Exam 10: Measurement and Scaling: Noncomparative Scaling Techniques

A construct is more abstract than everyday concepts.

An analysis of social media content can provide guidance on whether continuous or itemized rating scales should be used.

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

According to the text,researchers may assess validity in all of the following ways EXCEPT:

A forced rating scale is a scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

Of the three itemized rating scales considered,the semantic differential scale is used the least.

________ is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.

In a short essay,define reliability,and list and discuss the three popular approaches for assessing reliability.

Perfect reliability implies perfect validity.

In a short essay,discuss the proper steps in choosing a scaling technique for a particular marketing research problem.

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

________ is a measure of construct validity that measures the extent to which the scale correlates positively with other measures of the same construct.

Which scale is not an itemized rating scale?

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 Stapel scale.

Scales are only presented horizontally.

Given space limitations,it is not feasible to employ more than one scaling method to measure a given construct in social media.

A scale with an equal number of favorable and unfavorable categories is called a(n)________.

According to the text,total measurement error is determined by multiplying systematic error with random error.