MKT REA CHAP 9 Exam Questions With
Correct Answers.
The assignment of numbers or other symbols to characteristics of objects according to certain
prespecified rules is called measurement. - answer✔T
The generation of a continuum upon which measured objects are located is called sampling. -
answer✔F
When we measure the perceptions, attitudes, and preferences of consumers, we are not
measuring the object but some characteristic of it. - answer✔T
A scale that has description also has order. - answer✔F
A scale that has distance also has order but the reverse is not true. - answer✔T
The origin characteristic means that a scale has an arbitrary zero point - answer✔F
A scale whose numbers serve only as labels or tags for identifying and classifying objects with a
strict one-to-one correspondence between the numbers and the objects is called an ordinal
scale. - answer✔F
Nominal scales are recognized as the most basic or limited. - answer✔T
Only a limited number of statistics, all of which are based on frequency counts, are permissible
on the numbers in a nominal scale. - answer✔T
Preference rankings, market position, and social class are examples of interval scales. -
answer✔F
According to the text, interval scales are the simplest to use. - answer✔F
The most complex of the primary scales of measurement is the ratio scale. - answer✔T
Nominal scales are used for classification and identification purposes only. - answer✔T
Mutually exclusive means that there is no overlap between classes and every object being
measured falls into only one class. - answer✔T
In marketing research, ordinal scales are used to measure market share. - answer✔F
The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic
being measured. - answer✔T
In marketing research, interval scales are used both to measure attitudes and opinions, and as
index numbers. - answer✔T
A ranking scale in which numbers are assigned to objects to indicate the relative extent to
which some characteristic is possessed is called a nominal scale. - answer✔F
Common examples of ordinal scales include educational levels and social security numbers. -
answer✔F
An interval scale is a scale in which the numbers are used to rate objects such that numerically
equal distances on the scale represent equal distances in the characteristic being measured. -
answer✔T
A ratio scale is the highest level of measurement and allows the researcher to identify or
classify objects, rank order the objects, and compare intervals or differences. - answer✔T
Temperature scales such as Celsius and Fahrenheit are examples of interval scales. - answer✔T
Any positive linear transformation of the form y = a + bx would distort the properties of an
interval scale. - answer✔F
Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale
values. - answer✔F
Statistical techniques that may be used on interval scale data include all of those that can be
applied to nominal, ordinal, and ratio data. - answer✔F
All statistical techniques can be applied to ratio data. - answer✔T
The scaling techniques commonly used in marketing research can be classified into comparative
and noncomparative scales. - answer✔T
A noncomparative scale is one of the two types of scaling techniques in which there is direct
comparison of stimulus objects with one another. - answer✔F
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