Exam 10: Measurement and Attitude Scaling

A scale can be thought of as a generalized idea that represents something of meaning.

____________ capture different values of a concept.

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply adding up the responses to each item making up the composite measure.This composite measure is called a(n)____.

Marketing researchers generally assume that the semantic differential provides interval data.

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?

Which of the following is a discrete measure?

A generalized idea that represents something of meaning is called a(n)____________________.

____________________ validity represents the uniqueness or distinctiveness of a measure.

Opponents of the forced-choice approach argue that error results when respondents are required to answer questions for which they lack a firm position.

When a respondent is choosing an answer from an attitude scale anchored by bi-polar adjectives, what type of scale is being used?

Both ratio and interval scales both have an absolute zero.

A construct is a latent concept that is measured with a single variable.

Which type of scale is regarded as the highest form of measurement?

A ranking is different than a rating scale in that respondents simply order alternatives on some characteristic.

Which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range?

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

What is reliability and how is it assessed?

Attitudes are considered a function of a person's beliefs about some activity weighted by their evaluations of those characteristics.

____ definitions translate conceptual definitions into measurement scales.

Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept?