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Exam 8: Measurement and Scaling

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Question 21

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is a comparative scaling technique where numbers are assigned to objects such that ratios between the assigned numbers reflect ratios on the specified criterion.

A) Guttman scaling
B) Magnitude estimation
C) Constant sum scaling
D) Q- sort scaling

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Question 22

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Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un) favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. is the actual assignment of a number from 1 to 100 to each respondent. is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

A) Ranking; Measurement
B) Measurement; Scaling
C) Scaling; Ranking
D) Scaling; Measurement

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Question 23

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In measurement, when assigning numbers to the characteristics, there must be a one- to- one correspondence between the numbers and the characteristics being measured.

Discuss measurement and scaling. What are they and how are they related?

The origin characteristic means that the scale has no unique or true zero point.

Q- sort scaling was developed to discriminate quickly among a relatively small number of objects.

In constant sum scaling, if an attribute is twice as important as some other attribute, it receives twice as many points.

When used for classification purposes, the scaled numbers serve as labels for classes or categories.

If a scale has the description characteristic, it also has order.

Which of the following statistics is not permissible for interval data (Table 8.1 in the text) ?

Ratio scales allow proportionate transformations of the form y = bx, where b is a positive constant. One can add an arbitrary constant, as in the case of an interval scale.

Which statement is not true about the interval scale?

Only a limited number of statistics, all of which are based on frequency counts, are permissible on the numbers in a nominal scale.

Discuss the primary scales of measurement (Table 8.1 in the text). Develop an example of each.

Rank order scaling is commonly used to measure preferences for brands as well as attributes.

is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from "most highly agreed with" to "least highly agreed with."

All statistical techniques can be applied to ratio data.

In marketing research, attitudinal data obtained from rating scales are often treated as data.

The benefits of comparative scaling include all of the following except .

is a comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.