Chapter 10: Measurement in Marketing Research
Chapter 10
MEASUREMENT IN MARKETING RESEARCH
GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS
1. In the text, Maritz Research offers criteria for customer-satisfaction scales. Which of the following
is NOT one of the criteria?
a. be reliable
b. be valid
c. apply to a specific product or service
d. be easy for respondents to relate to
e. be symmetrically unbalanced
Answer: (c) Difficulty: (Difficult) Page: 268
2. What are the basic question-response formats?
a. unprobed, probed, and neutral
b. open-ended, closed-ended, and skip patterned
c. open-ended, closed-ended, and scaled-response
d. closed-ended, continuous, open-ended
e. open-ended, probed, general
Answer: (c) Difficulty: (Easy) Page: 270
3. The question “What was your reaction to the Sony CD player advertisement you saw on television?”
is an example of which response format?
a. unprobed, open-ended
b. unprobed, closed-ended
c. scaled-response
d. ad reaction measurement
e. probed response
Answer: (a) Difficulty: (Easy) Page: 271
4. If a researcher wanted the respondent to simply answer an open-ended question with no additional
information, he/she would likely use a(n):
a. open-ended, unprobed format
b. open-ended, probed format
c. closed-ended, probed format
d. continuous response format
e. general format
Answer: (a) Difficulty: (Easy) Page: 271
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Chapter 10: Measurement in Marketing Research
5. Which of the following encourages the respondent to provide information beyond the initial and
possibly superficial first comments?
a. open-ended, unprobed format
b. closed-ended, exploratory format
c. deductive probed
d. optional format
e. open-ended, probed format
Answer: (e) Difficulty: (Easy) Page: 271
6. Which of the following formats provides response options to questions on the questionnaire?
a. response options format
b. closed-ended format
c. open-ended format
d. probed format
e. optional format
Answer: (b) Difficulty: (Easy) Page: 271
7. Which of the following formats has only two response options?
a. the twins format
b. dichotomous closed-ended format
c. the dual format
d. the di-format
e. the bi-format
Answer: (b) Difficulty: (Easy) Page: 271
8. A scale on which all of the scale positions, say 1 through 5, are identified with some descriptor is
called:
a. a descriptor scale format
b. a labeled scaled-response format
c. a numerical/descriptor format
d. a numeric identifier
e. no such scale exists
Answer: (b) Difficulty: (Easy) Page: 272
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Chapter 10: Measurement in Marketing Research
9. Your textbook suggested several considerations in deciding on the proper response format for a
study. Which one of the following was discussed by your authors?
a. what will be the most cost-effective format
b. the ability of the researcher
c. keeping data analysis requirements limited to descriptive statistics
d. keeping the length of the questionnaire to one page or less
e. what response format was used in a previous study with which we wish to compare results
Answer: (e) Difficulty: (Moderate) Page: 272
10. For subjective properties such as “liking for chocolate,” which response format would likely be
best?
a. closed-ended
b. dual-response
c. scaled-response
d. the “liking index” response format
e. objective response
Answer: (c) Difficulty: (Difficult) Page: 272
11. Which of the following is defined as determining if and how much of a property is possessed by an
object?
a. scale level
b. attributes of properties
c. subjective and objective properties
d. measurement
e. intensity determination
Answer: (d) Difficulty: (Moderate) Page: 273
12. Researchers measure ________ of ________.
a. properties/objects
b. numbers/customers
c. objects/measurements
d. objects/properties
e. types/products
Answer: (a) Difficulty: (Difficult) Page: 273
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13. Age, income, gender, and interest in buying product X would all be considered ________ of the
consumer, or object.
a. description
b. properties
c. subjective descriptors
d. objectives descriptors
e. commonalities
Answer: (b) Difficulty: (Difficult) Page: 273
14. If we were measuring age, income, height, number of bottles purchased, and so on, we would be
measuring:
a. objective properties
b. subjective properties
c. objective objects
d. subjective objects
e. none of the above
Answer: (a) Difficulty: (Easy) Page: 274
15. Which of the following refers to a unique descriptor, or label, to stand for each designation on the
scale?
a. description
b. order
c. distance
d. origin
e. label designation
Answer: (a) Difficulty: (Moderate) Page: 275
16. Which of the following refers to the relative sizes of the descriptors?
a. description
b. order
c. distance
d. origin
e. relativity
Answer: (b) Difficulty: (Moderate) Page: 275
17. When we have less-than, greater-than, and/or equal to, we have:
a. description
b. order
c. distance
d. origin
e. timelines
Answer: (b) Difficulty: (Moderate) Page: 275
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18. Which of the following refers to a scale having a true zero beginning point?
a. description
b. order
c. distance
d. origin
e. start point
Answer: (d) Difficulty: (Moderate) Page: 275
19. Which single characteristic is unique to nominal level of measurement?
a. description
b. order
c. distance
d. origin
e. numbers
Answer: (a) Difficulty: (Moderate) Page: 276
20. If the distance between the 2 and the 3 and the 6 and the 7 on a scale are equal, the scale would
likely be at least:
a. nominal
b. ordinal
c. interval
d. ratio
e. equality
Answer: (c) Difficulty: (Moderate) Page: 276
21. Which characteristic is associated only with ratio scales?
a. description
b. order
c. distance
d. origin
e. ratiocination
Answer: (d) Difficulty: (Moderate) Page: 278
22. A question that asks how much you would be willing to pay in annual premium for a $100,000 life
insurance policy would be scaled as:
a. nominal
b. ordinal
c. interval
d. ratio
e. None of the above
Answer: (d) Difficulty: (Moderate) Page: 278
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23. A question that asks the age of a respondent in years would be scaled as:
a. nominal
b. ordinal
c. interval
d. ratio
e. age-related
Answer: (d) Difficulty: (Moderate) Page: 278
24. Understanding the measurement level of a scale is important because it:
a. is said to be important by statisticians
b. tells us what we can/cannot say about the object’s properties being measured
c. tells us what we can/cannot say about the object’s properties being measured as well as dictating
the type of statistical analysis that may be performed
d. dictates the type of statistical analysis that may be performed as well as being important in
terms of communicating the results to the client in a manner that facilitates a clear presentation
e. lets us know how expensive a project will be
