Question 1

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

Accepted Answer

A)  on a 1 to 7 scale 
B)  on a -3 to +3 scale 
C)  on a 1 to 5 scale 
D)  All of the above are correct. 
E)  A and B 
A)  on a 1 to 7 scale 
B)  on a -3 to +3 scale 
C)  on a 1 to 5 scale 
D)  All of the above are correct. 
E)  A and B

Question 2

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

Accepted Answer

A)  content validity. 
B)  criterion validity. 
C)  construct validity. 
D)  coefficient validity. 
E)  A and D 
A)  content validity. 
B)  criterion validity. 
C)  construct validity. 
D)  coefficient validity. 
E)  A and D

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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.

Accepted Answer

a. The Likert scale is a measurement sca

Question 5

In a short essay, discuss split-half reliability and discuss the use of a coefficient alpha.

Accepted Answer

The simplest measure of internal consist

Question 6

Which non-comparative scale is analyzed using profile analysis?

Accepted Answer

A)  Likert scale 
B)  semantic differential scale 
C)  Stapel scale 
D)  all of the above 
A)  Likert scale 
B)  semantic differential scale 
C)  Stapel scale 
D)  all of the above

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

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.

Accepted Answer

A) True 
 B)False

Question 9

________ 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.

Accepted Answer

A)  Systematic error 
B)  Random error 
C)  Forced error 
D)  Coefficient error 
E)  Dispersion error 
A)  Systematic error 
B)  Random error 
C)  Forced error 
D)  Coefficient error 
E)  Dispersion error

Question 10

Continuous scales can be used efficiently in social media.

Accepted Answer

A) True 
 B)False

Question 11

According to the text, which of the following is NOT one of the commonly used itemized rating scales?

Accepted Answer

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

Question 12

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.

Accepted Answer

A)  comparative scale 
B)  itemized rating scale 
C)  continuous rating scale 
D)  Likert scale 
E)  extreme scaling 
A)  comparative scale 
B)  itemized rating scale 
C)  continuous rating scale 
D)  Likert scale 
E)  extreme scaling

Question 13

Which of the following is NOT a popular approach for assessing reliability?

Accepted Answer

A)  test-retest reliability 
B)  alternative-form reliability 
C)  internal consistency reliability 
D)  random reliability 
E)  B and D 
A)  test-retest reliability 
B)  alternative-form reliability 
C)  internal consistency reliability 
D)  random reliability 
E)  B and D

Question 14

46. Sears is: Powerful -:-:-:-:-X-:-:-: Weak
Unreliable -:-:-:-:-:-X-:-: Reliable
The above scale is an example of a ________ 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

Question 15

Characteristics of the Likert scale include all of the following EXCEPT:

Accepted Answer

A)  easy to construct. 
B)  easy to administer. 
C)  easy for the respondent to understand. 
D)  the number of scale points can vary. 
E)  respondents read a short phrase rather than an entire statement. 
A)  easy to construct. 
B)  easy to administer. 
C)  easy for the respondent to understand. 
D)  the number of scale points can vary. 
E)  respondents read a short phrase rather than an entire statement.

Question 16

Which of the following types of scales are sometimes referred to as graphic rating scales?

Accepted Answer

A)  noncomparative scales 
B)  continuous rating scales 
C)  itemized rating scales 
D)  Likert scales 
E)  none of the above 
A)  noncomparative scales 
B)  continuous rating scales 
C)  itemized rating scales 
D)  Likert scales 
E)  none of the above

Question 17

Alternative-form reliability 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) True 
 B)False

Question 18

According to the text, while there is no single, optimal number, traditional guidelines suggest that there should be between one and four categories when using itemized rating scales.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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 ________.

Accepted Answer

A)  test-retest reliability 
B)  alternative-form reliability 
C)  internal consistency reliability 
D)  random reliability 
E)  binary reliability 
A)  test-retest reliability 
B)  alternative-form reliability 
C)  internal consistency reliability 
D)  random reliability 
E)  binary reliability

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

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

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

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.

In a short essay, discuss split-half reliability and discuss the use of a coefficient alpha.

Which non-comparative scale is analyzed using profile analysis?

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.

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.

________ 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.

Continuous scales can be used efficiently in social media.

According to the text, which of the following is NOT one of the commonly used itemized rating scales?

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.

Which of the following is NOT a popular approach for assessing reliability?

46. Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale.

Characteristics of the Likert scale include all of the following EXCEPT:

Which of the following types of scales are sometimes referred to as graphic rating scales?

Alternative-form reliability 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.

According to the text, while there is no single, optimal number, traditional guidelines suggest that there should be between one and four categories when using itemized rating scales.

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

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 ________.

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, individual items on a semantic differential scale may be scored ________.

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

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

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.

In a short essay, discuss split-half reliability and discuss the use of a coefficient alpha.

Which non-comparative scale is analyzed using profile analysis?

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.

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.

________ 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.

Continuous scales can be used efficiently in social media.

According to the text, which of the following is NOT one of the commonly used itemized rating scales?

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.

Which of the following is NOT a popular approach for assessing reliability?

46. Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale.

Characteristics of the Likert scale include all of the following EXCEPT:

Which of the following types of scales are sometimes referred to as graphic rating scales?

Alternative-form reliability 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.

According to the text, while there is no single, optimal number, traditional guidelines suggest that there should be between one and four categories when using itemized rating scales.

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

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 ________.

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