Marketing Research Unit 2

The __________ scaling techniques, consisting of paired comparison, rank order, constant sum, and Q-sort scaling.

• Temperature
• Non Comparative

• Size
• Comparative

Itemized rating scales like the Likert, semantic differential, and Stapel scales are which type of scaling technique ?

• Comparative

• Nominal scaling
• Ratio scaling
• Non Comparative

This is One of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

• Dependent scaling
• Non Comparative Scaling

• Uniform scaling
• Proportional scaling

In which scaling Scoring can be cumbersome unless computerized?

• Continuous rating scale

• Likert scale

• Semantic differential

• Stapel scale

Name the Seven-point scale with bipolar labels in itemized rating scale.

• Semantic Differential Scale
• Thurstone Scale
• Guttman Scale
• Likert Scale

Name the itemized rating scale having Unipolar ten-points, ranges from -5 to +5, without a neutral point (zero) in it.

• Thurstone scale
• Stapel Scale

• Guttman scale
• Likert scale

In an ____________, the respondents are provided with a scale that has a number or brief description associated with each category.

• itemized rating scale

• rank order

• constant sum

• Q-sort scaling

______________ make the information available on diskettes and CD ROM disks.

• Internet databases

• Online databases

• Offline databases

• Hard databases

_____________ are composed of citations to arti cles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like.

• Bibliographic databases
• Online databases

• Fiction books
• Encyclopedias

________________ provide information on individuals, organizations, and services. Economic Information Systems,

• Transfer Systems

• Communication Systems
• Databases Systems

• Directory databases