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Chapter 11: Using Measurement Scales to Build Marketing Effectiveness
Multiple Choice
1. A learned predisposition to respond in a consistent manner toward some object or
concept, is called a(n):
a. scale.
b. attitude.
c. prejudice.
d. constant sum scale.
e. itemized rating scale.
2. If American Airlines conducts an in-flight survey of passengers who are asked in one of
the questions to rate the comfort of their sear, what type of scale is the following?
‘_________________________________’
Uncomfortable Comfortable
a. Graphic rating scale
b. Semantic differential scale
c. Likert scale
d. Stapel scale
e. Rank-order scale
3. What type of scale is the following?
The President of Ford Motor Co. is doing a good job as President.
_______________________________________________________
Strongly Disagree Undecided Agree Strongly
Disagree Agree
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a. Semantic differential scale
b. Constant sum scale
c. Likert scale
d. Paired comparison scale
e. Stapel scale
4. What type of scale is the following?
How satisfied were you with the service you received yesterday from the flight attendant
on your United Airlines flight?
_____ Very satisfied
_____ Somewhat satisfied
_____ Neither satisfied nor dissatisfied
_____ Somewhat dissatisfied
_____ Very dissatisfied
a. Itemized rating scale
b. Stapel scale
c. Likert scale
d. Constant sum scale
e. Semantic differential scale
5. What type of scale is involved if adult women are asked to place five brands of eye
shadow in sequence so that “1” is assigned to the eye shadow with the highest-quality
applicator, and “5” is assigned to the eye shadow with the lowest-quality applicator?
a. Balanced scale
b. Purchase intent scale
c. Unbalanced scale
d. Rank-order scale
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e. Paired comparison scale
6. What type of rating scale is the following?
Please assign a total of 100 points to the following characteristics
for purchasing an airline ticket in terms of how important each of these
factors is to you in making your decision to buy a ticket?
_____ Price
_____ Number of stops
_____ Comfort of the seats
_____ Courtesy of the flight attendants
_____ Pilot comments during the flight
a. Stapel scale
b. Balanced scale
c. Semantic differential scale
d. Forced choice scale
e. Constant sum scale
7. What type of scale is the following?
How would you rate the TV ads for UMB Bank in St. Louis?
Not interesting : _____ : _____ : _____ : _____ : _____ : _____ : _____ : Interesting
a. Semantic differential scale
b. Stapel scale
c. Likert scale
d. Forced choice scale
e. Itemized rating scale
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8. What type of scale is the following in a telephone survey?
How would you rate the prices at Macy’s department store in St. Louis?
+3
+2
+1
Price
─ 1
─ 2
─ 3
a. Likert scale
b. Forced choice scale
c. Stapel scale
d. Unbalanced scale
e. Semantic differential scale
9. If an Internet Game Site asks a customer who has purchased a new game the following
question, what type of scale item is being used?
The registration process was simple.
Strongly Somewhat Neutral Somewhat Strongly
Disagree Disagree Agree Agree
a. Forced choice scale
b. Likert scale
c. Stapel scale
d. Unbalanced scale
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e. Constant sum scale
10. If UMB Bank in St. Louis asks target members who do not have a checking account or a
savings account with UMB Bank the following question, what type of scale item is this?
How would you rate UMB Bank on this attribute?
Unfriendly : _____ : _____ : _____ : _____ : _____ : _____ : _____ : Friendly
a. Forced choice scale
b. Unbalanced scale
c. Likert scale
d. Semantic Differential scale
e. Stapel scale
11. What type of scale is the following?
How likely are you to purchase an iPad during the next six months?
_____ Definitely will buy
_____ Probably will buy
_____ Probably will not buy
_____ Definitely will not buy
a. Forced choice scale
b. Likert scale
c. Unbalanced scale
d. Semantic differential scale
e. Purchase intent scale
12. What type of scale is the following?
The Mayor of St. Louis is doing a good job as Mayor.
Strongly Disagree Agree Strongly
Disagree Agree
a. Balanced scale
b. Semantic differential scale
c. Stapel scale
d. Forced choice scale
e. Constant sum scale
13. What type of scale is the following?
The quality of teaching at Webster University is excellent.
Disagree Neutral Agree Strongly
Agree
a. Constant sum scale
b. Semantic differential scale
c. Nonbalanced scale
d. Stapel scale
e. Forced choice scale
14. What type of scale is the following?
Unexciting 1 2 3 4 5 6 7 Exciting Don’t Know
a. Graphic rating scale
b. Nonforced choice scale
c. Itemized rating scale
d. Rank-order scale
e. Stapel scale
15. What type of scale is the following?
Divide 50 points among the following characteristics in terms of their importance
to you in your decision to purchase of a laptop computer.
_______ Price
_______ Memory
_______ Size of the monitor
_______ Brand name
_______ Keyboard
a. Forced choice scale
b. Itemized rating scale
c. Constant sum scale
d. Rank-order scale
e. Nonbalanced scale
True/False
16. In scaling, numbers are assigned as indicants of the properties of people, objects, or
events.
17. A multidimensional scale measures only one attribute of a concept.
18. Rank-order scales are a type of comparative scale.
19. If all of the alternatives in rank-order scales are not included in the list of alternatives to
be ranked, the results of the study can be very misleading or even wrong.
20. In studying a purchase decision, the most obvious way to discover the attitudes of the
buyer is to ask the buyer what factors they considered important in their purchase
decision.
