Test Bank Chapter 3 Measurement To Build Marketing Insights

Chapter 3: Measurement to Build Marketing Insights

Multiple Choice

1. Ranking questions generally produces ___________ level of measurement.

a. nominal

b. ordinal

c. interval

d. ratio

e. none of these

1. An example of nominal scale data would be which of the following?

a. preference data

b. index numbers

c. sex of the respondent

d. unit sales

e. none of these

1. Quality grades such as “good,” “better,” and “best” represent which of the following levels of measurement?

a. nominal

b. ordinal

c. interval

d. ratio

e. metric

1. When few differences in scores are found between the first and second administration of a test, the test is said to have _________.

a. validity

b. stability

c. sensitivity

d. reliability

e. All of the above

1. The Cronbach alpha technique gives researchers an idea of a scale’s __________.

a. validity

b. reliability

c. sensitivity

d. content

e. None of the above

1. A bathroom scale that gives you a different weight every time you step on suffers from poor:

a. face validity

b. construct validity

c. split-half validity

d. reliability

e. random-half validity

1. Which is the weakest form of validity?

a. content

b. face

c. construct

d. criterion related

e. none of these

1. If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served, we’d say the questionnaire lacked______ validity.

a. content

b. face

c. construct

d. criterion-related

e. none of these

1. Which step(s) in the measurement process must be completed before evaluating the reliability and validity of the scale?

a. Identify the concept of interest.

b. Develop a construct.

c. Develop an operational definition.

d. Create a measurement scale.

e. All of these

1. Before a measurement scale can be shown to be valid, it must be _______.

a. stable

b. reliable

c. consistent

d. convergent

e. All of these

1. When a researcher describes how a construct will be measured, this is referred to as what type of definition?

a. constitutive

b. theoretical

c. conceptual

d. operational

1. Brand loyalty has been defined as “A strongly motivated and long standing decision to purchase a particular product or service.” This is an example of which type of definition?

a. constitutive

b. operational

c. reliable

d. valid

1. ______________ is a guide, a method, or a command that tells a research what to do.

a. Construct

b. Rule

c. Operational definition

d. Valid concept

e. Reliable concept

1. _______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.

a. Operational definition

b. Constitutive definition

c. Concept

d. Rule

e. Valid concept

1. If the same instrument gives consistent results every time it is used for a measurement, then it indicates:

a. test-retest reliability.

b. equivalent-forms reliability.

c. internal consistency.

d. internal validity.

e. external validity.

1. Which of the following does not apply to an operational definition?

a. There can be many different potential operational definitions for a single concept.

b. It defines which observable characteristics will be measured.

c. It defines a concept and establishes boundaries for the concept.

d. Instruments are developed on the basis of it.

e. All of these pertain to an operational definition.

1. When a researcher wants to show the differences separating two objects, the ideal type of scale to use is _________________.

a. nominal

b. ordinal

c. interval

d. None of these

1. _______________ reveals the lack of or low correlation among constructs that are supposed to be different.

a. Predictive validity

b. Predictive reliability

c. Concurrent validity

d. Convergent validity

e. Discriminant validity

1. If the researcher wishes to measure something that could have a value of zero, what would be the appropriate type of scale?

a. ordinal

b. qualitative

c. nominal

d. ratio

e. none of these

1. This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.

a. nominal

b. ratio

c. interval

d. reliable

e. ordinal

1. What level of measurement would the following question produce?
   
   Please indicate the environmental surroundings in which you live using the following choices:
   (1) urban
   (2) rural
   (3) suburban

a. nominal

b. ratio

c. interval

d. reliable

e. ordinal

1. What level of measurement would the following question produce?
   
   Please indicate your approximate age by checking the appropriate age category.
   ___(1) 0 to 18
   ___(2) 19 to 34
   ___(3) 35 and over

a. nominal

b. ratio

c. interval

d. reliable

e. ordinal

1. In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

a. nominal

b. absolute

c. interval

d. reliable

e. ordinal

1. Which of the following types of scales would allow the researcher to compute arithmetic means?

a. nominal

b. ordinal

c. ratio

d. interval

e. both ratio and interval

1. You are creating a survey that is interested in ranking customers’ preferences for various brands of cola. You would definitely need to use which type of scale?

a. nominal

b. ordinal

c. ratio

d. interval

e. none of these

1. The measurement process begins with ____________.

a. Identifying the concept of interest

b. Developing a construct

c. Defining the construct

d. Evaluating reliability and validity

e. Developing a measurement scale

1. ____________ are specific types of concepts that exist at higher levels of abstraction than do every day concepts.

a. Abstract Concepts

b. Constructs

c. Intuitive Constructs

d. None of these

1. ____________________ are/can be a source of measurement differences that produces random or systematic error.

a. Characteristics of individual respondents

b. Short-term personal factors

c. Situational Factors

d. Sampling of items included in the questionnaire

e. All of these

1. Which of the following is not a way to assess reliability?

a. test-retest reliability

b. equivalent form reliability

c. internal consistency reliability

d. spilt-half technique

e. criterion- related reliability

1. This scale offer respondents a graphic continuum, typically anchored by two extremes.

a. Graphical rating scale

b. Itemized rating scale

c. Rank-ordered scale

d. Constant sum scale

e. Semantic differential scale

1. This scale is similar to graphic rating scales, except that respondents must select from a limited number of ordered categories rather than placing a mark on a continuous scale.

a. Modified graphical rating scale

b. Itemized rating scale

c. Rank-ordered scale

d. Constant sum scale

e. Semantic differential scale

1. Measurement scales in which the respondent compares two or more items and ranks them.

a. Graphical rating scale

b. Itemized rating scale

c. Rank-ordered scale

d. Constant sum scale

e. Semantic differential scale

1. Measurement scales in which judgment is made without reference to another object, concept, or person.

a. Noncomparative scale

b. Comparative scale

c. Rank-ordered scale

d. Constant sum scale

e. Semantic differential scale

1. Measurement scales in which one object, concept, or person is compared with another on a scale.

a. Noncomparative scale

b. Comparative scale

c. Rank-ordered scale

d. Constant sum scale

e. Semantic differential scale

1. Measurement scales that ask the respondent to pick one of the two objects in a set, based on some stated criteria.

a. Graphical rating scale

b. Itemized rating scale

c. Rank-ordered scale

d. Constant sum scale

e. Paired comparison scale

1. Measurement scales that ask the respondent to divide a given number of points, typically 100, among two or more attributes, based on their importance to him or her.

a. Graphical rating scale

b. Itemized rating scale

c. Rank-ordered scale

d. Constant sum scale

e. Semantic differential scale

1. Measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile or image.

a. Graphical rating scale

b. Itemized rating scale

c. Rank-ordered scale

d. Constant sum scale

e. Semantic differential scale

1. Rank-order scales generate what type of data?

a. Nominal

b. Ordinal

c. Interval

d. Ratio

e. Categorical

1. Most researchers feel that _____ items is the upper limit on a constant sum scale.

a. Five

b. Seven

c. Ten

d. Twelve

e. Fifteen

1. Measurement scales that require the respondent to rate, on a scale ranging from +5 to −5, how closely and in what direction a descriptor adjective fits a given concept.

a. Graphical rating scale

b. Itemized rating scale

c. Rank-ordered scale

d. Constant sum scale

e. Stapel scale

1. Measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.

a. Graphical rating scale

b. Likert scale

c. Rank-ordered scale

d. Constant sum scale

e. Stapel scale

1. Scale used to measure a respondent’s intention to buy or not buy a product.

a. Purchase-intent scale

b. Likert scale

c. Rank-ordered scale

d. Constant sum scale

e. Stapel scale

1. _____ studies simply follow changes in consumers’ attitudes and purchase behavior over time.

a. Purchase-plan

b. Intent to buy

c. Tracking

d. Indifference

e. Buy-no buy

1. A measure of satisfaction; the percentage of promoters minus the percentage of detractors when answering the question, “Would you recommend this to a friend?”

a. Satisfaction score

b. Value score

c. Intent score

d. Net promoter score

e. None of these

True/False

1. A constitutive definition is similar to a dictionary definition.
2. If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious “reliability” problem.
3. A questionnaire could be reliable without being valid.
4. A questionnaire could be valid without being reliable.
5. A nominal scale provides the researcher with metric data.
6. An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.
7. Marketers sometimes measure constructs that do not have a true zero point.
8. Marketers are typically interested in measuring observable constructs.
9. Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.
10. Construct equivalence deals with how people see, understand, and develop measurements of a particular phenomenon.
11. A construct should be measured before it is defined.
12. A problem often encountered with rules is a lack of clarity or specificity.
13. Physical characteristics of a respondent such as age, weight, & height are not examples of ratio-scaled variables.
14. Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.
15. The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.
16. Some things are easier to measure because its rules are easier to create and follow.
17. Constructs hinder researchers by integrating the complex phenomena found in the marketing environment.
18. An operational definition serves as a bridge between a theoretical concept and real-world events or factors.
19. A nominal scale partitions data into categories that are mutually exclusive and collectively exhaustive.
20. Ordinal scales help determine equality or inequality.
21. Accuracy equals measurement plus errors.
22. Content validity answers the question: does the scale provide adequate coverage of the topic under study?
23. The term scaling refers to procedures for measuring concepts like income, age, and height that have instruments that can be used for their measurement.
24. Unidimensional scales are designed to measure one or more attribute of a concept, respondent, or object.
25. Measurement of attitudes relies on more precise scales than those found in the physical sciences.
26. Responses to graphic rating scales are limited to simply placing a mark on a continuum and this is why the scale works so well.
27. Graphic ratings scales are also sometimes called “sliders” when used in online and mobile surveys.
28. Itemized rating scales allow for the fine distinctions.
29. Due to its many drawbacks, the Likert scale is not very popular.
30. The net promoter score has values between -1 and +1.
31. Measurement scales that have the same number of positive and negative categories is called a balanced scale.

Essay Questions

1. Revise the following assessment of customer satisfaction for Jim Dandy’s Hamburger Joint so that content validity is achieved.

Please indicate your satisfaction with Jim Dandy’s Hamburger Joint using a scale of 1=very satisfied, 2=somewhat satisfied, and 3=not satisfied.

____a. location of the restaurant

____b. cleanliness of restrooms

____c. friendliness of staff

____d. speed of service

____e. restaurant cleanliness

____f. availability of condiments

____g. efficiency of drive-up window

____h. hours of operation

1. Revise the following questions so as to achieve interval scale data.
   
   (1) How satisfied are you with your present car?
   1=very satisfied 2=somewhat satisfied 3=not satisfied

Very Bad/Somewhat Bad/Neutral/Somewhat Good/Very Good

The “neutral” point is not necessary for a balanced scale in the example above. Having bipolar adjectives that are “equally opposite” can be illustrated below:

Bad ____ ____ ____ ____ ____ Good

Black ____ ____ ____ ____ ____ White

Convenient ____ ____ ____ ____ ____ Inconvenient

The number of scale points should be between 3 and 9. Given a scale that is balanced or one with equally opposite bipolar adjectives, the resulting data will be interval scale.

1. Ratio and interval scale data can both produce data in which arithmetic means and metric measures of dispersion can be computed. However, there are several important differences in these two levels of measurement. What are they?
2. Define validity. Then provide an example of face validity and an example of a question that has a face validity problem. Then illustrate a portion of a questionnaire with a Content Validity problem.

A question asking college students to respond to an age category question when the target market is defined as traditional college age students.

Question: Please indicate your age by marketing the appropriate blank below:

_____0-18 _____19-34 _____35-54 ____55 and over

The categories above would not be appropriate for traditional college ages students and therefore would not adequately measure a population consisting of college students. A better scale would be as follows:

_____0-18 _____19-21 _____22-25 ____26 and over

Content validity has to do with how well the content of the questions represents the concept being measured. An example would be for a restaurant customer satisfaction study: Please indicate your level of satisfaction with XYZ restaurant for each of the following using the following scale:

Very Somewhat Somewhat Very
Dissatisfied Dissatisfied Satisfied Satisfied
_____ _____ _____ _____
1 2 3 4

Location ____ Cleanliness____ Parking____ Service____

The above 4 attributes are certainly important, but do not adequately measure the concept of satisfaction for a restaurant, thereby not achieving content validity for satisfaction construct. One obvious omission in the above list is food quality. Price would be another important omitted variable.

1. Give an example of a scale that would be reliable but not valid. Also give an example of a scale that would be reliable but not valid. Also give an example of a scale that would be valid but not reliable.
2. What are the strengths of the semantic differential scale?
3. What are the weaknesses of the semantic differential scale?

The number of divisions on the semantic differential scale also presents a problem. If too few divisions are used, the scale is crude and lacks meaning; if too many are used, the scale goes beyond the ability of most people to discriminate. Another disadvantage of the semantic differential is the halo effect.

1. What is the halo effect?
2. What are the advantages of the net promoter score?
3. Differentiate between the four types of measurement scales, and discuss the types of information contained in each.

Ordinal scales: have the labels of nominal scales plus the ability to order data. Numbers are used to rank the categories.

Interval scales: have categories which are broken into equal segments. The numbers used as categories do have meaning and measure how much of a trait an observation has.

Ratio scales: have all of the advantages of the other scales plus it has a meaningful origin. A ratio scale is indicative of the true value or amount of the variable being observed. Examples of these are weight, height, and population counts.

1. Discuss how paired comparisons overcome several problems of traditional rank-order scales.
2. Discuss the drawback(s) of paired comparisons.