You have been assigned the task of evaluating consumer acceptance of and favorability toward a new product that a company has just test marketed in your area.In order to determine the degree to which consumers hold favorable attitudes toward the product, what is the lowest level of scale that you can use?

a.nominal

b.ordinal

c.interval

d.ratio

e.need more information

e35.Which of the following statements is FALSE with regard to ratio scales?

a.A ratio scale exhibits the property of identity.

b.With a ratio scale, the comparison of the absolute magnitude of the numbers is legitimate.

c.A ratio scale possesses a natural zero point.

d.The geometric mean is a meaningful measure of average with a ratio scale.

e.Most marketing variables can be measured on ratio scales.

e36.The scale value zero when measuring marketing variables typically represents

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.

b37.Which scale(s) is (are) undistorted under a linear transformation of the form y=a+bx?

a.ordinal

b.interval

c.ratio

d.a and b

e.b and c

a38.Code words, letters or numbers used by security and intelligence organizations to form secret codes are examples of what type of scales?

a.nominal

b.ordinal

c.interval

d.ratio

e.none of the above

e39.Which of the following is used as a measure of dispersion with the method of equalappearing intervals?

a.the variance

b.the interquartile range

c.the median

d.the Qvalue

e.b and d

a40.Which one of the following statements regarding attitude measurement is FALSE?

a.The physiological reaction approach makes use of some unstructured or partially structured stimuli such as word association tests or sentence completion tests.

b.The observation of behavior approach rests on the presumption that a subject's behavior is conditioned by his attitudes and thus we can use his observed behavior to infer his attitudes.

c.The performance of "objective" tasks approach rests on the presumption that a subject's performance of a specific assigned task will depend upon his attitudes.

d.The selfreport techniques rely on the subject's own responses to a set of statements.

e.Self-report measures of attitude have their own sources of error.

c41.When developing a scale using the method of equalappearing intervals, the analyst should

a.generate a series of statements and classify the statements a priori as favorable or unfavorable.

b.select a small number of important attributes of the object.

c.generate a list of statements that reflect the attributes of the object and which span the favorableunfavorable continuum.

d.generate a large number of statements that represent an intermediate degree of favorableness to the object.

e.select a small number of statements to be presented to the subjects on separate cards.

e42.After the judges have completed sorting the statements with the method of equalappearing intervals, the researcher uses the scale values and measures of dispersion to

a.select a subset of judges to develop the final instrument.

b.select a number of judges to act as a panel.

c.determine which judges did not take the tasks seriously.

d.select a number of statements which need to be improved.

e.select a subset of statements to serve as a final instrument.

a43.If, when choosing the method of equalappearing intervals, one is forced to choose between two statements of equal scale values, he would choose the statement that

a.had the smallest Q value.

b.had the largest Q value.

c.was favorable to the object and yet had the smallest Q.

d.was unfavorable to the object and yet had the largest Q.

e.The Q value would not be used in this case.

b44.Which of the following statements about Thurstone equalappearing interval scales is FALSE?

a.The final scale typically contains 2022 statements that span the favorability continuum.

b.The subject indicates his degree of agreement or disagreement with each statement.

c.Judges are asked to sort the initial pool of statements into categories based on the degree of favorability of each statement.

d.Statements with low Q values are preferred over statements with high Q values.

e.The task for subjects when developing the scale is different than their task in using the scale.

b45.Which of the following about the Thurstone scale is TRUE?

a.The judges used to evaluate the statements for a Thurstone scale judge the statements on whether or not they agree or disagree with them.

b.If a respondent agrees with statements in a Thurstone equal-appearing interval scale that have an average score of 4, the respondent is said to have an unfavorable attitude toward the object.

c.When using a Thurstone scale to measure a subject's attitude toward an object, the subject indicates his degree of agreement or disagreement with each statement and the respondent's total score is computed by summing his scores from all of the statements.

d.The Q value in the Thurstone scale refers to the scale value of a particular statement.

e.They are all false.

b46.Which of the following is FALSE?

a.With the method of equal-appearing intervals, the final scale should have statements that cover the range of favorable to unfavorable.

b.The final form of the Thurstone (equal-appearing interval) scale typically contains approximately 20-22 statements that are relatively equal in scale value with interquartile ranges as small as practical.

c.The Thurstone scale does not allow respondents to express the intensity of their feelings.

d.a and b.

e.a, b, and c.

e47.The method of summated ratings overcomes which criticism of the method of equalappearing intervals?

a.Difficulties in developing a large number of statements.

b.The costs due to the size of the judgment sample required with equalappearing intervals.

c.The difficulty of generating total scores by which to array subjects.

d.The nonscientific nature of item analysis with the method of equalappearing intervals.

e.The lack of ability for a subject to express his intensity of feeling with an equalappearing interval scale.