Exam 3: Measurement in Marketing Research

The primary limitation of the semantic differential scale is the difficulty in composing two adjectives or phrases to anchor the scale that are truly synonyms.

The cognitive component of attitude concerns a person's feelings about the object or event.

A crucial advantage of _______________ scales is that they allow the use of linear regression techniques.

_______________ refers to the various operational definitions developed to measure the construct of attitude and accompanying beliefs,intentions,and other subjective mental states.

The set of marketing phenomena under study is called the abstract system.

If respondents are asked to rank five different brands of cold medicine from best to worst,it would result in a(n)

If a researcher uses storytelling,word-association tests,and sentence completion,the researcher is using the _______________ approach to direct communication.

Having respondents place various objects in strict order with regard to the attitude in question is a

Reliability refers to the extent to which the measurement process is free from random errors.

In marketing,it is common for attitudinal,opinion,and predisposition judgments to be treated as interval data.

The methods used to measure validity involve determining the extent of agreement between attempts to measure the same characteristic through maximally similar methods.

_______________ reliability involves giving the subject two forms of an instrument that are judged to be equivalent but not identical.

Content validity involves subjective judgments by experts as to the appropriateness of the measurement.

Which of the following arranges the measurement scales in order of complexity (simplest to most complex)?

An appropriate measure of central tendency for ordinal scales is the