concepts or amenables to sophisticated statistical analysis.

Coding is a straightforward process EXCEPT in which of the following situations?

The creation of the introduction should entail just as much care and effort as the development of the questions on the questionnaire.

Determining a description or amount of some property of an object is known as:

Marketing research relies heavily on measurement.Define measurement.Discuss the difference between objective measurement and subject measurement and an example of each type.

Because most subjective,or psychological,properties exist on a continuum ranging from one extreme to another in the mind of the respondent,it is common practice to use ratio scale questions to measure them.

With a custom-designed research study,the questions on the questionnaire,along with its instructions,introduction,and general layout,are all systematically evaluated for potential errors and revised accordingly.

Marketing research measures properties-sometimes called characteristics,attributes,or qualities-of objects.

The halo effect is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.

Researchers are often given the task of finding irrelevant similarities in the profiles of various customer types,and measurement is a necessary first step in this task.

One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a"profile"of the brand or company image.

Question evaluation is a judgment process,but there are four simple guidelines,or"dos,"for question wording.Which of the following is NOT one of those guidelines?

If the respondent is asked to indicate his or her first,second,third,and fourth choices of hotels,the results are:

Researchers often use the Likert scale since the underlying belief is that knowledge of consumers' lifestyles,as opposed to just ________,offers direction for marketing decisions.

Because researchers can never completely replicate the respondent's perspective,a pretest is extremely valuable

A ________ involves conducting a dry run of the survey on a small,representative set of respondents to reveal questionnaire errors before the survey is launched.