Question 1

A construct is the theory being measured.

Accepted Answer

A) True 
 B)False

Question 2

It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) Convergent validity 
B) Discriminant validity 
C) Nomological validity 
D) Concurrent validity 
A) Convergent validity 
B) Discriminant validity 
C) Nomological validity 
D) Concurrent validity

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

XO = XT + XS + XR In the true score model shown above,XT represents ________.

Accepted Answer

A) random error 
B) the observed score or measurement 
C) the true score of the characteristic 
D) systematic error 
A) random error 
B) the observed score or measurement 
C) the true score of the characteristic 
D) systematic error

Question 6

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).

Accepted Answer

A) attitude 
B) satisfaction 
C) purchase frequency 
D) purchase intent 
A) attitude 
B) satisfaction 
C) purchase frequency 
D) purchase intent

Question 7

With alternative forms reliability,a low correlation may reflect either an unreliable scale or nonequivalent forms.

Accepted Answer

A) True 
 B)False

Question 8

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.

Accepted Answer

A) True 
 B)False

Question 9

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

Accepted Answer

A) True 
 B)False

Question 10

________ is the first step in developing a multi-item scale.________ is the last step.

Accepted Answer

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 
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

Question 11

Neither agree
Strongly nor Strongly
Disagree Disagree disagree Agree agree
1)Wal-Mart has poor in-store service 1 2X 3 4 5
2)I like to shop at Wal-Mart. 1 2X 3 4 5
The above scale is an example of a ________.

Accepted Answer

A) continuous rating scale 
B) Stapel scale 
C) semantic differential scale 
D) Likert scale 
A) continuous rating scale 
B) Stapel scale 
C) semantic differential scale 
D) Likert scale

Question 12

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.

Accepted Answer

A) random error 
B) potential sources of reliability 
C) potential sources of error 
D) systematic error 
A) random error 
B) potential sources of reliability 
C) potential sources of error 
D) systematic error

Question 13

A measure is perfectly reliable if ________.

Accepted Answer

A) XO = 0 
B) XT = 0 
C) XS = 0 
D) XR = 0 
A) XO = 0 
B) XT = 0 
C) XS = 0 
D) XR = 0

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Which statement is true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

Accepted Answer

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. 
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.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

What differentiates mathematically derived scales from the other non-comparative scaling techniques?

Accepted Answer

All the scaling techniques discussed in

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements does not pertain to non-comparative scales?

Accepted Answer

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. 
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.

Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

A construct is the theory being measured.

It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data.

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

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.

XO = XT + XS + XR In the true score model shown above,XT represents ________.

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).

With alternative forms reliability,a low correlation may reflect either an unreliable scale or nonequivalent forms.

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.

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

________ is the first step in developing a multi-item scale.________ is the last step.

Neither agree Strongly nor Strongly Disagree Disagree disagree Agree agree 1)Wal-Mart has poor in-store service 1 2X 3 4 5 2)I like to shop at Wal-Mart. 1 2X 3 4 5 The above scale is an example of a ________.

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 measure is perfectly reliable if ________.

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

Which statement is true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

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

What differentiates mathematically derived scales from the other non-comparative scaling techniques?

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.

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

Which of the following statements does not pertain to non-comparative scales?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

X_O = X_T + X_S + X_R In the true score model shown above,X_T represents ________.

is the first step in developing a multi-item scale. is the last step.