Question 1

The above scale is an example of a ________.

Accepted Answer

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

Question 2

What differentiates mathematically derived scales from the other non-comparative scaling techniques?

Accepted Answer

All the scaling techniques discussed in

Question 3

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

Accepted Answer

A) Validity 
B) Generalizability 
C) Reliability 
D) None of the above 
A) Validity 
B) Generalizability 
C) Reliability 
D) None of the above

Question 4

________ is a type of validity that addresses the question of what construct or characteristic the scale is measuring. An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale.

Accepted Answer

A) Construct validity 
B) Content validity 
C) Criterion validity 
D) Internal consistency validity 
A) Construct validity 
B) Content validity 
C) Criterion validity 
D) Internal consistency validity

Question 5

Non-comparative itemized rating scales with strong adjectives as anchors (1=generally disagree, 7=generally agree)result in less variable and more peaked response contributions.

Accepted Answer

A) True 
 B)False

Question 6

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

Accepted Answer

A) True 
 B)False

Question 7

________ is 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.

Accepted Answer

A) Convergent validity 
B) Discriminant validity 
C) Nomological validity 
D) Concurrent validity 
A) Convergent validity 
B) Discriminant validity 
C) Nomological validity 
D) Concurrent validity

Question 8

Non-comparative scales are often referred to as monadic scale.

Accepted Answer

A) True 
 B)False

Question 9

Reliability can be defined as the extent to which measures are free from random error, XR.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is not a problem with alternative-forms reliability?

Accepted Answer

A) The results will depend on how the scale items are split. 
B) It is time consuming and expensive to construct an equivalent form of the scale. 
C) It is difficult to construct two equivalent forms of a scale. 
D) Both B and C are correct. 
A) The results will depend on how the scale items are split. 
B) It is time consuming and expensive to construct an equivalent form of the scale. 
C) It is difficult to construct two equivalent forms of a scale. 
D) Both B and C are correct.

Question 11

Profile analysis involves determining the average respondent ratings for each item.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements does not pertain to non-comparative scales?

Accepted Answer

A) Noncomparative scales are often referred to as monadic scales. 
B) Respondents using a non-comparative scale employ whatever rating standard seems appropriate. 
C) Data must be interpreted in relative terms and have only ordinal or rank order properties. 
D) Non-comparative techniques consist of continuous and itemized rating scales. 
A) Noncomparative scales are often referred to as monadic scales. 
B) Respondents using a non-comparative scale employ whatever rating standard seems appropriate. 
C) Data must be interpreted in relative terms and have only ordinal or rank order properties. 
D) Non-comparative techniques consist of continuous and itemized rating scales.

Question 13

How would you rate Sears as a department store? 
Version 1
Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best
Version 2
Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best
0 10 20 30 40 50 60 70 80 90 100
The above scales are all examples of a ________.

Accepted Answer

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

Question 14

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

Accepted Answer

Continuous rating scales can be easily i

Question 15

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

Accepted Answer

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

Question 16

With alternative forms reliability, a low correlation may reflect either an unreliable scale or nonequivalent forms.

Accepted Answer

A) True 
 B)False

Question 17

Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency.

Accepted Answer

A) True 
 B)False

Question 18

A noncomparative scale is one of two scaling techniques in which each stimulus object is scaled independent of the other objects in the stimulus set.

Accepted Answer

A) True 
 B)False

Question 19

Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both ________ in measurement.

Accepted Answer

A) random error 
B) potential sources of reliability 
C) potential sources of error 
D) systematic error 
A) random error 
B) potential sources of reliability 
C) potential sources of error 
D) systematic error

Question 20

The Stapel scale is usually presented horizontally.

Accepted Answer

A) True 
 B)False

Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

The above scale is an example of a ________.

What differentiates mathematically derived scales from the other non-comparative scaling techniques?

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

________ is a type of validity that addresses the question of what construct or characteristic the scale is measuring. An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale.

Non-comparative itemized rating scales with strong adjectives as anchors (1=generally disagree, 7=generally agree)result in less variable and more peaked response contributions.

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

________ is 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.

Non-comparative scales are often referred to as monadic scale.

Reliability can be defined as the extent to which measures are free from random error, XR.

Which of the following is not a problem with alternative-forms reliability?

Profile analysis involves determining the average respondent ratings for each item.

Which of the following statements does not pertain to non-comparative scales?

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

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

With alternative forms reliability, a low correlation may reflect either an unreliable scale or nonequivalent forms.

Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency.

A noncomparative scale is one of two scaling techniques in which each stimulus object is scaled independent of the other objects in the stimulus set.

Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both ________ in measurement.

The Stapel scale is usually presented horizontally.

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

Filters

Reliability can be defined as the extent to which measures are free from random error, X_R.