Question 1

A variation of the graphic rating scale is the ____________________ scale.

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Question 2

A(n)____________________ scale measures attitudes in both their direction and their intensity simultaneously.

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Question 3

A(n)____________________ scale measures attitudes by using 7-point rating scales that are anchored at either end by polar opposite adjectives.

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Question 4

Define forced-choice rating scale and non-forced-choice scale and explain the advantage of using a non-forced-choice scale.

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Question 5

A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics is called a(n)____________________ model.

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Question 6

Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.

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Question 7

Define attitude and describe the three components that comprise it.

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Question 8

Compare and contrast a Likert scale with a semantic differential scale.

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Question 9

A scale that presents respondents with a graphic continuum is called a(n)____________________ rating scale.

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Question 10

Describe a constant-sum scale and discuss when a researcher might use this type of scale.

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Question 11

When respondents are asked to choose among four brands of detergent in such a way that they are asked to select the brand they prefer when each brand is compared with each other brand,this is a type of ____________________ measurement.

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Question 12

A fixed-alternative rating scale with an equal number of both positive and negative categories,with a neutral point in the middle of the scale,is called a(n)____________________ scale.

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Question 13

An attitude scale that asks respondents about a single concept by itself is called a(n)____________________ rating scale.

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Question 14

When respondents are asked to divide up a sum (e.g.50 points)to indicate the relative importance of features on a new car,this is an example of a(n)____________________ scale.

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Question 15

A fixed-alternative rating scale that has an unequal number of positive and negative categories so that the categories are "piled up" at one end of the scale is called a(n)____________________ scale.

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Quiz 14: Attitude Measurement