Exam 10: Measurement and Scaling: Noncomparative Scaling Techniques

A measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items is called coefficient gamma.

Which of the following is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria?

Criterion validity is a type of validity that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

In a short essay,list and discuss the three ways in which researchers may assess validity.

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a Stapel scale.

An approach for assessing reliability,which requires two equivalent forms of the scale to be constructed,and then measures the same respondents at two different times using the alternate forms is called ________.

Which non-comparative scale is analyzed using profile analysis?

Validity is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured,rather than systematic or random errors.

Random reliability is a popular approach for assessing reliability.

According to the text,individual items on a semantic differential scale may be scored ________.

An itemized rating scale 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.

________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured,rather than systematic or random errors.

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

Random error 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.

An itemized rating scale is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

Social media should not be used to make rating-scale decisions; such decisions should be based only on theoretical considerations.

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.