Exam 10: Measurement and Attitude Scaling

Concrete measures are those that take on only one of a finite number of values.

Interval scales are able to represent absolute quantities including a meaningful absolute zero.

The process involving identifying scales that correspond to properties of a concept is called ____________________.

Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.

Which of the following is a discrete measure?

Which attitude component represents a person's awareness and knowledge of the matter?

A balanced rating scale has a neutral point,or point of indifference,at the center of the scale.

A person's weight is best described as being measured on a(n)____ scale.

An ordinal scale is the simplest type of measurement scale.

Discriminant validity is another way of expressing internal consistency.

A(n)____ is a single characteristic or fundamental feature of an object,person,situation,or issue.

Measures that assign values anywhere along some scale range in a place that corresponds to the intensity of some concept are called ____________________ measures.

A respondent is asked: "How often,on the average,do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never,rarely,sometimes,often,or very often.This is best described as a(n)____ scale.

Researchers who support the idea of forced-choice scales essentially argue that the respondents really do have an attitude toward the items that they are asked about.

Age,gender,brand loyalty,and corporate culture are all examples of ____.

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

When a respondent is asked whether he agrees,disagrees,or has no opinion to a series of statements,what type of scale is being used?

Define attitude and describe the three components that comprise it.

Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept?

A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.