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1 | |
Which of the following is not a construct? |
|
| | A) | Brand loyalty |
| | B) | Customer satisfaction |
| | C) | Service quality |
| | D) | Advertising recall |
| | E) | Market share |
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2 | |
A researcher develops a scale to measure the construct of "customer satisfaction." In order to determine how well her scale captures the construct, she calculates the correlation of her scale with that of "customer dissatisfaction" scale available from prior studies. If she finds that the two scales are negatively correlated, she has established: |
|
| | A) | Convergent validity |
| | B) | Content validity |
| | C) | Discriminant validity |
| | D) | Contrast validity |
| | E) | Nomological validity |
|
3 | |
Assume that theory and prior research suggest that brand loyalty has a 0.7 correlation with attitude towards the brand, and a -0.4 correlation with "need to search for additional information." A researcher develops a new scale for brand loyalty and demonstrates that the scale has a 0.65 correlation with attitude towards the brand and a -0.45 correlation with "need to search for additional information." The researcher can use this information to claim that his construct has: |
|
| | A) | Convergent validity |
| | B) | Content validity |
| | C) | Discriminant validity |
| | D) | Nomological validity |
| | E) | Network validity |
|
4 | |
Which of the following is not a data type collected by researchers? |
|
| | A) | State-of-intention data |
| | B) | State-of-action data |
| | C) | State-of-being data |
| | D) | State-of-mind data |
| | E) | State-of-behavior data |
|
5 | |
If a researcher wants to collect data of this/these kinds, she is not limited to collecting the raw data by only asking questions (pick the MOST appropriate option): |
|
| | A) | State-of-being data |
| | B) | State-of-mind data |
| | C) | State-of-behavior data |
| | D) | Both (a) and (b) |
| | E) | Both (a) and (c) |
|
6 | |
While filling out a survey, a respondent comes across questions that are of the nature: "How often do you visit this mall," "How much money do you typically spend at mall," "Which stores do you typically visit at this mall," etc. By asking these questions, the researcher is collecting: |
|
| | A) | State-of-being data |
| | B) | State-of-mind data |
| | C) | State-of-behavior data |
| | D) | State-of-intention data |
| | E) | State-of-routine data |
|
7 | |
A college admissions officer wants to determine the extent to which the quality of athletics programs affects the enrollment decision of prospective students. On a survey, prospective students are asked to indicate the importance of athletic programs on a scale that has four options: extremely important, definitely important, somewhat important, not at all important. This scale is an example of a/an: |
|
| | A) | Nominal scale |
| | B) | Ratio scale |
| | C) | Ordinal scale |
| | D) | True-class interval scale |
| | E) | Hybrid-ordinally interval scale |
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8 | |
All of the following statements about true class interval scales are correct, EXCEPT: |
|
| | A) | These scales have assignment, order, distance, and origin properties. |
| | B) | It is possible to calculate means for such scales. |
| | C) | It is possible to calculate standard deviation for such scales. |
| | D) | Researcher can find specific differences between responses using these scales. |
| | E) | One can use these scales to measure state-of-behavior and state-of-intention variables. |
|
9 | |
This type of scale lends itself to the most sophisticated kind of data analysis: |
|
| | A) | Nominal |
| | B) | Ratio |
| | C) | Ordinal |
| | D) | True-class interval |
| | E) | Hybrid ordinally-interval |
|
10 | |
A researcher has developed a five item scale to measure brand loyalty. She has some doubts whether one of those five items really belongs in the scale or not. Which of the following would you recommend to her to resolve this issue? |
|
| | A) | Test-retest method |
| | B) | Equivalent form technique |
| | C) | Cronbach's alpha test |
| | D) | Discriminatory power test |
| | E) | Scale appropriateness test |
|
11 | |
Which of the following measures of central tendency is/are appropriate for all the different types of scales (nominal, ordinal, etc.)? |
|
| | A) | Mode |
| | B) | Median |
| | C) | Mean |
| | D) | All of the above |
| | E) | None of the above |
|
12 | |
A car's horsepower is a construct because it cannot be seen or felt. |
|
| | A) | True |
| | B) | False |
|
13 | |
If a scale is shown to have distance property, then it must have assignment and order properties. |
|
| | A) | True |
| | B) | False |
|
14 | |
Of all the different scale types, the ordinal scale is the most basic type. |
|
| | A) | True |
| | B) | False |
|
15 | |
If a researcher believes that there is no such thing as a neutral belief or attitude, they are more likely to use forced-choice scale for items measuring beliefs and attitudes. |
|
| | A) | True |
| | B) | False |