Question 1

Which scale(s) is (are) undistorted under a linear transformation of the form y=a+bx?

Accepted Answer

A)  ordinal 
B)  interval 
C)  ratio 
D)  a and b 
E)  b and c 
A)  ordinal 
B)  interval 
C)  ratio 
D)  a and b 
E)  b and c B

Question 2

Which of the following is FALSE?

Accepted Answer

A)  Marketers have often failed to engage in scale purification procedures when designing semantic differential scales. 
B)  Some semantic differential scale items should be reversed so that respondents can more easily complete the scales. 
C)  A snake diagram can readily communicate the perceived position of one or more objects based on semantic differential scale items. 
D)  As with a Likert scale, the semantic differential scale allows a respondent to express the intensity of his or her feeling toward an object. 
E)  Scale purification procedures for semantic differential scales are like those for summated rating scales. 
A)  Marketers have often failed to engage in scale purification procedures when designing semantic differential scales. 
B)  Some semantic differential scale items should be reversed so that respondents can more easily complete the scales. 
C)  A snake diagram can readily communicate the perceived position of one or more objects based on semantic differential scale items. 
D)  As with a Likert scale, the semantic differential scale allows a respondent to express the intensity of his or her feeling toward an object. 
E)  Scale purification procedures for semantic differential scales are like those for summated rating scales. B

Question 3

In measurement we measure

Accepted Answer

A)  objects. 
B)  quantities of objects. 
C)  quantities of attributes of objects. 
D)  only constructs with visual referents. 
E)  only constructs with non-visual referents. 
A)  objects. 
B)  quantities of objects. 
C)  quantities of attributes of objects. 
D)  only constructs with visual referents. 
E)  only constructs with non-visual referents. C

Question 4

If, when choosing the method of equal-appearing intervals, one is forced to choose between two statements of equal scale values, he would choose the statement that

Accepted Answer

A)  had the smallest Q value. 
B)  had the largest Q value. 
C)  was favorable to the object and yet had the smallest Q. 
D)  was unfavorable to the object and yet had the largest Q. 
E)  The Q value would not be used in this case. 
A)  had the smallest Q value. 
B)  had the largest Q value. 
C)  was favorable to the object and yet had the smallest Q. 
D)  was unfavorable to the object and yet had the largest Q. 
E)  The Q value would not be used in this case.

Question 5

The product-moment correlations of ten Likert items with the total scores are as follows
Item $ \quad$Product -moment correlation
A $ \quad$ $ \quad$ $ \quad$ .92
B $ \quad$ $ \quad$ $ \quad$ .01
C $ \quad$ $ \quad$ $ \quad$ -.01
D $ \quad$ $ \quad$ $ \quad$ -.05
E $ \quad$ $ \quad$ $ \quad$ .70
F $ \quad$ $ \quad$ $ \quad$ -.92
G $ \quad$ $ \quad$ $ \quad$ -.98
H $ \quad$ $ \quad$ $ \quad$ .70
I $ \quad$ $ \quad$ $ \quad$ .85
J $ \quad$ $ \quad$ $ \quad$ .02
Which of the above statements are the best for inclusion in a scale?

Accepted Answer

A)  A, E, H, I 
B)  C, D, F, G 
C)  B, J 
D)  A, B, E, H, I, J 
E)  A, E, F, G, H, I 
A)  A, E, H, I 
B)  C, D, F, G 
C)  B, J 
D)  A, B, E, H, I, J 
E)  A, E, F, G, H, I

Question 6

There are 50 items in a summated rating scale and the items are scored 1=strongly disagree and 5=strongly agree for positive statements while the reverse scoring is used for negative statements. Subject A has a total score of 150 toward the attitude object "x." This means that

Accepted Answer

A)  subject A has a positive attitude toward "x" because his score exceeds the "middle" score of 125. 
B)  subject A has a negative attitude toward "x" because his score exceeds the "middle" score of 125. 
C)  subject A is indifferent to "x" because his score is in the midrange of possible scores. 
D)  subject A has a more favorable attitude toward "x" than the average subject. 
E)  none of the above. 
A)  subject A has a positive attitude toward "x" because his score exceeds the "middle" score of 125. 
B)  subject A has a negative attitude toward "x" because his score exceeds the "middle" score of 125. 
C)  subject A is indifferent to "x" because his score is in the midrange of possible scores. 
D)  subject A has a more favorable attitude toward "x" than the average subject. 
E)  none of the above.

Question 7

The semantic differential adjective pair "helpful-unhelpful" is an example of the____ dimension.

Accepted Answer

A)  potency 
B)  activity 
C)  evaluation 
D)  structural 
E)  none of the above 
A)  potency 
B)  activity 
C)  evaluation 
D)  structural 
E)  none of the above

Question 8

Which one of the following statements regarding attitude measurement is FALSE?

Accepted Answer

A)  The physiological reaction approach makes use of some unstructured or partially structured stimuli such as word association tests or sentence completion tests. 
B)  The observation of behavior approach rests on the presumption that a subject's behavior is conditioned by his attitudes and thus we can use his observed behavior to infer his attitudes. 
C)  The performance of "objective" tasks approach rests on the presumption that a subject's performance of a specific assigned task will depend upon his attitudes. 
D)  The self-report techniques rely on the subject's own responses to a set of statements. 
E)  Self-report measures of attitude have their own sources of error. 
A)  The physiological reaction approach makes use of some unstructured or partially structured stimuli such as word association tests or sentence completion tests. 
B)  The observation of behavior approach rests on the presumption that a subject's behavior is conditioned by his attitudes and thus we can use his observed behavior to infer his attitudes. 
C)  The performance of "objective" tasks approach rests on the presumption that a subject's performance of a specific assigned task will depend upon his attitudes. 
D)  The self-report techniques rely on the subject's own responses to a set of statements. 
E)  Self-report measures of attitude have their own sources of error.

Question 9

The method of summated ratings

Accepted Answer

A)  does not require a screening or judgment sample as does the method of equal-appearing intervals. 
B)  not only requires a screening sample but further requires the screening sample to be representative of the larger group of subjects of interest. 
C)  requires the analyst to classify each statement a priori as favorable or unfavorable. 
D)  a and c. 
E)  b and c. 
A)  does not require a screening or judgment sample as does the method of equal-appearing intervals. 
B)  not only requires a screening sample but further requires the screening sample to be representative of the larger group of subjects of interest. 
C)  requires the analyst to classify each statement a priori as favorable or unfavorable. 
D)  a and c. 
E)  b and c.

Question 10

Which of the following statements about Likert summated rating scales is FALSE?

Accepted Answer

A)  The subject indicates his/her degree of agreement or disagreement with each statement. 
B)  Statements are classified a priori as being favorable or unfavorable. 
C)  The sample used to screen statements need not be representative of the population on whom the scale is to be used. 
D)  Members of the screening sample respond to each statement with reference to a particular attitude object. 
E)  The essential task assigned subjects is the same when using the scale as it is when developing the scale. 
A)  The subject indicates his/her degree of agreement or disagreement with each statement. 
B)  Statements are classified a priori as being favorable or unfavorable. 
C)  The sample used to screen statements need not be representative of the population on whom the scale is to be used. 
D)  Members of the screening sample respond to each statement with reference to a particular attitude object. 
E)  The essential task assigned subjects is the same when using the scale as it is when developing the scale.

Question 11

Item analysis

Accepted Answer

A)  tells the researcher that a statement with a high item-to-total product moment correlation should be eliminated because it is likely to be redundant. 
B)  is useful in the initial process of developing statements for a Likert scale. 
C)  is based on the premise that there should be consistency in the responses of a given individual. 
D)  a and b. 
E)  a, b, and c. 
A)  tells the researcher that a statement with a high item-to-total product moment correlation should be eliminated because it is likely to be redundant. 
B)  is useful in the initial process of developing statements for a Likert scale. 
C)  is based on the premise that there should be consistency in the responses of a given individual. 
D)  a and b. 
E)  a, b, and c.

Question 12

After the judges have completed sorting the statements with the method of equal-appearing intervals, the researcher uses the scale values and measures of dispersion to

Accepted Answer

A)  select a subset of judges to develop the final instrument. 
B)  select a number of judges to act as a panel. 
C)  determine which judges did not take the tasks seriously. 
D)  select a number of statements which need to be improved. 
E)  select a subset of statements to serve as a final instrument. 
A)  select a subset of judges to develop the final instrument. 
B)  select a number of judges to act as a panel. 
C)  determine which judges did not take the tasks seriously. 
D)  select a number of statements which need to be improved. 
E)  select a subset of statements to serve as a final instrument.

Question 13

Which of the following pairs is not appropriate for anchoring a semantic differential scale item in a marketing application?

Accepted Answer

A)  Good-bad 
B)  Unbelievable-believable 
C)  able to attract attention-unable to attract attention 
D)  Fluffy-hard 
E)  all of the above could be used 
A)  Good-bad 
B)  Unbelievable-believable 
C)  able to attract attention-unable to attract attention 
D)  Fluffy-hard 
E)  all of the above could be used

Question 14

Which of the following statements about attitudes is FALSE?

Accepted Answer

A)  Attitudes represent a person's ideas or convictions, with regard to a specific object or idea. 
B)  Attitude plays a key role in many marketing models that describe consumer behavior. 
C)  Although attitude is a key concept, it is generally regarded as unrelated to actual purchase behavior. 
D)  In general, practitioners have a strong interest in consumer attitudes and attitude research. 
E)  Attitudes are relatively stable. 
A)  Attitudes represent a person's ideas or convictions, with regard to a specific object or idea. 
B)  Attitude plays a key role in many marketing models that describe consumer behavior. 
C)  Although attitude is a key concept, it is generally regarded as unrelated to actual purchase behavior. 
D)  In general, practitioners have a strong interest in consumer attitudes and attitude research. 
E)  Attitudes are relatively stable.

Question 15

Which of the following is TRUE?

Accepted Answer

A)  The basic format of the scale for the summated ratings method is the same in both construction and use. 
B)  For both Thurstone and Likert scales, respondents are asked to indicate their degree of agreement or disagreement with each statement. 
C)  Statements are classified as being favorable or unfavorable a priori with equal-appearing intervals and summated rating scales. 
D)  a and b. 
E)  a, b, and c. 
A)  The basic format of the scale for the summated ratings method is the same in both construction and use. 
B)  For both Thurstone and Likert scales, respondents are asked to indicate their degree of agreement or disagreement with each statement. 
C)  Statements are classified as being favorable or unfavorable a priori with equal-appearing intervals and summated rating scales. 
D)  a and b. 
E)  a, b, and c.

Question 16

Which of the following is FALSE?

Accepted Answer

A)  The observation approach to attitude determination rests on the presumption that a subject's behavior is conditioned by his or her attitudes. 
B)  The most common approach to measuring attitudes has been self-report. 
C)  One of the disadvantages of the equal-appearing interval method of scaling is that a large number of judges are required during the process of developing the scale. 
D)  One of the advantages of the equal-appearing interval method of scaling is that scale construction and scale use take place at the same time. 
E)  The directions to subjects for the Likert scale are the same when constructing it as when using it. 
A)  The observation approach to attitude determination rests on the presumption that a subject's behavior is conditioned by his or her attitudes. 
B)  The most common approach to measuring attitudes has been self-report. 
C)  One of the disadvantages of the equal-appearing interval method of scaling is that a large number of judges are required during the process of developing the scale. 
D)  One of the advantages of the equal-appearing interval method of scaling is that scale construction and scale use take place at the same time. 
E)  The directions to subjects for the Likert scale are the same when constructing it as when using it.

Question 17

The three basic uncorrelated dimensions which account for a large proportion of variances in the ratings of objects by the semantic differential method are

Accepted Answer

A)  objective, subjective, and indifferent. 
B)  length, breadth, and width. 
C)  semantic, pragmatic, and syntactic. 
D)  cognition, perception, and meaning. 
E)  evaluation, potency, and activity. 
A)  objective, subjective, and indifferent. 
B)  length, breadth, and width. 
C)  semantic, pragmatic, and syntactic. 
D)  cognition, perception, and meaning. 
E)  evaluation, potency, and activity.

Question 18

Which of the following statements about Thurstone equal-appearing interval scales is FALSE?

Accepted Answer

A)  The final scale typically contains 20-22 statements that span the favorability continuum. 
B)  The subject indicates his degree of agreement or disagreement with each statement. 
C)  Judges are asked to sort the initial pool of statements into categories based on the degree of favorability of each statement. 
D)  Statements with low Q values are preferred over statements with high Q values. 
E)  The task for subjects when developing the scale is different than their task in using the scale. 
A)  The final scale typically contains 20-22 statements that span the favorability continuum. 
B)  The subject indicates his degree of agreement or disagreement with each statement. 
C)  Judges are asked to sort the initial pool of statements into categories based on the degree of favorability of each statement. 
D)  Statements with low Q values are preferred over statements with high Q values. 
E)  The task for subjects when developing the scale is different than their task in using the scale.

Question 19

When developing a scale using the method of equal-appearing intervals, the analyst should

Accepted Answer

A)  generate a series of statements and classify the statements a priori as favorable or unfavorable. 
B)  select a small number of important attributes of the object. 
C)  generate a list of statements that reflect the attributes of the object and which span the favorable-unfavorable continuum. 
D)  generate a large number of statements that represent an intermediate degree of favorableness to the object. 
E)  select a small number of statements to be presented to the subjects on separate cards. 
A)  generate a series of statements and classify the statements a priori as favorable or unfavorable. 
B)  select a small number of important attributes of the object. 
C)  generate a list of statements that reflect the attributes of the object and which span the favorable-unfavorable continuum. 
D)  generate a large number of statements that represent an intermediate degree of favorableness to the object. 
E)  select a small number of statements to be presented to the subjects on separate cards.

Question 20

Which of the following is FALSE?

Accepted Answer

A)  While the level of measurement is not overly important from a statistical point of view, the level of measurement is crucial for interpretation of results. 
B)  A halo effect occurs when there is carryover from one judgment to another in the scaling procedure. 
C)  Item analysis is a procedure whereby each test item is evaluated to determine whether that item effectively discriminates among subjects and therefore should be included in the final version of the instrument. 
D)  By establishing the reliability of a scale, a researcher also establishes its validity. 
E)  The validity of a scale is always an inference. 
A)  While the level of measurement is not overly important from a statistical point of view, the level of measurement is crucial for interpretation of results. 
B)  A halo effect occurs when there is carryover from one judgment to another in the scaling procedure. 
C)  Item analysis is a procedure whereby each test item is evaluated to determine whether that item effectively discriminates among subjects and therefore should be included in the final version of the instrument. 
D)  By establishing the reliability of a scale, a researcher also establishes its validity. 
E)  The validity of a scale is always an inference.

Exam 10: Attitude Measurement

Which scale(s) is (are) undistorted under a linear transformation of the form y=a+bx?

Which of the following is FALSE?

In measurement we measure

If, when choosing the method of equal-appearing intervals, one is forced to choose between two statements of equal scale values, he would choose the statement that

There are 50 items in a summated rating scale and the items are scored 1=strongly disagree and 5=strongly agree for positive statements while the reverse scoring is used for negative statements. Subject A has a total score of 150 toward the attitude object "x." This means that

The semantic differential adjective pair "helpful-unhelpful" is an example of the____ dimension.

Which one of the following statements regarding attitude measurement is FALSE?

The method of summated ratings

Which of the following statements about Likert summated rating scales is FALSE?

Item analysis

After the judges have completed sorting the statements with the method of equal-appearing intervals, the researcher uses the scale values and measures of dispersion to

Which of the following pairs is not appropriate for anchoring a semantic differential scale item in a marketing application?

Which of the following statements about attitudes is FALSE?

Which of the following is TRUE?

Which of the following is FALSE?

The three basic uncorrelated dimensions which account for a large proportion of variances in the ratings of objects by the semantic differential method are

Which of the following statements about Thurstone equal-appearing interval scales is FALSE?

When developing a scale using the method of equal-appearing intervals, the analyst should

Which of the following is FALSE?

Marketing Research: Its Everywhere

Alternative Approaches to Marketing Intelligence

The Research Process and Problem Formulation

Research Design, Exploratory Research, and Qualitative Data

Descriptive Research

Causal Designs

Data Collection: Secondary Data

Data Collection: Primary Data

Questionnaires and Data Collection Forms

Appendix 10: Psychological Measurement

Sampling Procedures

Sample Size

Collecting the Data: Field Procedures and Nonsampling Error

Data Analysis: Preliminary Steps

Appendix 14: Chi-Square Tests

Data Analysis: Basic Questions

Appendix 15 A: Quick Stats Review

Data Analysis: Examination of Differences

Appendix 16 A: Analysis of Variance

Data Analysis: Investigation of Association

Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling

Appendix: More Multivariate Statistical Techniques

The Research Report

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