Scale measure consistency and repeatability

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Reference no: EM132219086

1. In a written research report it is appropriate to report a mean for gender data.

True False

2. Gender data measured as either male or female is what type of data?

A. None of the above

B. Ordinal

C. Ratio

D. Nominal

E. Interval

3. Age data measured in categories including Generation Y, Generation X, Baby Boomers is what type of data?

A. Interval

B. None of the above

C. Ratio

D. Ordinal

E. Nominal

4. Secondary research is research that has been conducted in the past for another purpose but which might still provide useful information for a market researcher trying to identify consumer wants and needs for a client organisation.

True False

5. A market researcher is interested in whether or not there is a difference between men and women in attitudes towards a clothing brand. Attitudes towards the brand are measured on a Likert-type scale ranging from 1 (strongly dislike brand) through to 7 (strongly like the brand). The researcher does a t-test on the mean attitudes for males and for females, and finds the following result: Women's attitudes towards the brand have a mean of 6 and men's attitudes towards the brand have a mean of 4.5, Sig of the t-test is .006 (p = .006). Please select the correct interpretation for this t-test from the following options.

A. There is a significant difference between males and females in attitudes towards the brand. Males like the brand significantly more than females.

B. There is no significant difference between males and females in attitudes towards the brand, although the mean attitude for females is bigger than for males.

C. There is no significant difference between males and females in terms of liking of the brand (attitudes). However, males tend to like the brand more than females.

D. There is a significant difference between males and females in attitudes towards the brand. Females like the brand significantly more than males.

E. There is no significant difference between males and females in terms of liking of the brand. However, females tend to like the brand more than males.

6. Exposing consumers to two different advertisement types and then testing for changes in consumer attitudes towards a brand is associated with what type of research design?

A. Causal

B. Predictive

C. Exploratory

D. Descriptive

E. Probability

7. Reliability gives an indication of a scale measure's consistency and "repeatability" (i.e if a researcher used the scale measure on a number of different occasions, the results would be similar for samples of people with similar characteristics)

True False

8. A market researcher is interested in consumer attitudes towards a brand and perceived risk as predictors for purchasing intention in an online retail environment. All variables were measured on Likert scales. The researcher conducted a multiple regression analysis with attitudes and perceived risk entered together as predictors of consumer purchasing intention. The regression ANOVA Sig was .01 (i.e. p = .01), R square was .35, standardised Beta co-efficient for attitudes was 0.40 and standardised Beta Co-efficient for perceived risk it was 0.60. Please select the correct interpretation from the options following.

A. Consumer attitudes towards the brand and perceived risk are together significant predictors of consumer purchasing intention, accounting for 35% of the variance in purchasing intention. Perceived risk was more important than attitudes in predicting purchase intention.

B. Consumer attitudes towards the brand and perceived risk are together significant predictors of consumer purchasing intention, accounting for 35% of the variance in purchasing intention. Attitudes towards the brand were more important than risk in predicting purchase intention.

C. Consumer attitudes towards the brand and perceived risk are together significant predictors of consumer purchasing intention, accounting for 12.25% of the variance in purchasing intention. Perceived risk was more important than attitudes in predicting purchase intention.

D. Consumer attitudes towards the brand and perceived risk are not significant predictors of consumer purchasing intention, accounting for 12.25% of the variance in purchasing intention. Perceived risk was more important than attitudes in predicting purchase intention.

E. Consumer attitudes towards the brand and perceived risk are together significant predictors of consumer purchasing intention. Attitudes towards the brand were more important than risk in predicting purchase intention.

Reference no: EM132219086

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