In marketing research, all of the following are levels of measurement EXCEPT a. ratio. b. ordinal. ...

In marketing research, all of the following are levels of measurement EXCEPT
 a. ratio.
  b. ordinal.
  c. interval.
  d. nominal.
  e. conscious.

Question 2

Two major forms of control in marketing are the control over efficient allocation of the marketing effort and comparison of planned and actual performance.
 
 Indicate whether the statement is true or false

Question 3

The first step in measuring an attribute is to
 a. assign numbers that reflect the properties of the attribute.
  b. determine the properties of the attribute.
  c. measure the object first, then the attributes.
  d. decide which type of analysis you wish to perform on the measurement data.
  e. use the lowest level of measurement possible.

Question 4

A strategy map uses the four components of the balanced scorecard to provide a visual representation of the cause-and-effect relationships among the components of a company's strategy.
 
 Indicate whether the statement is true or false

Question 5

When it comes to measurements, which of the following are TRUE?
 a. Market researchers measure objects, not their attributes.
  b. The definition of measurements is narrow, specifying how numbers will be assigned.
  c. We could measure a person's income, age, gender or attitude toward something using a scale of 1-5.
  d. The qualities of attributes being measured dictate the rules for how numbers are assigned.
  e. All of the above are true.

Question 6

The cause of a marketing problem may be hard to detect when the strategy is on the mark but the implementation is poor.
 
 Indicate whether the statement is true or false

Question 7

Regarding measurement basics, it is possible to measure
 a. objects.
  b. quantities of objects.
  c. quantities of attributes of objects.
  d. variance among objects.
  e. variance among attributes.

Question 8

The core customer outcome measure that is assigned the most importance within the balanced scorecard is market share.
 
 Indicate whether the statement is true or false

Question 9

As defined in the text, measurement consists of
 a. the assignment of numbers (representing quantities of attributes) to objects or events according to rules.
  b. using a given scale to make comparisons.
  c. determining the frequency of a particular attribute.
  d. assigning numbers solely for identification purposes.
  e. numbers which can be assigned to the physical properties of objects.