When the scale type is nominal the appropriate measure of central tendency is __________. When the scale type is interval or ratio the appropriate measure of central tendency is __________.
a. mode; mean
b. median; mean
c. mean; mode
d. mean; median
e. mode; median
Question 2If a respondent says his income is Over 100,000 per annum when, in fact, it is 50,000 per annum, the difference between the true and actual measurement of income in this case could be said to LACK
a. reliability.
b. validity.
c. Both a and b.
d. Neither a nor b.
e. nominal scale.
Question 3A question that asks How much you would be willing to pay in annual premium for a 100,000 home insurance policy in the following way would be scaled as:
Check appropriate category
___ < 25 per month
___ 26 to 40 month
___ 41 to 55 month
___ > 55 per month
a. Nominal scale
b. Ordinal scale
c. Interval scale
d. Ratio scale
e. Likert scale
Question 4What type of scale is the following? What is your gender? 1 Male 2 Female
a. Nominal scale
b. Ordinal scale
c. Interval scale
d. Ratio scale
e. Likert scale
Question 5What type of scale is the following? What was your annual gross income (before taxes) last year? __________..
a. Nominal scale
b. Ordinal scale
c. Interval scale
d. Ratio scale
e. Constant-sum scale
Question 6A study was done on the campus of a major state institution to measure attitudes of students towards the recent fee increase. One question asks respondents to rank the five fees they are willing to pay from 1=most willing to 5=least willing. This is scaled as:
___ Computer fee
___ Library fee
___ Parking fee
___ Student Center fee
___ Kinesiology Building fee
a. Nominal scale.
b. Ordinal scale.
c. Interval scale.
d. Ratio scale.
e. None of the above.
Question 7Which of the following is NOT a generally useful technique for generating items representative of the domain of a construct?
a. Experience surveys
b. Consumer surveys
c. Literature searches
d. Insight stimulating examples
e. All of the above are generally useful.
Question 8When developing a measure, the next step after the researcher has specified the domain of the construct of interest is to
a. collect data.
b. purify the measure.
c. assess construct validity.
d. generate a sample of items.
e. assess reliability.
Question 9The first step in developing a measure of marketing constructs is to
a. generate sample items.
b. purify the measure.
c. assess validity.
d. specify the domain of the construct.
e. collect data.
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