BMR 2613 Chapter 7

Which of the following is a nominal scale?

• Gender

• Number of purchases

• B. Temperature in Celsius

• Brand preference (1st, 2nd, 3rd)

What makes a Likert scale useful in marketing research?

• It uses ratio-based scoring

• It involves a true zero point

• It compares two different products

• It measures agreement or disagreement

A scale that has equal intervals and a meaningful zero is called:

• Ordinal

• Interval

• Ratio

• Semantic

Why is it important to organize questions logically in a survey?

• To allow guessing

• To improve flow and response rate

• To reduce sampling size

• To use multiple languages

Which type of scale uses bipolar adjectives to measure perceptions?

• Ratio

• Likert

• Stapel

• Semantic differential