Exam 9: Measurement and Scaling

Noncomparative scaling techniques are comprised of continuous and itemized rating scales.

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices) scale uses seven- point scales anchored with "strongly disagree" and "strongly agree." This is an example of a .

is the first step in developing a multi- item scale. _ _ is the last step.

is the variation in the information sought by the researcher and the information generated by the measurement process employed.

A noncomparative scale is one of two scaling techniques in which each stimulus object is scaled independent of the other objects in the stimulus set.

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

Which of the following is not an approach to assess multi- item scale reliability?

Discuss construct validity and the types of construct validity.

A researcher developed scales using a 7- point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of .

Scores assigned to continuous rating scales by the researcher are typically treated as data.

The Stapel scale is usually presented horizontally.

The is known for its versatility and is very popular with marketing researchers.

An advantage of the Stapel scale is it can be administered over the telephone.

is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.

Given its subjective nature, content validity alone is a sufficient measure of the validity of a scale.

Coefficient alpha assists in determining whether the averaging process used in calculating coefficient beta is masking any inconsistent items.

Which of the following statements does not pertain to non- comparative scales?

What is the appropriate way to assess the internal consistency of a multi- item scale with sets of items designed to measure different aspects of a multi- dimensional construct?

is a type of validity that addresses the question of what construct or characteristic the scale is measuring. An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale.

The above scale is an example of a .