21) Which characteristic is associated only with ratio scales? A) description B) order C) distance D) origin E) ratiocination 22) A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as: A) nominal B) ordinal C) interval D) ratio E) origin 23) A question that asks the age of a respondent in years would be scaled as: A) nominal B) ordinal C) interval D) ratio E) age-related 24) According to the textbook, understanding the measurement level of a scale is important for all the following reasons EXCEPT: A) it dictates what type of statistical analyses may or may not be done B) tells us whether an object has only qualitative or quantitative properties C) it determines what information is collected D) it determines what can be said about the object E) it determines what cannot be said about the object 25) Because they measure psychological constructs of consumers, such as attitudes, opinions, and feelings, these unobservable constructs are best measured with: A) invisible response format B) unaided response format C) natural metric response format D) synthetic metric response format E) psychological construct format 26) Which of the following is a synthetic scaled-response format in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric scale, for each of a series of statements? A) semantic differential scale B) halo effect scale C) Likert scale D) bipolar scale E) lifestyle inventory scale 27) Which type of scaled-response format measures activities, interests, and opinions towards work, leisure time, and purchases? A) itemized rating scale B) lifestyle inventory C) semantic differential scale D) stapel scale E) graphic rating scale 28) Which type of scaled-response format contains bipolar words such as “hot-cold,” “wet-dry,” “convenient-inconvenient,” and so on? A) itemized rating scale B) lifestyle inventory C) semantic differential scale D) stapel scale E) graphic rating scale 29) The “halo effect” is best avoided by: A) doing a couple of things wrong during the entire research project. B) randomly flipping favourable and unfavourable “good†phrases on different scale items. C) flipping “bad” scales to the back of the survey to encourage a good response before the respondents get to the “bad†scales. D) using only percentage scales. E) using only open-ended questions. 30) Which of the following scaled-response formats is good for measuring store, company, or brand images because many marketing stimuli have meaning, mental associations, or connotations? A) constant sum scale B) lifestyle inventory C) semantic differential scale D) image analysis scales E) image analysis