Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

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

Reliability can be defined as the extent to which measures are free from random error,X_R.

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.

Perfect validity requires that there be no measurement error,therefore: (X_O = X_T, X_R = 0,X_S = 0).

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.

________ 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.

________ 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.

The Stapel scale is usually presented horizontally.

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

Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

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.

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.

________ is the degree to which a study based on a sample applies to a universe of generalizations.

An advantage of the Stapel scale is it can be administered over the telephone.

Discuss the implementation of Continuous and itemized rating scales in mobile marketing research.

Which statement is not true regarding the relationship between reliability and validity?

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).

Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.

Profile analysis involves determining the average respondent ratings for each item.

________ is assessed when the data on the scale being evaluated on the criterion variables are collected at the same time.