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Chapter 10: The Concept of Measurement
Multiple Choice
1. The process of assigning numbers or labels to people, objects, or events using specific
rules is called:
a. a nominal scale.
b. measurement.
c. reliability.
d. stability.
e. validity.
2. The first step in the measurement process is to:
a. define the concept constitutively.
b. define the concept operationally.
c. develop a construct.
d. develop a measurement scale.
e. identify the concept of interest.
3. “Brand loyalty” is an example of a(n):
a. ordinal term.
b. marketing construct.
c. interval construct.
d. ratio concept.
e. nominal term.
4. A statement that specifies which observable characteristics will be measured and how
they will be measured in order to assign a number to the measurement is called a (n):
a. validity factor.
b. construct.
c. reliability factor.
d. theoretical definition.
e. operational definition.
5. Categories that are mutually exclusive and collectively exhaustive make up which type of
scale?
a. Rank-order scale
b. Nominal scale
c. Ordinal scale
d. Interval scale
e. Ratio scale
6. When participants in a research study are coded as either “male” or “female,” what type
of measurement scale is being used?
a. Ordinal
b. Ratio
c. Nominal
d. Interval
e. Rank-order
7. When Ford Motor Co. classifies its sales prospects for new cars into “likely buyer” or
“likely non–buyer,” what type of scale is Ford using?
a. Ratio
b. Interval
c. Rank-order
d. Ordinal
e. Nominal
8. When adult women in St. Louis are asked to place the six shopping malls in this city into
a sequence with the most-likely mall where they would go to shop coded as “1” and the
least-likely mall coded as “6,” what type of measurement scale is being used?
a. Integral
b. Nominal
c. Ordinal
d. Ratio
e. Interval
9. When adult men in Chicago are given a list of five banks in Chicago that they are asked
to place in a sequence with “1” used to identify the bank that they believe is most
customer-friendly and “5” is used to identify the bank that is the least customer-friendly,
what type of measurement scale is being used?
a. Ratio
b. Ordinal
c. Interval
d. Nominal
e. Integral
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10. The degree to which a measurement scale produces the same or similar results in repeated
measurements over time is known as the ____________ of the scale.
a. reliability
b. concomitant variation
c. operational definition
d. validity
e. content validity
11. The similarity in test scores on the Graduate Management Admission Test (GMAT)
between the first and second taking of this test by Business School M.B.A. applicants is
known as what type of reliability of this test?
a. Test-retest reliability
b. Predictive reliability
c. Content reliability
d. Criterion-related reliability
e. Convergent reliability
12. The degree to which a test measures what it is supposed to measure is called that test’s:
a. scale.
b. operational definition.
c. validity.
d. construct.
e. reliability.
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13. When test experts are asked to decide whether or not the test items on a test “cover” the
topics the test is supposed to measure, this is a type of:
a. test-retest reliability.
b. criterion-related validity.
c. predictive validity.
d. content validity.
e. discriminant validity.
14. When a marketing researcher is asked to determine the relationship between the “number
of yards gained” and the “number of games won” for professional football teams, this is a
type of:
a. face validity.
b. test-retest validity.
c. content validity.
d. discriminant validity.
e. criterion-related validity.
15. When a high school counselor is asked to determine the ability of the SAT-verbal test to
estimate freshman grade-point average at various liberal arts colleges, this is an example
of:
a. face validity.
b. predictive validity.
c. construct validity.
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d. discriminant validity.
e. test-retest validity.
True/False
16. Measurement is the process of assigning numbers to indicate the amount of an attribute
possessed by a person, object, or event.
17. A measurement rule tells the researcher what to do to measure something.
18. Any marketing concept (e.g. “brand loyalty”) has a one best operational definition.
19. An ordinal scale always assumes that the “distance” between the ranks is equal along the
scale.
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20. An interval scale always assumes that the “distance” between the numbers on the scale is
equal across the scale.