Exam 7: Survey Measurement Scales

Which type of scaled-response format contains bipolar words such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

Categorical scales represent scales that are either nominal or ordinal.

A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.

If a question is designed to measure a construct, for example, "intentions to buy a new product," and the question appears to ask this in a straightforward manner, the measurement would be said to have:

Because they measure psychological constructs of consumers, such as attitudes, opinions, and feelings, these unobservable constructs are best measured with:

If a researcher wanted the respondent to answer an open-ended question with no additional information, one would likely use a(n):

When the distances between scale descriptors are absolute and known, the scale is said to possess the characteristic of description.

Which single characteristic is unique to nominal level of measurement?

A summated scale is one in which the number of checked responses, yes-no scale, in a list of constructs, will be counted for each respondent, and that number will stand as the metric measure of the construct.

Reader's Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of a(n):

All scaled-response questions must be labeled.

Sometimes the nature of the property being measured determines the question response format, for example, for marital status is a multiple-choice categorical response format is appropriate.

A scale that is simply "yes" or "no" is said to have origin.

The descriptors "less-than", "greater-than", and/or "equal to" are distinctions of:

Validity is best illustrated by which of the following statements?

If a researcher's construct is opinion then a Likert scale is used.

When a scale has a "true zero" it is a nominal scale.

Which of the following scaled-response formats is good for measuring store, company, or brand images because many marketing stimuli have meaning, mental associations, or connotations?

The text discussed a study that was done on cultural differences among respondents with respect to scale responses. It found that in some cultures extremism is valued, and in some others "going along with the crowd" is expected.

An open-ended question presents no response options to the respondent.