Question 1

XO = XT + XS + XR represents the pure score model.

Accepted Answer

A) True 
 B)False  False

Question 2

In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.

Accepted Answer

A) True 
 B)False  True

Question 3

Perfect validity requires that there be no measurement error, therefore: (XO = XT, XR = 0, XS = 0).

Accepted Answer

A) True 
 B)False  True

Question 4

Reliability is assessed by determining the proportion of random variation in a scale.

Accepted Answer

A) True 
 B)False

Question 5

When determining the number of scale categories to use in a non- comparative itemized rating scale, the nature of the object is relevant.

Accepted Answer

A) True 
 B)False

Question 6

Non- comparative scales are often referred to as monadic scale.

Accepted Answer

A) True 
 B)False

Question 7

When choosing a scaling technique, which of the following factors should be considered?

Accepted Answer

A)  the method of administration 
B)  the capabilities of the respondents 
C)  the levels of information needed (nominal, ordinal, interval, or ratio) 
D)  all of the above 
A)  the method of administration 
B)  the capabilities of the respondents 
C)  the levels of information needed (nominal, ordinal, interval, or ratio) 
D)  all of the above

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

is a form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated.

Accepted Answer

A)  Test- retest reliability 
B)  Internal consistency reliability 
C)  Alternative- forms reliability 
D)  Split- half reliability 
A)  Test- retest reliability 
B)  Internal consistency reliability 
C)  Alternative- forms reliability 
D)  Split- half reliability

Question 10

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 11

Which statement is not true if deciding on the number of scale categories to use in a non- comparative itemized rating scale?

Accepted Answer

A)  Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. 
B)  If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used. 
C)  How the data are to be analyzed and used should also influence the number of categories. 
D)  The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible. 
A)  Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. 
B)  If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used. 
C)  How the data are to be analyzed and used should also influence the number of categories. 
D)  The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.

Question 12

What are some of the ethical responsibilities of researchers when they are developing scales?

Accepted Answer

The researcher has the ethical responsib

Question 13

Using several scale items to measure the characteristic of interest provides more accurate measurement than a single- item scale.

Accepted Answer

A) True 
 B)False

Question 14

The Likert scale is also referred to as a summated scale.

Accepted Answer

A) True 
 B)False

Question 15

is a type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ.

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 16

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 17

A multi- item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except .

Accepted Answer

A)  validity 
B)  reliability 
C)  generalizability 
D)  stability 
A)  validity 
B)  reliability 
C)  generalizability 
D)  stability

Question 18

The is confusing and difficult to apply. It is the least used of the itemized scales.

Accepted Answer

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

Question 19

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 20

What six major decisions must the researcher make when constructing non- comparative itemized rating scales?

Accepted Answer

1. the number of scale categories to use

Exam 9: Measurement and Scaling

XO = XT + XS + XR represents the pure score model.

In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.

Perfect validity requires that there be no measurement error, therefore: (XO = XT, XR = 0, XS = 0).

Reliability is assessed by determining the proportion of random variation in a scale.

When determining the number of scale categories to use in a non- comparative itemized rating scale, the nature of the object is relevant.

Non- comparative scales are often referred to as monadic scale.

When choosing a scaling technique, which of the following factors should be considered?

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.

is a form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated.

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

Which statement is not true if deciding on the number of scale categories to use in a non- comparative itemized rating scale?

What are some of the ethical responsibilities of researchers when they are developing scales?

Using several scale items to measure the characteristic of interest provides more accurate measurement than a single- item scale.

The Likert scale is also referred to as a summated scale.

is a type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ.

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

A multi- item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except .

The is confusing and difficult to apply. It is the least used of the itemized scales.

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.

What six major decisions must the researcher make when constructing non- comparative itemized rating scales?

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Questionnaire and Form

Sampling: Design and

Sampling: Final and Initial

Fieldwork

Data Preparation

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Multidimensional Scaling and

Structural Equation Modeling

Report Preparation and

International Marketing

Filters

X_O= X_T+ X_S+ X_Rrepresents the pure score model.

Perfect validity requires that there be no measurement error, therefore: (X_O= X_T,X_R= 0, X_S= 0).