Question 1

According to the text, researchers may assess validity using coefficient validity.

Accepted Answer

A) True 
 B)False  False

Question 2

Which scale is not an itemized rating scale?

Accepted Answer

A)  Likert scale 
B)  semantic differential scale 
C)  continuous rating scale 
D)  Stapel scale 
A)  Likert scale 
B)  semantic differential scale 
C)  continuous rating scale 
D)  Stapel scale C

Question 3

Explain how continuous rating scales can be easily implemented on the Internet.

Accepted Answer

Continuous rating scales can be easily implemented on the Internet. The cursor can be moved on the screen in a continuous fashion to select the exact position on the scale that best describes the respondent's evaluation. Moreover, the scale values can be automatically scored by the computer, thus increasing the speed and accuracy of processing the data.

Question 4

A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

Accepted Answer

A)  comparative scale 
B)  itemized rating scale 
C)  continuous rating scale 
D)  Likert scale 
E)  descriptor scales 
A)  comparative scale 
B)  itemized rating scale 
C)  continuous rating scale 
D)  Likert scale 
E)  descriptor scales

Question 5

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

Accepted Answer

A)  Test-retest reliability 
B)  Alternative-form reliability 
C)  Internal consistency reliability 
D)  Random reliability 
E)  Summated reliability 
A)  Test-retest reliability 
B)  Alternative-form reliability 
C)  Internal consistency reliability 
D)  Random reliability 
E)  Summated reliability

Question 6

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?

Accepted Answer

A)  content validity 
B)  criterion validity 
C)  construct validity 
D)  coefficient validity 
E)  Type II validity 
A)  content validity 
B)  criterion validity 
C)  construct validity 
D)  coefficient validity 
E)  Type II validity

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 alternative-form reliability.

Accepted Answer

A) True 
 B)False

Question 9

According to the text, an alternative approach to pan-cultural scales is to ________.

Accepted Answer

A)  use only open-ended questions 
B)  avoid survey research and do only qualitative interviews 
C)  use demographic questions only 
D)  use continuous rating scales 
E)  use descriptors the respondents provide themselves 
A)  use only open-ended questions 
B)  avoid survey research and do only qualitative interviews 
C)  use demographic questions only 
D)  use continuous rating scales 
E)  use descriptors the respondents provide themselves

Question 10

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

Accepted Answer

A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Scales are only presented horizontally.

Accepted Answer

A) True 
 B)False

Question 13

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Accepted Answer

A)  noncomparative scale 
B)  continuous rating scale 
C)  itemized rating scale 
D)  Likert scale 
E)  random scale 
A)  noncomparative scale 
B)  continuous rating scale 
C)  itemized rating scale 
D)  Likert scale 
E)  random scale

Question 14

Random reliability is a popular approach for assessing reliability.

Accepted Answer

A) True 
 B)False

Question 15

Test-retest reliability is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.

Accepted Answer

A) True 
 B)False

Question 16

________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves, and the resulting half scores are correlated.

Accepted Answer

A)  Split-half reliability 
B)  Test-retest reliability 
C)  Alternative-form reliability 
D)  Random reliability 
E)  Correlated half-scores 
A)  Split-half reliability 
B)  Test-retest reliability 
C)  Alternative-form reliability 
D)  Random reliability 
E)  Correlated half-scores

Question 17

A disadvantage of which of the following itemized rating scales is confusion and difficulty to application?

Accepted Answer

A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  continuous rating scale 
E)  random scales 
A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  continuous rating scale 
E)  random scales

Question 18

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

Accepted Answer

A)  balanced rating scale 
B)  unbalanced rating scale 
C)  forced rating scale 
D)  systematic rating scale 
E)  opinion scale 
A)  balanced rating scale 
B)  unbalanced rating scale 
C)  forced rating scale 
D)  systematic rating scale 
E)  opinion scale

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  balanced scale 
B)  unbalanced scale 
C)  forced scale 
D)  systematic scale 
E)  equal scale 
A)  balanced scale 
B)  unbalanced scale 
C)  forced scale 
D)  systematic scale 
E)  equal scale

According to the text, researchers may assess validity using coefficient validity.

Which scale is not an itemized rating scale?

Explain how continuous rating scales can be easily implemented on the Internet.

A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

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

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?

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

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 alternative-form reliability.

According to the text, an alternative approach to pan-cultural scales is to ________.

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

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

Scales are only presented horizontally.

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Random reliability is a popular approach for assessing reliability.

Test-retest reliability is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.

________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves, and the resulting half scores are correlated.

A disadvantage of which of the following itemized rating scales is confusion and difficulty to application?

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

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.

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 10: Measurement and Scaling: Noncomparative Scaling Techniques

According to the text, researchers may assess validity using coefficient validity.

Which scale is not an itemized rating scale?

Explain how continuous rating scales can be easily implemented on the Internet.

A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

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

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?

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

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 alternative-form reliability.

According to the text, an alternative approach to pan-cultural scales is to ________.

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

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

Scales are only presented horizontally.

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Random reliability is a popular approach for assessing reliability.

Test-retest reliability is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.

________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves, and the resulting half scores are correlated.

A disadvantage of which of the following itemized rating scales is confusion and difficulty to application?

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

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.

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

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters