Chapter 11
33) Which type of rater error occurs when a participant consistently chooses the extreme response alterative at one end of the scale? A) Error of strictness B) Error of central tendency C) Halo effect D) Demand effect E) Socially desirable responding
A) Error of strictness
42) What type of data is produced by a measurement question built on a simple category scale? A) Nominal B) Ordinal C) Interval D) Ratio E) Nominal and interval
A) Nominal
73) In surveys conducted with telephone interviews or in-person interviews, which form of order bias is likely to occur? A) Recency effect B) Primacy effect C) Halo effect D) Demand effect E) Leniency
A) Recency effect
85) Which of the following syndromes affecting respondent honesty involves the respondent not having the ability to predict his or her future behavior with any certainty? A) Unconscious decision maker B) Ignoramous C) Self-delusionist D) Disengager E) None of the above is correct.
A) Unconscious decision maker
14) A measurement question built on a rating scale is a question 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
26) Measurement question that allow participants to select a "don't know" or "no opinion" response are based on a(n) ________ scale. A) unforced-choice B) multidimensional C) balanced D) unbalanced E) forced-choice
A) unforced-choice
1) 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
8) 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
16) A measurement question built on a ranking scale is a question 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
40) A measurement question built on a ________ 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
72) In a study of grocery shopping behavior, one of the questions asked, "Why do you shop at this grocery store?" The question was a multiple-choice, single-response question and offered the following response options: (a) it is near my home, (b) it is on my way home from work, (c) the prices are reasonable, (d) it offers a good selection, and (e) it stocks the items I like to buy. This question should be redesigned because ________. A) it is double-barreled B) the response options are not mutually exclusive C) it suffers from memory decay D) it requests sensitive information E) it is too general
B) the response options are not mutually exclusive
5) "I turn off my cellular telephone when I am 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
106) Which issue related to the design of measurement questions addresses whether it is reasonable to assume that the participant can frame an answer to the question? A) Precision B) Frame of reference C) Time for thought D) Biased wording E) Adequate alternatives
C) Time for thought
23) A measurement question that uses the response options "very bad, bad, average, good, very good" is based on a(n) ________ rating scale. A) unidimensional B) multidimensional C) balanced D) unbalanced E) valid
C) balanced
65) The issue of memory decay in the design of questions asks ________. A) whether the question contains wording that implies the researcher's desire for the participant to respond in one way rather than another B) whether the question is worded from the researcher's perspective or the participant's perspective C) whether the question asks the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D) whether the question uses words that have no meaning or a different meaning for the participant E) whether it is reasonable to assume that the participant can frame an answer to the question
C) whether the question asks the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
79) Checklists with several items to be considered by respondents may be subject to ________. A) halo effects B) leniency effects C) primacy effects D) recency effects E) presumption effects
D) recency effects
41) A measurement question built on a ________ scale measures 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
19) A measurement question built on a ________ 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
113) The issue of shared vocabulary in the design of questionnaires asks ________. A) whether the questions contain wording that implies the researcher's desire for the participant to respond in one way rather than another B) whether the question is worded from the researcher's perspective or the participant's perspective C) whether the questions ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D) whether the questions use words that have no meaning or a different meaning for the participant E) whether it is reasonable to assume that the participant can frame an answer to the question
D) whether the questions use words that have no meaning or a different meaning for the participant
112) The issue of time for thought in the design of questionnaires asks ________. A) whether the questions contain wording that implies the researcher's desire for the participant to respond in one way rather than another B) whether the questions worded from the researcher's perspective or the participant's perspective C) whether the questions ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D) whether the questions use words that have no meaning or a different meaning for the participant E) whether it is reasonable to assume that the participant can frame an answer to the question
E) whether it is reasonable to assume that the participant can frame an answer to the question
39) 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? Response options: Not at all likely, somewhat unlikely, neither likely nor unlikely, somewhat likely, very likely Jason's third measurement question is designed to determine the likelihood that an iPad owner will recommend the iPad to others. Which of the following 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
51) The following is true of a measurement question built on a cumulative scale. 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 is correct.
A) Identical scores from participants have the same meaning.
76) Which form of order bias occurs when a participant tends to choose the last alternative presented as his or her response to a closed-ended question? A) Recency effect B) Primacy effect C) Halo effect D) Strictness effect E) Leniency
A) Recency effect
36) 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? Response options: Not at all likely, somewhat unlikely, neither likely nor unlikely, somewhat likely, very likely What type of scale is used in Jason's first measurement question about the recommendation of iPads? A) Simple category/dichotomous B) Multiple-choice, single-response C) Multiple-choice, multiple-response D) Balanced E) Unbalanced
A) Simple category/dichotomous
96) Which of the following statements about attitudes and behavior is true? A) Specific attitudes are better predictors of behavior than general ones. B) Weak attitudes are better predictors of behavior than strongly held attitudes C) Direct experiences with the attitude are less likely to produce behaviors. D) Affective-based attitudes influence behaviors better than cognitive-based attitudes. E) Cognitive-based attitudes influence behaviors worse than affective-based attitudes.
A) Specific attitudes are better predictors of behavior than general ones.
100) If your measurement question implies the desired answer, it is considered ________. A) a leading question B) a double-barreled question C) to contain an unsupported assumption D) to need a behavior time frame E) to have an inappropriate behavior cycle
A) a leading question
30) 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
3) "The adoption rate of smartphones continues to accelerate." This statement is an example of a(n) ________ attitude. A) cognitive B) affective C) conative D) behavioral E) peripheral
A) cognitive
111) The issue of biased wording in the design of questions asks ________. A) does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another B) whether the question is worded from the researcher's perspective or the participant's perspective C) does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D) does the question use words that have no meaning or a different meaning for the participant E) whether it is reasonable to assume that the participant can frame an answer to the question
A) does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
70) A measurement question that includes two or more questions in one is said to be ________. A) double-barreled B) leading C) sensitive D) subjective E) unfocused
A) double-barreled
60) A(n) ________ describes how the analysis will be structured once the data have been collected. A) dummy table B) analysis table C) analysis flowchart D) dummy variable E) branching design
A) dummy table
7) 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
103) You design a question with four response options, but no "Don't Know" or "Other" option. You have designed a measurement question that reflects a(n) ________. A) forced-choice rating scale B) unidimensional scale C) unforced rating scale D) unbalanced rating scale E) multidimensional rating scale
A) forced-choice rating scale
22) A measurement question built on 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
44) A measurement question built on a checklist produces ________ data. A) nominal B) ordinal C) interval D) ratio E) nominal and interval
A) nominal
86) Simple category/dichotomous questions are appropriate when a ________. A) participant defines the answer choices as mutually exclusive B) participant would clarify his or her choice (e.g., under specific conditions, A; other conditions, B, etc.) C) participant does not have a clear choice among the answer choices D) participant view the answer choices as too extreme
A) participant defines the answer choices as mutually exclusive
15) A measurement question built on a ________ 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
4) "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
32) 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
38) 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? Response options: Not at all likely, somewhat unlikely, neither likely nor unlikely, somewhat likely, very likely What type of scale is used in Jason's third measurement question about the recommendation of iPads? A) Simple category/dichotomous B) Multiple-choice, single-response C) Multiple-choice, multiple-response D) Unbalanced E) Unforced-choice
B) Multiple-choice, single-response
83) Which of the following syndromes affecting respondent honesty involves the respondent giving a politically correct answer to a sensitive target question? A) Peacock B) Pleaser C) Ignoramous D) Disengager E) None of the above is correct.
B) Pleaser
74) In mail and in Web-based surveys, which form of order bias is likely to occur? A) Recency effect B) Primacy effect C) Halo effect D) Strictness effect E) Leniency effect
B) Primacy effect
75) Which form of order bias occurs when a participant tends to choose the first alternative presented as his or her response to a closed-ended question? A) Recency effect B) Primacy effect C) Halo effect D) Strictness effect E) Leniency
B) Primacy effect
29) Which of the following statements about the number of measurement question alternatives 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.
58) A(n) ________ question is one designed to conceal the question's and the study's true purpose. A) undisguised B) disguised C) unstructured D) structured E) projective
B) disguised
95) A participant cannot remember what he or she ate for dinner last night, so the participant makes up an answer. The participant exhibits ________ syndrome. A) unconscious decision-maker B) ignoramus C) gamer D) disengager E) self-delusionist
B) ignoramus
54) A measurement question built on the Likert scale ________. A) offers seven 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
67) A measurement question whose wording suggests to the participant the desired answer is a(n) ________ question. A) double-barreled B) leading C) open-ended D) forced-choice E) free-response
B) leading
66) When a question asks a respondent to recall an experience or decision that happened a long time ago, the data may be affected by ________. A) the sensitivity of the question B) memory decay C) lack of precision D) an insufficient frame of reference E) lack of balance
B) memory decay
21) The SERVQUAL measurement question seeks to describe perceptions of service quality with five dimensions. This question is ________. A) unidimensional B) multidimensional C) balanced D) unbalanced E) valid
B) multidimensional
48) A measurement question built on a paired comparison scale results in ________ data. A) nominal B) ordinal C) interval D) ratio E) absolute
B) ordinal
49) Measurement questions based on all forms of ranking scales result in ________ data. A) nominal B) ordinal C) interval D) ratio E) absolute
B) ordinal
90) Participants are asked, "Please rank the 4 brands of ice cream below based on their creaminess. Use '1' to indicate the creamiest brand and '4' to represent the least creamiest brand. Use a number only once." This is an example of a ________ question using a(n) ________. A) rating; forced choice B) ranking; forced choice C) rating; unforced choice D) ranking; unforced choice E) None of the above is correct.
B) ranking; forced choice
13) A measurement question built on a ________ scale is a question 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
11) 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
12) 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
C) Attitudinal scaling
10) 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.
56) A scalogram analysis should be used with measurement questions built on 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
82) Which of the following syndromes affecting respondent honesty involves the respondent's adaptation of their answers in an attempt to play the system (e.g., claiming group membership to earn higher compensation for participation)? A) Peacock B) Pleaser C) Gamer D) Disengager E) None of the above is correct.
C) Gamer
43) What type of data is produced by a measurement question built on a summated rating scale? A) Nominal B) Ordinal C) Interval D) Ratio E) Nominal and interval
C) Interval
24) 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.
37) 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? Response options: Not at all likely, somewhat unlikely, neither likely nor unlikely, somewhat likely, very likely What type of scale is used in Jason's second measurement question about the recommendation of iPads? A) Simple category/dichotomous B) Multiple-choice, single-response C) Multiple-choice, multiple-response D) Balanced E) Unbalanced
C) Multiple-choice, multiple-response
98) You want to collect interval data in assessing which jobs are most likely to attract self-directed, enthusiastic, diligent, dependable workers. You should build a measurement question on which type of scale? A) Simple category scale B) Multiple-choice, single-response scale C) Multiple-rating list scale D) Visual graphic rating scale E) Constant sum scale
C) Multiple-rating list scale
35) Which of the following response options to a measurement question is built on 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
62) Which of the following statements is not a disadvantage of unstructured questions? A) Unstructured questions are not suitable for self-administered questionnaires. B) Coding of responses is costly and time consuming. C) Unstructured questions tend to have a less biasing influence on response than structured questions. D) Implicitly, unstructured questions give extra weight to respondents who are more articulate. E) Unstructured questions require the use of content analysis.
C) Unstructured questions tend to have a less biasing influence on response than structured questions.
59) In which of the following situations should a study's objective be disguised? A) When the study's objective is unlikely to affect the participants' responses B) When requesting willingly shared, conscious-level information C) When requesting reluctantly shared, conscious-level information D) When requesting knowable, conscious-level information E) When requesting willingly shared, knowable information
C) When requesting reluctantly shared, conscious-level information
34) All of the following are ways of combating the halo effect except ________. A) revealing only one trait at a time B) reversing the terms that anchor the endpoints of the scale C) adjusting the strength of descriptive adjectives that anchor a scale D) All of the above are correct. E) None of the above is correct.
C) adjusting the strength of descriptive adjectives that anchor a scale
105) In a question related to immigration reform, the interviewer asks, "Don't you agree that something must be done to change immigration laws?" This question suffers from ________. A) sensitive information B) double-barreled question C) biased wording D) frame of reference E) recall and memory decay
C) biased wording
17) Participants are grouped using measurement questions built on ________ scales. A) ranking B) rating C) categorization D) sorting E) recording
C) categorization
31) Participants tend to ________ when they make an error of central tendency. A) be easy raters B) choose extreme positions among response alternatives C) choose the central or neutral point among response alternatives D) rate objects consistently from question to question E) procrastinate in making choices
C) choose the central or neutral point among response alternatives
110) When developing a questionnaire, if the researcher is asking whether a word (a) has the intended meaning, (b) has other meanings,(c) has more than one pronunciation, or (d) can be replaced by a simpler phrase, the researcher is probably concerned with ________. A) avoiding leading questions B) avoiding double-barreled questions C) choosing shared vocabulary D) personalizing the questionnaire E) providing a frame of reference
C) choosing shared vocabulary
47) In a measurement question built on a ________ scale, the participant orders several objects of properties of objects. A) comparative B) constant sum C) forced ranking D) paired-comparison E) semantic differential
C) forced ranking
107) A measurement question where the participant chooses the words to frame the answer is a ________ question. A) double-barreled B) leading C) free-response D) structured E) multiple-choice
C) free-response
91) "Tell us what you liked best about tonight's concert." This is an example of a ________. A) rating question B) ranking question C) free-response question D) question built on a Likert scale E) None of the above is correct.
C) free-response question
94) A participant answers a screening question by claiming he or she has two children in school, when in fact that is false. The participant exhibits ________ syndrome. A) peacock B) pleaser C) gamer D) disengager E) self-delusionist
C) gamer
18) A measurement question built on a categorization scale is a question 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
52) With a measurement question built on a multiple rating list scale, ________. A) participants rate multiple items on a three-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 is correct.
C) it is possible to visualize the results better than with other numerical scales.
78) Questions in Web surveys often use drop-down boxes as a manner of displaying the response choices for a question. This type of display method is particularly prone to ________. A) halo effects B) leniency effects C) primacy effects D) recency effects E) presumption effects
C) primacy effects
101) If you are determining what behavior time frame to use in a measurement question, you are assessing ________. A) question coverage B) question wording C) question's frame of reference D) question personalization E) question's response alternatives
C) question's frame of reference
81) Every time a RedBox customer returns a movie, RedBox sends an email that asks the customer to evaluate the movie relative to other movies previously rented on a scale of 1 to 5. A 5 means that the customer thought this movie was better than most others previously rented while a 1 means that the movie is among the worst rented. In this example, RedBox is using a(n) ________ question to learn customer preferences. A) administrative B) checklist C) ranking D) rating E) semantic differential
C) ranking
46) The data obtained from a measurement question built on 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
109) A study of donor behavior for the International Red Cross seeks to identify participation from consumers through indirect gifts such as purchasing items of which a portion of proceeds will benefit disaster victims. Because such purchases do not record whether an individual made the purchase decision as a form of donation, a survey will be used to identify this behavior. In writing the target questions for the study, the instrument designer should be aware of errors arising from the issue of ________. A) precision B) time for thought C) sensitive information D) recall and memory decay E) presumed knowledge
C) sensitive information
61) When target questions present the participants with a fixed set of choices, they are ________. A) unstructured B) undisguised C) structured D) disguised E) open-ended
C) structured
102) A common behavior time frame error is to choose too inclusive a time frame given ________. A) the behavior cycle B) the behavior frequency C) the behavior cycle and behavior frequency D) memory decay E) acquiescence bias
C) the behavior cycle and behavior frequency
53) With a measurement question built on 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) a seven-point scale should always be used E) None of the above is correct.
C) the interval that separates the numeric scale points is equal
20) When a measurement question 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
64) The issue of frame of reference in the design of questions and questionnaires asks ________. A) whether the question contains wording that implies the researcher's desire for the participant to respond in one way rather than another B) whether the question is worded from the researcher's perspective or the participant's perspective C) whether the question asks the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D) whether the question uses words that have no meaning or a different meaning for the participant E) whether it is reasonable to assume that the participant can frame an answer to the question
C) whether the question asks the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
84) Which of the following syndromes affecting respondent honesty involves the respondent giving a quick, possibly false answer to a probing target question? A) Unconscious decision maker B) Pleaser C) Self-delusionist D) Disengager E) None of the above is correct.
D) Disengager
97) If you were concerned about acquiescence bias, you should avoid building a measurement question on which type of scale? A) Simple category scale B) Multiple-choice, single response scale C) Multiple-choice, multiple response scale (checklist) D) Likert scale E) Semantic differential scale
D) Likert scale
68) Which type of measurement question poses more than two response choices but seeks a single answer? A) Free-response B) Open-ended C) Simple category/dichotomous D) Multiple-choice E) Checklist
D) Multiple-choice
108) How many answer response alternatives are provided in a free-response question? A) 2 B) 3-10 C) 10 or fewer D) None E) It depends on the question.
D) None
50) The purpose of a measurement questions structured as a ________ is to get a conceptual representation of a participant'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
45) What type of data is produced by a measurement question built on a constant-sum scale? A) Nominal B) Ordinal C) Interval D) Ratio E) Nominal and interval
D) Ratio
93) Some participants believe that a firm will not improve its product if sufficient participants in a survey are highly satisfied with the current product. They choose "dissatisfied" or "very dissatisfied" to every question in order to influence the behavior of the firm. The participants are creating ________. A) an acquiescence bias B) an error of central tendency C) an error of leniency D) an error of strictness E) the halo effect
D) an error of strictness
55) 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
92) The appropriate frame of reference for a behavior question is its ________, which is determined by the participant's ________. A) behavior frequency; behavior time frame and behavior frequency B) behavior cycle; behavior time frame and behavior frequency C) behavior time frame; behavior cycle and behavior pattern D) behavior time frame; behavior cycle and behavior frequency E) behavior pattern; behavior cycle and behavior frequency
D) behavior time frame; behavior cycle and behavior frequency
69) A question that asks "What sources of information do you consider when making purchase decisions?" followed by a list of alternatives is a ________ question. A) rating B) free-response C) double-barreled D) checklist E) ranking
D) checklist
9) All of the following may be used with measurement questions built on graphic rating scales except ________. A) icons B) pictures C) words D) comparisons E) numbers
D) comparisons
63) Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect) and "Do you think soft drinks are readily available when you want to buy them?" (correct) is an example of ________. A) avoiding leading questions B) avoiding biased words C) presuming knowledge D) ensuring the right frame of reference E) providing time for thought
D) ensuring the right frame of reference
80) Every time a Netflix customer rents a movie, Netflix asks the customer to evaluate the movie on a scale of 1 to 5. A 5 means that the customer thoroughly enjoyed the movie while a 1 means that the customer hated the movie. Netflix is using a(n) ________ question to learn customer preferences. A) administrative B) checklist C) ranking D) rating E) semantic differential
D) rating
25) Which of the following situations favors the use of a measurement question built on an unbalanced rating scale rather than a balanced rating scale? A) The participants' scores lean in one direction. B) The object being rated is familiar to participants. C) The participants are known to be easy raters. D) The participants are known to be hard raters. E) All of the above are correct.
E) All of the above are correct.
89) The preliminary analysis plan is used to guide the development of measurement questions because ________. A) it describes the procedures the researcher plans for the collected data B) it determines the type of data and scale type needed by each question C) it forms the basis for dummy tables D) too expansive a plan is costly and too limited a plan will not answer the research question E) All of the above are correct.
E) All of the above are correct.
99) Measurement questions built on this scale type permit adding the value of each item's response into a total score for each participant. Based on the total score, you can tell how positively or negatively the participant feels about the object. A) Paired comparison scale B) Forced ranking scale C) Comparative scale D) Q-sort E) Cumulative scale
E) Cumulative scale
2) Which of the following characteristics is not true of attitudes? A) Learned B) Stable C) Accessible D) Enduring E) Fluctuating
E) Fluctuating
57) All of the following questions must be answered prior to designing a measurement question except ________. A) What type of scale is needed to perform the desired analysis to answer the management question? B) What data collection mode will be used? C) Should the question be structured, unstructured, or some combination? D) Should the questioning be disguised or undisguised? E) How will the results be translated into managerial recommendations?
E) How will the results be translated into managerial recommendations?
28) What is the ideal number of points for a measurement question built on a rating scale? A) 5 B) 7 C) 9 D) 10 E) It depends.
E) It depends.
6) 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
71) In a study of grocery shopping behavior, one of the questions on the instrument asked, "To what extent are you comfortable with and willing to use self-serve checkout lines at grocery stores?" This question should be redesigned because it is ________. A) leading B) sensitive C) subject to memory decay D) too general E) double-barreled
E) double-barreled
27) A measurement question provides participants with an opportunity to express "no opinion" when they are unable to make a choice among the alternatives offered. This question is based on a(n) ________ scale. A) forced-choice B) multidimensional C) balanced D) unbalanced E) unforced-choice
E) unforced-choice
