Marketing Research Ch. 1-11

The process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called
Marketing
When a customer gives a credit card to a retailer to purchase an item, and then takes the item out of the store, we say that a(n) __________ has occurred
Exchange
When a company attempts to offer a product to potential customers that will meet their needs better than the competition, we say that this company has a(n)
Consumer Orientation
The planning, collection, analysis of data, and the communication of the results of this analysis to management is called the process of
Marketing Research
A bar chart that presents the number of units of laptop computers sold at Dell over each of the past ten years represents what type of function in research?
Basic Research
When PepsiCo attempts to determine the impact on sales when the package design of a 12-ounce can of Pepsi is changed, this represents what type of function?
Diagnostic
When Procter & Gamble attempts to predict the U.S. market share of a new type of toothpaste based on a test market study in St. Louis and Indianapolis, what function does this represent?
Predictive
A long-term relationship between Southwest Airlines and its frequent business travelers based on repeat sales is an example of
Customer Retention
A social media site such as Twitter or Facebook uses
UGC (User Generated Content)
When Netflix attempted to determine the effect on its profits by raising its price 60 percent in 2011, this was an example of what type of research?
Applied
When Toyota tries to determine its “image” among U.S. target market customers, this is an example of what type of research?
Evaluative
All of the following are good reasons NOT to conduct research EXCEPT
The costs of research are less than the benefits
About what percentage of Americans go online wirelessly using a smartphone?
40%
About what percentage of the U.S. population has access to the Internet?
85%
Marketing research is a good way to discover opportunities for increased sales and profits in the marketplace.
True
Marketing managers can exercise control of both the marketing mix and the components in the external environment.
True
An important link exists between customer satisfaction and customer loyalty to a brand.
True
Linked-In is an example of a social media site that uses user-generated content (UGC).
True
Applied research is conducted in order to validate an existing theory or to learn more about a concept.
True
When a large packaged goods company, such as PepsiCo, wants to test market a new type of soda, what type of marketing research company is it likely to hire for this project?
Custom Research
When a large consumer goods company, such as Coca-Cola, wants to decide on which TV programs it wants to advertise its soft drinks, it is most likely to hire which type of marketing research company?
Syndicated Service
A group of consumers who agree to participate in future research studies in return for prizes or cash is called a(n)
Research Panel
When two or more companies with unique resources are formed to offer a new service to potential customers to create mutual benefit for these companies, this arrangement is called a(n)
Strategic Partnership
When an employee of McDonald’s travels to different McDonald’s restaurants to rate them on the quality of their food and their customer service, this employee is called a(n)
Mystery Shopper
Moral principles or values that help people decide how to act are the province of
Ethics
Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?
Utilitarianism
When a research supplier quotes a price that is very low in order to obtain a contract, and then creates reasons for having the budget go over the planned budget amount for the project, this is a form of:
Low-Ball Pricing
When a fast-food company hires a marketing research company to attempt to generate data that will show that its food is “healthier” than a competitor’s offerings, this is an example of a(n):
Advocacy Study
When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project, this is an example of which of a potential respondent’s ethical rights?
Right to Choose
When a shopper at a shopping mall is asked if she is willing to participate in a marketing research project and is told that her participation will only take 30 minutes, this is an example of which of a potential respondent’s ethical rights?
Right to be informed
In online survey research, the list of potential respondents that only contains names of people who have agreed to participate in these types of surveys, which ethical right of respondents is being respected?
Right to Privacy
Corporations are the final consumers and the initiators of most marketing research projects.
True
A typical field service firm collects survey data, designs research projects, and performs data analysis procedures.
False
Low-ball pricing by marketing research supplier firms is sometimes ethical.
False
The refusal rate for a typical telephone survey in the U.S. averages about 30 percent.
False
All consumers have the right to privacy.
True
The first step in problem definition is:
Recognizing a problem or opportunity
The first step in the marketing research process is:
Define the problem
The last step in the problem definition process is:
Stating the research objectives
All of the following are examples of exploratory research EXCEPT:
Experiments
When an executive at American Airlines interviews the airline’s flight attendants in an attempt to determine how customer service on the airline can be improved, this is an example of a(n):
Experience Survey
When a marketing researcher who works for the St. Louis Rams professional football team studies the Web site of ESPN to determine which offensive and defensive statistics appear to be most closely related to the number of games a team wins in a season, this is an example of:
Secondary Data Analysis
Bank One of Columbus, Ohio is famous in the banking industry for creating new products and services that can be sold to its existing business customers. When UMB Bank in St. Louis studies the products and services offered by Bank One to see which ones would be good products or services to offer to UMB’s business customers, this is a form of what type of research?
Case analysis
When McDonald’s conducts an in-depth discussion for 90 minutes with eight of its current customers in a group discussion led by a moderator to try to come up with new menu offerings that would be of interest to these customers, this type of research is:
Focus Group Research
When a marketing researcher at Burger King believes that if Burger King increases it advertising budget in St. Louis by $100,000 over the next three months, that St. Louis profits will increase by five percent, this is an example of a(n):
Hypothesis
When BMW designs a research study to determine the age, gender, income, and education of buyers of its 3-sedan during the past year, this is a type of what type of research design?
Descriptive Study
When a marketing researcher designs a test market study in two cities in which the price of one of its products in increased by five percent in one of these cities but is not increased in the other city to determine the impact of this price change on the product’s profits, price is:
The Independent Variable
When Southwest Airlines sends a five-item questionnaire over the Internet to its frequent fliers from St. Louis to Newark the day after the flight to determine their degree of customer satisfaction with the airline, this is an example of what type of research design?
Survey Research
When the city of St. Louis uses cameras at busy intersections to record the license plates of drivers who run a red light so that it can send them a ticket for a $100 fine in the mail, this is a type of what kind of research design?
Observation
When Kellogg’s increases its square feet of shelf space for its Corn Flakes in Kansas City supermarkets to determine the impact of this change on unit sales, this is an example of what kind of research design?
Experiment
When Procter & Gamble sends a request to several marketing research suppliers asking them to bid on a test market study for a new type of shampoo, this is an example of a(n):
RFP
An intranet provides easy access to external data.
False
Marketing researchers need to distinguish between symptoms and problems.
True
A management decision problem describes an action that needs to be taken.
True
Research findings which are “interesting” need to be translated into decision-making information in order to be useful.
True
There is always one best research design to be used in a marketing research study.
False
When a baseball fan goes onto the Web site for Major League Baseball to check out statistics on the St. Louis Cardinals team, what type of data is involved?
Secondary Research
Information that has already been collected previously in another research study represents what type of data?
Secondary Data
All of the following are examples of primary data that could be collected by a company EXCEPT:
Secondary
All of the following are advantages of secondary data EXCEPT that it:
May have a lack of availability
All of the following are disadvantages of secondary data EXCEPT that it may:
Suggest alternative methods of primary research
A computerized database that contains information about a company’s current customers is called a(n):
Internal Database
When a salesperson’s “call reports” are used to track the sales behavior of a company’s customers, this is an example of a(n):
Internal Database
When a computer file of a company’s customers and their buying patterns is used to create a marketing mix aimed at specific customers, this is an example of:
Database Marketing
When computerized software of a company’s customers is used to discover “buying patterns of customers” that are hidden in a database, this is known as:
Data Mining
When a company uses the online search behavior of customers to develop online advertising aimed at specific customers based on their past online behavior, this is called:
Behavioral Targeting
A company that resells marketing research reports developed by other marketing research companies is called a(n):
Marketing Research Aggregator
A computerized system that uses its own primary data within the company to generate maps of where existing customers are located is called a(n):
GIS (Geographic Info System)
A personalized computer information system that is designed and managed by a marketing manager using the company’s databases is called a(n):
DSS (Decision Support System)
When a marketing manager accesses her company’s customer database to design and generate reports that are of specific interest to this manager, this is an example of a(n):
DSS (Decision Support System)
What type of computerized system within a company allows the manager of a department to see aggregated customer figures while a worker within that department can use this same system to design reports of interest to that worker?
DSS (Decision Support System)
Secondary data can be a cost-efficient method of obtaining important marketing research information.
True
The use of social networking data has improved the effectiveness of behavioral targeting.
True
The issue of consumer privacy is an important aspect of behavioral targeting methods.
True
The marketing research aggregator industry is a $100 million business annually.
True
The quality of a marketing decision is based primarily on the information used to make that decision.
True
All of the following are typical characteristics of qualitative research projects EXCEPT:
Detailed Statistical analyses
All of the following are typical characteristics of quantitative research projects EXCEPT:
Subjective Data Interpretation
When a trained interviewer conducts a one-hour discussion with a group of eight people to find out their preference for three TV commercials that have been created by an ad agency for a company’s new product, this is an example of a(n):
Focus Group
The leader of a focus group discussion is called a(n):
Moderator
The written outline of topics that need to be discussed in a focus group session is called a(n):
Discussion Guide
A one-hour structured interview between an interviewer and an interviewee is called a(n):
IDI (In Depth Interview)
All of the following are advantages of depth interviews over focus groups EXCEPT:
The total cost of depth interviews can be higher than focus groups
All of the following are disadvantages of depth interviews over focus groups EXCEPT:
Group pressure is eliminated
All of the following are examples of projective techniques used in marketing research EXCEPT:
Focus Groups
When an interviewer asks a respondent to state the first word that comes to mind when the interviewer says a possible brand name for a new product, this represents what type of projective test?
Word Association Test
When a focus group of eight people has a discussion for 90-minutes, the typical total cost of one group is about:
$10,000
When a researcher says to a respondent: “Imagine that you are a BMW automobile. If this car were a person, what would this person be like?”, what type of projective technique is being used?
Personification
When a researcher says to a respondent: “I am going to give you a phrase and I want you to finish the idea. Let’s try this phrase: ‘Radio Shack is ….’, what type of projective technique is being used?
Sentence Completion Test
When a researcher shows a respondent a drawing of two people in which one person makes a comment about a new product from Apple, and then asks the respondent to state what the other person in the drawing would say in response to the first person’s comments, what type of projective test is being used?
Cartoon Test
When a researcher says to a respondent: “I want you to imagine that a neighbor of yours who lives down the street from you just purchased a new Lexus automobile. How would you describe that neighbor?”, what type of projective technique is being used?
Third Person Technique
A typical focus group discussion lasts about 90 minutes.
True
Online focus group discussions are becoming more and more popular in marketing research studies.
True
A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee’s comments, this is called an storytelling test.
False
Thematic Apperception Tests (TAT) have been very popular and very helpful in marketing research studies.
False
The use of focus group discussions is decreasing noticeably in marketing research studies.
False
Which of the following is the most common way to gather primary data in marketing research?
Surveys
What type of research error results from mistakes in the research design or in the execution of the research design?
Systematic Error
Another term for systematic error is:
Nonsampling Error
If a researcher wants to take a random sample of the counties in Missouri, the list of the 114 counties along with their name and ID number is called the _____________ .
Sampling Frame
What type of systematic error is involved when a door-to-door interviewer decides to skip a household on the list of households to be interviewed because she does not like the “looks” of that household?
Selection Error
When an interviewer who is being paid for each interview completed decides to “pad” the results by filling in the answers to the questions using some ‘imaginary interviewees,” what type of error has occurred?
Interviewer
When people who were selected to participate in a survey do not complete the survey, and these people differ in important ways from people who did fill out the survey, we say that the results of the survey have:
Nonresponse Bias
When 120 people are asked to participate in a survey study, but only 30 of them actually fill out the survey, the refusal rate for this survey is:
25%
When an interviewer asks a college business major if he reads The Wall Street Journal every day and the students says: “Yes,” but, in reality, the student rarely reads this newspaper, what type of error has occurred?
Deliberate Falsification
If AT&T conducts an interview with business executives in their offices to determine which features of their company’s long-distance service are most important to them, this is an example of a(n):
Executive Interview Study
When shoppers at the Galleria Shopping Mall in St. Louis are asked by a researcher to participate in a taste test for a new type of soft drink, what type of research study is this?
Mall intercept Interview
About what percentage of U.S. households can only be reached by either a cell phone or a smart phone number?
40%
When an interviewer sits in front of a computer monitor in which the computer dials the phone number of people listed on a sampling frame so that the interviewer can focus on asking the respondent survey questions, what type of study is involved?
CATI
When a researcher is conducting a taste test for a new type of chili and asks the respondent how the chili tasted and is told: “It tasted pretty good,” what type of response is the interviewer using when the interviewer than asks: “What do you mean by ‘pretty good?'”
Probing
When a client wants to obtain survey results quickly, which survey method is the best choice?
The Internet
A published telephone directory for St. Louis is a good place to develop a sampling frame for St. Louis residents.
False
Part of the U.S. Census for 2010 was done by door-to-door interviews.
True
A telephone survey is a good way to conduct an in-depth interview with a respondent.
False
Ad hoc mail surveys typically have a low rate of nonresponse.
False
The available budget for a research study has a great impact on the type of survey method that is used in the study.
True
A frequent, chronological publication of personal thoughts and Web links is called a(n):
Blog
A Web page can come from a source that is educational, nonprofit, commercial, government, and so forth, and this location is called a(n):
Domain
A text file that is placed on a user’s computer to identify this user when he or she revisits this Web site in the future is called a(n):
Cookie
All of the following are advantages of online focus groups EXCEPT:
Loss of nonverbal signals from the respondents
All of the following are disadvantages of online focus groups EXCEPT:
Access to hard-to-reach target population members
When a research participant is given a private blog where he can answer a series of questions at his convenience by creating an immediate perfect transcription of his comments, this is called:
Online individual depth interviewing
The fact that online surveys can be sent to thousands of potential respondents at one time is called:
Rapid deployment
All of the following are advantages of online surveys EXCEPT:
the needed sampling frame may not be available
When people are “intercepted” when they are surfing the Internet by ads and asked to serve on an Internet panel, this is known as:
Open recruitment
When Marriott Hotels invites former guests to participate in an Internet panel of its customers, this is an example of:
Closed online panel recruitment
When a company invites pre-validated customers to join an online panel discussion of other customers, this is called:
Closed online panel recruitment
What type of incentive model for online panels is used by a company when it offers participants in the panel to participate in a drawing for a desirable prize, such as a free trip to Hawaii?
Sweepstakes model
When the sales department of a company gets access to the company’s panel membership list and tries to sell the company’s products to these panel members without their permission, this practice is called:
Sugging
About what percentage of U.S. mobile Internet users access the Internet from their mobile phones daily?
40%
Online survey research is the most popular mode of data collection in marketing research in the U.S.
True
Focus groups are the primary form of online qualitative research in the U.S.
True
The most important factor in the quality of traditional face-to-face focus group research is the skill of the moderator.
True
The Internet is proving to be a very effective tool to recruit focus group participants with defined demographic and behavioral composition.
True
A key factor in the increase of online panel research is the declining response rates of telephone interviews.
True
The systematic process of recording behavior without communicating with the people involved is known as:
Observation
When cars which arrive at the drive-thru window of McDonald’s are counted to aid in the assignment of work schedules for workers at the restaurant, this is an example of:
A natural situation
When a laboratory experiment is set up so that respondents can view an interactive computer program of the layout of the inside of a department store to track their eye-contact and “shopping behavior” as they “walk” through this virtual store, this is an example of a(n):
Contrived situation
When United Airlines asks one of its employees to fly from New York to Los Angeles and to pretend that he ordered a vegetarian meal (when he did not to this) in order to see the reaction of the flight attendant when he complains that he ordered this meal and was unhappy that it was not available, this is an example of:
Mystery Shopper
When large signs are posted at intersections in Berkeley, California, warning drivers of the amount of the fine that will be imposed on them if they run a red light and it is photographed by cameras posted at this intersection, this is an example of:
An open observation
When a large black cable is laid across a street to count the number of cars that travel along that street in an attempt to use the information to decide whether or not to install a traffic light at the next intersection, this is an example of:
Machine Observation
All of the following cannot be observed by marketing researchers EXCEPT:
Public Behavior
Observing human behavior in its natural context is called:
Ethnographic Research
When a clerk of Bloomingdale’s Department store in New York is told during a training session that she cannot receive the highest rating by someone who is hired to observe her behavior if she does not thank that shopper and say the name of the shopper (e.g. “Thank you, Ms. Jones”) when returning that shopper’s credit card to her, this is an example of:
Mystery Shopper
When McDonald’s hires someone to drive around the state of Missouri visiting McDonald’s restaurants and pretending to be a customer so that this person can fill out a survey summarizing the performance of the restaurant and its employees, this is an example of a(n):
Mystery Shopper
When Marriott Hotel hires someone to book a room at a specific Marriott Hotel location in St. Louis and to pretend to be a customer, when, in fact, this “customer” is checking out the hotel and its staff on a performance survey, this is an example of a(n):
Mystery shopper
When researchers can observe participants in a focus group discussion from a room next store, but the participants cannot see these researchers, this is an example of:
One Way mirror observation
Companies who are trying to decide whether or not to advertise their products or services on billboards along Route 44 in St. Louis rely on what type of information to make this decision?
Traffic Counters
When 7Eleven relies on data of vehicle driving patterns by a possible location for a new convenience store in order to decide whether or not to open a new store at that location, these data are a type of:
Traffic Counter Data
When a researcher asks a participant to sit in front of a computer screen and to “push” an imaginary shopping cart around the “aisles of a supermarket layout” presented on the screen to record the behavior of this participant, this is a type of:
Virtual Shopping
When a researcher looks at past recordings of behavior (e.g. library book checkout data) to record behavior of people, this is a type of observation research.
True
Observation research can record human behavior by using other humans to record behavior but not by using machines to record this behavior.
False
In observation research, it is ethically permissible to record both the private and public behavior of people.
False
Both ethnography and focus groups are types of qualitative research techniques.
True
Internet tracking of surfing behavior is an example of observation research.
True
In an experiment, the variable that the researcher “manipulates” (i.e., changes) is called all of the following EXCEPT the ____________ variable.
dependent
In an experiment, the variable that the researcher measures to determine the effect of the change in the independent variable can be any of the following EXCEPT the _________________ variable.
Price
A test market study is a type of:
field experiment
The extent to which the findings of a test market study can be “generalized” to predict sales in the U.S. market is the basic concept underlying the concept of:
external validity
All of the following are possible threats to internal experimental validity EXCEPT:
external validity
The idea that an interviewer may change his behavior when interviewing respondents in the afternoon because of a fatigue effect is the basis of which extraneous experimental factor?
Instrument Variation
If real estate agents in St. Louis are offered the chance to attend a voluntary training session on Missouri State Law, the fact that agents who are having difficulty making enough sales to have sufficient income means that they are more likely to attend these training sessions is an example of which type of extraneous variable?
Selection Bias
The fact that high school juniors who re-take the Scholastic Aptitude Test (SAT) in their senior year typically achieve scores the second time that are about 50 points higher than the first time they took this test as juniors is an example of which type of extraneous variable?
Testing effects
The independent variable that is “manipulated” by the experimenter is called the __________ variable.
Treatment
Which type of experimental design occurs when a Ford dealer offers two free domestic tickets on American Airlines to anyone who buys a new Ford from this dealer in January?
One-Shot
How is the dependent variable measured in an experiment with the following notation?

O1 X O2

O2 – O1
How is the dependent variable measured in the following experimental design?

Experimental Group: (R) O1 X O2
Control Group: (R) O3 O4

(O2 – O1) ─ (O4 – O3)
What type of experimental design is the following?

Experimental Group: (R) X O1
Control Group: (R) O2

After-only with control group design
What type of experimental design occurs when the approval ratings of the President of the United States are tracked weekly for several weeks both before and after a major speech by the President on national television?
Time-series
When Wendy’s tracks the profits of its “single hamburger” versus a test market result of a new product (a hot dog) to determine the impact on profits of adding the hot dog to the menu, Wendy’s is testing for a(n):
Cannibalization Rate
In order for an experimenter to attempt to demonstrate causality in an experiment, she can hope to claim that A caused B only when A occurred after B on a time line.
False
Laboratory experiments have greater problems estimating external validity than test market studies.
True
The extent to which test market results can be used to estimate market share in states other than the ones in which the test market took place is the fundamental question in external validity.
True
The key factor in making true experimental designs more valid than pre-experimental designs is randomization of the independent variable.
True
Companies frequently attempt to measure the national market share of a new product based on its market share results in a test market study.
True
The process of assigning numbers or labels to people, objects, or events using specific rules is called:
measurement
The first step in the measurement process is to:
identify the concept of interest
“Brand loyalty” is an example of a(n):
Marketing Construct
A statement that specifies which observable characteristics will be measured and how they will be measured in order to assign a number to the measurement is called a (n):
Operational Definition
Categories that are mutually exclusive and collectively exhaustive make up which type of scale?
Nominal Scale
When participants in a research study are coded as either “male” or “female,” what type of measurement scale is being used?
Nominal Scale
When Ford Motor Co. classifies its sales prospects for new cars into “likely buyer” or “likely non-buyer,” what type of scale is Ford using?
Nominal Scale
When adult women in St. Louis are asked to place the six shopping malls in this city into a sequence with the most-likely mall where they would go to shop coded as “1” and the least-likely mall coded as “6,” what type of measurement scale is being used?
Ordinal Scale
When adult men in Chicago are given a list of five banks in Chicago that they are asked to place in a sequence with “1” used to identify the bank that they believe is most customer-friendly and “5” is used to identify the bank that is the least customer-friendly, what type of measurement scale is being used?
Ordinal Scale
The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.
Reliability
The similarity in test scores on the Graduate Management Admission Test (GMAT) between the first and second taking of this test by Business School M.B.A. applicants is known as what type of reliability of this test?
Test-Retest Reliability
The degree to which a test measures what it is supposed to measure is called that test’s:
Validity
When test experts are asked to decide whether or not the test items on a test “cover” the topics the test is supposed to measure, this is a type of:
Content Validity
When a marketing researcher is asked to determine the relationship between the “number of yards gained” and the “number of games won” for professional football teams, this is a type of:
Criterion-related Validity
When a high school counselor is asked to determine the ability of the SAT-verbal test to estimate freshman grade-point average at various liberal arts colleges, this is an example of:
Predictive Valiidity
Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person, object, or event.
True
A measurement rule tells the researcher what to do to measure something.
True
Any marketing concept (e.g. “brand loyalty”) has a one best operational definition.
False
An ordinal scale always assumes that the “distance” between the ranks is equal along the scale.
False
An interval scale always assumes that the “distance” between the numbers on the scale is equal across the scale.
True
A learned predisposition to respond in a consistent manner toward some object or concept, is called a(n):
Attitude
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

Graphic Rating Scale
What type of scale is the following?

The President of Ford Motor Co. is doing a good job as President.

_______________________________________________________
Strongly
Disagree Disagree Undecided Agree Strongly
Agree

Likert Scale
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

Itemized Rating Scale
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?
Rank-Order Scale
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

Constant Sum Scale
What type of scale is the following?

How would you rate the TV ads for UMB Bank in St. Louis?

Not interesting : _____ : _____ : _____ : _____ : _____ : _____ : _____ : Interesting

Semantic Differential Scale
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

Stapel Scale
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
Disagree Somewhat
Disagree Neutral Somewhat
Agree Strongly
Agree

Likert Scale
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

Semantic Differential
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

Purchase Intent Scale
What type of scale is the following?

The Mayor of St. Louis is doing a good job as Mayor.

Strongly
Disagree Disagree Agree Strongly
Agree

Balanced Scale
What type of scale is the following?

The quality of teaching at Webster University is excellent.

Disagree Neutral Agree Strongly
Agree

Nonbalanced Scale
What type of scale is the following?

Unexciting 1 2 3 4 5 6 7 Exciting Don’t Know

Nonforced choice scale
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

Constant Sum Scale
In scaling, numbers are assigned as indicants of the properties of people, objects, or events.
True
A multidimensional scale measures only one attribute of a concept.
False
Rank-order scales are a type of comparative scale.
True
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.
True
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.
True