MKTG 379 CHAPTER 8 PRACTICE QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026

MKTG 379 CHAPTER 8 PRACTICE QUESTIONS ANSWERED CORRECTLY LATEST UPDATE 2026 1) ________ is(are) the determination of a description or amount of some property of an object. A) Scale level B) Attributes of properties C) Subjective and objective property levels D) Measurements - Answers D) Measurements 2) Researchers measure properties of measurements, which are the specific features or characteristics of an object that ________. A) can be used to associate it with another object B) can be used to distinguish it from another object C) can be aligned with a research objective D) may or may not be used in the research project - Answers B) can be used to distinguish it from another object 3) Researchers often desire to measure subjective properties, which cannot be directly observed because they are ________ such as a person's attitude or intentions. A) objective constructs B) subliminal constructs C) mental constructs D) distinct constructs LO: 8:1: About the basic concepts of measurement - Answers C) mental constructs 4) Which of the following are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on? A) Objective properties B) Animate properties C) Subjective properties D) Inanimate properties - Answers A) Objective properties 5) Scale development is the process of designing questions and response formats to measure the ________ of an object. A) subjective properties B) animate properties C) inanimate properties D) objective properties - Answers A) subjective properties 6) ________ include race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer. A) Ordinal measures B) Demographic measures C) Nominal measures D) Scale measures - Answers C) Nominal measures 7) A respondent is asked to indicate his or her first, second, third, and fourth choices of hotels. This means the choices are ________ scaled. A) preferentially B) nominally C) differentially D) ordinally - Answers D) ordinally 8) ________ scale is an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education. A) Ratio B) Ordinal C) Nominal D) Interval - Answers A) Ratio 9) Which of the following describes rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit? A) Ratio scales B) Ordinal scale C) Nominal scale D) Interval scale - Answers D) Interval scale 10) A(n) ________ scale is used when a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum. A) ratio B) interval C) ordinal D) nominal - Answers B) interval 11) ________ is the scale in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree—disagree scale for each of a series of statements. A) The psychometric scale B) The comparative scale C) The Likert scale D) The multidimensional scale - Answers C) The Likert scale 12) Which of the following describes the type of scale that might measure the degree a person is price-conscious, fashion-conscious, an opinion giver, a sports enthusiast, child oriented, home centered, or financially optimistic? A) Demographic inventory B) Socio-cultural inventory C) Personality inventory D) Lifestyle inventory - Answers D) Lifestyle inventory 13) Which of the following techniques is alternatively known as psychographics? A) Lifestyle inventory B) Consumer index C) Consumer inventory D) Psychometric inventory - Answers A) Lifestyle inventory 14) Researchers often use the ________ scale since the underlying belief is that knowledge of consumers' lifestyles, as opposed to just demographics, offers direction for marketing decisions. A) psychometric B) Likert C) semantic differential D) lifestyle inventory - Answers B) Likert 15) The semantic differential scale is a specialized interval scale format sprung directly from the problem of translating a person's ________ judgments into metric estimates. A) quantitative B) unconscious C) qualitative D) conscious - Answers A) quantitative 16) Which of the following works well when the marketing researcher is attempting to determine brand, store, or other images? A) Likert scale B) Lifestyle inventory scale C) Semantic differential scale D) Polar differential scale - Answers C) Semantic differential scale 17) The ________ relies not on bipolar terms, but on positive and negative numbers, typically ranging from +5 to -5, but sometimes from +3 to -3, depending on the discrimination abilities of respondents. A) Likert scale B) nominal scale C) semantic differential scale D) Stapel scale - Answers D) Stapel scale 18) ________is "balanced," as it has equal amounts of positive and negative positions, and typically it has "no opinion" or "neutral" separating the negative and positive sides. A) Likert B) The symmetric interval C) The nonsymmetric interval D) Stapel - Answers B) The symmetric interval 19) The measure which a respondent responds in the same or very similar manner to an identical or near-identical question is called ________. A) unreliable B) variable C) nominal D) reliable - Answers D) reliable 20) Which of the following constitutes an assessment of the exactness of a measurement relative to what actually exists? A) Validity B) Inaccuracy C) Invalidity D) Existentialism - Answers A) Validity 21) Of the following, which is NOT one of the functions a questionnaire fulfills? A) Creates the basis for statistical significance. B) Standardizes questions and response categories. C) Speeds up the process of data analysis. D) Translates research objectives. - Answers A) Creates the basis for statistical significance. 22) Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to use for each one. A) research targets B) properties of constructs of interest C) wording for each question D) quality measures - Answers B) properties of constructs of interest 23) Each question's wording is reevaluated during questionnaire development to make sure that it is asking what the researcher intends. In this process, at the same time, the researcher strives to ________. A) standardize questions B) maximize question response C) minimize question bias D) standardize response levels - Answers C) minimize question bias 24) Marketing researchers take great care developing research questions measuring attitudes, beliefs, behaviors, and demographics because they ________. A) want reliable and valid responses B) desire long-term client relationships C) want positive research outcomes D) want reliable and invalid responses - Answers A) want reliable and valid responses 25) Which of the following describes the process of scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease? A) Question field testing B) Question evaluation C) Question bias D) Beta testing - Answers B) Question evaluation