Deck 10: Measurement and Attitude Scaling

Question 1

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

Answer 1

True

Question 2

"Money" is an example of something that can be measured using a ratio scale.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

Interval scales represent the absolute meaning of the numbers on the scale.

Question 5

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

Question 6

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

Question 7

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

Question 8

Marketing research is less complicated than research in scientific disciplines because there really is only one way to measure most marketing phenomenon.

Question 9

The most sophisticated form of data analysis for a nominal scale is the average of the scores.

Question 10

All measurement,particularly in the social sciences,contains error.

Question 11

The Fahrenheit temperature scale is an example of a ratio scale.

Question 12

An ordinal scale is the simplest type of measurement scale.

Question 13

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

Question 14

The problem with measurement is that researchers cannot account for errors statistically.

Question 15

Research would be impossible without measurement.

Question 16

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

Question 17

A construct is a term used for concepts that are measured with single variables.

Question 18

Mathematical operations cannot be performed with numbers from nominal scales.

Question 19

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

Question 20

Operational definitions translate conceptual definitions into measurement scales.

Question 21

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

Question 22

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

Question 23

Marketing researchers generally assume that the semantic differential provides metric (at least ratio)measurement.

Question 24

An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.

Question 25

A person's attitude toward Tide detergent can be directly observed.

Question 26

The semantic differential scale uses unlabeled response categories between two bipolar opposite adjectives.

Question 27

Discriminant validity is another way of expressing internal consistency.

Question 28

A scale can be created by simply adding together the responses to several items related to a topic.

Question 29

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

Question 30

A person's knowledge about a brand is part of the cognitive component of that person's attitude toward that brand.

Question 31

Ranking measurements of attitudes provide interval data.

Question 32

The category scale can measure attitude using a two-point response scale.

Question 33

Reliability is an indicator of a measure's internal consistency.

Question 34

Sometimes respondents' answers need to be assigned opposite values through a process called cross-validation.

Question 35

An index measure assigns a value based on how characteristic an observation is of the thing being measured.

Question 36

Semantic differential scales can be scored by: -3,-2,-1,0,+1,+2,+3

Question 37

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 38

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

Question 39

Researchers face a wide variety of choices in measuring attitudinal concepts.

Question 40

If a marketing researcher wants to compare five brands of toothpaste on the basis of their flavor using the paired comparison method,the researcher must ask each respondent to make five comparisons.

Question 41

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

Question 42

When respondents are asked to place local shopping malls so that their first choice is 1,their second choice is 2,and so forth,this is best-described as an example of a(n)______ scale.

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

Question 43

A researcher is observing fans at a soccer game and is putting a "1" if the fan is actively cheering and a "0" if they just seem to be merely watching the game without saying anything.He is also indicating which team the fan seems to be associated with as well as approximate age and gender.By recording information such as this with codes,the researcher is involved in _____.

A) conceptualization
B) operationalization
C) measurement
D) analysis

Question 44

Researchers measure concepts through a process known as _____.

A) summation
B) operationalization
C) assessment
D) matching

Question 45

The number of scale items depends the characteristics of the phenomenon being studied.

Question 46

Which of the following is a device providing a range of values that correspond to different characteristics or amounts of a characteristic exhibited in observing a concept?

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

Question 47

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

Question 48

Which type of scale is,at the most,a ranking scale?

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

Question 49

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

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

Question 50

Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n)______ scale.

A) interval
B) test-retest
C) criterion
D) nominal

Question 51

A(n)_____ is a generalized idea that represents something of identifiable and distinct meaning.

A) scale
B) concept
C) operant
D) measure

Question 52

Researchers often model behavior as a function of attitudes and intentions.

Question 53

_____ 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 54

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

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

Question 55

A scale which arranges brands in an ordered sequence in which there is an equal interval between each point on the scale is an example of a(n)______ scale.

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

Question 56

Which of the following is the most elementary level of measurement?

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

Question 57

Multi-attribute models are useful in identifying characteristics that are most in need of being improved.

Question 58

Scales that assign a value to an object for identification or classification purposes are called _____ scales.

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

Question 59

A scale that allows things to be arranged based on how much of some concept they possess is called a(n)_____ scale.

A) quantitative scale
B) nominal
C) ordinal
D) order

Question 60

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

A) Conceptualization
B) Conversion
C) Correspondence
D) Operationalization

Question 61

_____ represents a measure's homogeneity or the extent to which each indicator of a concept converges on a common meaning.

A) Internal consistency
B) Validity
C) Internal validity
D) External consistency

Question 62

When 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,this is an example of _____ reliability.

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

Question 63

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

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

Question 64

Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range are called _____.

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

Question 65

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

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

Question 66

Which type of scale has all the properties of an interval scale with the additional attribute of representing absolute quantities,characterized by a meaningful absolute zero?

A) nominal scale
B) discrete scale
C) infinite scale
D) ratio scale

Question 67

How much a person weighs is best described as an example of a(n)______ scale.

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

Question 68

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 69

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 70

Which of the following is a defining characteristic in determining between ratio and interval scales?

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

Question 71

Which of the following is a discrete measure?

A) nominal scale
B) sensitive scale
C) ratio scale
D) all of these choices

Question 72

The Fahrenheit temperature scale is best described as an example of a(n)______ scale because it doesn't have an absolute zero point.

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

Question 73

Which type of measure assigns a value based on how much of the concept being measured is associated with an observation and is formed by putting several variables together systematically?

A) conglomerate measure
B) multiplicative measure
C) index measure
D) multidimensional measure

Question 74

Which type of scale represents the highest form of measurement?

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

Question 75

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply summing the response 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 76

Carla is using education,income,and occupation to develop a measure of social class.What type of measure for social class is she developing?

A) index measure
B) valid measure
C) reliable measure
D) concurrent measure

Question 77

Gas mileage is an example of a(n)_____ of an automobile.

A) attribute
B) concept
C) measure
D) attitude

Question 78

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 79

Which of the following means that the value assigned for a response is treated oppositely from the other items in a scale?

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

Question 80

Age is an example of a _____ measure.

A) nominal
B) biological
C) discrete
D) continuous