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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Overview of Measurement: Construct Development and Scale Measurement

Multiple Choice Quiz


1	A(n) _______________________________ is a hypothetical variable comprised of a set of component responses or behaviors that are thought to be related.
		A)	construct
		B)	object
		C)	measurement
		D)	sampling unit
		E)	quota


2	After defining a research problem, the researcher must determine what specific data must be collected in order to solve it. This activity is described as:
		A)	problem solving.
		B)	sample frame definition.
		C)	construct development
		D)	sampling unit description
		E)	quota definition


3	The set of identifiable and measurable components associated with an abstract construct constitutes its:
		A)	stratification parameters.
		B)	quota parameters.
		C)	fame units.
		D)	population
		E)	domain of observables.


4	The degree to which one particular construct theoretically networks with other related, yet different, constructs is measured by:
		A)	face validity.
		B)	nomological validity.
		C)	content validity.
		D)	domain validity.
		E)	convergent validity.


5	_______________ is the process of explaining a construct's meaning in measurement terms by specifying the activities or operations necessary to measure it.
		A)	Validity
		B)	Content analysis
		C)	Convergent
		D)	Domainilization
		E)	Operationalization


6	The demographic data collection in most marketing research projects is an example of ____________________________ data.
		A)	state-of-being
		B)	state-of-mind
		C)	state-of-behavior
		D)	state-of-intention
		E)	state-of-purchase


7	All of the following are scaling properties except:
		A)	assignment property.
		B)	order property.
		C)	nominal property.
		D)	distance property.
		E)	origin property.


8	A scale that includes the order property automatically includes the __________________ property.
		A)	nominal
		B)	origin
		C)	distance
		D)	priority
		E)	assignment


9	Which of the following types of scales demonstrates absolute differences between each scale point?
		A)	nominal scale
		B)	interval scale
		C)	domain scale
		D)	ordinal scale
		E)	ratio scale


10	The ______________________ scale is the only level of scale that automatically activities all four scaling properties.
		A)	ratio
		B)	nominal
		C)	ordinal
		D)	domain
		E)	interval


11	The degree to which questions are understood by respondents is described by:
		A)	discriminatory power.
		B)	appropriateness of descriptors.
		C)	scale reliability.
		D)	intelligibility.
		E)	equivalence/


12	In order to evaluate the stability/reliability of the scales used in its research, the X-Cel Corporation administers the same scale to the same respondents at different times. The firm is employing a:
		A)	test-retest approach.
		B)	equivalent approach.
		C)	internal consistency approach.
		D)	split-half test.
		E)	coefficient alpha test.


13	A researcher who wishes to avoid requiring respondents to provide responses to questions about which they have little or no knowledge or emotion is likely to employ a:
		A)	even-point scale.
		B)	forced choice scale.
		C)	odd-point, free-choice scale.
		D)	even-point, free-choice scale.
		E)	optional scale.


14	Typically, the ____________________ is the most commonly used measure of central tendency.
		A)	mode
		B)	mean
		C)	dispersion
		D)	media
		E)	core


15	The total number of times each possible raw response to a scale question/setup was recorded by the total group of respondents is presented by a:
		A)	dispersion.
		B)	range.
		C)	mean.
		D)	standard deviation.
		E)	frequency distribution.

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