Deck 9: Measurement and Scaling: Noncomparative Scaling Techniques

Question 1

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

Answer 1

True

Question 2

Although the mean is most often used as a summary statistic with semantic differential scale data,there is some controversy as to whether the data obtained should be treated as an interval scale.

Answer 2

True

Question 3

The size of the correlation coefficient,a common measure of relationship between variables in itemized rating scales,is influenced by the number of scale categories.The correlation coefficient increases with a reduction in the number of categories.

Answer 3

False

Question 4

In an itemized rating scale,the respondents are provided with a scale that has a number or brief description associated with each category.

Question 5

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

Question 6

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

Question 7

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

Question 8

An advantage of the Stapel scale is it can be administered over the telephone.

Question 9

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

Question 10

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

Question 11

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

Question 12

The smaller the number of scale categories,the finer the discrimination among stimulus objects that is possible.

Question 13

The New York City Transit used Likert scales to determine people's perceptions of the subway system and address their concerns,leading to increased ridership.

Question 14

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.

Question 15

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

Question 16

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

Question 17

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.This controls the tendency of some respondents,particularly those with very positive or negative attitudes,to mark the right-or-left-hand sides without reading the labels.

Question 18

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

Question 19

Non-comparative scales are often referred to as monadic scale.

Question 20

The Stapel scale is usually presented horizontally.

Question 21

When determining the number of scale categories to use in a non-comparative itemized rating scale,the nature of the object is relevant.

Question 22

The number of scale categories used in noncomparative itemized scales is fixed at five.

Question 23

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 24

An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.

Question 25

In situations where the respondents are expected to have no opinions,as opposed to simply being reluctant to disclose it,the accuracy of data may be improved by a non-forced scale that includes a "no opinion" category.

Question 26

The scale development process is an iterative one.

Question 27

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

Question 28

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

Question 29

In alternative-forms reliability,the same respondents are measured at two different times with an equivalent scale form being administered each time.

Question 30

Non-comparative itemized rating scales with strong adjectives as anchors (1= strongly disagree,7= strongly agree)result in less variable and more peaked response contributions.

Question 31

Reliability is assessed by determining the proportion of random variation in a scale.

Question 32

Reliability can be defined as the extent to which measures are free from random error,X_R.

Question 33

When determining the number of scale categories to use in a non-comparative itemized rating scale,if individual responses are of interest,or the data will be analyzed by sophisticated statistical techniques,five or more scale categories may be required.

Question 34

Coefficient alpha assists in determining whether the averaging process used in calculating coefficient beta is masking any inconsistent items.

Question 35

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

Question 36

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

Question 37

A construct is the theory being measured.

Question 38

It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data.

Question 39

The Likert scale is a balanced rating scale with an odd number of categories and a neutral point.

Question 40

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

Question 41

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

Question 42

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

Question 43

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

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

Question 44

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

Question 45

Social media should not be used to make rating-scale decisions;such decisions should be based only on theoretical considerations.

Question 46

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

Question 47

Given space limitations,it is not feasible to employ more than one scaling method to measure a given construct in social media.

Question 48

Which non-comparative scale is analyzed using profile analysis?

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

Question 49

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)Likert scale
C)continuous rating scale
D)Stapel scale

Question 50

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

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

Question 51

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

Question 52

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

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

Question 53

The researcher can bias the scales by either biasing the wording of the statements (Likert type scales),the scale descriptors,or other aspects of the scale.

Question 54

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

Question 55

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

Question 56

Continuous scales can be used efficiently in social media.

Question 57

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

Question 58

Construct validity is the simplest and easiest type of validity to establish.

Question 59

Neither agree
Strongly nor Strongly
Disagree Disagree disagree Agree agree
1)Wal-Mart has poor in-store service 1 2X 3 4 5
2)I like to shop at Wal-Mart. 1 2X 3 4 5
The above scale is an example of a ________.

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

Question 60

How would you rate Wal-Mart 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)continuous rating scale
B)Stapel scale
C)Semantic differential scale
D)Likert scale

Question 61

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

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

Question 62

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

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

Question 63

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

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

Question 64

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)The smaller the number of scale categories,the finer the discrimination among stimulus objects that is possible.
C)If the respondents are not very knowledgeable or not involved with the task,fewer categories should be used.
D)How the data are to be analyzed and used should also influence the number of categories.

Question 65

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

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

Question 66

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

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

Question 67

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)In a balanced scale,the number of favorable and unfavorable categories are equal.
C)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.
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 68

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)Likert scale
C)continuous rating scale
D)Stapel scale

Question 69

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

Question 70

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

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

Question 71

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

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

Question 72

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

A)continuous rating scale
B)Constant sum scale
C)semantic differential scale
D)Ranking scale

Question 73

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)satisfaction
C)purchase frequency
D)purchase intent

Question 74

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)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.
C)A rating scale with an even number of categories should be used if the researcher wants to force a response.
D)All of the above statements are true.

Question 75

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

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

Question 76

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

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

Question 77

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

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

Question 78

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

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

Question 79

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

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

Question 80

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

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