Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
Multiple Choice
1. Attitudes are thought to predict behavior only when __________is high.
a. involvement
b. itemized rating
c. scaling
d. none of the above
2. Which of the following types of scales is least likely to produce interval or ratio
scale data?
a. paired comparison
b. itemized rating
c. graphic rating
d. constant sum
e. All produce interval or ratio scale data.
3. A researcher is attempting to construct a question on a questionnaire that will
render a profile consisting of 20 attributes of what a bank’s customers think of the
bank. Which of the following scales would be most appropriate to achieve such
an objective?
a. Likert
b. semantic differential
c. Stapel
d. constant sum
e. All of the above are appropriate.
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4. A survey question asks respondents to rate Starbucks coffee on a continuum from
bitter to sweet. What type of scale is being used?
a. Likert
b. semantic differential
c. itemized rating scale
d. graphic rating scales
e. none of the above
5. Indicate your level of agreement with the following statement:
The President is doing a very good job.
Strongly Strongly
Agree Agree Indifferent Disagree Disagree
This scale illustrates which technique?
a. Likert
b. purchase intent
c. constant sum
d. paired comparison
e. none of the above
6. Suppose you were evaluating preferred attributes in an automobile. You are to
distribute 100 points in terms of how important each attribute is to you, as
follows:
____styling
____handling
____horsepower
____towing capability
____economy
100% TOTAL
This scale illustrates which kind of technique?
a. constant sum
b. purchase intent
c. rank order
d. semantic differential
e. none of the above
7. A pollster asks you to respond to the following choices concerning the upcoming
presidential race:
____candidate A or ____candidate B
____candidate C or ____candidate B
____candidate A or ____candidate C
The pollster is invoking which type of attitude scale?
a. rank order
b. paired comparison
c. purchase intent
d. graphic rating
8. Which of the following does the Net Promoter Score focus on?
a. purchase likelihood
b. strength of attitudes
c. likelihood to recommend a product/service
d. none of the above
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9. The following scale is illustrative of a __________scale.
____definitely buy
____probably buy
____might buy
____might not
____probably not
____definitely not
a. purchase intent
b. semantic differential
c. rank order
d. Likert
e. none of the above
10. A limitation of purchase intent scales is that __________ don’t always accurately
predict behavior.
a. constructs
b. attitudes
c. satisfaction scores
d. noncomparative scales
11. Generally, well-constructed attitude scales will have between ____ & ______
response points.
a. 3-5
b. 5-7
c. 5-9
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d. 3-9
e. none of the above
12. If a market researcher was constructing questions to address sensitive issues such
as individual consumption of alcoholic beverages, the researcher might be better
served to utilize which of the following questioning approaches?
a. direct
b. indirect
c. balanced
d. unbalanced
e. none of the above
13. A market researcher wants to know which attributes of a hotel impact consumers’
choice of a hotel chain. Which type of attitudes should s/he measure?
a. cognitive
b. consumer
c. direct
d. determinant
e. none of the above
14. If consumers are willing and able to answer questions, the best approach to utilize
is______ questioning.
a. direct
b. indirect
c. balanced
d. unbalanced
e. none of the above
15. A(n) _________ scale may be used if previous research has shown that attitudes
toward a particular brand are generally positive.
a. unbalanced
b. balanced
c. purchase intent
d. semantic differential
e. none of the above
16. When the percentage of responses that selected the top scale category is reported,
this is referred to as a ______________score.
a. purchase intent
b. top tier
c. top box
d. constant sum
e. none of the above
17. This type of scale has been found to be a good predictor of consumer choice of
frequently purchased and durable consumer products, while being easy to
construct.
a. purchase intent
b. semantic differential
c. paired comparison
d. rank order
e. none of the above
18. Which of the following factors is not considered in assessing whether attitude
research findings will predict behavior?
a. involvement of the consumer
b. attitude measurement
c. effects of other people
d. situational factors
e. All are considered in assessing whether attitude research findings will predict
behavior.
19. Which type of scale would be least helpful to the researcher who wants to know
how intensely respondents feel about a brand?
a. Likert
b. constant sum
c. rank order
d. semantic differential
e. none of the above
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20. Which of the following scale types is similar to graphic rating scales?
a. rank order scale
b. itemized rating scale
c. Likert scale
d. Stapel scale
21. This type of scale will always produce an ordinal scale of measurement.
a. Likert scale
b. constant sum scale
c. pair-wise comparison scale
d. rank order scale
f. semantic differential scale
22. Suppose a researcher needed output so as to be able to perform ratio analysis.
Which of the following scales would be utilized?
a. semantic differential scale
b. Likert scale
c. constant sum scale
d. rank order scale
23. Which of the following is not characteristic of a Likert scale?
a. is a comparative rating scale
b. requires interviewee to respond to a statement
c. measures extent of agreement-disagreement with statement
d. possible to compute summated attitude scores with several statements
concerning a concept, product or service
e. respondent considers only one statement at a time
24. Researchers have found that by offering a “neutral” response on a scale,
respondents who lack knowledge about a question will indicate a neutral response
along with the respondents who are indeed neutral. To resolve this issue,
researchers :
a. suggest respondents skip the question.
b. use “somewhat” categories.
c. use comparative rating scales.
d. offer a “don’t know” response.
e. change the question to a “yes—no” format.
25. ___________ are truly the essence of the “human change agent” that all marketers
strive to influence.
a. Morals
b. Ideals
c. Attitudes
d. Perceptions
26. Scales are categorized in two ways according to the text. The categories are:
a. Unidimensional & Multidimensional
b. Multidimensional & Graphic
c. Grapic & Unidimensional
d. Multidimensional & Perfect
27. Through _____________________, respondents may be asked to explain their
reasons for preferring one product or brand over another.
a. Direct questioning
b. Indirect questioning
c. Subsequent questioning
d. Repeated questioning
True /False
28. Constant sum scales produce ratio scale data.
29. The main advantage of rank order scales is that they are noncomparative rating
scales producing interval scale data.
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30. Unidimensional scales are used when the concept being studied possesses several
attributes, all of which need to be measured.
31. Marketing constructs cannot be measured using unidimensional scales.
32. Graphic rating scales are quicker to administer than other scale types.
33. An interval scale measurement scale measuring the extent of agreement to one or
a series of statements is known as a semantic differential scale.
34. Purchase intent scales often over estimate the number of people who will actually
buy a product.
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Ans: True
Difficulty: Medium
Response: See page 316-320
Ref: Attitude Measurement Scales
Learning Objective 11.3: To learn about the various types of attitude scales
35. The Stapel scale is similar to the semantic differential.
36. Rank order scales enable the researcher to determine intensity of attitudes.
37. Itemized and graphic scales are considered to be noncomparative scales.
38. A semantic differential allows the researcher to measure several dimensions of a
construct in a single questionnaire.
39. Semantic differential scales can be developed rather quickly, compared to rank
order scales.
40. A balanced scale should be used if the researcher expects a wide range of options.
41. In an itemized rating scale, respondents select from a limited number of ordered
categories.
42. Likert scales measure the likelihood of purchasing a product.
43. Attitudes are likely to predict purchase behavior only when subjects are highly
involved with the product category.
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Learning Objective 11.1: To understand the linkage among attitudes, behavior, and
marketing effectiveness.
44. Semantic differential scales cannot be quantified.
45. Using a constant sum scale would give the researcher more options for
quantitative analysis than using a Likert scale.
46. The link between attitudes and behavior: the more favorable the attitude of
consumers, the higher the incidence usage.
47. One disadvantage of the semantic differential is the halo effect. The rating of a
specific image component may be dominated by the interviewee’s overall
impression of the concept being rated.
48. A basic check of the appropriateness of a scale is not confirming that it is drawn
directly from the overall objective of the research study.
49. One technique that is never used for identifying buying motives is observation
research.
Essay Questions
50. A marketing research firm is attempting to measure customer satisfaction of a
local restaurant. Design a scaled questionnaire that will address such factors as
location, food quality, the restaurant staff, pricing, and any other relevant factors.
51. An auto dealership is attempting to determine the preferences of its customers.
The dealership has employed your marketing research firm to determine the
specific features of automobiles most desired by prospective customers.
Construct a scale to achieve that objective.
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Learning Objective 11.3: To learn about the various types of attitude scales
52. An auto dealer hires a marketing research firm to survey college students to gauge
the demand for new car business from graduating students. Construct a scale to
yield the desired forecast.
53. List and briefly describe considerations in selecting a scale.
54. When is it preferable to use direct questioning and when is it preferable to use
indirect questioning?
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such as instead of “Do you drink at least 6 beer per week?” (direct) ask “Do you
think it is okay for a person to drink 6 beers per week?” (indirect)
Difficulty: Medium
Response: See pages 325-327
Ref: Attitude Measures and Management Decision Making
Learning Objective 11.5: To realize the importance of attitude measurement scales
in management decision making.