Measures Scale – Marketing Research Quiz
The key terms of Marketing Research include Measures Scale.
The following question is an example of a _________ scale
I am concerned about the environment
SD Disagree Neither Agree SA
Semantic differential
Ranking
Likert – correct
Conjoint
The following question is an example of a _________ scale
How do you feel about the plant-based food options?
Bad – – – – – Good
Uninterested – – – – – Interested
Conjoint
Semantic differential – correct
Compound
Likert
Choose True for this question
True – correct
False
Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range.
Discrete measures
Neutral measures
Limited measures
Continuous measures – correct
__________ refers to the recoding of response scores to take on a value that is opposite to that normally assigned to the scale labels.
Multi-coding
Averaging
Coefficient alpha
Reverse coding – correct
Which of the following answers the question – does a scale measure the concept that was intended to be measured?
Validity – correct
Reliability
Sensitivity
Coefficient beta
Measures Scale – Marketing Research Quiz
Measures that can take on only one of a finite number of values are called ____.
Neutral measures
Limited measures
Discrete measures – correct
Continuous measures
Questions in survey that test basic knowledge in order to identify and remove subjects /respondents who fail these questions are referred to as _______.
Cluster checks
Random checks
Bias checks
Attention checks – correct
The following question is an example of a _________ scale
I am concerned about the environment
SD Disagree Neither Agree SA
Semantic differential
Ranking
Likert – correct
Conjoint
The following question is an example of a _________ scale
How do you feel about the plant-based food options?
Bad – – – – – Good
Uninterested – – – – – Interested
Conjoint
Semantic differential – correct
Compound
Likert
Choose True for this question
True – correct
False
Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range.
Discrete measures
Neutral measures
Limited measures
Continuous measures – correct
__________ refers to the recoding of response scores to take on a value that is opposite to that normally assigned to the scale labels.
Multi-coding
Averaging
Coefficient alpha
Reverse coding – correct
Which of the following answers the question – does a scale measure the concept that was intended to be measured?
Validity – correct
Reliability
Sensitivity
Coefficient beta
Measures that can take on only one of a finite number of values are called ____.
Neutral measures
Limited measures
Discrete measures – correct
Continuous measures
Questions in survey that test basic knowledge in order to identify and remove subjects /respondents who fail these questions are referred to as _______.
Cluster checks
Random checks
Bias checks
Attention checks – correct