Exam 2 MKT435

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Saginaw Valley State University *

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435

Subject

Marketing

Date

Jan 9, 2024

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docx

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4

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Exam 2 Instructor: Lu Liu Name: Class: MKT 435 ID: Part I (Multiple Choices): Circle the ONE alternative that BEST completes the statement or answer the question. Each question worth 1.5 pts, the total is 15 pts. Page 1
Page 2 The brand name of an orange juice is a ____ scale of data measurement. a. Nominal b. Ordinal c. Interval d. Ratio The rankings of car safety is a ____ scale of data measurement. a. Nominal b. Ordinal c. Interval d. Ratio Among the four interval scales commonly used in marketing research, which one ask respondents to indicate their degree of agreement or disagreement on a symmetric scale. a. Likert Scale b. Semantic Differential Scale c. Stapel Scale d. Slider Scales Among the four interval scales commonly used in marketing research, which one ask respondents to indicate their impressions of each property by indicating locations along the continuum between a pair of bipolar adjectives. a. Likert Scale b. Semantic Differential Scale c. Stapel Scale d. Slider Scales “Do you have a problem with your boss” is a type of ____ problematic question. a. Leading b. Loaded c. Double barreled d. Overstate In terms of questionnaire organization, ____ are used to identify respondents who meet qualifications necessary to take part in the study. a. Incentives b. Screening questions c. Warm up questions d. Transitions The entire group under study as defined by research objectives is called ____ a. Population b. Sample
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