Exam 18: Measuring Instruments

Weight is typically measured using a ratio scale.

(True/False)

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Question 21

For a scale to be reliable it also has to be valid.

(True/False)

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Question 22

List five different types of close-ended questions that can be included on a survey.

(Short Answer)

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Question 23

Face validity is a term used when researchers inspect the questions and determine that "on the surface" or "on face value" the questionnaire is measuring what it is supposed to measure.

(True/False)

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Question 24

Open-ended questions are easy to quantify and analyze.

(True/False)

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Question 25

The following is an example of an open-ended question:

(Multiple Choice)

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Question 26

Face validity is basically a judgment of validity by qualified researchers who are experts in methods of research.

(True/False)

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Question 27

Showing 21 - 27 of 27

Exam 18: Measuring Instruments

Weight is typically measured using a ratio scale.

For a scale to be reliable it also has to be valid.

List five different types of close-ended questions that can be included on a survey.

Face validity is a term used when researchers inspect the questions and determine that "on the surface" or "on face value" the questionnaire is measuring what it is supposed to measure.

Open-ended questions are easy to quantify and analyze.

The following is an example of an open-ended question:

Face validity is basically a judgment of validity by qualified researchers who are experts in methods of research.

Needs for Research in Advertising and Public Relations

Some Research Deﬁnitions

Planning and Using Research

Designing Research

Introduction to Secondary Research

Syndicated Research

Online Resources

Other Useful Resources

Uses of Qualitative Research

Focus Groups

Content Analysis

In-Depth Interviews

Other Qualitative Methods

How Qualitative Research Can Enhance Quantitative Research

Handling Qualitative Findings

Empirical Research: Survey Research

Sampling

Question Wording

Interviewer Training

Obtaining Accurate Responses

Data Tabulation

Applications of Quantitative Research

Experimental Research

Experimental Approaches

Quasi-Experimental Research

Experimental Applications in Advertising and Public Relations

Historical and Legal Research and Critical Analysis

Handling Data

Scaling Techniques

Mapping Techniques

Statistics

Statistical Analytic Tools

Who Should Conduct Research

Applying Research to Advertising and Public Relations Situations

The Research Report

Ethics in Research

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