Question 1

In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem.

Accepted Answer

The answer of In a short essay, discuss the proper...

Question 2

In a short essay, discuss issues related to scale anchors in international research.

Accepted Answer

The answer of In a short essay, discuss issues related...

Question 3

Which of the following is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria?
A) content validity
B) criterion validity
C) construct validity
D) coefficient validity
E) Type II validity

Accepted Answer

Criterion validity examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria. Content validity assesses the extent to which a measure covers the full range of the concept being measured. Construct validity evaluates how well a measure assesses the underlying construct it is intended to measure. Coefficient validity is not a commonly used term in the field of validity. Type II validity is not a recognized type of validity.

Question 4

In a short essay, list and discuss the three commonly used itemized rating scales in marketing. Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

Accepted Answer

The answer of In a short essay, list and discuss...

Question 5

________ addresses the question of what characteristic the scale is measuring.
A) Content validity
B) Criterion validity
C) Construct validity
D) Coefficient validity
E) Characteristic measurement

Accepted Answer

Construct validity addresses the question of what characteristic or construct the scale is measuring. It is concerned with how well a test or scale actually measures the theoretical construct it is supposed to measure. Content validity assesses whether a test measures the content or domain of interest, criterion validity assesses whether a test is related to another test or outcome measure, and coefficient validity refers to the reliability of a test's results. Characteristic measurement is not a commonly used term in psychometrics.

Question 6

According to the text, researchers may assess validity in all of the following ways EXCEPT:
A) content validity.
B) criterion validity.
C) construct validity.
D) coefficient validity.
E) A and D

Accepted Answer

Coefficient validity is not a recognized form of validity assessment. Content validity, criterion validity, and construct validity are all commonly used methods for assessing validity.

Question 7

According to the text, construct validity includes all the following EXCEPT:
A) convergent validity.
B) discriminant validity.
C) nomological validity.
D) coefficient validity.
E) C and D

Accepted Answer

Coefficient validity is not a type of validity in and of itself, but rather it is used to describe the strength and direction of the relationship between two variables. Convergent validity, discriminant validity, and nomological validity are all types of construct validity.

Question 8

________ 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.
A) Content validity
B) Criterion validity
C) Construct validity
D) Coefficient validity
E) Type I validity

Accepted Answer

Content validity refers to the degree to which the items on a scale are representative of the construct being measured. This type of validity involves a subjective evaluation of how well the content of the scale aligns with the intended measurement task. For example, a questionnaire about anxiety should include items that are relevant to the experience of anxiety and not include irrelevant or confusing items. Content validity is important in ensuring that a scale is measuring what it is intended to measure.

Question 9

________ is a type of validity that assesses the relationship between theoretical constructs and seeks to confirm significant correlations between the constructs as predicted by a theory.
A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Content validity
E) Type II validity

Accepted Answer

Nomological validity assesses whether a measurement instrument aligns with theoretical constructs and confirms significant correlations between the constructs as predicted by a theory. Convergent validity assesses whether different methods of measuring the same construct provide similar results. Discriminant validity assesses whether a measurement instrument accurately distinguishes between different constructs. Content validity assesses whether a measurement instrument covers all aspects of the construct it is intended to measure. Type II validity is not a recognized type of validity.

Question 10

In a short essay, discuss split-half reliability and discuss the use of a coefficient alpha.

Accepted Answer

The answer of In a short essay, discuss split-half reliability...

Question 11

________ is a measure of construct validity that measures the extent to which the scale correlates positively with other measures of the same construct.
A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Content validity
E) Characteristic measurement

Accepted Answer

Convergent validity measures the degree to which two or more measures of the same construct are positively related. This means that if a scale has high convergent validity, its scores will also be high on other scales measuring the same construct. Thus, convergent validity is a measure of construct validity.

Question 12

In a short essay, define reliability, and list and discuss the three popular approaches for assessing reliability.

Accepted Answer

The answer of In a short essay, define reliability, and...

Question 13

________ 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.
A) Reliability
B) Validity
C) Effectiveness
D) Consistency
E) Substantive difference

Accepted Answer

Validity refers to the accuracy of a measurement, in terms of whether its scores measure what they are supposed to measure. Reliability refers to the consistency of those scores. The other answer choices are either unrelated to the concept described or only partially related.

Question 14

A type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ is called ________.
A) convergent validity
B) discriminant validity
C) nomological validity
D) content validity
E) Type I validity

Accepted Answer

Discriminant validity assesses the extent to which a measure is able to distinguish between the construct being measured and other constructs that are conceptually distinct. It helps to rule out alternative explanations for observed relationships between variables. Convergent validity, on the other hand, assesses the extent to which different measures of the same construct correlate with each other. Nomological validity refers to the extent to which a measure behaves in accordance with a larger theoretical framework, while content validity assesses whether a measure adequately covers all aspects of the construct. Type I validity is not a recognized type of validity.

Question 15

Explain how continuous rating scales can be easily implemented on the Internet.

Accepted Answer

The answer of Explain how continuous rating scales can be...

Question 16

In a short essay, list and discuss the three ways in which researchers may assess validity.

Accepted Answer

The answer of In a short essay, list and discuss...

Question 17

According to the text, an alternative approach to pan-cultural scales is to ________.
A) use only open-ended questions
B) avoid survey research and do only qualitative interviews
C) use demographic questions only
D) use continuous rating scales
E) use descriptors the respondents provide themselves

Accepted Answer

The text suggests using descriptors that respondents provide themselves as an alternative approach to pan-cultural scales. This approach would avoid imposing preconceived or culturally-bound concepts onto participants and allow for more culturally-specific responses. Therefore, choice (E) is the best answer.

Quiz 10: Measurement and Scaling: Noncomparative Scaling Techniques

In a short essay, discuss the proper steps in choosing a scaling technique for a particular marketing research problem.

In a short essay, discuss issues related to scale anchors in international research.

Which of the following is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria?

In a short essay, list and discuss the three commonly used itemized rating scales in marketing. Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

________ addresses the question of what characteristic the scale is measuring.

According to the text, researchers may assess validity in all of the following ways EXCEPT:

According to the text, construct validity includes all the following EXCEPT:

________ 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.

________ is a type of validity that assesses the relationship between theoretical constructs and seeks to confirm significant correlations between the constructs as predicted by a theory.

In a short essay, discuss split-half reliability and discuss the use of a coefficient alpha.

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

In a short essay, define reliability, and list and discuss the three popular approaches for assessing reliability.

________ 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.

A type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ is called ________.

Explain how continuous rating scales can be easily implemented on the Internet.

In a short essay, list and discuss the three ways in which researchers may assess validity.

According to the text, an alternative approach to pan-cultural scales is to ________.