Exam 10: Measurement and Attitude Scaling

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

Age, gender, brand loyalty, and corporate culture are all examples of ____.

Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3

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

In which type of scale is a neutral point, or point of indifference, at the center of the scale?

Marketing researchers generally assume that the semantic differential provides interval data.

When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements, what type of scale is being used?

Which of the following is an indicator of a measure's internal consistency?

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.

A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card. The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize. This is a ____ task.

Which attitude component represents a person's awareness and knowledge of the matter?

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

The fractional-point scale demands that respondents divide points among several attributes to indicate their relative importance.

Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?"

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

Interval scales are able to represent absolute quantities including a meaningful absolute zero.

The ability of a scale to measure the variability of a concept is called ____________________.

Measures that take on only one of a finite number of values are called ____________________ measures.

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

What is reliability and how is it assessed?