Question 1

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

Accepted Answer

a. Content validity involves a systemati

Question 2

According to the text, to develop a multi-item scale, all of the following must be done EXCEPT:

Accepted Answer

A)  generate a pool of scale items. 
B)  reduce pool of items based on judgment. 
C)  collect data. 
D)  purify the scale based on statistics. 
E)  add additional items after statistical analysis. 
A)  generate a pool of scale items. 
B)  reduce pool of items based on judgment. 
C)  collect data. 
D)  purify the scale based on statistics. 
E)  add additional items after statistical analysis.

Question 3

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

Accepted Answer

A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  balanced rating scale 
E)  mid-range scale 
A)  Likert scale 
B)  semantic differential 
C)  Stapel scale 
D)  balanced rating scale 
E)  mid-range scale

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

A type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ is called ________.

Accepted Answer

A)  convergent validity 
B)  discriminant validity 
C)  nomological validity 
D)  content validity 
E)  Type I validity 
A)  convergent validity 
B)  discriminant validity 
C)  nomological validity 
D)  content validity 
E)  Type I validity

Question 6

Which of the following 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?

Accepted Answer

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

Question 7

Internal consistency reliability 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) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

________ 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.

Accepted Answer

A)  Reliability 
B)  Validity 
C)  Effectiveness 
D)  Consistency 
E)  Substantive difference 
A)  Reliability 
B)  Validity 
C)  Effectiveness 
D)  Consistency 
E)  Substantive difference

Question 10

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

Accepted Answer

A)  forced rating scale 
B)  systematic scale 
C)  multiple measurement scale 
D)  multi-item scale 
E)  single question scale 
A)  forced rating scale 
B)  systematic scale 
C)  multiple measurement scale 
D)  multi-item scale 
E)  single question scale

Question 11

Perfect validity implies perfect reliability.

Accepted Answer

A) True 
 B)False

Question 12

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

Accepted Answer

A) True 
 B)False

Question 13

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.

Accepted Answer

A) True 
 B)False

Question 14

________ is a type of validity that assesses the relationship between theoretical constructs and seeks to confirm significant correlations between the constructs as predicted by a theory.

Accepted Answer

A)  Convergent validity 
B)  Discriminant validity 
C)  Nomological validity 
D)  Content validity 
E)  Type II validity 
A)  Convergent validity 
B)  Discriminant validity 
C)  Nomological validity 
D)  Content validity 
E)  Type II validity

Question 15

If a neutral or indifferent scale response is possible for at least some of the respondents, ________.

Accepted Answer

A)  an even number of categories should be used 
B)  an odd number of categories should be used 
C)  only one category should be used 
D)  the number of categories used is unimportant 
E)  B and C 
A)  an even number of categories should be used 
B)  an odd number of categories should be used 
C)  only one category should be used 
D)  the number of categories used is unimportant 
E)  B and C

Question 16

________ addresses the question of what characteristic the scale is measuring.

Accepted Answer

A)  Content validity 
B)  Criterion validity 
C)  Construct validity 
D)  Coefficient validity 
E)  Characteristic measurement 
A)  Content validity 
B)  Criterion validity 
C)  Construct validity 
D)  Coefficient validity 
E)  Characteristic measurement

Question 17

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.

Accepted Answer

A) True 
 B)False

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

According to the text, to develop a multi-item scale, all of the following must be done EXCEPT:

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

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

A type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ is called ________.

Which of the following 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?

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

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

________ 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.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

Perfect validity implies perfect reliability.

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.

________ is a type of validity that assesses the relationship between theoretical constructs and seeks to confirm significant correlations between the constructs as predicted by a theory.

If a neutral or indifferent scale response is possible for at least some of the respondents, ________.

________ addresses the question of what characteristic the scale is measuring.

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.

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

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

According to the text, to develop a multi-item scale, all of the following must be done EXCEPT:

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

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

A type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ is called ________.

Which of the following 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?

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

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

________ 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.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated, is called a ________.

Perfect validity implies perfect reliability.

With the development of information technologies, such as computers and the Internet, continuous scales are being used less frequently.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.

________ is a type of validity that assesses the relationship between theoretical constructs and seeks to confirm significant correlations between the constructs as predicted by a theory.

If a neutral or indifferent scale response is possible for at least some of the respondents, ________.

________ addresses the question of what characteristic the scale is measuring.

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.

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