Exam 10: Measurement and Attitude Scaling

Which of the following refers to concepts measured with multiple variables?

Which type of validity is another way of expressing internal consistency?

A(n)____________________ scale has an absolute zero point.

Compare and contrast the four different levels of scale measurement.

Attitudes are thought to have three components: affective,cognitive,and behavioral.

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?

Marketing researchers generally assume that the semantic differential provides interval data.

____ is the process of describing some property of a phenomenon,usually by assigning numbers,in a reliable and valid way.

The category scale measures attitude with greater sensitivity than a two-point response scale.

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

A(n)____________________ scale measures attitudes by using seven-point rating scales that are anchored at either end by polar opposite adjectives.

Coefficient beta is the most commonly applied estimate of a composite scale's reliability.

Which characteristic is a key difference between ratio and interval scales?

A construct is a latent concept that is measured with a single variable.

The ability of a scale to measure the variability of a concept is called ____________________.

Continuous measures are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept.

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply adding up the responses to each item making up the composite measure.This composite measure is called a(n)____.

In which type of scale is a neutral point,or point of indifference,at the center of the scale?

Correspondence analysis is the process of identifying scale devices that correspond to properties of a concept involved in a research process.

What is reliability and how is it assessed?