Exam 6: Measurement

The ____ scale is a seven-point scale using pairs of adjectives or phrases that are opposite in meaning.

A(n) ___________ definition indicates what observable attributes of the construct will be measured and the process that will be used to attach numbers to those attributes.

Likert scales yield ordinal data.

The most advanced level of measurement is the

Interval scales indicate a difference, direction of difference, and a magnitude of difference.

The ____ scale is sometimes referred to as a summated ratings scale.

Examples of constructs of interest to marketers include all of the following except

The ACT test score requirement for college as a predictive tool for success in college courses is an example of

A rank-order scale yields ____ data.

Attitudes are one of the most frequently measured constructs by marketing researchers.

Attitude scales, aptitude tests, and personality test generally concern concepts that fall into this category

A disadvantage of the _____ scale is that the researcher does not know the location of each item on a like-dislike continuum. An item may be ranked first, but it may or may not be closely related to the items ranked second, third, and so forth.

_____ variables may take on any value.

The result of using a nominal scale is the

The first step in the measurement process is to

The _____ has a natural zero.

The measure of central tendency for ordinal scales is the median.

Pragmatic validity is also called construct validity.

Many people consider the _____ a qualitative classification rather than a measurement.

In terms of measurement type and industrial customers, management attitude would be an example of