Question 1

The smaller the number of scale categories,the finer the discrimination among stimulus objects that is possible.

Accepted Answer

The statement is incorrect. The larger the number of scale categories, the finer the discrimination among stimulus objects that is possible, as it provides a greater range of options for respondents to choose from.

Question 2

Profile analysis involves determining the average respondent ratings for each item.

Accepted Answer

Profile analysis is a method used to determine average respondent ratings for each item in a survey or questionnaire. This is done by calculating the mean score of each item across all respondents.

Question 3

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.This controls the tendency of some respondents,particularly those with very positive or negative attitudes,to mark the right-or-left-hand sides without reading the labels.

Accepted Answer

This is because the negative adjective or phrase is randomly placed at either end of the scale to avoid bias in responses. This way, respondents who just mark the right or left-hand sides without reading the labels will not be able to predict where the negative adjective or phrase will be placed.

Question 4

The Likert scale is also referred to as a summated scale.

Accepted Answer

The Likert scale is a type of summative scale used in survey research to measure attitudes or opinions. The term "summated scale" refers to the fact that several Likert scale items are combined or summated to create an overall score or measure of the concept being studied.

Question 5

The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning.

Accepted Answer

The semantic differential is a type of rating scale designed to measure the connotative meaning of objects, events, and concepts. The endpoints are indeed associated with bipolar labels, but the scale is not limited to five points; it can vary in the number of points to capture the intensity of the respondent's feelings or attitudes towards the subject matter.

Question 6

Of the three itemized rating scales considered,the semantic differential scale is used the least.

Accepted Answer

The semantic differential scale is widely used in various fields such as psychology, marketing, and social sciences to measure attitudes, opinions, and values, making it one of the more commonly used itemized rating scales.

Question 7

An advantage of the Stapel scale is it can be administered over the telephone.

Accepted Answer

The Stapel scale is a rating scale that does not require numerical values, and instead uses a score between -5 and +5 on a scale. This can easily be administered over the telephone or via online surveys.

Question 8

The New York City Transit used Likert scales to determine people's perceptions of the subway system and address their concerns,leading to increased ridership.

Accepted Answer

Likert scales have been used by the New York City Transit to determine people's perceptions of the subway system and address their concerns, with the intention of increasing ridership.

Question 9

Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.

Accepted Answer

Non-comparative scales do not provide a reference point for respondents to compare their ratings and therefore they use their own personal rating standard.

Question 10

Although the mean is most often used as a summary statistic with semantic differential scale data,there is some controversy as to whether the data obtained should be treated as an interval scale.

Accepted Answer

This statement is true. There is debate among researchers about whether semantic differential scale data should be treated as interval or ordinal scale data. While the mean is commonly used as a summary statistic with this type of data, some argue that the intervals between the categories are not truly equal, making an interval scale inappropriate.

Question 11

Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

Accepted Answer

Likert scale analysis can be conducted on an item-by-item basis (profile analysis) by analyzing each statement or question separately and computing mean scores, variability (standard deviation), and correlations between items. This allows for a more detailed understanding of the responses to each item and how they relate to each other.

Question 12

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

Accepted Answer

Itemized rating scales are indeed widely used in marketing research and are often used as the building blocks for more complex scales. These scales allow respondents to rate their opinions or experiences on a given topic using a set of predefined response options. Common examples include Likert scales and semantic differential scales.

Question 13

In an itemized rating scale,the respondents are provided with a scale that has a number or brief description associated with each category.

Accepted Answer

In an itemized rating scale, respondents are provided with a scale that has a number or brief description associated with each category.

Question 14

A noncomparative scale is one of two scaling techniques in which each stimulus object is scaled independent of the other objects in the stimulus set.

Accepted Answer

A noncomparative scale is designed to measure a single attribute of an object in isolation, without any reference to other objects in the stimulus set. This type of scale is often used in conjunction with rating or ranking scales to obtain more in-depth information about the attitudes, preferences, or opinions of individuals.

Question 15

The size of the correlation coefficient,a common measure of relationship between variables in itemized rating scales,is influenced by the number of scale categories.The correlation coefficient increases with a reduction in the number of categories.

Accepted Answer

The size of the correlation coefficient is not directly influenced by the number of scale categories. It measures the strength and direction of a linear relationship between two variables, regardless of the number of categories in itemized rating scales. Reducing the number of categories can lead to a loss of information, potentially affecting the precision of the correlation but not systematically increasing it.

Question 16

The Stapel scale is usually presented horizontally.

Accepted Answer

The Stapel scale is typically presented vertically, with a single adjective in the center and numerical values ranging from -5 to +5 (or a similar range) extending above and below to gauge intensity of sentiment or agreement.

Question 17

Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.

Accepted Answer

This is true; both a -3 to +3 and a 1 to 7 scale may be used for scoring individual items on a semantic differential scale, depending on the preference of the researcher.

Question 18

Typically,each Likert scale item has seven response categories,ranging from "strongly disagree" to "strongly agree."

Accepted Answer

Likert scale items can have various numbers of response categories, but they commonly range from 5 to 7 options, not exclusively 7.

Question 19

Noncomparative scaling techniques are comprised of continuous and itemized rating scales.

Accepted Answer

Noncomparative scaling techniques only use one object or stimulus to be rated, which is usually measured on either a continuous or an itemized rating scale.

Question 20

Non-comparative scales are often referred to as monadic scale.

Accepted Answer

Non-comparative scales, such as Likert scales, are often referred to as monadic scales.

Quiz 9: Measurement and Scaling: Non Comparative Scaling Techniques