Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7 point scale). Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale). This indicates that there was some problem with the scale being used. This problem is a problem related to:
A)scale reliability.
B)scale validity.
C)scale comprehension.
D)scale assess ability.
E)scale stability.

Question

Quizplus · Accepted Answer

The discrepancy in results suggests an issue with scale reliability, as reliability refers to the consistency of the measurement. If the same scale yields significantly different results under similar conditions, it indicates a reliability problem.

Using a Scale, a Researcher Determines That the Brand Attitudes