Exam 6: Measurement

"On a scale of 1 to 5, how satisfied were you with the level of service you received" is an example of a(n)

Summaries of data from a(n) _____ measurement are usually reported as a count of observations in each class or a relative frequency distribution.

An itemized rating scale yields ____ data.

Staple scales yield ratio data.

A semantic differential scale yields ____ data.

Eliminating item statements which fail to pass the reliability test is the task of the following step

A person's age would be an example of a continuous variable.

Measuring reliability using a(n) __________ approach usually involves the use of different samples of respondents to determine reliability of measures through a technique called split-half.

Attitudes are said to be good predictors of behavior.

In marketing research, researchers measure a consumer's attitude, income, brand loyalty, etc., instead of measuring the consumer.

A reliable measure is one that consistently generates the same results over repeated measures.

Dispersion about the mean in interval scales is measured by the standard deviation.

The _____ produces categorical data rather than metric data.

Measuring reliability using an internal consistency approach usually involves the use of different samples of respondents to determine reliability of measures.

Ordinal scales goes a step further than the nominal scale to introduce a direction of difference.

In terms of industrial customers, management style would be a state of being measure.

The result of using an ordinal scale is the

_____ scales measure attributes one at a time.

In terms of consumers, brand loyalty would be a state of mind measure.

A disadvantage of the rank-order scale is that the rank order appears without the researcher knowing his or her location on a like-dislike continuum.