Question 1

This type of scale will always produce an ordinal scale of measurement.
A) Likert scale
B) constant sum scale
C) pair-wise comparison scale
D) rank order scale
E) semantic differential scale

Accepted Answer

A rank order scale asks respondents to rank items in order of preference or importance. This creates an ordinal scale of measurement since it only reflects the relative rankings of the items and doesn't provide information on the magnitude of the differences between rankings. The other options may or may not produce ordinal scales depending on how they are used.

Question 2

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.
A) constructs
B) attitudes
C) satisfaction scores
D) noncomparative scales

Accepted Answer

Purchase intent scales may indicate a person's attitude towards purchasing a product but may not necessarily reflect their actual behavior. Attitudes and behaviors are not always perfectly correlated, and there may be external factors that can affect an individual's decision-making process.

Question 3

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: ____styling
____handling
____horsepower
____towing capability
____economy
100% TOTAL
This scale illustrates which kind of technique?
A) constant sum
B) purchase intent
C) rank order
D) semantic differential
E) none of the above

Accepted Answer

The scale given in the question is an example of a constant sum scale, where the respondent is required to distribute a fixed sum of points among different attributes based on their perceived importance.

Question 4

Which of the following is not characteristic of a Likert scale?
A) is a comparative rating scale
B) requires interviewee to respond to a statement
C) measures extent of agreement-disagreement with statement
D) possible to compute summated attitude scores with several statements concerning a concept, product or service
E) respondent considers only one statement at a time

Accepted Answer

A Likert scale is not a comparative rating scale, it is a type of rating scale used in survey research that measures attitudes or opinions on a continuous scale usually consisting of five or seven points.

Question 5

A questionnaire could be reliable without being valid.

Accepted Answer

Reliability refers to the consistency and stability of the measurement. Validity, on the other hand, refers to the extent to which a measurement actually measures what it is supposed to measure. A questionnaire can be reliable (consistently measure the same thing every time it is used) but may not be valid (measure something different from what it is intended to measure).

Question 6

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet. What type of scale is being used?
A) Likert
B) semantic differential
C) itemized rating scale
D) graphic rating scales
E) none of the above

Accepted Answer

A semantic differential scale asks respondents to rate a brand or product on a bipolar scale, such as bitter-sweet or old-new. This question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet, which is a type of bipolar scale, therefore the answer is semantic differential.

Question 7

If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious "reliability" problem.

Accepted Answer

Poorly worded questions can lead to respondents interpreting the question differently, resulting in inconsistent and unreliable responses.

Question 8

Scales are categorized in two ways according to the text. The categories are:
A) Unidimensional & Multidimensional
B) Multidimensional & Graphic
C) Grapic & Unidimensional
D) Multidimensional & Perfect

Accepted Answer

The text states that scales are categorized into unidimensional and multidimensional. There is no mention of graphic or perfect scales, so options B, C, and D can be ruled out.

Question 9

A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B
____candidate C or ____candidate B
____candidate A or ____candidate C
The pollster is invoking which type of attitude scale?
A) rank order
B) paired comparison
C) purchase intent
D) graphic rating

Accepted Answer

The pollster is using a paired comparison attitude scale, where respondents are asked to compare two options and choose the one they prefer. In this case, there are three different pairings presented.

Question 10

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?
A) Likert
B) constant sum
C) rank order
D) semantic differential
E) none of the above

Accepted Answer

The answer of Which type of scale would be least...

Question 11

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products, while being easy to construct.
A) purchase intent
B) semantic differential
C) paired comparison
D) rank order
E) none of the above

Accepted Answer

The answer of This type of scale has been found...

Question 12

The following scale is illustrative of a __________scale. ____definitely buy
____probably buy
____might buy
____might not
____probably not
____definitely not
A) purchase intent
B) semantic differential
C) rank order
D) Likert
E) none of the above

Accepted Answer

The scale is asking about purchase intent, specifically how likely someone is to buy a product. Therefore, it is an example of a purchase intent scale.

Question 13

Indicate your level of agreement with the following statement: The President is doing a very good job.
Strongly Strongly
Agree Agree Indifferent Disagree Disagree
This scale illustrates which technique?
A) Likert
B) purchase intent
C) constant sum
D) paired comparison
E) none of the above

Accepted Answer

The Likert scale is a commonly used technique for measuring attitudes or opinions. In this case, the scale measures the level of agreement with a statement about the President's job performance.

Question 14

Generally, well-constructed attitude scales will have between ____ & ______ response points.
A) 3-5
B) 5-7
C) 5-9
D) 3-9
E) none of the above

Accepted Answer

Generally, well-constructed attitude scales have response points ranging from 5-7. This provides enough options for participants to choose from without overwhelming them with too many choices. It also allows for more accurate measurement of attitudes as there is a range of options to capture subtleties in individuals' feelings and opinions. Options A, C, and D may also be used but have their own respective drawbacks. Option E is not a valid answer as there is a preferred range for response points in attitude scales.

Question 15

Common arithmetic scales are used with ordinal scales.

Accepted Answer

Common arithmetic scales are used with interval and ratio scales, not ordinal scales. Ordinal scales only allow for ranking and ordering of variables, but do not have consistent intervals between categories.

Question 16

A(n) _________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.
A) unbalanced
B) balanced
C) purchase intent
D) semantic differential
E) none of the above

Accepted Answer

The answer of A(n) _________ scale may be used if...

Question 17

A constitutive definition is similar to a dictionary definition.

Accepted Answer

A constitutive definition is a definition that provides the necessary and sufficient conditions for the use of a term, much like a dictionary definition.

Question 18

Which of the following scale types is similar to graphic rating scales?
A) rank order scale
B) itemized rating scale
C) Likert scale
D) Stapel scale

Accepted Answer

Itemized rating scales and graphic rating scales are very similar. Both of them ask people to rate items on a scale, typically from 1 to 5, 7, or 10. The primary difference is that graphic rating scales use visual representations, such as faces or shapes, to make rating more intuitive.

Question 19

Researchers have found that by offering a "neutral" response on a scale, respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral. To resolve this issue, researchers:
A) suggest respondents skip the question.
B) use "somewhat" categories.
C) use comparative rating scales.
D) offer a "don't know" response.
E) change the question to a "yes-no" format.

Accepted Answer

Offering a "don't know" response is the best way to handle the issue of respondents who lack knowledge about a question indicating a neutral response. This allows them to indicate that they do not know the answer rather than forcing them to provide a potentially inaccurate response.

Question 20

Suppose a researcher needed output so as to be able to perform ratio analysis. Which of the following scales would be utilized?
A) semantic differential scale
B) Likert scale
C) constant sum scale
D) rank order scale

Accepted Answer

The constant sum scale is the appropriate choice when a researcher needs to perform ratio analysis, as it allows for numerical comparisons and calculations. The semantic differential scale and Likert scale measure attitudes or opinions on a bipolar or unipolar continuum, but do not provide numerical data for ratio analysis. The rank order scale only provides ordinal data, which does not allow for ratio analysis.

Quiz 9: The Concept of Measurement and Attitude Scales

This type of scale will always produce an ordinal scale of measurement.

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?

Which of the following is not characteristic of a Likert scale?

A questionnaire could be reliable without being valid.

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet. What type of scale is being used?

If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious "reliability" problem.

Scales are categorized in two ways according to the text. The categories are:

A pollster asks you to respond to the following choices concerning the upcoming presidential race: candidate A or candidate B candidate C or candidate B candidate A or candidate C The pollster is invoking which type of attitude scale?

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products, while being easy to construct.

The following scale is illustrative of a ______scale. definitely buy probably buy might buy might not probably not definitely not

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

Generally, well-constructed attitude scales will have between & __ response points.

Common arithmetic scales are used with ordinal scales.

A(n) _________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

A constitutive definition is similar to a dictionary definition.

Which of the following scale types is similar to graphic rating scales?

Researchers have found that by offering a "neutral" response on a scale, respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral. To resolve this issue, researchers:

Suppose a researcher needed output so as to be able to perform ratio analysis. Which of the following scales would be utilized?

Quiz 9: The Concept of Measurement and Attitude Scales

This type of scale will always produce an ordinal scale of measurement.

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: ____styling ____handling ____horsepower ____towing capability ____economy 100% TOTAL This scale illustrates which kind of technique?

Which of the following is not characteristic of a Likert scale?

A questionnaire could be reliable without being valid.

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet. What type of scale is being used?

If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious "reliability" problem.

Scales are categorized in two ways according to the text. The categories are:

A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B ____candidate C or ____candidate B ____candidate A or ____candidate C The pollster is invoking which type of attitude scale?

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products, while being easy to construct.

The following scale is illustrative of a __________scale. ____definitely buy ____probably buy ____might buy ____might not ____probably not ____definitely not

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

Generally, well-constructed attitude scales will have between ____ & ______ response points.

Common arithmetic scales are used with ordinal scales.

A(n) _________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

A constitutive definition is similar to a dictionary definition.

Which of the following scale types is similar to graphic rating scales?

Researchers have found that by offering a "neutral" response on a scale, respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral. To resolve this issue, researchers:

Suppose a researcher needed output so as to be able to perform ratio analysis. Which of the following scales would be utilized?

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: styling handling horsepower towing capability economy 100% TOTAL This scale illustrates which kind of technique?

A pollster asks you to respond to the following choices concerning the upcoming presidential race: candidate A or candidate B candidate C or candidate B candidate A or candidate C The pollster is invoking which type of attitude scale?

The following scale is illustrative of a ______scale. definitely buy probably buy might buy might not probably not definitely not

Generally, well-constructed attitude scales will have between & __ response points.