Marketing Research - Chapter 10

scale categories can be

- assigned numerical values - presented horizontally - pexpressed by boxes - expressed by discrete lines

according to the text, individual items on a semantic differential scale may be scored

1) on a 1 to 7 scale 2) on a -3 to +3 scale

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?

a continuous rating scale

according to the text, to develop a multi-item scale, all of the following must redone except

add additional items after statistical analysis

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

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

an odd number of categories should be used.

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

balanced rating scales

a scale with an equal number of favorable and unfavorable categorizes called a

balanced scale

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

coefficient alpha

according to the text, construct validity includes all of the following except

coefficient validity

according to the text, researchers may assess validity in all of the following ways except

coefficient validity

___ addresses the question of what characteristic the scale is measuring

construct validity

____ 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.

content validity

a _____ 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

continuous rating scale

which of the following types of scales are sometimes referred to as graphic rating scales?

continuous rating scales

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

convergent validity

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?

criterion validity

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

discriminant alidity

according to the text, while there is no single, optimal number, traditional guidelines suggest there there should be between ____ categories when using itemized rating scales.

five and nine

a _____ is a rating scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

forced rating scale

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

internal consistency reliability

an _____ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered int terms of scale position

itemized rating scale

a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree" which requires the respondents to indicate a degree of agreements or disagreement with each of a series of statements related to the stimulus objects is called a

likert scale

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

_____ 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.

nomological validiity

a _____ is one of the two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

non- comparative scale

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?

random error

which of the following is not a popular approach for assessing reliability

random reliability

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

reliability

characteristics of the likert scale include all of the following except

respondents read a short phrase rather than an entire statement

when using a _______, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

semantic differential

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?

semantic differential

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

split-half reliability

a disadvantage of which of the following itemized rating scales is confusion and difficult to application?

stapel scale

a scale for measuring attitudes that consists of a single objective in the middle of an even-numbered range of values is called a

stapel scale

___ affects the measurement in a constant way and represents table factors that affect the observed score in the same way each time the measurement is made.

systematic error

according to the text, which of the following formulas determines total measurement error

systematic error + random error

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

test-retest reliability

according to the text, an alternative approach to pan-cultural scales is to

use descriptors the respondents provide themselves.

____ 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.

validity