Random error affects the measurement in a constant way.
Indicate whether the statement is true or false
Question 2Almost nothing in marketing research can be measured without error.
Indicate whether the statement is true or false
Question 3A ratio scale allows the comparison of absolute magnitudes but not the differences in magnitude.
Indicate whether the statement is true or false
Question 4With an interval scale, the researcher can determine mean scores on measures in addition to median and modal scales.
Indicate whether the statement is true or false
Question 5Which of the following is TRUE about a composite measure?
a. It is less diagnostic than a global measure.
b. It provides comprehensive information on the phenomenon being studied.
c. It cannot be used by companies trying to study all aspects of customer satisfaction.
d. It can determine the overall summary judgement of customer feelings.
e. It restricts the use of a wide-ranging set of attitudes.
Question 6Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using:
a. a normative standard.
b. a raw score.
c. a global measure.
d. a composite measure.
e. none of the above.
Question 7Subjects are instructed to place an X on a line to indicate their feeling. They are told to place the X closer to the right the more they agree with a specific statement. This is:
a. itemized scale.
b. graphic-ratings scale.
c. thermometer scale.
d. semantic-differential scale.
e. summated-ratings scale.
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