Question 1

If the number of squirrels in your backyard is highly correlated with the price of unleaded gasoline,then the number of squirrels is said to have ____ with respect to gas prices.

Accepted Answer

A)  discriminant validity
B)  predictive validity
C)  convergent validity
D)  interjudge reliability
E)  nomological validityF) A) and D)
G) B) and E)

Question 2

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Accepted Answer

A) True 
 B)False

Question 3

The zero scale value found when measuring marketing variables typically represents

Accepted Answer

A)  the ordinal nature of the variable.
B)  an absolute lack of an attribute.
C)  the logical existence of a natural zero point.
D)  a point of absolute zero magnitude.
E)  a point of indifference to which the value zero is arbitrarily attached.F) B) and E)
G) A) and B)

Question 4

An operational definition defines

Accepted Answer

A)  how a construct is measured.
B)  a construct using other constructs.
C)  the usefulness of the measuring instrument.
D)  the reliability of the measuring instrument.
E)  the validity of the measure.F) A) and D)
G) C) and D)

Question 5

The ordinal scale represents a higher level of measurement than the nominal scale in that

Accepted Answer

A)  the assigned numerals serve to identify the objects.
B)  the magnitude of the differences in the objects is shown.
C)  the assigned numerals represent the order as well as identifying the object.
D)  it has a natural zero.
E)  it has an arbitrary zero.F) B) and D)
G) B) and C)

Question 6

The first step in developing a measure of marketing constructs is to

Accepted Answer

A)  generate sample items.
B)  purify the measure.
C)  assess validity.
D)  specify the domain of the construct.
E)  collect data.F) B) and D)
G) A) and B)

Question 7

If s/he wanted to use the highest level of measurement possible,the researcher measuring respondent age would most likely suggest using ____ and a(n) ____ scale.

Accepted Answer

A)  an open-ended item;interval
B)  an open-ended item;ratio
C)  age range categories;ordinal
D)  age range categories;interval
E)  an open-ended item;nominalF) A) and C)
G) A) and E)

Question 8

While completing a survey on attitudes toward house ownership,John was hit by an attack of indigestion.Which of the following best accounts for the difference between John's and another respondent's scores?

Accepted Answer

A)  A true difference in attitudes
B)  A true difference in personality between john and bob
C)  A difference due to temporary personal factors
D)  A difference due to situational factors
E)  A difference due to variations in administration.F) A) and E)
G) A) and B)

Question 9

When purifying a set of items,the researcher

Accepted Answer

A)  eliminates items that seem to create confusion among respondents.
B)  can use coefficient alpha to assess the correlation among items from the domain of a single construct.
C)  adds new items to replace those eliminated.
D)  Both a and b.
E)  a,b,and c.F) A) and E)
G) B) and D)

Question 10

Which of the following statements about content validity is TRUE?

Accepted Answer

A)  It is sometimes called face validity.
B)  It is the most difficult type of validity to establish
C)  It lies at the heart of scientific progress.
D)  Both a and b.
E)  a,b,and c.F) A) and D)
G) A) and B)

Question 11

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding,points scored,and assists.The results of the survey indicate that most sports writers agree on the top ten players,within the given categories.This is evidence of

Accepted Answer

A)  reliability.
B)  concurrent validity.
C)  discriminant validity.
D)  predictive validity.
E)  construct validity.F) C) and D)
G) B) and E)

Question 12

Regarding measurement basics,we measure

Accepted Answer

A)  objects.
B)  quantities of objects.
C)  quantities of attributes of objects.
D)  variance among objects.
E)  variance among attributes.F) B) and C)
G) D) and E)

Question 13

The ACT and SAT are exams administered to high school students to determine how well they may do in college.Such tests are used because of their

Accepted Answer

A)  discriminant validity.
B)  predictive validity.
C)  convergent validity.
D)  interjudge reliability.
E)  nomological validity.F) C) and E)
G) A) and E)

Question 14

An attitude is a conceptual construct.

Accepted Answer

A) True 
 B)False

Question 15

The most common instrument used to collect primary data is the ____.

Accepted Answer

A)  human eye (through observation) 
B)  Internet (e.g. ,e-mail surveys) 
C)  bar code reader at stores (behavioral data research) 
D)  video camera (e.g. ,focus group research) 
E)  questionnaireF) B) and D)
G) A) and B)

Question 16

Which of the following about ordinal data is TRUE?

Accepted Answer

A)  An ordinal scale implies order but not identity.
B)  The attribute being measured must possess the ordinal property to allow ordinal scaling that is meaningful.
C)  With an ordinal scale we can say the difference between the first and second is the same as the difference between the second and the third.
D)  The calculation of means is appropriate with ordinal data.
E)  Grade point average is a good example of an ordinal scale.F) A) and B)
G) D) and E)

Question 17

When developing a measure,the next step after the researcher has specified the domain of the construct of interest is to

Accepted Answer

A)  collect data.
B)  purify the measure.
C)  assess construct validity.
D)  generate a sample of items.
E)  assess reliability.F) C) and D)
G) A) and D)

Question 18

A test necessarily lacks content validity when it

Accepted Answer

A)  does not successfully predict the criterion.
B)  is made up of a statistically significant selected sample of items from a large collection of items.
C)  has excellent "face validity."
D)  is made up of a random selection of items from a population of items.
E)  is made up of items which do not represent the domain of the construct.F) B) and D)
G) A) and D)

Question 19

Which of the following is FALSE?

Accepted Answer

A)  Interval scales allow researchers to compare the absolute magnitude of numbers.
B)  A ratio scale differs from an interval scale in that the ratio scale has a natural zero.
C)  Determination of absolute zero is difficult with measurements in marketing.It is debatable whether many of the constructs used in marketing even possess this property.
D)  Both a and b.
E)  a,b,and c.F) A) and E)
G) A) and C)

Question 20

Convergent validity is

Accepted Answer

A)  demonstrated by showing how well the content of the test samples the subject matter.
B)  demonstrated by correlating independent measures of the same construct.
C)  demonstrated by the goodness of the predictions made with the measure.
D)  demonstrated by the stability in scores exhibited by the measure.
E)  never demonstrated.F) A) and D)
G) A) and C)

Exam 12: Asking Good Questions: Measurement Basics

Which of the following statements about content validity is TRUE?

Correct AnswerverifiedShow Answer

While completing a survey on attitudes toward house ownership,John was hit by an attack of indigestion.Which of the following best accounts for the difference between John's and another respondent's scores?

Correct AnswerverifiedShow Answer

If the number of squirrels in your backyard is highly correlated with the price of unleaded gasoline,then the number of squirrels is said to have ____ with respect to gas prices.

Correct AnswerverifiedShow Answer

The zero scale value found when measuring marketing variables typically represents

Correct AnswerverifiedShow Answer

A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.

Correct AnswerverifiedShow Answer

An operational definition defines

Correct AnswerverifiedShow Answer

Which of the following about ordinal data is TRUE?

Correct AnswerverifiedShow Answer

Regarding measurement basics,we measure

Correct AnswerverifiedShow Answer

Convergent validity is

Correct AnswerverifiedShow Answer

A test necessarily lacks content validity when it

Correct AnswerverifiedShow Answer

When developing a measure,the next step after the researcher has specified the domain of the construct of interest is to

Correct AnswerverifiedShow Answer

The ordinal scale represents a higher level of measurement than the nominal scale in that

Correct AnswerverifiedShow Answer

The most common instrument used to collect primary data is the ____.

Correct AnswerverifiedShow Answer

The ACT and SAT are exams administered to high school students to determine how well they may do in college.Such tests are used because of their

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

An attitude is a conceptual construct.

Correct AnswerverifiedShow Answer

One hundred sports writers are given a survey and asked to rank basketball players on categories such as rebounding,points scored,and assists.The results of the survey indicate that most sports writers agree on the top ten players,within the given categories.This is evidence of

Correct AnswerverifiedShow Answer

If s/he wanted to use the highest level of measurement possible,the researcher measuring respondent age would most likely suggest using ____ and a(n) ____ scale.

Correct AnswerverifiedShow Answer

The first step in developing a measure of marketing constructs is to

Correct AnswerverifiedShow Answer

When purifying a set of items,the researcher

Correct AnswerverifiedShow Answer

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If s/he wanted to use the highest level of measurement possible,the researcher measuring respondent age would most likely suggest using and a(n) scale.

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