Exam 9: Measurement and Scaling
Exam 1: Introduction to Marketing71 Questions
Exam 2: Defining the Marketing Research73 Questions
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Exam 9: Measurement and Scaling113 Questions
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Exam 21: Multidimensional Scaling and111 Questions
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Likert scale analysis can be conducted on an item- by- item basis (profile analysis).
(True/False)
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Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency.
(True/False)
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Deciding whether to present scales as vertical or horizontal is related to which of the non- comparative itemized rating scale decisions?
(Multiple Choice)
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A _ is a seven point rating scale with endpoints associated with bipolar labels that have semantic meaning.
(Multiple Choice)
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Reliability can be defined as the extent to which measures are free from random error, XR.
(True/False)
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is an approach for assessing the internal consistency of the set of items when several items are summated in order to form a total score for the scale.
(Multiple Choice)
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With alternative forms reliability, a low correlation may reflect either an unreliable scale or nonequivalent forms.
(True/False)
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The Likert scale is a balanced rating scale with an odd number of categories and a neutral point.
(True/False)
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XO = XT + XS + XR In the true score model shown above, XT represents .
(Multiple Choice)
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Which scale is not an itemized rating scale (Table 9.1 in the text)?
(Multiple Choice)
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In alternative- forms reliability, the same respondents are measured at two different times with an equivalent scale form being administered each time.
(True/False)
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The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the construct (Table 9.3 in the text).
(Multiple Choice)
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Which of the following is not a problem with alternative- forms reliability?
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Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.
(True/False)
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In , the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability.
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Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."
(True/False)
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is assessed when the data on the scale being evaluated on the criterion variables are collected at the same time.
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is the a type of validity that assesses the relationship between theoretical constructs. It seeks to confirm significant correlations between the constructs as predicted by theory.
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