MKT 431 Ch 10

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

(A and B) on a 1 to 7 scale on a -3 to +3 scale

Scale categories can be ________.

All of the above: assigned numerical values, presented horizontally, expressed by boxes, expressed by discrete lines

________ 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

________ 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

A Likert scale is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning.

False

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 gamma.

False

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 Stapel scale

False

According to the text, an unbalanced rating scale is one of the commonly used itemized rating scales.

False

According to the text, researchers may assess validity using coefficient validity.

False

According to the text, total measurement error is determined by multiplying systematic error with random error.

False

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

False

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

False

Alternative-form reliability 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.

False

An itemized rating scale 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.

False

Criterion 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.

False

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

False

Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.

False

If a neutral or indifferent scale response is possible for at least some of the respondents, an even number of categories should be used.

False

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

False

Perfect reliability implies perfect validity.

False

Random error 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.

False

Random reliability is a popular approach for assessing reliability.

False

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made

False

Scales are only presented horizontally.

False

Social media should not be used to make rating scale decisions; such decisions should be based only on theoretical considerations.

False

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

False

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

False

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

False

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

Internal consistency reliability

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)

Likert 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 validity

________ 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.

Split-half reliability

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

Stapel scale

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

Stapel scale

________ 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.

Systematic 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 conditions as possible.

Test-retest reliability

A construct is more abstract than everyday concepts.

True

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

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

True

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

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

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

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

True

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

True

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

True

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

True

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

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.

True

Continuous scales can be used efficiently in social media.

True

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

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

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

True

Perfect validity implies perfect reliability.

True

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

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

True

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

True

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

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

________ 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

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 be done EXCEPT:

add additional items after statistical analysis.

Which non-comparative scale is analyzed using profile analysis?

all of the above Likert scale, semantic differential scale, Stapel

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

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

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 the following EXCEPT:

coefficient validity.

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

coefficient validity.

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.

continuous rating scale

Which scale is NOT an itemized rating scale?

continuous rating scale

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

continuous rating scales

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 validity

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.

five and nine

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

forced rating scale

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

interval

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.

itemized rating 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

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.

noncomparative 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

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

random scale

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(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.

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

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

semantic differential scale

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

systematic error + random error

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

use descriptors the respondents provide themselves