MKT 343 Exam 2 Chap 9
What six major decisions must the researcher make when constructing non-comparative itemized rating scales?
1. the number of scale categories to use 2. balanced versus unbalanced scales 3. odd or even number of categories 4. forced versus non-forced choice 5. the nature and degree of the verbal description 6. the physical form of the scale
A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale
A
How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a ________. A) continuous rating scale B) Stapel scale C) Semantic differential scale D) Likert scale
A
In ________ the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability. A) test-retest reliability B) internal consistency reliability C) coefficient alpha D) coefficient beta
A
The Likert scale has several advantages. Which of the following is not an advantage? A) It does not require a pretest of the adjectives or phrases to ensure bipolarity. B) Respondents readily understand how to use the scale. C) It is suitable for mail, telephone, or personal interviews. D) It is easy to construct and administer.
A
The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text). A) attitude B) satisfaction C) purchase frequency D) purchase intent
A
Validity can be assessed by examining all of the following except ________. A) item validity B) content validity C) criterion validity D) construct validity
A
Which of the following is not a problem with alternative-forms reliability? A) The results will depend on how the scale items are split. B) It is time consuming and expensive to construct an equivalent form of the scale. C) It is difficult to construct two equivalent forms of a scale. D) Both B and C are correct.
A
________ is a measure of construct validity that measures the extent to which the scale correlates positively with other measures of the same construct. A) Convergent validity B) Discriminant validity C) Nomological validity D) Concurrent validity
A
________ is a type of validity that addresses the question of what construct or characteristic the scale is measuring. An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale. A) Construct validity B) Content validity C) Criterion validity D) Internal consistency validity
A
________ is an approach for assessing the internal consistency of the set of items when several items are summated in order to form a total score for the scale. A) Internal consistency reliability B) Split-half reliability C) Test-retest reliability D) Alternative-forms reliability
A
________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristics being measured, rather than systematic or random errors. A) Validity B) Generalizability C) Reliability D) None of the above
A
________ represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig. 9.6 in the text). A) Systematic error B) Measurement error C) Random error D) Variable error
A
A ________ is 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 objects. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale
B
Deciding whether to present scales as vertical or horizontal is related to which of the non-comparative itemized rating scale decisions? A) number of scale categories B) physical form or configuration C) odd or even number of categories D) nature and degree of verbal description
B
The ________ is confusing and difficult to apply. It is the least used of the itemized scales. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale
B
There are several problems associated with the test-retest approach to determining reliability. If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk, then there is a problem with ________. A) the time interval between testing B) the initial measurement altering the characteristic being measured C) it being impossible to make repeated measurements D) the first measurement having a carryover effect to the second or subsequent measurements
B
To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time. A) convergent validity B) predictive validity C) concurrent validity D) discriminant validity
B
Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement? A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale
B
Which of the following is not an approach to assess multi-item scale reliability? A) test-retest reliability B) construct reliability C) alternative forms reliability D) internal consistency reliability
B
Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category? A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale
B
Which statement is not true if deciding on the number of scale categories to use in a non-comparative itemized rating scale? A) Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. B) The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible. C) If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used. D) How the data are to be analyzed and used should also influence the number of categories.
B
________ 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) Internal consistency reliability B) Split-half reliability C) Test-retest reliability D) Alternative-forms reliability
B
________ is a measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items. A) Coefficient delta B) Coefficient alpha C) Coefficient beta D) Coefficient eta
B
________ is 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. A) Convergent validity B) Discriminant validity C) Nomological validity D) Concurrent validity
B
________ is a type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand. A) Construct validity B) Content validity C) Criterion validity D) Internal consistency validity
B
________ is the degree to which a study based on a sample applies to a universe of generalizations. A) Validity B) Generalizability C) Reliability D) None of the above
B
________ is the first step in developing a multi-item scale. ________ is the last step. A) Generate an initial pool of items; Prepare the final scale B) Develop a theory; Prepare a final scale C) Develop a theory; Develop a purified scale D) Generate an initial pool of items; Develop a purified scale
B
________ is the variation in the information sought by the researcher and the information generated by the measurement process employed. A) Systematic error B) Measurement error C) Random error D) Variable error
B
A multi-item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except ________. A) reliability B) generalizability C) stability D) validity
C
In a ________, 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) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale
C
Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale. A) continuous rating B) Stapel C) semantic differential D) Likert
C
Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both ________ in measurement. A) random error B) potential sources of reliability C) potential sources of error D) systematic error
C
The ________ is known for its versatility and is very popular with marketing researchers. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale
C
The data obtained by using a Stapel scale can be analyzed in the same way as a ________. A) continuous rating scale B) Constant sum scale C) semantic differential scale D) Ranking scale
C
The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text). A) attitude B) satisfaction C) purchase frequency D) purchase intent
C
Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)? A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale
C
Which of the following statements does not pertain to non-comparative scales? A) Noncomparative scales are often referred to as monadic scales. B) Respondents using a non-comparative scale employ whatever rating standard seems appropriate. C) Data must be interpreted in relative terms and have only ordinal or rank order properties. D) Non-comparative techniques consist of continuous and itemized rating scales.
C
Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions? A) the number of scale categories to use B) forced versus non-forced choice C) the order of the scale questions D) balanced versus unbalanced scales
C
Which statement about generalizability is not true? A) The set of all conditions of measurement over which the investigator wishes to generalize is the universe of generalizations. B) In generalizability studies, measurement procedures are designed to investigate the universes of interest by sampling conditions of measurement from each of them. C) To generalize to other universes, facet theory procedures must be employed. D) Traditional reliability methods can be viewed as single-facet generalizability studies.
C
Which statement is not true regarding the relationship between reliability and validity? A) If a measure is perfectly valid, it is also perfectly reliable. B) Unreliability implies invalidity. C) If a measure is perfectly reliable, it is perfectly valid. D) Reliability is a necessary, but not sufficient, condition for validity.
C
Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non-comparative itemized rating scale? A) The scale should be balanced to obtain objective data. B) In a balanced scale, the number of favorable and unfavorable categories are equal. C) If the distribution of responses is likely to be skewed, either positively or negatively, a balanced scale with more categories in the direction of skewness may be appropriate. D) If an unbalanced scale is used, the nature and degree of unbalance in the scale should be taken into account in data analysis.
C
XO = XT + XS + XR In the true score model shown above, XT represents ________. A) random error B) the observed score or measurement C) the true score of the characteristic D) systematic error
C
________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria. A) Construct validity B) Content validity C) Criterion validity D) Internal consistency validity
C
________ 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. A) Internal consistency reliability B) Split-half reliability C) Test-retest reliability D) Alternative-forms reliability
C
________ is assessed when the data on the scale being evaluated on the criterion variables are collected at the same time. A) Convergent validity B) Predictive validity C) Concurrent validity D) Discriminant validity
C
________ is not constant. It represents transient factors that affect the observed score in different ways each time the measurement is made, such as transient personal or situational factors. A) Systematic error B) Measurement error C) Random error D) Variable error
C
________ is the a type of validity that assesses the relationship between theoretical constructs. It seeks to confirm significant correlations between the constructs as predicted by theory. A) Convergent validity B) Discriminant validity C) Nomological validity D) Concurrent validity
C
________ is the extent to which a scale produces consistent results if repeated measurements are made on the characteristic. A) Validity B) Generalizability C) Reliability D) None of the above
C
Explain how continuous rating scales can be easily implemented on the Internet.
Continuous rating scales can be easily implemented on the Internet. The cursor can be moved on the screen in a continuous fashion to select the exact position on the scale that best describes the respondent's evaluation. Moreover, the scale values can be automatically scored by the computer, thus increasing the speed and accuracy of processing the data.
A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero). A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale
D
A measure is perfectly reliable if ________. A) XO = 0 B) XT = 0 C) XS = 0 D) XR = 0
D
A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________. A) generalizability B) bias C) validity D) none of the above
D
Neither agree Strongly nor Strongly disagree Disagree disagree Agree agree 1. Sears has poor in-store service 1 2X 3 4 5 2. I like to shop at Sears. 1 2X 3 4 5 The above scale is an example of a ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale
D
Scores assigned to continuous rating scales by the researcher are typically treated as ________ data. A) nominal B) ordinal C) ratio D) interval
D
The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices) scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale
D
When choosing a scaling technique, which of the following factors should be considered? A) the capabilities of the respondents B) the levels of information needed (nominal, ordinal, interval, or ratio) C) the method of administration D) all of the above
D
When developing scales for international research, the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used. Which of the following should be of concern to the marketing researcher when developing scales for international research? A) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures. B) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture. C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries. D) All of the above are correct.
D
Which non-comparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above
D
Which scale is not an itemized rating scale (Table 9.1 in the text)? A) Stapel scale B) semantic differential scale C) Likert scale D) continuous rating scale
D
Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale? A) With an odd number of categories, the middle scale position is generally designated neutral or impartial. B) The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. C) A rating scale with an even number of categories should be used if the researcher wants to force a response. D) All of the above statements are true.
D
Which statement is true if deciding on the number of scale categories to use in a non-comparative itemized rating scale? A) If the respondents are interested in the scaling task and are knowledgeable about the objects, a larger number of categories may be employed. B) Space limitations may restrict the number of categories in mail questionnaires. C) If telephone interviews are involved, many categories may confuse the respondents. D) All of the statement above are true.
D
Figure 9.4 in the text showed the development of a multi-item scale. Discuss the development process.
Data are collected on the reduced set of potential scale items from a large pretest sample of respondents. The data are analyzed using techniques such as correlations, factor analysis, cluster analysis, discriminant analysis, and statistical tests. As a result of these statistical analyses, several more items are eliminated, resulting in a purified scale. The purified scale is evaluated for reliability and validity by collecting more data from a different sample. On the basis of these assessments, a final set of scale items is selected. As can be seen from Figure 9.4 in the text, the scale development process is an iterative one with several feedback loops
A construct is the theory being measured.
False
An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.
False
Coefficient alpha assists in determining whether the averaging process used in calculating coefficient beta is masking any inconsistent items.
False
Construct validity is the simplest and easiest type of validity to establish.
False
Given its subjective nature, content validity alone is a sufficient measure of the validity of a scale.
False
It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data.
False
Of the three itemized rating scales considered, the semantic differential scale is used the least.
False
Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.
False
The Stapel scale is usually presented horizontally.
False
The number of scale categories used in noncomparative itemized scales is fixed at five.
False
The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning.
False
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.
False
The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.
False
Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."
False
When determining the number of scale categories to use in a non-comparative itemized rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated statistical techniques, five or more scale categories may be required.
False
XO = XT + XS + XR represents the pure score model.
False
What are the advantages and disadvantages of the Likert scale?
The advantages of the Likert scale are as follows: 1. Respondents readily understand how to use the scale. 2. It is suitable for mail, telephone, or personal interviews. 3. It is easy to construct and administer. The major disadvantage of the Likert scale is that it takes longer to complete than other itemized rating scales because respondents have to read each statement.
A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.
True
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.
True
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.
True
An advantage of the Stapel scale is it can be administered over the telephone.
True
In alternative-forms reliability, the same respondents are measured at two different times with an equivalent scale form being administered each time.
True
In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category
True
In situations where the respondents are expected to have no opinions, as opposed to simply being reluctant to disclose it, the accuracy of data may be improved by a non-forced scale that includes a "no opinion" category.
True
Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale
True
Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.
True
Likert scale analysis can be conducted on an item-by-item basis (profile analysis).
True
Non-comparative itemized rating scales with strong adjectives as anchors (1=generally disagree, 7=generally agree) result in less variable and more peaked response contributions.
True
Non-comparative scales are often referred to as monadic scale.
True
Noncomparative scaling techniques are comprised of continuous and itemized rating scales.
True
Perfect validity requires that there be no measurement error, therefore: (XO = XT, XR = 0, XS = 0).
True
Profile analysis involves determining the average respondent ratings for each item.
True
Reliability can be defined as the extent to which measures are free from random error, XR.
True
Reliability is assessed by determining the proportion of random variation in a scale.
True
Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.
True
Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency
True
The Likert scale is a balanced rating scale with an odd number of categories and a neutral point.
True
The Likert scale is also referred to as a summated scale.
True
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.
True
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
The researcher can bias the scales by either biasing the wording of the statements (Likert type scales), the scale descriptors, or other aspects of the scale.
True
The scale development process is an iterative one.
True
The semantic differential scale may be said to be pan-cultural or free of cultural bias.
True
Using several scale items to measure the characteristic of interest provides more accurate measurement than a single-item scale.
True
When determining the number of scale categories to use in a non-comparative itemized rating scale, the nature of the object is relevant.
True
With alternative forms reliability, a low correlation may reflect either an unreliable scale or nonequivalent forms.
True
