1. Which of the following is true?
A. Scaling is the assignment of objects to numbers or semantics according to a rule.
B. Measurement is the process of observing and recording the observations that are collected as part of research.
C. Both (A) and (B)
D. None of the above
2. A researcher is interested in measuring the attitudes, feelings or opinions of respondents he/she should be clear about
A. What is to be measured?
B. Who is to be measured?
C. The choices available in data collection techniques
D. All of the above
3. The level of measurement refers to the relationship among the values that are assigned to the attributes, feelings or opinions for a variable.
A. True
B. False
C. May be
D. May be not
4. Which of the followings is not the levels of measurement scales?
A. Nominal scale
B. Ordinal scale
C. Interval scale
D. None of these
5. Process of obtaining a numerical description of the extent to which a person or object possesses some characteristics
A. Measurement
B. Scaling
C. Questionnaire
D. Interview
6. Measurement that involves monitoring a respondent’s involuntary responses to marketing stimuli via the use of electrodes and other equipment is called
A. Projective Techniques
B. Physiological measures
C. Depth Interviews
D. Multi-dimensional Scales
7. The qualitative information must be converted into………. for further analysis.
A. Numerical form
B. Alphabetical form
C. Categorical form
D. Objective form
8. The level of measurement describes the ……………… among these five values.
A. Convergence
B. Association
C. Relationship
D. Impact
9. Most simple scale is………………
A. Ranking Scale
B. Nominal Scale
C. Arbitrary Scale
D. Ratio Scale
10. Interval scales may be in
A. Numeric formats
B. Semantic formats
C. Both A and B
D. None of these
11. Scale that indicates the relative position of two or more objects or some characteristics is called
A. Ranking Scale
B. Ordinal Scale
C. Arbitrary Scale
D. Ratio Scale
12. Which of the followings is not true about a Paired Comparison Scale?
A. This is a comparative scaling technique
B. The respondent is presented with two objects at a time and asked to select one object
C. The data obtained are ordinal in nature
D. None of these
13. What is the disadvantage of paired comparison scale?
A. Violation of the assumption of transitivity may occur
B. Arbitrary data
C. Too many responses
D. All of these
14. Rank Order Scale is the type of
A. Comparative scaling technique
B. Non-comparative scaling technique
C. Ratio scaling technique
D. None of these
15. In …………………………… scale, the respondents are asked to allocate a constant sum of units such as points, rupees, or chips among a set of stimulus objects with respect to some criterion.
A. Ratio order
B. Constant Sum
C. Interval
D. None of these
16. Q-Sort Scale is a comparative scale that uses a……………… procedure to sort objects based on similarity with respect to some criterion.
A. Rank order
B. Ratio
C. Interval
D. None of these
17. The utility of Q-sort in………………… is to derive clusters of individuals who display similar preferences.
A. Marketing research
B. Financial research
C. Comparative research
D. Planning
18. Q-sort is a…………….
A. Comparative scale
B. Absolute rating scale
C. Interval scale
D. Semantic differential scale
19. Paired comparison scale is useful when
A. The number of brands is too much high
B. The number of brands is limited
C. There is no other competitive brand
D. None of these
20. Non-Comparative Scales The non-comparative scaling techniques can be further divided into:
A. Continuous Rating
B. Scale Itemised Rating Scale
C. Both A and B
D. None of these