Question 1

Which of the following possibilities threatens the transitivity of a stimulus scale? (circle all that apply)

Accepted Answer

A)  not all participants are equally familiar with all presented stimuli 
B)  some stimuli may be harder to distinguish (between the two of them) than others 
C)  respondents' differences in ranking or scaling reflect actual individual differences 
D)  stimuli were apparently judged on different aspects of the same comparison dimension 
A)  not all participants are equally familiar with all presented stimuli 
B)  some stimuli may be harder to distinguish (between the two of them) than others 
C)  respondents' differences in ranking or scaling reflect actual individual differences 
D)  stimuli were apparently judged on different aspects of the same comparison dimension A,B,D

Question 2

In terms of stimulus scaling, explain what it means for a scale to be of interval quality. What are the key features of an interval scale (as it applies to stimulus scaling), and what are the key features that cannot be achieved with an interval scale? Be sure to sufficiently explain each feature and why it can or cannot be achieved with an interval scale.

Accepted Answer

In stimulus scaling, a scale is said to be of interval quality when it has equal intervals between the points on the scale, and the zero point is arbitrary. This means that the distances between the points on the scale are consistent and can be measured in equal units, but the zero point does not have any inherent meaning.

The key features of an interval scale in stimulus scaling include equal intervals and the ability to perform mathematical operations such as addition and subtraction. This means that the distance between any two points on the scale is consistent and can be quantitatively measured. For example, on a temperature scale, the difference between 20 and 30 degrees is the same as the difference between 70 and 80 degrees.

However, there are also key features that cannot be achieved with an interval scale. One such feature is a true zero point. An interval scale does not have a true zero point, meaning that the zero on the scale does not indicate the absence of the measured attribute. For example, on a temperature scale, a reading of 0 degrees does not mean that there is no temperature, it simply represents a point on the scale.

Another key feature that cannot be achieved with an interval scale is the ability to perform meaningful ratios. Because the zero point is arbitrary, it is not possible to make meaningful comparisons in terms of ratios. For example, on a temperature scale, it would not be accurate to say that 40 degrees is "twice as hot" as 20 degrees, as the zero point is arbitrary and does not represent the absence of temperature.

In conclusion, while an interval scale in stimulus scaling has the key features of equal intervals and the ability to perform mathematical operations, it lacks a true zero point and the ability to make meaningful ratios, making it limited in certain aspects of measurement.

Question 3

You are interested in whether there are differences in aesthetic value for 10 types of pens. Which of the following techniques would be able to potentially reveal if pens differed in their aesthetic quality?

Accepted Answer

A)  10 semantic differential scales (i.e., one for each pen) 
B)  10 Likert scale items (one for each pen; 1 = ugly, 10 = beautiful) 
C)  45 comparisons of "how similar are these two stimuli" 
D)  45 comparisons of "which one do you prefer" 
E)  ranking 10 pens from most to least aesthetically pleasing 
A)  10 semantic differential scales (i.e., one for each pen) 
B)  10 Likert scale items (one for each pen; 1 = ugly, 10 = beautiful) 
C)  45 comparisons of "how similar are these two stimuli" 
D)  45 comparisons of "which one do you prefer" 
E)  ranking 10 pens from most to least aesthetically pleasing C,D,E

Question 4

The method of pair comparison:

Accepted Answer

A)  always yields data that are on an interval scale 
B)  entails presenting all possible pairs of stimuli to a sample 
C)  key results involve differences in judgments between participants 
D)  produces the order of stimuli according to a group of participants 
A)  always yields data that are on an interval scale 
B)  entails presenting all possible pairs of stimuli to a sample 
C)  key results involve differences in judgments between participants 
D)  produces the order of stimuli according to a group of participants

Question 5

What are some of the advantages of rank order scaling over pair comparison scaling?

Accepted Answer

A)  rank ordering 10 stimuli is less cognitively taxing for participants than making pairwise comparisons for 10 stimuli 
B)  when making judgments, participants consider all stimuli at once, reducing the amount of variation in dimensions that the stimuli are compared 
C)  rank ordering responses are thought to be more reliable than numerous pairwise comparisons 
D)  A and B 
E)  B and C
F) all of the above
G) none of the above 
A)  rank ordering 10 stimuli is less cognitively taxing for participants than making pairwise comparisons for 10 stimuli 
B)  when making judgments, participants consider all stimuli at once, reducing the amount of variation in dimensions that the stimuli are compared 
C)  rank ordering responses are thought to be more reliable than numerous pairwise comparisons 
D)  A and B 
E)  B and C
F) all of the above
G) none of the above

Question 6

How does stimulus scaling differ from the scaling of individuals?

Accepted Answer

Stimulus scaling and the scaling of indi

Question 7

Which of the following characteristics are shared by all types of stimulus scaling techniques?

Accepted Answer

A)  all stimulus scaling techniques generate comparative judgments between people 
B)  the distances between stimuli on a scale are equal 
C)  when judging stimuli, participants simultaneously consider all stimuli on the same comparison dimension 
D)  A and C 
E)  B and C
F) all of the above 
A)  all stimulus scaling techniques generate comparative judgments between people 
B)  the distances between stimuli on a scale are equal 
C)  when judging stimuli, participants simultaneously consider all stimuli on the same comparison dimension 
D)  A and C 
E)  B and C
F) all of the above

Question 8

Define individual difference scaling and stimulus scaling. What are the key features and underlying assumptions of each type of scaling? What is considered "true" difference and what is considered "error?"

Accepted Answer

Individual difference scaling and stimul

Question 9

Brian, Sam, and Jenny asked three respondents to rank their preferences for different types of seating. The table below is the result of that ranking. Given this information, draw an (approximate) example of Coombs' unfolding technique on the provided linear dimension below.
 $\begin{array}{clll}
\hline \text { Ranked Preference } & \text { Katrina } & \text { Roger } & \text { Alice } \
\hline 1 & \text { Couch } & \text { Lawn Chair } & \text { Beanbag } \
2 & \text { Reclinirg Chair } & \text { Floor } & \text { Lawn Chair } \
3 & \text { Beanbag } & \text { Beanbag } & \text { Couch } \
4 & \text { Lawn Chair } & \text { Couch } & \text { Reclining Chair } \
5 & \text { Floor } & \text { Reclining Chair } & \text { Floor } \
\hline
\end{array}$

Accepted Answer

Coombs' unfolding technique is a way to

Question 10

Multidimensional scaling methods:

Accepted Answer

A)  are generally analogous to factor analysis 
B)  identify underlying dimensions based on binary judgments 
C)  identify underlying dimensions based on raked preferences 
D)  identify underlying dimensions based on ratings of similarity of paired stimuli 
E)  explore dimensions of individual differences 
A)  are generally analogous to factor analysis 
B)  identify underlying dimensions based on binary judgments 
C)  identify underlying dimensions based on raked preferences 
D)  identify underlying dimensions based on ratings of similarity of paired stimuli 
E)  explore dimensions of individual differences

Question 11

Explain two reasons for why you might obtain an intransitive stimulus scale. In your response, (a) describe what it means for a stimulus scale to be intransitive, (b) explain two reasons for why intransitivity occurs, and (c) provide an example for each of those reasons that illustrates how or why this would be problematic for a stimulus scale.

Accepted Answer

(a) An intransitive stimulus scale means

Question 12

Which of the following statements is true about multidimensional scaling?

Accepted Answer

A)  stimuli are compared on any specified characteristics (e.g., beauty, similarity, smelliness) 
B)  the "dimensions" that are obtained with multidimensional scaling are inferred by the researcher 
C)  unlike unidimensional scaling techniques, in MDS, individual differences are not considered part of measurement error 
D)  A and B 
E)  A and C
F) none of the above 
A)  stimuli are compared on any specified characteristics (e.g., beauty, similarity, smelliness) 
B)  the "dimensions" that are obtained with multidimensional scaling are inferred by the researcher 
C)  unlike unidimensional scaling techniques, in MDS, individual differences are not considered part of measurement error 
D)  A and B 
E)  A and C
F) none of the above

Question 13

An intransitive set of judgments could result from:

Accepted Answer

A)  an unrepresentative sample 
B)  unequal intervals 
C)  participants' lack of familiarity with the stimuli 
D)  unclear or complex dimensions that participants use to judge stimuli 
E)  none of the above 
A)  an unrepresentative sample 
B)  unequal intervals 
C)  participants' lack of familiarity with the stimuli 
D)  unclear or complex dimensions that participants use to judge stimuli 
E)  none of the above

Question 14

Researchers conducted a study of landscaping preferences using pair-comparison scaling that provided participants 28 pairwise comparisons between types of trees. What assumptions are the researchers making by choosing to use pair comparison scaling?

Accepted Answer

A)  that participants will judge the trees on the same dimension 
B)  that, in the absence of measurement error, people would organize their preferences in exactly the same way 
C)  that differences between stimuli are meaningful 
D)  that participants rate stimuli as if they are differentiated in equal intervals 
A)  that participants will judge the trees on the same dimension 
B)  that, in the absence of measurement error, people would organize their preferences in exactly the same way 
C)  that differences between stimuli are meaningful 
D)  that participants rate stimuli as if they are differentiated in equal intervals

Question 15

What would be appropriate conclusions to draw from this choice matrix? (choose all that apply)
$\begin{array}{lcccc}
\hline {\text { Car }} & \text { Ford } & \text { Chevy } & \text { Toyota } & \text { Tesla } \
\hline \text { Ford } & 50 & 60 & 55 & 60 \
\text { Chevy } & 40 & 50 & 60 & 70 \
\text { Toyota } & 45 & 40 & 50 & 60 \
\text { Tesla } & 40 & 30 & 40 & 50 \
\hline \text { Mean } & 43.75 & 45.00 & 51.25 & 60.00
\end{array}$

Accepted Answer

A)  Tesla is an excellent car company 
B)  Ford is a terrible car company 
C)  60% of respondents thought Chevy was better than Toyota 
D)  40% of respondents thought Ford was preferable over Tesla 
A)  Tesla is an excellent car company 
B)  Ford is a terrible car company 
C)  60% of respondents thought Chevy was better than Toyota 
D)  40% of respondents thought Ford was preferable over Tesla

Question 16

You are interested in the ways that people decide between five types of take-out food (i.e., pizza, Chinese food, Indian food, Thai food, fast food [e.g., Burger King]) on any given night. So, on Tuesday, you conduct a unidimensional stimulus scaling study. On Thursday, with a different group of participants, you conduct a multidimensional scaling study using the same five types of take-out food. Explain the procedures you used in your studies on Tuesday and Thursday. Specifically, in your response, describe (a) the key features of the different methodologies you used, (b) the main assumptions for each type of scaling, and (c) the specific ways you would measure participants' comparisons between take-out food. Furthermore, provide example results for each type of scaling that demonstrate the key features of the methodology, and be sure to explain how and why your examples represent unidimensional and multidimensional scaling techniques (for example, draw a two-dimensional graph for the multidimensional scaling, label the dimensions, and indicate where the five types of food would fall along those dimensions).

Accepted Answer

On Tuesday, I conducted a unidimensional

Question 17

Which of the following statements are characteristics of stimulus scaling? (circle all that apply)

Accepted Answer

A)  a good stimulus scaling achieves a ratio-level scale of stimuli 
B)  any individual differences in a stimulus scale are due to measurement error 
C)  the distances between stimuli on a stimulus scale are equal 
D)  the relationship between all items on a stimulus scale are transitive 
A)  a good stimulus scaling achieves a ratio-level scale of stimuli 
B)  any individual differences in a stimulus scale are due to measurement error 
C)  the distances between stimuli on a stimulus scale are equal 
D)  the relationship between all items on a stimulus scale are transitive

Question 18

Describe the steps involved in Thurstone's method of pair comparison and the method of rank order. Is one method superior to the other?

Accepted Answer

Thurstone's method of pair comparison in

Question 19

When might a researcher want to employ multidimensional scaling techniques rather than conducting a factor analysis?

Accepted Answer

Multidimensional scaling (MDS) and facto

Question 20

Researchers constructed a stimulus scale by asking participants to organize 15 movies in terms of overall acting performance, with the top movie reflecting the best overall performances, and the bottom the worst overall performances. Which of the following statements would NOT be true about this scale? (circle all that apply)

Accepted Answer

A)  participants' ratings of movie performances are transitive 
B)  the researchers constructed their scale by having participants select the better movie performances between 105 pairwise comparisons [i.e., 15(14)/2] 
C)  the top movie on the scale represents excellent acting performances 
D)  participant differences in movie performance ratings are thought be measurement error 
A)  participants' ratings of movie performances are transitive 
B)  the researchers constructed their scale by having participants select the better movie performances between 105 pairwise comparisons [i.e., 15(14)/2] 
C)  the top movie on the scale represents excellent acting performances 
D)  participant differences in movie performance ratings are thought be measurement error

Which of the following possibilities threatens the transitivity of a stimulus scale? (circle all that apply)

You are interested in whether there are differences in aesthetic value for 10 types of pens. Which of the following techniques would be able to potentially reveal if pens differed in their aesthetic quality?

The method of pair comparison:

What are some of the advantages of rank order scaling over pair comparison scaling?

How does stimulus scaling differ from the scaling of individuals?

Which of the following characteristics are shared by all types of stimulus scaling techniques?

Define individual difference scaling and stimulus scaling. What are the key features and underlying assumptions of each type of scaling? What is considered "true" difference and what is considered "error?"

Multidimensional scaling methods:

Which of the following statements is true about multidimensional scaling?

An intransitive set of judgments could result from:

Researchers conducted a study of landscaping preferences using pair-comparison scaling that provided participants 28 pairwise comparisons between types of trees. What assumptions are the researchers making by choosing to use pair comparison scaling?

What would be appropriate conclusions to draw from this choice matrix? (choose all that apply) Car Ford Chevy Toyota Tesla Ford 50 60 55 60 Chevy 40 50 60 70 Toyota 45 40 50 60 Tesla 40 30 40 50 Mean 43.75 45.00 51.25 60.00

Which of the following statements are characteristics of stimulus scaling? (circle all that apply)

Describe the steps involved in Thurstone's method of pair comparison and the method of rank order. Is one method superior to the other?

When might a researcher want to employ multidimensional scaling techniques rather than conducting a factor analysis?

Basic Concepts

Internal and External Validity

Measurement Reliability

Measurement Validity

Designing Experiments

Constructing Laboratory Experiments

External Validity of Laboratory Experiments

Conducting Experiments Outside the Laboratory

Nonexperimental Research

Quasi-Experiments and Evaluation Research

Survey Studies

Systematic Observational Methods

Interviewing

Content Analysis

Questionnaire Design and Scale Construction

Indirect and Implicit Measures of Cognition and Affect

Methods for Assessing Dyads and Groups

Synthesizing Research Results

Social Responsibility and Ethics in Social Research

Filters

Exam 17: Scaling Stimuli

Which of the following possibilities threatens the transitivity of a stimulus scale? (circle all that apply)

You are interested in whether there are differences in aesthetic value for 10 types of pens. Which of the following techniques would be able to potentially reveal if pens differed in their aesthetic quality?

The method of pair comparison:

What are some of the advantages of rank order scaling over pair comparison scaling?

How does stimulus scaling differ from the scaling of individuals?

Which of the following characteristics are shared by all types of stimulus scaling techniques?

Define individual difference scaling and stimulus scaling. What are the key features and underlying assumptions of each type of scaling? What is considered "true" difference and what is considered "error?"

Multidimensional scaling methods:

Which of the following statements is true about multidimensional scaling?

An intransitive set of judgments could result from:

Researchers conducted a study of landscaping preferences using pair-comparison scaling that provided participants 28 pairwise comparisons between types of trees. What assumptions are the researchers making by choosing to use pair comparison scaling?

What would be appropriate conclusions to draw from this choice matrix? (choose all that apply) Car Ford Chevy Toyota Tesla Ford 50 60 55 60 Chevy 40 50 60 70 Toyota 45 40 50 60 Tesla 40 30 40 50 Mean 43.75 45.00 51.25 60.00

Which of the following statements are characteristics of stimulus scaling? (circle all that apply)

Describe the steps involved in Thurstone's method of pair comparison and the method of rank order. Is one method superior to the other?

When might a researcher want to employ multidimensional scaling techniques rather than conducting a factor analysis?

Basic Concepts

Internal and External Validity

Measurement Reliability

Measurement Validity

Designing Experiments

Constructing Laboratory Experiments

External Validity of Laboratory Experiments

Conducting Experiments Outside the Laboratory

Nonexperimental Research

Quasi-Experiments and Evaluation Research

Survey Studies

Systematic Observational Methods

Interviewing

Content Analysis

Questionnaire Design and Scale Construction

Indirect and Implicit Measures of Cognition and Affect

Methods for Assessing Dyads and Groups

Synthesizing Research Results

Social Responsibility and Ethics in Social Research

Filters