Deck 10: Measurement and Attitude Scaling

Question 1

An ordinal scale is the simplest type of measurement scale.

Answer 1

False

Question 2

Both ratio and interval scales both have an absolute zero.

Answer 2

False

Question 3

A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.

Answer 3

False

Question 4

Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3

Question 5

Interval scales are considered continuous when three or more categories are used.

Question 6

A measurement scale in which respondents are asked to rank items based on their preferences is called a nominal scale.

Question 7

Coefficient beta is the most commonly applied estimate of a composite scale's reliability.

Question 8

Opponents of the forced-choice approach argue that error results when respondents are required to answer questions for which they lack a firm position.

Question 9

Interval scales have nominal, but not ordinal properties, while also capturing information about the differences in quantities of a concept.

Question 10

The Fahrenheit temperature scale is a ratio scale.

Question 11

"Money" provides a ratio scale.

Question 12

Correspondence analysis is the process of identifying scale devices that correspond to properties of a concept involved in a research process.

Question 13

Concrete measures are those that take on only one of a finite number of values.

Question 14

Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

Question 15

A ranking is different than a rating scale in that respondents simply order alternatives on some characteristic.

Question 16

Discriminant validity is another way of expressing internal consistency.

Question 17

A scale can be thought of as a generalized idea that represents something of meaning.

Question 18

Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

Question 19

Attitudes are thought to have three components: affective, cognitive, and behavioral.

Question 20

A construct is a latent concept that is measured with a single variable.

Question 21

Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept?

A) operations
B) reliability
C) sensitivity
D) scale

Question 22

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?

A) conglomerate measure
B) derivative measure
C) summated measure
D) composite measure

Question 23

In a graphic rating scale, a respondent's score is the length in millimeters from one end of the scale to the point marked on the scale by the respondent.

Question 24

____________ capture different values of a concept.

A) scales
B) variables
C) attributes
D) constructs

Question 25

Which of the following refers to concepts measured with multiple variables?

A) operation
B) construct
C) concept
D) scale

Question 26

The fractional-point scale demands that respondents divide points among several attributes to indicate their relative importance.

Question 27

Which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range?

A) discrete measure
B) continuous measure
C) absolute measure
D) valid measure

Question 28

A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.

Question 29

Marketing researchers generally assume that the semantic differential provides interval data.

Question 30

Measures that can take on only one of a finite number of values are called ____.

A) discrete measures
B) neutral measures
C) limited measures
D) continuous measures

Question 31

A person's weight is best described as being measured on a(n)____ scale.

A) ordinal
B) interval
C) ratio
D) nominal

Question 32

____ definitions translate conceptual definitions into measurement scales.

A) Summation
B) Operational
C) Assessment
D) Matching

Question 33

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply adding up the responses to each item making up the composite measure.This composite measure is called a(n)____.

A) derived scale
B) additive scale
C) summated scale
D) primary scale

Question 34

Which of the following is a discrete measure?

A) nominal scales
B) sensitive scales
C) ratio scales
D) a scale with five values

Question 35

A(n)__________ assigns a value based on how much of the concept being measured is associated with an observation.

A) index measure
B) neutral measure
C) limited measure
D) discrete measure

Question 36

____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

A) Research
B) Analysis
C) Validation
D) Measurement

Question 37

Attitudes are considered a function of a person's beliefs about some activity weighted by their evaluations of those characteristics.

Question 38

Personality, lifestyle, price consciousness and consumer emotions are all examples of ____.

A) constructs
B) scales
C) ratios
D) codes

Question 39

Which type of scale is regarded as the highest form of measurement?

A) nominal scale
B) ordinal
C) ratio
D) interval

Question 40

Which characteristic is a key difference between ratio and interval scales?

A) number of items
B) absolute zero
C) number of intervals
D) nominal values

Question 41

Which of the following is an indicator of a measure's internal consistency?

A) reliability
B) validity
C) coefficient beta
D) sensitivity

Question 42

Which type of validity is another way of expressing internal consistency?

A) content validity
B) convergent validity
C) criterion validity
D) discriminant validity

Question 43

A researcher measures the reliability of an instrument by administering the same scale or measure to the same respondents at two separate times.What type of reliability is being assessed?

A) test-retest
B) split-half
C) equivalent-forms
D) criterion

Question 44

Measures that take on only one of a finite number of values are called ____________________ measures.

Question 45

If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary?

A) 3
B) 6
C) 15
D) 30

Question 46

A ________ is a term used for latent concepts measured using multiple variables.

Question 47

A(n)____________________ scale has an absolute zero point.

Question 48

"I hate asparagus" is an example of which component of an attitude toward asparagus?

A) affective
B) behavioral
C) cognitive
D) perceptive

Question 49

A scale that arranges objects so that they are equally-distant from one another is called a(n)____________________ scale.

Question 50

A generalized idea that represents something of meaning is called a(n)____________________.

Question 51

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels.

A) reverse coding
B) indexing
C) alpha coding
D) convergence

Question 52

When a respondent is choosing an answer from an attitude scale anchored by bi-polar adjectives, what type of scale is being used?

A) forced choice
B) Likert
C) semantic differential
D) non-forced-choice

Question 53

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

A) cognitive
B) affective
C) behavioral
D) personal

Question 54

When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity.

A) face
B) criterion
C) test-retest
D) equivalent-forms

Question 55

A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often.This is best described as a(n)____ scale.

A) semantic differential
B) Likert
C) category
D) constant-sum

Question 56

Whether to use a single item or a measure made up from responses to several items depends on all of the following characteristics of the phenomenon EXCEPT for

A) The complexity of the phenomenon measured
B) The level of abstraction of the phenomenon
C) The number of dimensions of the phenomenon
D) The use of the phenomenon in marketing

Question 57

A respondent is given a list of four local shopping malls and asked to put them in order, from the one he most likes to shop at to the one he least likes to shop at.This is a(n)____ task.

A) rating
B) ranking
C) sorting
D) semantic differential

Question 58

In which type of scale is a neutral point, or point of indifference, at the center of the scale?

A) synergistic
B) symmetrical
C) unbalanced
D) balanced

Question 59

Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?"

A) face validity
B) reliability validity
C) criterion validity
D) discriminant validity

Question 60

Which attitude component represents a person's awareness and knowledge of the matter?

A) affective
B) cognitive
C) behavioral
D) personal

Question 61

Compare and contrast the four different levels of scale measurement.

Question 62

When respondents are asked to divide up a fixed number of points to indicate the relative importance of features on a new car, a(n)____________________ scale is being used.

Question 63

A fixed-alternative rating scale with an equal number of positive and negative categories is called ____________________.

Question 64

The component of attitude that represents the action associated with a certain type of attitude is the ____________________ component.

Question 65

Attitudes are measured with a(n)____________________ approach by taking belief scores assessed with some type of rating scale and multiplying each belief score by an evaluation also supplied using some type of rating scale, and then summing each resulting product.

Question 66

What is reliability and how is it assessed?

Question 67

Explain how indexes or composite measures are formed.

Question 68

____________________ validity represents the uniqueness or distinctiveness of a measure.

Question 69

Measures that assign values anywhere along some scale range in a place that corresponds to the intensity of some concept are called ____________________ measures.

Question 70

Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.

Question 71

Discuss a construct and how it is measured.

Question 72

_____________ represent the behavioral expectations of an individual toward an attitudinal object.

Question 73

An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.

Question 74

A(n)____________________ scale measures attitudes by using seven-point rating scales that are anchored at either end by polar opposite adjectives.

Question 75

Define attitude and describe the three components that comprise it.

Question 76

The happy-sad face technique, often used with children, is a(n)____________________ rating scale.