Deck 9: Measurement and Scaling

Question 1

In a , respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

A) continuous rating scale
B) semantic differential scale
C) Likert scale
D) Stapel scale

Answer 1

A

Question 2

Sears is: Powerful - :- :- :- :- X- :- :- : Weak
Unreliable - :- :- :- :- :- X- :- : Reliable
The above scale is an example of a scale.

A) Likert
B) semantic differential
C) continuous rating
D) Stapel

Answer 2

B

Question 3

Validity can be assessed by examining all of the following except .

A) item validity
B) content validity
C) construct validity
D) criterion validity

Answer 3

A

Question 4

is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.

A) Internal consistency reliability
B) Test- retest reliability
C) Alternative- forms reliability
D) Split- half reliability

Question 5

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices) scale uses seven- point scales anchored with "strongly disagree" and "strongly agree." This is an example of a .

A) semantic differential scale
B) Stapel scale
C) Likert scale
D) continuous rating scale

Question 6

Which statement about generalizability is not true?

A) The set of all conditions of measurement over which the investigator wishes to generalize is the universe of generalizations.
B) To generalize to other universes, facet theory procedures must be employed.
C) In generalizability studies, measurement procedures are designed to investigate the universes of interest by sampling conditions of measurement from each of them.
D) Traditional reliability methods can be viewed as single- facet generalizability studies.

Question 7

is an approach for assessing the internal consistency of the set of items when several items are summated in order to form a total score for the scale.

A) Alternative- forms reliability
B) Test- retest reliability
C) Split- half reliability
D) Internal consistency reliability

Question 8

The Likert scale has several advantages. Which of the following is not an advantage?

A) Respondents readily understand how to use the scale.
B) It is easy to construct and administer.
C) It is suitable for mail, telephone, or personal interviews.
D) It does not require a pretest of the adjectives or phrases to ensure bipolarity.

Question 9

is a form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated.

A) Test- retest reliability
B) Internal consistency reliability
C) Alternative- forms reliability
D) Split- half reliability

Question 10

Which of the following statements is not a consideration when making non- comparative itemized rating scale decisions?

A) forced versus non- forced choice
B) balanced versus unbalanced scales
C) the number of scale categories to use
D) the order of the scale questions

Question 11

represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text).

A) Random error
B) Systematic error
C) Variable error
D) Measurement error

Question 12

The data obtained by using a Stapel scale can be analyzed in the same way as a _ .

A) ranking scale
B) constant sum scale
C) continuous rating scale
D) semantic differential scale

Question 13

A _ is a seven point rating scale with endpoints associated with bipolar labels that have semantic meaning.

A) Stapel scale
B) Likert scale
C) semantic differential scale
D) continuous rating scale

Question 14

is not constant. It represents transient factors that affect the observed score in different ways each time the measurement is made, such as transient personal or situational factors.

A) Random error
B) Variable error
C) Systematic error
D) Measurement error

Question 15

Which statement is not true regarding the relationship between reliability and validity?

A) Unreliability implies invalidity.
B) If a measure is perfectly valid, it is also perfectly reliable.
C) If a measure is perfectly reliable, it is perfectly valid.
D) Reliability is a necessary, but not sufficient, condition for validity.

Question 16

is a type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

A) Construct validity
B) Content validity
C) Criterion validity
D) Internal consistency validity

Question 17

The above scale is an example of a .

A) Likert scale
B) Stapel scale
C) semantic differential scale
D) continuous rating scale

Question 18

How would you rate Sears as a department store? Version 1
Probably the worst - - - - - - I Probably the best
Version 2
Probably the worst - - - - - - I Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a .

A) semantic differential scale
B) continuous rating scale
C) Stapel scale
D) Likert scale

Question 19

is the extent to which a scale produces consistent results if repeated measurements are made on the characteristic.

A) Validity
B) Reliability
C) Generalizability
D) None of the above

Question 20

Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non- comparative itemized rating scale?

A) With an odd number of categories, the middle scale position is generally designated neutral or impartial.
B) A rating scale with an even number of categories should be used if the researcher wants to force a response.
C) The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured.
D) All of the above statements are true.

Question 21

Which non- comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

A) continuous rating scale
B) Stapel scale
C) Likert scale
D) semantic differential scale

Question 22

The is confusing and difficult to apply. It is the least used of the itemized scales.

A) continuous rating scale
B) Stapel scale
C) Likert scale
D) semantic differential scale

Question 23

is assessed when the data on the scale being evaluated on the criterion variables are collected at the same time.

A) Discriminant validity
B) Convergent validity
C) Concurrent validity
D) Predictive validity

Question 24

There are several problems associated with the test- retest approach to determining reliability. If measuring respondents' attitude toward low- fat milk may cause them to become more health conscious and develop a more positive attitude toward low- fat milk, then there is a problem with .

A) the time interval between testing
B) the first measurement having a carryover effect to the second or subsequent measurements
C) the initial measurement altering the characteristic being measured
D) it being impossible to make repeated measurements

Question 25

X_O = X_T + X_S + X_R In the true score model shown above, X_T represents .

A) random error
B) systematic error
C) the observed score or measurement
D) the true score of the characteristic

Question 26

A measure is perfectly reliable if .

A) X_T = 0
B) X_R = 0
C) X_S = 0
D) X_O = 0

Question 27

A _ is a scale for measuring attitudes that consists of a single adjective in the middle of an even- numbered range of values, from - 5 to +5, without a neutral point (zero).

A) semantic differential scale
B) continuous rating scale
C) Likert scale
D) Stapel scale

Question 28

is a type of validity that addresses the question of what construct or characteristic the scale is measuring. An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale.

A) Construct validity
B) Content validity
C) Criterion validity
D) Internal consistency validity

Question 29

Deciding whether to present scales as vertical or horizontal is related to which of the non- comparative itemized rating scale decisions?

A) nature and degree of verbal description
B) odd or even number of categories
C) number of scale categories
D) physical form or configuration

Question 30

A scale designed to measure store image would be considered inadequate if it omitted any of the major dimensions (quality, variety, assortment of merchandise, etc.). This inadequacy would be reflected in the of the scale.

A) construct validity
B) content validity
C) criterion validity
D) internal consistency validity

Question 31

is the extent to which differences in observed scale scores reflect true differences among objects on the characteristics being measured, rather than systematic or random errors.

A) Reliability
B) Generalizability
C) Validity
D) None of the above

Question 32

is the variation in the information sought by the researcher and the information generated by the measurement process employed.

A) Variable error
B) Systematic error
C) Random error
D) Measurement error

Question 33

Which scale is not an itemized rating scale (Table 9.1 in the text)?

A) continuous rating scale
B) Likert scale
C) Stapel scale
D) semantic differential scale

Question 34

Which of the following is not a problem with alternative- forms reliability?

A) It is time consuming and expensive to construct an equivalent form of the scale.
B) The results will depend on how the scale items are split.
C) It is difficult to construct two equivalent forms of a scale.
D) Both B and C are correct.

Question 35

Which statement is true if deciding on the number of scale categories to use in a non- comparative itemized rating scale?

A) If telephone interviews are involved, many categories may confuse the respondents.
B) Space limitations may restrict the number of categories in mail questionnaires.
C) If the respondents are interested in the scaling task and are knowledgeable about the objects, a larger number of categories may be employed.
D) All of the statement above are true.

Question 36

Scores assigned to continuous rating scales by the researcher are typically treated as data.

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

Question 37

is a measure of construct validity that measures the extent to which the scale correlates positively with other measures of the same construct.

A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Concurrent validity

Question 38

The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the construct (Table 9.3 in the text).

A) satisfaction
B) purchase intent
C) attitude
D) purchase frequency

Question 39

Which of the following is not an approach to assess multi- item scale reliability?

A) internal consistency reliability
B) alternative forms reliability
C) test- retest reliability
D) construct reliability

Question 40

Which statement is not true if deciding on the number of scale categories to use in a non- comparative itemized rating scale?

A) Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine.
B) If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used.
C) How the data are to be analyzed and used should also influence the number of categories.
D) The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.

Question 41

is the a type of validity that assesses the relationship between theoretical constructs. It seeks to confirm significant correlations between the constructs as predicted by theory.

A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Concurrent validity

Question 42

Which of the following statements does not pertain to non- comparative scales?

A) Non- comparative techniques consist of continuous and itemized rating scales.
B) Noncomparative scales are often referred to as monadic scales.
C) Data must be interpreted in relative terms and have only ordinal or rank order properties.
D) Respondents using a non- comparative scale employ whatever rating standard seems appropriate.

Question 43

To assess , a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.

A) concurrent validity
B) discriminant validity
C) convergent validity
D) predictive validity

Question 44

is a measure of internal consistency reliability that is the average of all possible split- half coefficients resulting from different splittings of the scale items.

A) Coefficient delta
B) Coefficient beta
C) Coefficient alpha
D) Coefficient eta

Question 45

When developing scales for international research, the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used. Which of the following should be of concern to the marketing researcher when developing scales for international research?

A) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture.
B) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures.
C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries.
D) All of the above are correct.

Question 46

The is known for its versatility and is very popular with marketing researchers.

A) Stapel scale
B) semantic differential scale
C) Likert scale
D) continuous rating scale

Question 47

is a type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ.

A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Concurrent validity

Question 48

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?

A) Stapel scale
B) continuous rating scale
C) semantic differential scale
D) Likert scale

Question 49

is the degree to which a study based on a sample applies to a universe of generalizations.

A) Generalizability
B) Reliability
C) Validity
D) None of the above

Question 50

In , the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability.

A) internal consistency reliability
B) coefficient beta
C) test- retest reliability
D) coefficient alpha

Question 51

A _ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

A) semantic differential scale
B) continuous rating scale
C) Stapel scale
D) Likert scale

Question 52

is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.

A) Construct validity
B) Content validity
C) Criterion validity
D) Internal consistency validity

Question 53

A researcher developed scales using a 7- point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of .

A) validity
B) bias
C) generalizability
D) none of the above

Question 54

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?

A) Likert scale
B) semantic differential scale
C) Stapel scale
D) continuous rating scale

Question 55

A multi- item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except .

A) validity
B) reliability
C) generalizability
D) stability

Question 56

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the construct (Table 9.3 in the text).

A) attitude
B) purchase intent
C) purchase frequency
D) satisfaction

Question 57

is the first step in developing a multi- item scale. _ _ is the last step.

A) Develop a theory; Develop a purified scale
B) Generate an initial pool of items; Prepare the final scale
C) Generate an initial pool of items; Develop a purified scale
D) Develop a theory; Prepare a final scale

Question 58

Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both in measurement.

A) potential sources of error
B) random error
C) potential sources of reliability
D) systematic error

Question 59

Which non- comparative scale is analyzed using profile analysis?

A) semantic differential scale
B) Likert scale
C) Stapel scale
D) all of the above

Question 60

When choosing a scaling technique, which of the following factors should be considered?

A) the method of administration
B) the capabilities of the respondents
C) the levels of information needed (nominal, ordinal, interval, or ratio)
D) all of the above

Question 61

The semantic differential is a five- point rating scale with endpoints associated with bipolar labels that have semantic meaning.

Question 62

The Likert scale is also referred to as a summated scale.

Question 63

X_O = X_T + X_S + X_R represents the pure score model.

Question 64

With alternative forms reliability, a low correlation may reflect either an unreliable scale or nonequivalent forms.

Question 65

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

Question 66

Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non- comparative itemized rating scale?

A) The scale should be balanced to obtain objective data.
B) If the distribution of responses is likely to be skewed, either positively or negatively, a balanced scale with more categories in the direction of skewness may be appropriate.
C) In a balanced scale, the number of favorable and unfavorable categories are equal.
D) If an unbalanced scale is used, the nature and degree of unbalance in the scale should be taken into account in data analysis.

Question 67

Given its subjective nature, content validity alone is a sufficient measure of the validity of a scale.

Question 68

Using several scale items to measure the characteristic of interest provides more accurate measurement than a single- item scale.

Question 69

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

Question 70

Individual items on a semantic differential scale may be scored on either a - 3 to +3 or a 1 to 7 scale.

Question 71

The semantic differential scale may be said to be pan- cultural or free of cultural bias.

Question 72

Of the three itemized rating scales considered, the semantic differential scale is used the least.

Question 73

Likert scale analysis can be conducted on an item- by- item basis (profile analysis).

Question 74

Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency.

Question 75

Noncomparative scaling techniques are comprised of continuous and itemized rating scales.

Question 76

Profile analysis involves determining the average respondent ratings for each item.

Question 77

Respondents using a non- comparative scale employ whatever rating standard seems appropriate to them.

Question 78

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

Question 79

Perfect validity requires that there be no measurement error, therefore: (X_O = X_T, X_R = 0, X_S = 0).

Question 80

A noncomparative scale is one of two scaling techniques in which each stimulus object is scaled independent of the other objects in the stimulus set.