Question 1

The basic approaches to establishing validity include all of the following, except:

Accepted Answer

The basic approaches to establishing validity are content validity, criterion validity, and construct validity. Comparative validity is not a typical approach to establishing validity.

Question 2

Which type of rating scale is the following? Now that you have driven your 2013 Mazda 3 for six months, tell us how satisfied you are with the car's overall performance.

$\begin{array}{lllllll}
\text { Very }&&&&&&& \text { Very }\
\text { satisfied } & 7 & 5 & 4 & 3 &2&1& \text { dissatisfies } \

\end{array}$

Accepted Answer

This is a monadic rating scale, where respondents rate a single item (the car's performance) on a scale, typically from very satisfied to very dissatisfied.

Question 3

Which type of scale is the following? Australia Post would like you to distribute 100 points among the following characteristics in terms of how important each aspect is to you for your delivery needs:
$\underline { \quad\quad\quad\quad    } $Accurate billing
$\underline { \quad\quad\quad\quad    } $On-time delivery
$\underline { \quad\quad\quad\quad    } $Price

Accepted Answer

This is a constant-sum scale as the respondent is being asked to distribute a fixed number of points (100) among the given characteristics.

Question 4

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, it is an example of the _________ method for assessing internal consistency.

Accepted Answer

The split-half method involves randomly dividing a test into two halves and comparing the results to see if they are consistent. One common way to do this is by comparing the responses to odd-numbered questions with the responses to even-numbered questions. This method is a way to assess internal consistency of a test or scale. The other options listed (test-retest, equivalent-form, and predictive-form) involve different methods of assessing reliability.

Question 5

The statement, 'I plan to buy a new car sometime in the next three months' reflects which component of an attitude?

Accepted Answer

The statement reflects the behavioural component of an attitude as it denotes a specific intention to take a particular action. The affective component refers to emotions or feelings towards a particular object, while the cognitive component relates to the beliefs and thoughts about that object. The term "emotive" is not a recognized component of an attitude.

Question 6

Which of the following is the correct formula for determining the number of comparisons that are required in a paired comparison measurement?

Accepted Answer

The formula for the number of comparisons in a paired comparison measurement is n choose 2, which is equivalent to n(n-1)/2.

Question 7

If a new measure is taken at the same time as the criterion measure and is shown to be valid, it is said to have__________ validity.

Accepted Answer

Concurrent validity refers to testing the validity of a new measure by comparing it to a criterion measure that is administered at the same time. If the new measure shows a strong correlation with the criterion measure, then it is considered to have concurrent validity.

Question 8

Suppose that a respondent is given a set of cards, each card containing the current advertising slogan for a brand. The respondent is asked to place the cards into two piles, the first labelled 'Recognise this slogan and can identify the brand' and the second labelled, 'Do not recognise the slogan.' This is an example of a _______ task.

Accepted Answer

This task involves sorting the advertising slogans into two piles based on recognition, therefore it is a sorting task. Ranking involves putting items in order of preference or importance, rating involves assigning a score or level of satisfaction to an item, and choice involves selecting one option from a set of options. None of these accurately describe the task given in the question.

Question 9

An enduring disposition to consistently respond to various aspects of the world, including people, events and objects, in a given manner is known as a(n):

Accepted Answer

The definition provided in the question aligns with the definition of attitude. A concept refers to a mental representation of a category or idea, an attribute is a characteristic or quality of something, and a construct refers to an abstract concept or idea that cannot be directly observed or measured.

Question 10

Which of the following scale is a measure of attributes designed to allow respondents to rate how strongly they agree or disagree with a set of statements, ranging from very positive to very negative attitudes?

Accepted Answer

Likert scale is specifically designed for measuring attitudes and opinions. It presents a set of statements and respondents are asked to indicate their level of agreement or disagreement with each statement using a rating scale, usually ranging from 1 to 5 or 1 to 7. The scale is very commonly used in social science research to measure attitudes towards various issues, products, or services. The other options - Graphic, Stapel, and Constant-sum scales - are also used for measuring attitudes, but they have different rating and response formats.

Question 11

Which of the following scale is easier to administer, especially over the telephone?

Accepted Answer

The Stapel scale is easier to administer, especially over the telephone, because it does not require the respondent to consider a range of options as in the Likert scale. Instead, it presents a single statement or quality, and respondents indicate their level of agreement or disagreement on a scale, typically ranging from -5 to +5, without a neutral point. This simplicity makes it more straightforward for telephone surveys.

Question 12

Which of the following types of scales is the easiest to construct?

Accepted Answer

The Likert scale is the easiest to construct among the options given. It typically involves simply stating a statement and asking respondents to rate their level of agreement or disagreement on a linear scale, making it straightforward to design and implement.

Question 13

If researchers wish to compare four brands of toothpaste on the basis of taste and freshness, how many comparisons are required in a paired comparison measurement?

Accepted Answer

To compare four items (brands of toothpaste) with each other in pairs, the formula n(n-1)/2 is used, where n is the number of items. Substituting 4 for n gives 4(4-1)/2 = 6 comparisons.

Question 14

Validity refers to:

Accepted Answer

Validity refers to the extent to which a measure assesses what it purports to measure. A scale is considered valid if it accurately measures the concept it was designed to measure. Option A describes a construct, not validity. Option B describes reliability. Option D describes precision, not validity.

Question 15

If a respondent is asked to select the suburb they live in, this is best described as a(n) _______ scale.

Accepted Answer

This is a nominal scale, as the options for suburb are simply labels with no inherent order or numerical value.

Question 16

A disadvantage of the Category scale is that:

Accepted Answer

Items may be ambiguous because category scales often rely on subjective interpretation, leading to potential confusion or misinterpretation by respondents.

Question 17

I am conscious about the quality of the products that I buy. Strongly disagree (1) Disagree (2) Uncertain (3) Agree (4) Strongly agree (5)
The above is an example of a(n):

Accepted Answer

The statement in the question requires respondents to rate their level of agreement using a Likert scale. A Likert scale measures attitudes or opinions on a scale with response options ranging from Strongly disagree to Strongly agree.

Question 18

When constructing a scale, adding 'strongly agree', 'mildly agree', 'neither agree nor disagree', 'mildly disagree' and 'strongly disagree' to a dichotomous 'agree or disagree' response category increases the scale's:

Accepted Answer

Adding more response categories increases the scale's sensitivity, allowing for more fine-grained distinctions in respondents' opinions. However, it does not necessarily improve reliability, practicality, or validity.

Question 19

The criterion used for evaluating measurements includes all of the following, except:

Accepted Answer

Divisibility is not a commonly used criterion for evaluating measurements. The other three (reliability, sensitivity, and validity) are widely recognized and accepted criteria for measurement evaluation.

Question 20

The statement, 'She believes buying fruit and vegetables from the farmers' market offers the best value and freshness' reflects which of the following basic components of an attitude?

Accepted Answer

The statement reflects the cognitive component of an attitude, which is based on a person's beliefs and thoughts about a particular object or situation. The statement reflects the belief that buying from the farmers' market offers the best value and freshness, indicating a cognitive component.

Quiz 8: Measurement