Deck 10: Measurement and Attitude Scaling

Question 1

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

Answer 1

False
this is called operationalization.

Question 2

Interval scales are able to represent absolute quantities including a meaningful absolute zero.

Answer 2

False
Ratio scales do this.Interval scales do capture information about differences in quantities of a concept,however.

Question 3

Continuous measures are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept.

Answer 3

True

Question 4

In ratio scales,the location of the zero point is arbitrary.

Question 5

Discriminant validity is another way of expressing internal consistency.

Question 6

The Fahrenheit temperature scale is a ratio scale.

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

"Money" provides a ratio scale.

Question 19

The category scale measures attitude with greater sensitivity than a two-point response scale.

Question 20

An ordinal scale is the simplest type of measurement scale.

Question 21

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

Question 22

All of the following can be measured using ratio scales EXCEPT ____.

A)gender
B)income
C)temperature
D)weight

Question 23

____ 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 24

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

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

Question 25

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

Question 26

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 27

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 28

____ definitions translate conceptual definitions into measurement scales.

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

Question 29

Researchers who support the idea of forced-choice scales essentially argue that the respondents really do have an attitude toward the items that they are asked about.

Question 30

Which of the following is a discrete measure?

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

Question 31

Age,gender,brand loyalty,and corporate culture are all examples of ____.

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

Question 32

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 33

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

Question 34

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

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

Question 35

A(n)____ is a single characteristic or fundamental feature of an object,person,situation,or issue.

A)concept
B)variable
C)attribute
D)construct

Question 36

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 37

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

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

Question 38

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 39

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 40

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 41

"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 42

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 43

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 44

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

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

Question 45

When a respondent is asked whether he agrees,disagrees,or has no opinion to a series of statements,what type of scale is being used?

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

Question 46

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

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

Question 47

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

Question 48

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

Question 49

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

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

Question 50

The process involving identifying scales that correspond to properties of a concept is called ____________________.

Question 51

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

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

Question 52

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

Question 53

A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions.What type of reliability is being assessed?

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

Question 54

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 55

A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card.The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize.This is a ____ task.

A)rating
B)ranking
C)constant-sum
D)sorting

Question 56

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 57

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 58

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 59

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

Question 60

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 61

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

Question 62

A fixed-alternative rating scale with an equal number of both positive and negative categories and a neutral point in the middle of the scale is called a(n)____________________ scale.

Question 63

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

Question 64

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

Question 65

What is reliability and how is it assessed?

Question 66

Explain how indexes or composite measures are formed.

Question 67

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 68

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

Question 69

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 70

Define attitude and describe the three components that comprise it.

Question 71

____________________ validity represents the uniqueness or distinctiveness of a measure.

Question 72

Compare and contrast the four different levels of scale measurement.

Question 73

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

Question 74

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

Question 75

The ability of a scale to measure the variability of a concept is called ____________________.