Question 1

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

Accepted Answer

A)  reliability 
B)  validity 
C)  accuracy 
D)  efficiency 
E)  substantiality 
A)  reliability 
B)  validity 
C)  accuracy 
D)  efficiency 
E)  substantiality

Question 2

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 ________.

Accepted Answer

A)  coefficient alpha 
B)  coefficient beta 
C)  coefficient gamma 
D)  coefficient theta 
E)  splitting consistency 
A)  coefficient alpha 
B)  coefficient beta 
C)  coefficient gamma 
D)  coefficient theta 
E)  splitting consistency

Question 3

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

Accepted Answer

Reliability refers to the extent to whic

Question 4

Perfect reliability implies perfect validity.

Accepted Answer

A) True 
 B)False

Question 5

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Accepted Answer

A) True 
 B)False

Question 6

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?

Accepted Answer

A)  systematic error 
B)  forced error 
C)  coefficient error 
D)  random error 
E)  dispersion error 
A)  systematic error 
B)  forced error 
C)  coefficient error 
D)  random error 
E)  dispersion error

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

If a neutral or indifferent scale response is possible for at least some of the respondents, an even number of categories should be used.

Accepted Answer

A) True 
 B)False

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  Convergent validity 
B)  Discriminant validity 
C)  Nomological validity 
D)  Content validity 
E)  Characteristic measurement 
A)  Convergent validity 
B)  Discriminant validity 
C)  Nomological validity 
D)  Content validity 
E)  Characteristic measurement

Question 11

________ 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)  Content validity 
B)  Criterion validity 
C)  Construct validity 
D)  Coefficient validity 
E)  Type I validity 
A)  Content validity 
B)  Criterion validity 
C)  Construct validity 
D)  Coefficient validity 
E)  Type I validity

Question 12

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

In addition to theoretical consideration

Question 15

When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

Accepted Answer

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

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

________ 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)  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

Question 18

A construct is more abstract than everyday concepts.

Accepted Answer

A) True 
 B)False

Question 19

Scale categories can be ________.

Accepted Answer

A)  assigned numerical values 
B)  presented horizontally 
C)  expressed by boxes 
D)  expressed by discrete lines 
E)  all of the above 
A)  assigned numerical values 
B)  presented horizontally 
C)  expressed by boxes 
D)  expressed by discrete lines 
E)  all of the above

Question 20

According to the text, construct validity includes all the following EXCEPT:

Accepted Answer

A)  convergent validity. 
B)  discriminant validity. 
C)  nomological validity. 
D)  coefficient validity. 
E)  C and D 
A)  convergent validity. 
B)  discriminant validity. 
C)  nomological validity. 
D)  coefficient validity. 
E)  C and D

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

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 ________.

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

Perfect reliability implies perfect validity.

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

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?

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.

If a neutral or indifferent scale response is possible for at least some of the respondents, an even number of categories should be used.

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.

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

________ 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.

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

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

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

When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

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

________ 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.

A construct is more abstract than everyday concepts.

Scale categories can be ________.

According to the text, construct validity includes all the following EXCEPT:

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

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

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 ________.

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

Perfect reliability implies perfect validity.

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

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?

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.

If a neutral or indifferent scale response is possible for at least some of the respondents, an even number of categories should be used.

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.

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

________ 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.

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

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

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

When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

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

________ 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.

A construct is more abstract than everyday concepts.

Scale categories can be ________.

According to the text, construct validity includes all the following EXCEPT:

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