Exam 7: Measurement Scales

When you want to measure frequency of use,which of the following scales is recommended?

A question asks respondents to evaluate a travel agency on a scale from 1 to 5 where 1 means "very dissatisfied" and 5 means "very satisfied." This is an example of a:

The procedure of specifying the procedure to measure a property of an object is referred to as:

When researchers wrestle with operational definitions of their scales,they are simultaneously taking into account the data analysis as well as the presentation layout they will be using in the final report.

Which of the following scaled-response formats is good for measuring store,company or brand images?

Determining the description or amount of some element of interest to the researcher is known as:

Natural metric formats may include scale descriptors such as "poor," "fair," "good," "very good," and "excellent."

A synthetic scale without balanced ends means the scale has unequal amounts of positive and negative positions; it is called:

The ________ measures activities,interests and opinions (AIO's).

A consumer likes the restaurant "Red Lobster" and so answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension such as price,product quality,atmosphere,and so on.This is an example of what is known as the "halo effect."

When the researcher uses an aided open-ended format,there is a response probe in the form of a follow-up question instructing the interviewer to ask for additional information,saying,for instance,"Can you think of anything else you felt was important when you purchased your last automobile?"

Which scale is a good substitute for a semantic differential scale as it is easier to construct because the researcher does not need to think of bipolar adjectives for each attribute?

What type of scale uses words to indicate different gradations or levels of the respondent's opinion?

Natural metric scales are inherently:

"On a scale of 1 to 5,how do you rate the friendliness of Olive Garden's wait staff?" is an example of an anchored n-point scale.

To summarize findings for metric measures the researcher should:

Which of the following formats provides response options to questions on the questionnaire?

Asking how many dollars a consumer is willing to spend on a new product is an example of a natural metric scale.

If a researcher is confident that few,if any,respondents will use the negative side of a symmetric scale,he/she may opt for a non-symmetric scale.If in doubt,the researcher should pretest the scale.

We are really measuring properties-sometimes called attributes or qualities-of objects.