Exam 8: Measurement and Scaling: Fundamentals and Comparative Scaling

________ is being used if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles,ranging from "most highly agreed with" to "least highly agreed with."

When used for classification purposes,the ________ scaled numbers serve as labels for classes or categories.

The four basic scale characteristics are nominal,order,distance and origin.

Q-sort scaling was developed to discriminate quickly among a relatively small number of objects.

Which statement is not true about the interval scale?

A nominal scale can only involve the assignment of numbers;alphabets or symbols cannot be assigned.

Which of the following is a type of comparative scale?

In marketing,sales,cost,market share,and number of customers are variables measured on a ________ scale.

Paired comparison scaling is useful when the number of brands is large,because it requires direct comparison and overt choice.

When using constant sum scales,if respondents allocate more points than those allotted,the researcher must modify such data in some way or eliminate the respondent from analysis.

Measurement involves creating a continuum upon which measured objects are located.

In addition to the counting operation allowable for nominal scale data,ordinal scales permit the use of statistics based on percentiles.

Discuss the primary scales of measurement (Table 8.1 in the text).Develop an example of each.

________ is the generation of a continuum upon which measured objects are located.

________ scaling is a comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.

It is the obligation of the researcher to obtain data that are most appropriate,given the research questions to be answered.

Preference rankings,market position,and social class are examples of interval scales.

Which of the following scales is not a type of comparative scale (Figure 8.2 in the text)?

Which of the following is not a type of non-comparative scale?

An ordinal scale indicates relative position and the magnitude of the differences between the objects.