Business Research Ch 12

Which type of rater error occurs when a participant consistently chooses the extreme position at one end of the scale? A. Error of leniency B. Error of central tendency C. Halo effect D. Demand effect E. Socially desirable responding

A. Error of leniency

Checklists produce _____ data. A. nominal B. ordinal C. interval D. ratio E. nominal and interval

A. nominal

A conative basis for an attitude means that the attitude is based on a _____. A. feeling B. behavior C. value D. culture E. belief

B. behavior

The Likert scale ____. A. offers 7 scale points between verbal anchors for each scale item B. is a type of summated rating scale C. generates ratio data D. is difficult to construct and infrequently used E. does not offer the researcher the ability to judge extreme views of the participants

B. is a type of summated rating scale

The SERVQUAL scale seeks to describe perceptions of service quality with five dimensions. This scale is _____. A. unidimensional B. multidimensional C. balanced D. unbalanced E. valid

B. multidimensional

All forms of ranking scales result in _____ data. A. nominal B. ordinal C. interval D. ratio E. absolute

B. ordinal

Paired comparison scales result in _____ data. A. nominal B. ordinal C. interval D. ratio E. absolute

B. ordinal

A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property. A. ranking B. rating C. categorization D. sorting E. recording

B. rating

With a multiple rating list scale ____. A. participants rate multiple items on a 3-point scale B. the data generated are always ordinal C. it is possible to visualize the results better than with other numerical scales D. the participant is restricted to circling their rating E. None of the above

C. it is possible to visualize the results better than with other numerical scales

When a scale seeks to measure only one attribute of the participant or object it is said to be _____. A. conative B. affective C. unidimensional D. multidimensional E. balanced

C. unidimensional

What term below refers to the process of assessing an attitudinal disposition using a number that represents a person's score on an attitudinal continuum ranging from an extremely favorable disposition to an extremely unfavorable one? A. Attitudinal monitoring B. Content analysis C. Attitudinal scaling D. Peripheral route processing E. Attitudinal chain analysis

D. Peripheral route processing

The purpose of _____ is to get a conceptual representation of a respondent's attitude toward the attitude object and to compare the relationships between people. A. Likert scales B. comparative scales C. forced rating D. Q-sorts E. Stapel scales

D. Q-sorts

What is the primary difference between rating scales and ranking scales? List two types of each scale.

Rating scales judge properties of objects without reference to other objects while ranking scales are comparative in nature. Students may name several types of rating scales including summated rating scales, dichotomous scales, checklists, Likert scales, semantic differential scales, Stapel scales, and constant sum rating scales. Types of ranking scales include paired comparisons, comparative scales, and forced ranking scales.

Jason's third question is designed to determine the likelihood that an iPad owner will recommend the iPad to others. Which of the following choices captures the characteristics of the scale used for this question? A. Balanced; unforced choice; multiple-choice, single-response B. Balanced; forced choice; multiple-choice, single-response C. Unbalanced, forced choice, simple category D. Unbalanced; unforced choice; multiple-choice, multiple-response E. Balanced, forced choice, dichotomous

A. Balanced; unforced choice; multiple-choice, single-response

What type of data is produced by simple category scales? A. Nominal B. Ordinal C. Interval D. Ratio E. Nominal and interval

A. Nominal

Which type of scale is used when participants score an object according to its comparative order among two or more objects? A. Ranking B. Rating C. Categorization D. Sorting E. Recording

A. Ranking

Participants tend to _____ when they make an error of leniency. A. be easy raters B. give no opinion answers C. choose the central or neutral point D. rate objects consistently from question to question E. procrastinate in making choices

A. be easy raters

A scale that uses the response options "very bad, bad, average, good, very good" is a(n) _____ rating scale. A. unidimensional B. multidimensional C. balanced D. unbalanced E. valid

C. balanced

Participants are grouped using _____ scales. A. ranking B. rating C. categorization D. sorting E. recording

C. categorization

Participants tend to _____ when they make an error of central tendency. A. be easy raters B. give extreme judgments C. choose the central or neutral point D. rate objects consistently from question to question E. procrastinate in making choices

C. choose the central or neutral point

In a _____ scale, the participant orders several objects or properties of objects. A. comparative B. constant sum C. forced ranking D. paired-comparison E. semantic differential

C. forced ranking

The data obtained from a Stapel scale can be analyzed in the same way as data obtained with a _____ scale. A. dichotomous B. constant sum C. semantic differential D. multiple-choice, multiple-response E. graphic rating scale

C. semantic differential

All of the following may be used with graphic rating scales except _____. A. icons B. pictures C. words D. comparisons E. numbers

D. comparisons

A _____ scale measure the psychological meanings of an attitude object using bipolar adjectives. A. Likert B. summated rating C. Stapel D. semantic differential E. constant sums

D. semantic differential

Which type of scale provides participants with an opportunity to express no opinion when they are unable to make a choice among the alternatives offered? A. Forced-choice B. Multidimensional C. Balanced D. Unbalanced E. Unforced-choice

E. Unforced-choice

The following is TRUE of cumulative scales. A. Identical scores from participants have the same meaning B. It is impossible to judge which scale items were answered positively or negatively C. There is no tool to judge whether a set of scale items forms a unidimensional scale D. The Stapel analysis is used to judge multidimensionality of the cumulative scale. E. None of the above

A. Identical scores from participants have the same meaning

It is so annoying when people use their cellular telephones in restaurants. What is the basis of the attitude reflected in this statement? A. Cognitive B. Affective C. Conative D. Behavioral E. Peripheral

B. Affective

Which of the following terms refers to a learned, stable predisposition to respond to oneself, other persons, objects, or issues in a consistently favorable or unfavorable way? A. Opinion B. Attitude C. Personality trait D. Construct E. Behavior

B. Attitude

Which type of scale consists of statements that express either a favorable or unfavorable attitude toward an object of interest? A. Multiple-choice, single-response B. Summated rating C. Semantic differential D. Constant sums E. Checklist

B. Summated rating

Which of the following statements about the number of scale points is NOT true? A. Reliability increases as the number of scale points increase B. Validity decreases as the number of scale points increase C. Larger numbers of scale points provide the ability to extract more variance D. Larger numbers of scale points increase accuracy in unidimensional scales E. Additional scale points increase measurement sensitivity

B. Validity decreases as the number of scale points increase

The assignment of numbers or symbols to a property of objects according to value or magnitude is called _____. A. measurement B. scaling C. weighing D. sampling E. coding

B. scaling

I turn my cellular telephone off when dining in restaurants. What is the basis of the attitude reflected in this statement? A. Cognitive B. Affective C. Conative D. Centrality E. Peripheral

C. Conative

A scalogram analysis should be used with which of the following scale types. A. Dichotomous scale B. Multiple choice-single response scale C. Cumulative scale D. Constant-sum scale E. Graphical rating scale

C. Cumulative scale

With a numerical rating list scale ____. A. the numerical points have no verbal anchors B. the data generated are always interval C. the interval that separates the numeric scale points is equal D. always uses 7 scale points E. None of the above

C. the interval that separates the numeric scale points is equal

What is the ideal number of points for a rating scale? A. 5 B. 7 C. 9 D. 10 E. It depends

E. It depends

A cognitive basis for an attitude means that the attitude is based on a _____. A. feeling B. behavior C. value D. culture E. belief

E. belief

Jason is designing a survey to measure the extent to which college students who own iPads will recommend that others should also buy an iPad. He has created the following measures. Question 1: Have you ever recommended an iPad to anyone? Response options: Yes or no Question 2: If yes, to whom did you recommend an iPad? Check all that apply. Response options: friends, family members, teachers, other Question 3: How likely are you to recommend an iPad to someone in the future? Not at all likely, somewhat unlikely, neither likely nor unlikely, somewhat likely, very likely. 36. What type of scale is used in Jason's first question about the recommendation of iPads? A. Dichotomous B. Multiple-choice, single-response C. Multiple-choice, multiple-response D. Balanced E. Unbalanced

A. Dichotomous

The adoption rate of cellular telephones continues to accelerate rapidly. This statement is an example of a _____ attitude. A. cognitive B. affective C. conative D. behavioral E. peripheral

A. cognitive

An affective basis for an attitude means that the attitude is based on a(n) _____. A. feeling B. behavior C. opinion D. culture E. belief

A. feeling

A(n) _____ scale seeks to simultaneously measure more than one attribute of the participant or object. A. multidimensional B. unidimensional C. balanced D. unbalanced E. valid

A. multidimensional

A rating scale is a scale that _____. A. scores an object without making a direct comparison to another object B. scores an object by making a comparison and determining order among two or more objects C. groups participants D. groups concepts according to specific criteria E. establishes relationships between two variables

A. scores an object without making a direct comparison to another object

Scales that allow participants to select a "don't know" or "no opinion" response are called _____. A. unforced-choice B. multidimensional C. balanced D. unbalanced E. forced-choice

A. unforced-choice

Which type of rater error occurs when a participant is reluctant to give extreme judgments? A. Error of leniency B. Error of central tendency C. Halo effect D. Demand effect E. Socially desirable responding

B. Error of central tendency

What type of scale is used in Jason's third question about the recommendation of iPads? A. Dichotomous B. Multiple-choice, single-response C. Multiple-choice, multiple-response D. Unbalanced E. Forced-choice

B. Multiple-choice, single-response

A ranking scale is a scale that _____. A. scores an object without making a direct comparison to another object B. scores an object by making a comparison and determining order among two or more objects C. groups participants D. groups concepts according to specific criteria E. establishes relationships between two variables

B. scores an object by making a comparison and determining order among two or more objects

Which of the following statements is true concerning the applicability of attitudes in understanding behavior? A. General attitudes are the best predictors of behavior B. Behavior is affected equally by those attitudes formed via social learning and those formed via behavioral learning C. Cognitive attitudes influence behavior better than affective-based attitudes D. A single, global measure of attitude is necessary to predict behavior E. All of the above are true

C. Cognitive attitudes influence behavior better than affective-based attitudes

What type of data is produced by summated rating scales? A. Nominal B. Ordinal C. Interval D. Ratio E. Nominal and interval

C. Interval

Which of the following is true of the following response scale: poor - fair - good - very good - excellent? A. It is a balanced rating scale B. It is a unforced-choice rating scale C. It does not allow for expressions of intensity among participants with unfavorable opinions D. It will result in an asymmetrical distribution E. It will minimize halo effects

C. It does not allow for expressions of intensity among participants with unfavorable opinions

What type of scale is used in Jason's second question about the recommendation of iPads? A. Dichotomous B. Multiple-choice, single-response C. Multiple-choice, multiple-response D. Balanced E. Unbalanced

C. Multiple-choice, multiple-response

Which of the following is a multiple-choice, single-response scale? A. Yes, no B. Agree, disagree C. Strongly agree, agree, neither, disagree, strongly disagree D. Important, unimportant E. Male, female

C. Strongly agree, agree, neither, disagree, strongly disagree

All of the following are ways of combating the halo effect except _____. A. reveal only one trait at a time B. reverse the terms that anchor the endpoints of the scale C. adjust the strength of descriptive adjectives D. all of the above E. none of the above

C. adjust the strength of descriptive adjectives

A categorization scale is a scale that _____. A. scores an object without making a direct comparison to another object B. scores an objecting by making a comparison and determining order among two or more objects C. groups participants D. groups concepts according to specific criteria E. establishes relationships between two variables

C. groups participants

What type of data is produced by constant-sum scales? A. Nominal B. Ordinal C. Interval D. Ratio E. Nominal and interval

D. Ratio

Which type of scale is used when participants place cards into piles using criteria established by the researcher? A. Ranking B. Rating C. Categorization D. Sorting E. Recording

D. Sorting

An item analysis ____. A. is used with multiple-choice, single response scales B. can only be used with rating scales with seven scale points C. generates ratio data D. assesses whether Likert scale items discriminate between participants with high and low scores E. does not offer the researcher the ability to judge extreme views of the participants

D. assesses whether Likert scale items discriminate between participants with high and low scores

Which of the following situations favors the use of unbalanced rating scales rather than balanced rating scales? A. Participants' scores lean in one direction B. Object being rating is familiar to participants C. Participants are known to be easy raters D. Participants are known to be hard raters E. All of the above

E. All of the above

Which of the following characteristics is not true of attitudes? A. Learned B. Stable C. Accessible D. Enduring E. Fluctuating

E. Fluctuating

Explain the researcher's dilemma in deciding whether to use forced-choice rating scales or unforced-choice rating scales?

Forced-choice rating scales require that participants select from available alternatives while unforced-choice provides participants the option of expressing no opinion. If researchers offer a "no opinion," "neutral," or "don't know" option, many participants may select this option rather than really considering the question and expressing an opinion. This suggests that researchers should not provide a neutral option. However, some respondents will have no opinion or a lack of information from which to form an opinion. In those cases, forcing a response could introduce bias into the results.

Explain the three bases for attitudes. Provide an example for each one.

The three bases of attitudes are cognitive, conative, and affective. The cognitive base refers to a belief about an object. The conative base refers to a behavior or behavioral intent. The affective base refers to a feeling. Students may draw from several possible examples, but the following statements are reflective of correct answers. An example of a cognitive attitudinal statement is "The Mini has won several awards for best gas mileage in its class, safety, and innovations in advertising." An example of an affective attitudinal statement is "I enjoy the feeling of excitement associated with driving a Mini." An example of a conative attitudinal statement is "I intend to buy a Mini the next time I buy a car."

What types of tactics can researchers use to minimize participant tendencies to avoid extreme judgments or choose extreme positions on a scale?

There are several tactics to minimize this type of behavior. The researcher can adjust the strength of the descriptive adjectives. Intermediate descriptive phases can be phased farther apart. More points can be used in the scale. Smaller differences in meaning can be assigned to steps near the ends of the scale than between the steps near the center.