A researcher wishes to compare the differences in consumer feelings about the perceived reliability of a set of
products, so as to know the relative strength of feelings about each product's reliability. The lowest measurement
scale the researcher could use to measure this is
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
Question 2Performance can be either
a. affective or cognitive.
b. based on expectations or on advertising.
c. confirmed or disconfirmed.
d. attribute based or brand based.
e. objective or subjective.
Question 3It is possible for someone to be honest but not candid.
Indicate whether the statement is true or false
Question 4Which of the following statements about the ordinal scale is TRUE?
a. There is a consistent order in whatever numbers are assigned to the scale.
b. It is possible to calculate the median as a measure of central tendency.
c. Two individuals with the same rank order response can have very different feelings about what they ranked.
d. It is impossible to say how much any individual respondent preferred one object to another.
e. All of the above are true.
Question 5Within the disconfirmation paradigm, performance determines
a. consumers' perceptions of risk.
b. ambiguity.
c. expectations for product outcomes when motivation is high.
d. whether expected outcomes have been achieved.
e. expectations for product outcomes when motivation is low.
Question 6In order to help earn trust, a salesperson's expertise must translate into observable results and contributions for the buyer.
Indicate whether the statement is true or false
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