Market Research Ch 10

True

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

True

11) Likert scale analysis is generally conducted by appropriately summing the item scores.

True

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

True

13) When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

True

14) In semantic differential scales, 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.

True

15) A scale for measuring attitudes that consists of a single adjective in the middle of an even- numbered range of values is called a Stapel scale.

True

19) A scale with an equal number of favorable and unfavorable categories is called a balanced scale.

True

20) A forced rating scale is a scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

True

22) A construct is more abstract than everyday concepts.

True

23) A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.

True

26) The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called reliability

True

3) A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

True

30) Test-retest reliability is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.

True

31) An approach for assessing reliability, which requires two equivalent forms of the scale to be constructed and then measures the same respondents at two different times using the alternate forms, is called alternative-form reliability.

True

32) Internal consistency reliability is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.

True

35) Validity 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

True

38) A type of validity that addresses the question of what characteristic the scale is measuring is called construct validity.

True

4) According to the text, noncomparative scales are broadly classified as either continuous or itemized.

True

41) Perfect validity implies perfect reliability.

True

43) Continuous scales can be used efficiently in social media.

True

44) An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

A) noncomparative scale

47) A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

B) a continuous rating scale

48) Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other?

C) interval

49) Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

C) continuous rating scale

50) A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

B) continuous rating scales

51) Which of the following types of scales are sometimes referred to as graphic rating scales?

C) continuous rating scale

52) Which scale is NOT an itemized rating scale?

C) Stapel scale

53) A disadvantage of which of the following itemized rating scales is confusion and difficulty to application?

D) random scale

54) According to the text, which of the following is NOT one of the commonly used itemized rating scales?

B) itemized rating scale

55) A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

A) Likert scale

56) A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)

E) respondents read a short phrase rather than an entire statement.

57) Characteristics of the Likert scale include all of the following EXCEPT:

B) semantic differential

58) Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

D) semantic differential

59) When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

E) A and B

60) According to the text, individual items on a semantic differential scale may be scored

C) Stapel scale

61) A scale for measuring attitudes that consist of a single adjective in the middle of an even- numbered range of values is called a ________.

D) all of the above

62) Which non-comparative scale is analyzed using profile analysis?

B) semantic differential scale

63) 46. Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale.

B) five and nine

64) According to the text, while there is no single, optimal number, traditional guidelines suggest that there should be between ________ categories when using itemized rating scales.

B) an odd number of categories should be used

65) If a neutral or indifferent scale response is possible for at least some of the respondents,

A) balanced scale

66) A scale with an equal number of favorable and unfavorable categories is called a(n) ________.

C) forced rating scale

67) A(n) ________ is a rating scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

E) all of the above

68) Scale categories can be ________.

D) multi-item scale

69) A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

True

7) An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

E) add additional items after statistical analysis.

70) According to the text, to develop a multi-item scale, all of the following must be done EXCEPT

A) Systematic error

71) ________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

D) random error

72) Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?

A) reliability

73) The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.

B) systematic error + random error

74) According to the text, which of the following formulas determines total measurement error?

D) random reliability

75) Which of the following is NOT a popular approach for assessing reliability?

A) Test-retest reliability

76) ________ is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.

B) alternative-form reliability

77) An approach for assessing reliability, which requires two equivalent forms of the scale to be constructed, and then measures the same respondents at two different times using the alternate forms is called ________.

C) Internal consistency reliability

78) ________ is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.

A) Split-half reliability

79) ________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves, and the resulting half scores are correlated.

A) coefficient alpha

80) A measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items is called ________.

B) Validity

81) ________ 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.

D) coefficient validity.

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

A) Content validity

83) ________ 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.

B) criterion validity

84) 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?

C) Construct validity

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

D) coefficient validity.

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

A) Convergent validity

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

B) discriminant validity

88) 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 ________.

C) Nomological validity

89) ________ 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.

E) use descriptors the respondents provide themselves

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