Exam 10: Measurement and Attitude Scaling

A(n)____________________ scale measures attitudes by using seven-point rating scales that are anchored at either end by polar opposite adjectives.

An ordinal scale is the simplest type of measurement scale.

Interval scales are considered continuous when three or more categories are used.

A fixed-alternative rating scale with an equal number of positive and negative categories is called ____________________.

Compare and contrast the four different levels of scale measurement.

A ________ is a term used for latent concepts measured using multiple variables.

Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.

Which characteristic is a key difference between ratio and interval scales?

____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

Attitudes are thought to have three components: affective, cognitive, and behavioral.

Personality, lifestyle, price consciousness and consumer emotions are all examples of ____.

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels.

Which of the following refers to concepts measured with multiple variables?

The happy-sad face technique, often used with children, is a(n)____________________ rating scale.

Explain how indexes or composite measures are formed.

A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often.This is best described as a(n)____ scale.

Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

Define attitude and describe the three components that comprise it.

An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.

In a graphic rating scale, a respondent's score is the length in millimeters from one end of the scale to the point marked on the scale by the respondent.