Deck 10: Measurement and Scaling: Noncomparative Scaling Techniques

Question 1

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

Answer 1

True

Question 2

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

Answer 2

False

Question 3

A forced rating scale is a scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

Answer 3

True

Question 4

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 object, is called a Stapel scale.

Question 5

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

Question 6

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Question 7

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Question 8

A scale with an equal number of favorable and unfavorable categories is called a balanced scale.

Question 9

According to the text, while there is no single, optimal number, traditional guidelines suggest that there should be between one and four categories when using itemized rating scales.

Question 10

According to the text, an unbalanced rating scale is one of the commonly used itemized rating scales.

Question 11

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

Question 12

A Likert scale is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning.

Question 13

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

Question 14

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

Question 15

If a neutral or indifferent scale response is possible for at least some of the respondents, an even number of categories should be used.

Question 16

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a Stapel scale.

Question 17

According to the text, noncomparative scales are broadly classified as either continuous or itemized.

Question 18

Likert scale analysis is generally conducted by appropriately summing the item scores.

Question 19

In semantic differential scales, 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 20

An itemized rating scale describes a measurement scale in which 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.

Question 21

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

Question 22

Scales are only presented horizontally.

Question 23

A construct is more abstract than everyday concepts.

Question 24

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

Question 25

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.

Question 26

Alternative-form reliability 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.

Question 27

According to the text, total measurement error is determined by multiplying systematic error with random error.

Question 28

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

Question 29

Random error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

Question 30

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

Question 31

According to the text, researchers may assess validity using coefficient validity.

Question 32

Test-retest reliability 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.

Question 33

An approach for assessing reliability, which requires two equivalent forms of the scale to be constructed and then measures the same respondents at two different times using the alternate forms, is called alternative-form reliability.

Question 34

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

Question 35

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

Question 36

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

Question 37

Internal consistency reliability is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.

Question 38

Perfect reliability implies perfect validity.

Question 39

Random reliability is a popular approach for assessing reliability.

Question 40

A type of validity that addresses the question of what characteristic the scale is measuring is called construct validity.

Question 41

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

Question 42

According to the text, individual items on a semantic differential scale may be scored ________.

A) on a 1 to 7 scale
B) on a -3 to +3 scale
C) on a 1 to 5 scale
D) All of the above are correct.
E) A and B

Question 43

A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

A) comparative scale
B) itemized rating scale
C) continuous rating scale
D) Likert scale
E) extreme scaling

Question 44

A disadvantage of which of the following itemized rating scales is confusion and difficulty to application?

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

Question 45

Continuous scales can be used efficiently in social media.

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

Which scale is not an itemized rating scale?

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

Question 48

Perfect validity implies perfect reliability.

Question 49

Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

A) Likert scale
B) semantic differential
C) Stapel scale
D) balanced rating scale
E) siete scales

Question 50

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 object is called a(n) ________.

A) Likert scale
B) semantic differential
C) Stapel scale
D) opinion rating scale
E) penta scales

Question 51

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

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

Question 52

Which of the following describes a measurement scale in which 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) a comparative scale
B) a continuous rating scale
C) an itemized rating scale
D) a Likert scale
E) extreme scaling

Question 53

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

A) noncomparative scale
B) continuous rating scale
C) itemized rating scale
D) Likert scale
E) random scale

Question 54

When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

A) Likert scale
B) Stapel scale
C) balanced rating scale
D) semantic differential
E) image scale

Question 55

Which of the following types of scales are sometimes referred to as graphic rating scales?

A) noncomparative scales
B) continuous rating scales
C) itemized rating scales
D) Likert scales
E) none of the above

Question 56

Characteristics of the Likert scale include all of the following EXCEPT:

A) easy to construct.
B) easy to administer.
C) easy for the respondent to understand.
D) the number of scale points can vary.
E) respondents read a short phrase rather than an entire statement.

Question 57

According to the text, which of the following is NOT one of the commonly used itemized rating scales?

A) Likert scale
B) semantic differential
C) Stapel scale
D) random scale
E) balanced rating scale

Question 58

A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

A) comparative scale
B) itemized rating scale
C) continuous rating scale
D) Likert scale
E) descriptor scales

Question 59

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

Question 60

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

Question 61

________ is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.

A) Test-retest reliability
B) Alternative-form reliability
C) Internal consistency reliability
D) Random reliability
E) Summated reliability

Question 62

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

A) coefficient alpha
B) coefficient beta
C) coefficient gamma
D) coefficient theta
E) splitting consistency

Question 63

Scale categories can be ________.

A) assigned numerical values
B) presented horizontally
C) expressed by boxes
D) expressed by discrete lines
E) all of the above

Question 64

________ 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) Test-retest reliability
B) Alternative-form reliability
C) Internal consistency reliability
D) Random reliability
E) Binary reliability

Question 65

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

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

Question 66

________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

A) Systematic error
B) Random error
C) Forced error
D) Coefficient error
E) Dispersion error

Question 67

According to the text, while there is no single, optimal number, traditional guidelines suggest that there should be between ________ categories when using itemized rating scales.

A) one and four
B) five and nine
C) 10 and 14
D) 12 and 15
E) 15 and 19

Question 68

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 69

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

A) forced rating scale
B) systematic scale
C) multiple measurement scale
D) multi-item scale
E) single question scale

Question 70

An approach for assessing reliability, which requires two equivalent forms of the scale to be constructed, and then measures the same respondents at two different times using the alternate forms is called ________.

A) test-retest reliability
B) alternative-form reliability
C) internal consistency reliability
D) random reliability
E) binary reliability

Question 71

If a neutral or indifferent scale response is possible for at least some of the respondents, ________.

A) an even number of categories should be used
B) an odd number of categories should be used
C) only one category should be used
D) the number of categories used is unimportant
E) B and C

Question 72

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

A) reliability
B) validity
C) accuracy
D) efficiency
E) substantiality

Question 73

________ 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) Split-half reliability
B) Test-retest reliability
C) Alternative-form reliability
D) Random reliability
E) Correlated half-scores

Question 74

A(n) ________ is a rating scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

A) balanced rating scale
B) unbalanced rating scale
C) forced rating scale
D) systematic rating scale
E) opinion scale

Question 75

A scale for measuring attitudes that consist of a single adjective in the middle of an even-numbered range of values is called a ________.

A) Likert scale
B) semantic differential
C) Stapel scale
D) balanced rating scale
E) mid-range scale

Question 76

Which of the following is NOT a popular approach for assessing reliability?

A) test-retest reliability
B) alternative-form reliability
C) internal consistency reliability
D) random reliability
E) B and D

Question 77

Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?

A) systematic error
B) forced error
C) coefficient error
D) random error
E) dispersion error

Question 78

According to the text, which of the following formulas determines total measurement error?

A) systematic error - random error
B) systematic error + random error
C) systematic error x random error
D) systematic error/random error
E) square root of (systematic error/random error )

Question 79

A scale with an equal number of favorable and unfavorable categories is called a(n) ________.

A) balanced scale
B) unbalanced scale
C) forced scale
D) systematic scale
E) equal scale

Question 80

According to the text, to develop a multi-item scale, all of the following must be done EXCEPT:

A) generate a pool of scale items.
B) reduce pool of items based on judgment.
C) collect data.
D) purify the scale based on statistics.
E) add additional items after statistical analysis.