Exam 7: Measurement and Scaling

A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n)________.

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

Scale categories can be ________.

Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other?

Which of the following is NOT a classification of itemized rating scales?

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

The numbers assigned in a nominal scale do not reflect relative amounts of the characteristic being measured.

The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called reliability.

A(n)________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Discuss measurement and scaling.What are they and how are they related?

In ________, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion.

According to the text, noncomparative scales are broadly classified as either continuous or itemized.

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________.

A(n)________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

Which of the following primary scales of measurement is used for classification purposes?

Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?

Likert scale analysis is generally conducted by appropriately summing the item scores.

In a short essay, list and discuss the three commonly used itemized rating scales in marketing.Include at least one advantage and one disadvantage of each itemized rating scale to support your answer.

According to the text, noncomparative scales are also referred to as nonmetric scaling.

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called rank order scaling.