SECTION A: MULTIPLE-CHOICE QUESTIONS. [30 MARKS]

Answer all the questions from this section. Choose the correct answer from the alternatives. Each question carries 1 mark.

1). Process of obtaining a numerical description of the extent to which a person or object possesses some characteristics __________________________________.

a) Measurement b) Scaling c) Questionnaire d) Interview

2). Measurement that involves monitoring a respondents involuntary responses to marketing stimuli via the use of electrodes and other equipment is called ______________________.

a) Projective Techniques b) Physiological measures c) Depth Interviews d) Multi-dimensional Scales

3) Validity that reflect whether a scale performs as expected in relation to other variables selected as meaningful criteria _____________________.

a) Criteria-related Validity b) Content Validity c) Construct validity d) Convergent Validity

4) Scale that indicates the relative position of two or more objects, or some characteristics is called _________________________________.

a) Ranking Scale b) Ordinal Scale c) Arbitrary Scale d) Ratio Scale

5) Method that involves the selection of items by a panel of judges based on their relevance, the potential for ambiguity, and the level of the attitude they represent ______________.

a) Cumulative scale b) Arbitrary Scale c) Item Analysis d) Consensus Scaling

6) Even numbered non-verbal rating scale using single adjectives instead of bipolar opposites is called __________________________.

a) Semantic Differential b) multi-dimensional scaling c) Stapel Scale d) Standardised Instruments

7) Instruments ability to accurately measure variability in stimuli or response is known as ________________.

a) Sensitivity b) Practicality c) Generalisability d) Economy

8) 7-point rating scale with endpoints associated with bipolar labels that have semantic meaning is _________________________.

a) Semantic differential scale b) Constant Sum Scale c) Graphic Rating Scale d) Likert Scale

9) Scale in which the respondent directly compares two or more objects and makes choices among them is ________________________.

a) Ranking Scale b) Rating Scale c) Graphic Scale d) None of these

10) Scales where respondent is asked to rate an item in comparison with another item or a group of items each other based on a common criterion is ____________________.

a) Method of paired comparison b) Forced Ranking c) Constant Sum Scale d) All of the above

11) Original source from which researcher directly collects the data that has not been previously collected ___________________.

a) Primary data b) Secondary Data c) Tertiary Data d) None of these

12) Technique in which the respondents and/or the clients communicate and/or observe by use of the internet ______________________.

a) Online Ethnography b) Online Interview c) Online Questionnaire d) Online Focus Group

13) Issue to be considered for the secondary data include ____________.

a) Sufficiency b) Reliability c) Suitability d) All of the above

14) _____________ is a method that involves recording the Behavioural pattern of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest.

a) Observation b) Online Survey c) Schedules d) Warranty Cards

15) _____________ is a technique that allow several members of a hiring company to interview a job candidate at the same time.

a) Panel Interview b) Self-administered interview c) Mail Interview d) Electronic Interview

17) Qualitative methods are probably the oldest of all the scientific techniques, which one is the qualitative research?

a) Questionnaire b) Attitude Scales c) Depth Interview d) Observation

18) In validity of measurement scales, validity can be measured through several methods like _____________.

a) Content b) Criterion c) Construct d) All of the above

19) The test of reliability is an important test of sound measurement. The methods to evaluate reliability of scales are ____________________.

a) Convergent b) Delegating measurement strategies c) Split-Halves Method d) None of the above

20) The most common scales used in research are ______________.

a) Nominal b) Ratio c) Ordinal d) All of the above

21) In scale construction technique, scale can be developed by ______________.

a) Ratio Scale b) Cumulative Scale c) Nominal scale d) Ordinal scale

22) The criterion for good scale is developed by _____________________.

a) Reliability b) Practicability c) Sensitivity d) All of the above

24) The main problem of using a questionnaire is ____________________.

a) Accessible to diverse respondent b) Greater anonymity c) Shows an inability of respondent to provide information d) None of these

25) Electronic interview can be conducted by ________________.

a) Telephonic b) Fax c) Personal d) All the above