Deck 9: Measurement and Scaling: Non Comparative Scaling Techniques

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

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.

Answer 3

True

Question 4

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

Question 5

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

Question 6

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

Question 7

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

Question 8

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 9

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

Question 10

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.

Question 11

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

Question 12

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

Question 13

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

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

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.

Question 16

The Stapel scale is usually presented horizontally.

Question 17

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

Question 18

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

Question 19

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

Question 20

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

Question 21

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 22

The scale development process is an iterative one.

Question 23

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

Question 24

A construct is the theory being measured.

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

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 35

XO = XT + XS + XR represents the pure score model.

Question 36

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

Question 37

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

Question 38

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

Question 39

Perfect validity requires that there be no measurement error,therefore:
(XO = XT,XR = 0,XS = 0).

Question 40

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

Question 41

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

Question 42

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

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

Question 43

Which non-comparative scale is analyzed using profile analysis?

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

Question 44

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

Question 45

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

Question 46

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 47

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) Likert scale
C) Stapel scale
D) semantic differential scale

Question 48

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

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

Question 49

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

Question 50

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

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

Question 51

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

Question 52

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

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

Question 53

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

Question 54

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

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

Question 55

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

Question 56

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

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

Question 57

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

Question 58

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

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

Question 59

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

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

Question 60

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

Question 61

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) If telephone interviews are involved,many categories may confuse the respondents.
C) Space limitations may restrict the number of categories in mail questionnaires.
D) All of the statement above are true.

Question 62

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

Question 63

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

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

Question 64

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

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

Question 65

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

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

Question 66

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

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

Question 67

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

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

Question 68

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

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

Question 69

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

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

Question 70

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) purchase frequency
C) purchase intent
D) satisfaction

Question 71

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

Question 72

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

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

Question 73

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

Question 74

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

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

Question 75

XO = XT + XS + XR In the true score model shown above,XT represents ________.

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

Question 76

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

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

Question 77

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 78

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

A) 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.
B) The scale should be balanced to obtain objective data.
C) If an unbalanced scale is used,the nature and degree of unbalance in the scale should be taken into account in data analysis.
D) In a balanced scale,the number of favorable and unfavorable categories are equal.

Question 79

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) nature and degree of verbal description
D) odd or even number of categories

Question 80

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) A rating scale with an even number of categories should be used if the researcher wants to force a response.
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) With an odd number of categories,the middle scale position is generally designated neutral or impartial.
D) All of the above statements are true.