Exam 10: Measurement and Attitude Scaling
Exam 1: The Role of Marketing Research76 Questions
Exam 2: Harnessing Big Data Into Better Decisions75 Questions
Exam 3: The Marketing Research Process75 Questions
Exam 4: The Human Side of Marketing Research: Organizational and Ethical Issues76 Questions
Exam 5: Qualitative Research Tools75 Questions
Exam 6: Secondary Data Research in a Digital Age76 Questions
Exam 7: Survey Research76 Questions
Exam 8: Observation76 Questions
Exam 9: Conducting Marketing Experiments75 Questions
Exam 10: Measurement and Attitude Scaling76 Questions
Exam 11: Questionnaire Design74 Questions
Exam 12: Sampling Designs and Sampling Procedures76 Questions
Exam 13: Big Data Basics: Describing Samples and Populations73 Questions
Exam 14: Basic Data Analysis76 Questions
Exam 15: Testing for Differences Between Groups and for Predictive Relationships74 Questions
Exam 16: Communicating Research Results75 Questions
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Interval scales have nominal, but not ordinal properties, while also capturing information about the differences in quantities of a concept.
(True/False)
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Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?"
(Multiple Choice)
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Measures that can take on only one of a finite number of values are called ____.
(Multiple Choice)
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When respondents are asked to divide up a fixed number of points to indicate the relative importance of features on a new car, a(n)____________________ scale is being used.
(Short Answer)
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Which of the following is an indicator of a measure's internal consistency?
(Multiple Choice)
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A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.
(True/False)
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Discriminant validity is another way of expressing internal consistency.
(True/False)
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Whether to use a single item or a measure made up from responses to several items depends on all of the following characteristics of the phenomenon EXCEPT for
(Multiple Choice)
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Attitudes are measured with a(n)____________________ approach by taking belief scores assessed with some type of rating scale and multiplying each belief score by an evaluation also supplied using some type of rating scale, and then summing each resulting product.
(Short Answer)
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"I hate asparagus" is an example of which component of an attitude toward asparagus?
(Multiple Choice)
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Measures that take on only one of a finite number of values are called ____________________ measures.
(Short Answer)
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Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3
(True/False)
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A person's weight is best described as being measured on a(n)____ scale.
(Multiple Choice)
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In which type of scale is a neutral point, or point of indifference, at the center of the scale?
(Multiple Choice)
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Which type of validity is another way of expressing internal consistency?
(Multiple Choice)
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The component of attitude that represents the action associated with a certain type of attitude is the ____________________ component.
(Short Answer)
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A researcher measures the reliability of an instrument by administering the same scale or measure to the same respondents at two separate times.What type of reliability is being assessed?
(Multiple Choice)
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Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.
(True/False)
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