广告调查（第二版）英文 答案 Chapter 11 Measurement

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AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter11Measurement

1)Measurementisthewayinwhichconcreteobservableconceptsarelinkedto________events.

A)observable

B)unobservable

C)fictional

D)psychological

E)social

Answer:B

PageRef:269

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

2)Asystematicapproachofmovingfromaconcepttoanobservableeventincreasesthelikelihoodthatconclusionsdrawnfromtheresearchareappropriate,reliable,andvalid.

Answer:TRUE

PageRef:269

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

3)Thethreebroadstepsinthemeasurementprocessare:(1)identifyanddefinetheconceptofinterest,(2)specifyanobservableevent,and(3)________.

A)pre-testthesurveyinstrument

B)evaluatereliability

C)evaluateandrevisetheobservableevent

D)evaluatevalidity

Answer:C

PageRef:269

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

4)A________isaninventednameforapropertyofanobject,person,state,orevent.

A)production

B)metaphor

C)syllogism

D)concept

E)fallacy

Answer:D

PageRef:269

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

5)Conceptssuchas________providefewmeasurementproblemsorchallenges.

A)ageandgender

B)loveandhate

C)attitudetowardthead

D)brandloyalty

E)socialmediaengagement

Answer:A

PageRef:269

Difficulty:Easy

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

6)Easilyobservableconceptspresent________measurementchallenges.

A)large

B)minimal

C)unknown

D)unanticipated

E)synergistic

Answer:B

PageRef:270

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

7)A(n)________definitionexpressesaconcept'scentralorcoreidea.

A)operational

B)observable

C)conceptual

D)syllogistic

E)intrinsic

Answer:C

PageRef:270

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

8)WhichofthefollowingisNOTacharacteristicofaconceptualdefinition?

A)statesthemajorcharacteristicsoftheconcept

B)distinguishesthetargetconceptfromsimilar,butdifferent,concepts

C)needstobelessthan15wordsinlength

Answer:C

PageRef:270

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

9)Foranyparticularidentifiedconcept,there________conceptualdefinition(s).

A)isonlyone

B)arefourorless

C)arealargenumberof

Answer:C

PageRef:271

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

10)Thefollowingtwostatementsrefertoconceptualdefinitions.

I. Whenfacedwithmultipleconceptualdefinitions,aresearchershoulduse

consensustodeterminethe"best"definition.

II. Aconceptualdefinitiondirectlyleadstodecisionsregardinghowtheconcept

ofinterestwillactuallybemeasured.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:271

Difficulty:Difficult

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

11)Thetext'sdiscussionoftheoperationaldefinitionsof"attitudetowardtheadvertisement"illustratesthateveryconceptualdefinitionshouldmovetooneandonlyoneoperationaldefinition.

Answer:FALSE

PageRef:273

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

12)Thetextdiscussesafour-stepprocessformovingfromaconceptualdefinitiontoanoperationaldefinition.Thefirststepis"explicitlyspecifytheconceptofinterest."Thesecondstepis________.

A)narrowalternativeoperationaldefinitionstothethreebest

B)evaluateandselectthebestoperationaldefinition

C)explicitlystatewhatcanbeobserved

D)exploredifferentaspectsoftheconcept'smeaning

Answer:D

PageRef:273

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

13)Foranyoperationaldefinitionthereisone,andonlyone,methodfordatacollection.

Answer:FALSE

PageRef:274

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

14)Thereis(are)________levelsofmeasurement.

A)one

B)two

C)three

D)four

E)five

Answer:D

PageRef:274

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

15)Whichlevel(s)ofmeasurementcanbeusedfor"classifying"?

A)ratioonly

B)intervalandratio

C)ordinal,interval,andratio

D)allfourlevels:nominal,ordinal,interval,andratio

Answer:D

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

16)Whichlevel(s)ofmeasurementcanbeusedfor"puttingthingsinorder"?

A)ratioonly

B)intervalandratio

C)ordinal,interval,andratio

D)allfourlevels:nominal,ordinal,interval,andratio

Answer:C

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

17)Whichlevel(s)ofmeasurementcanbeusedfor"determiningdifferences"?

A)ratioonly

B)intervalandratio

C)ordinal,interval,andratio

D)allfourlevels:nominal,ordinal,interval,andratio

Answer:B

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

18)Whichlevel(s)ofmeasurementcanbeusedfor"determiningratios"?

A)ratioonly

B)intervalandratio

C)ordinal,interval,andratio

D)allfourlevels:nominal,ordinal,interval,andratio

Answer:A

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

19)Ordinallevelmeasuresarebestusedwhenthemeasurementgoalisto________.

A)determineaverages

B)putthingsinorder

C)classify

D)determinethedistancebetweenmeasuredobjects

Answer:B

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

20)Atwhatlevelofmeasurementisthequestionbelowwritten?

Wouldyouliketoregisterforoure-mailnewsletter?

Yes

No

A)Nominal

B)Ordinal

C)Interval

D)Ratio

Answer:A

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

21)Atwhatlevelofmeasurementisthequestionbelowwritten?

Whatisyourgender?

Male

Female

A)Nominal

B)Ordinal

C)Interval

D)Ratio

Answer:A

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

22)Atwhatlevelofmeasurementisthequestionbelowwritten?

Whatisyouryearinschool?

Freshman

Sophomore

Junior

Senior

A)Nominal

B)Ordinal

C)Interval

D)Ratio

Answer:A

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

23)Nominallevelmeasureshave________definingcharacteristics.

A)one

B)two

C)three

D)four

E)five

Answer:C

PageRef:275

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

24)WhichofthefollowingisNOTadefiningcharacteristicofnominallevelmeasures?

A)responsecategoriesaremutuallyexclusiveandcollectivelyexhaustive

B)responseoptionsmustbefourorless

C)forpurposesofdataanalysisnumbersaremerelyawaytodistinguishcategories

D)thereisinternalcategoryequivalence

Answer:B

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

25)Considerthequestionshownbelow.

Whatisyourgender?

Male(1)

Female(2)

Thedatacodinginthisquestionreflectstheresearcher'sbeliefthatmenaresuperiortowomen.

A)True

B)False

Answer:B

PageRef:275

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:ReflectiveThinkingSkills

26)Considerthequestionshownbelow.

Whatisyouryearinschool?

Freshman

Sophomore

Junior

Thelackof"Senior"onthislistofresponsesviolatestheruleof________.

A)responseexclusivity

B)responseexhaustiveness

C)responselatency

D)responseattribution

Answer:B

PageRef:275

Difficulty:Difficult

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:ReflectiveThinkingSkills

27)Ordinallevelmeasuresarrangecharacteristicsorattributesaccordingtotheirmagnitudeinanorderedrelationshipalonganexplicitdimension,forexample,fromgreatertolesser.

Answer:TRUE

PageRef:276-277

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

28)Arankorderquestionrepresentswhatlevelofmeasurement?

A)Nominal

B)Ordinal

C)Interval

D)Ratio

Answer:B

PageRef:276

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

29)Thetwostatementsbelowrefertoordinallevelmeasures.

I. Numbersusedtoclassifyresponsestoanordinallevelquestionhavesomemathematical meaning.

II. Ordinallevelmeasuresprovideinsightsintoboththerelativestandingof

orderedobjectsandtherelativedistancebetweentheseobjects.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:276

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

30)Youaskrespondentstorankorderthreetelevisionprograms.Youthenaveragetherankingsforeachprogramandreportthat:

LostAverageranking: 1.5

FringeAverageranking: 2.0

Grey'sAnatomyAverageranking: 2.5

Assumingthemathiscorrect,thisisanappropriatewaytoreportordinalleveldata.

Answer:FALSE

PageRef:277

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

31)Eye-trackingdatawhichreportstheorderinwhichelementsinanadareobservedareanexampleof________levelmeasurement.

A)nominal

B)ordinal

C)interval

D)ratio

Answer:B

PageRef:277

Difficulty:Easy

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

32)Ontheintervallevelofmeasurement,itisassumedthatthedistancebetweenresponseoptionsis________.

A)subjecttoindividualinterpretation

B)equivalent

C)dependentuponthelengthofthequestion

D)reflectsthequestionwriter'sbiases

E)minimal

Answer:B

PageRef:278

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

33)Considerthequestionshownbelow.

Howmuchdoyouagreeordisagreewiththestatement"Politicaladvertisingistoonegative."?

Stronglyagree

Slightlyagree

Slightlydisagree

Stronglydisagree

Inthisquestion,itisassumedthatthedistancebetweenstronglyagreeand________isthesameasthedistancebetweenslightlyagreeandslightlydisagree.

A)slightlyagree

B)slightlydisagree

C)stronglydisagree

Answer:A

PageRef:278

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

34)Thenumbersusedtocoderesponsesonthe________levelofmeasurementhaverealmeaningandmaybeaveraged.

A)nominallevel

B)nominalandordinallevel

C)ordinalandinterval

D)intervalandratio

Answer:D

PageRef:278

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

35)The________levelofmeasurementhasatruezeropoint.

A)nominal

B)ordinal

C)interval

D)ratio

Answer:D

PageRef:281

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

36)Aconstantsumquestionisanillustrationofaquestionwrittenonthe________levelofmeasurement.

A)nominal

B)ordinal

C)interval

D)ratio

Answer:D

PageRef:281

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

37)Whenpresentedwiththeoptionofcollectingrespondents'ageoneitherthenominalorratiolevelofmeasurement,aresearchershouldcollectthedataonthe________level.

A)nominal

B)ratio

Answer:A

PageRef:282

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

38)Withregardtodataanalysis,datacollectedontheordinallevelofmeasurementismorelimitingthandatacollectedonthe________level.

A)nominal

B)interval

Answer:B

PageRef:282

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

39)________questionsallowanindividualorobservertoreplyinhisorherownwordswithouttheuseofafixed,predeterminedsetofanswers.

A)Closed-ended

B)Constantsum

C)Ranking

D)Open-ended

E)Ratingscale

Answer:D

PageRef:284

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

40)Thequestion"WhyhaveyoustoppedvisitingyourFacebookpage?"isanexampleofan________question.

A)closed-ended

B)constantsum

C)ranking

D)open-ended

E)ratingscale

Answer:D

PageRef:284

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

41)Whattypeofquestionisagoodwaytointroduceanewtopicareainasurveyorinterview?

A)closed-ended

B)constantsum

C)ranking

D)open-ended

E)ratingscale

Answer:D

PageRef:284

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

42)Open-endedquestionstendtoprovide________variabilityinresponseversusclosed-endedquestions.

A)more

B)less

C)aboutthesame

Answer:A

PageRef:284

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

43)Considertheholesshownonthetargetbelow.

Iftheholesrepresentrepeatedmeasures,thesemeasureswouldbeconsideredtobe________.

A)reliable,butnotvalid

B)valid,butnotreliable

C)neithervalidnorreliable

D)bothvalidandreliable

Answer:A

PageRef:286

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

44)Considertheholesshownonthetargetbelow.

Iftheholesrepresentrepeatedmeasures,thesemeasureswouldbeconsideredtobe________.

A)reliable,butnotvalid

B)valid,butnotreliable

C)neithervalidnorreliable

D)bothvalidandreliable

Answer:B

PageRef:286

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

45)Considertheholesshownonthetargetbelow.

Iftheholesrepresentrepeatedmeasures,thesemeasureswouldbeconsideredtobe________.

A)reliable,butnotvalid

B)valid,butnotreliable

C)neithervalidnorreliable

D)bothvalidandreliable

Answer:C

PageRef:286

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

46)Considertheholesshownonthetargetbelow.

Iftheholesrepresentrepeatedmeasures,thesemeasureswouldbeconsideredtobe________.

A)reliable,butnotvalid

B)valid,butnotreliable

C)neithervalidnorreliable

D)bothvalidandreliable

Answer:D

PageRef:286

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

47)"Test-Retest"and"AlternativeForm"arewaystoassessameasure's________.

A)validity

B)reliability

C)definition

D)criteria

E)creativity

Answer:B

PageRef:285,286

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

48)Whichapproachusesjudgmentandpersonalexpertisetoassessameasure'svalidity?

A)facevalidity

B)concurrentvalidity

C)predictivevalidity

Answer:A

PageRef:288

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

49)Whichtypeofvalidityisestimatedbydeterminingtheextenttowhichperformanceononevariable(measuredtoday)accuratelypredictsperformanceonanothervariable(tobemeasuredinthefuture).

A)facevalidity

B)concurrentvalidity

C)predictivevalidity

Answer:C

PageRef:288

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

50)Providetwoconceptualdefinitionsfor"brandloyalty."

Answer:Answerswillvary,butshouldbeofthefollowingform:

-Aconsumer'scommitmenttorepurchasethebrandacrossrepeatedbuyingoccasions.

-Aconsumer'spredispositiontoconsistentlyspeakpositivelyaboutthebrandtofriendsandothers.

-Adispositiontowardabrandthatissofavorablethatitcreatesa"barriertoexit,"makingitdifficultforotherbrandstocompete.

Greaterconsumptionofaparticularbrandversusconsumers'averagelevelofconsumption.

PageRef:271

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

51)Youwanttomeasurerespondents'"engagement"withFacebook.Providetwooperationaldefinitions.

Answer:Answerswillvarybutshouldbeofthefollowingform:

-TheamountoftimespentdailyonFacebook

-Thenumberofdailyvisits

-Thenumberof"likes"

-TheamountoftimediscussingFacebookwithfriendsinatypicalday

-Thenumberofpostings

PageRef:274

Difficulty:Difficult

LearningObj.:LO1

Classification:CriticalThinking

AACSBStandard:ReflectiveThinkingSkills

52)Writeaquestiontocollectinformationonarespondent'sageonboththenominalandratiolevels.Whichquestiontypeispreferred?

Answer: