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

Feedback: Key term definitionPage 377

2INCORRECT

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
Feedback: Researchers must focus their efforts on
identifying the subjective properties for which data
must be collected. Page 378

3INCORRECT

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.
Feedback: Key term definitionof Observables. Page
379

4INCORRECT

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.
Feedback: Key term definitionvalidity. Page 379380

5INCORRECT

_______________ 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
Feedback: Key term definitionPage 380

6CORRECT

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
Feedback: State-of-being data describes the
physical, demographic, or socio-economic
characteristics of people, objects, and organizations.
Page 383

7INCORRECT

All of the following are scaling properties except:

A) assignment property.
B) order property.
C) nominal property.
D) distance property.
E) origin property.
Feedback: Nominal refers to a type of scale which
employs only descriptorsno measure of intensity.
Page 385-387

8INCORRECT

A scale that includes the order property

automatically includes the __________________
property.
A)
B)

nominal
origin

C)

distance

D)

priority

E)

assignment

Feedback: Measurement scales build upon each

other as their level of sophistication increases. Page
386

9INCORRECT

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

Feedback: Key term definitionscale. Page 387

10INCORRECT

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

Feedback: Ratio scales allow the researcher to

identify the absolute differences between each scale
point and make comparisons between raw
responses. Page 388

11INCORRECT

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/

Feedback: Key term definitionPage 395

12INCORRECT

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.

Feedback: Key term definitionPage 397

13INCORRECT

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.

Feedback: The odd-point, or neutral, response

allows the respondent to avoid such conflictsor any
question they do not wish to answer. Page 399

14INCORRECT

Typically, the ____________________ is the most

commonly used measure of central tendency.
A)

mode

B)

mean

C)

dispersion

D)

media

E)

core

Feedback: The mean is the simple arithmetic

average of al raw data responses. Page 400

15INCORRECT

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.