Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale?

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Question 1

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Discuss construct validity and the types of construct validity.

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Question 2

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Construct validity addresses the question of what construct or characteristic the scale is, in fact, measuring.When assessing construct validity, the researcher attempts to answer theoretical questions about why the scale works and what deductions can be made concerning the underlying theory.Thus, construct validity requires a sound theory of the nature of the construct being measured and how it relates to other constructs.Construct validity is the most sophisticated and difficult type of validity to establish.As Figure 9.5 in the text shows, construct validity includes convergent, discriminant, and nomological validity.
Convergent validity is the extent to which the scale correlates positively with other measures of the same construct.It is not necessary that all these measures be obtained by using conventional scaling techniques.Discriminant validity is the extent to which a measure does not correlate with other constructs from which it is supposed to differ.It involves demonstrating a lack of correlation among differing constructs.Nomological validity is the extent to which the scale correlates in theoretically predicted ways with measures of different but related constructs.A theoretical model is formulated that leads to further deductions, tests, and inferences.Gradually, a nomological net is built in which several constructs are systematically interrelated.

An advantage of the Stapel scale is it can be administered over the telephone.

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(True/False)

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Question 3

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________ 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.

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Question 4

The data obtained by using a Stapel scale can be analyzed in the same way as a ________.

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Question 5

Which non-comparative scale is analyzed using profile analysis?

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Question 6

There are several problems associated with the test-retest approach to determining reliability. If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk, then there is a problem with ________.

(Multiple Choice)

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Question 7

In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.

(True/False)

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Question 8

In alternative-forms reliability, the same respondents are measured at two different times with an equivalent scale form being administered each time.

(True/False)

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Question 9

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

(Multiple Choice)

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Question 10

The Likert scale is a balanced rating scale with an odd number of categories and a neutral point.

(True/False)

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Question 11

A ________ is 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 objects.

(Multiple Choice)

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Question 12

The Likert scale is also referred to as a summated scale.

(True/False)

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Question 13

In ________ the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability.

(Multiple Choice)

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Question 14

Although the mean is most often used as a summary statistic with semantic differential scale data, there is some controversy as to whether the data obtained should be treated as an interval scale.

(True/False)

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Question 15

What six major decisions must the researcher make when constructing non-comparative itemized rating scales?

(Essay)

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Question 16

Which of the following is not an approach to assess multi-item scale reliability?

(Multiple Choice)

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Question 17

The Likert scale has several advantages. Which of the following is not an advantage?

(Multiple Choice)

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Question 18

A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________.

(Multiple Choice)

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Question 19

Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.

(True/False)

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Question 20

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Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale?

Discuss construct validity and the types of construct validity.

An advantage of the Stapel scale is it can be administered over the telephone.

________ 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.

The data obtained by using a Stapel scale can be analyzed in the same way as a ________.

Which non-comparative scale is analyzed using profile analysis?

There are several problems associated with the test-retest approach to determining reliability. If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk, then there is a problem with ________.

In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.

In alternative-forms reliability, the same respondents are measured at two different times with an equivalent scale form being administered each time.

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

The Likert scale is a balanced rating scale with an odd number of categories and a neutral point.

A ________ is 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 objects.

The Likert scale is also referred to as a summated scale.

In ________ the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability.

Although the mean is most often used as a summary statistic with semantic differential scale data, there is some controversy as to whether the data obtained should be treated as an interval scale.

What six major decisions must the researcher make when constructing non-comparative itemized rating scales?

Which of the following is not an approach to assess multi-item scale reliability?

The Likert scale has several advantages. Which of the following is not an advantage?

A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________.

Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: 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 Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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