Question 1

Discuss coefficient alpha and how its value might be inflated.

Accepted Answer

The coefficient alpha, or Cronbach's alp

Question 2

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

Accepted Answer

A) Systematic error 
B) Measurement error 
C) Random error 
D) Variable error 
A) Systematic error 
B) Measurement error 
C) Random error 
D) Variable error

Question 3

The number of scale categories used in noncomparative itemized scales is fixed at five.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

________ is an approach for assessing the internal consistency of the set of items when several items are summated in order to form a total score for the scale.

Accepted Answer

A) Internal consistency reliability 
B) Split-half reliability 
C) Test-retest reliability 
D) Alternative-forms reliability 
A) Internal consistency reliability 
B) Split-half reliability 
C) Test-retest reliability 
D) Alternative-forms reliability

Question 6

Which statement is not true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

Accepted Answer

A) Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. 
B) The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible. 
C) If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used. 
D) How the data are to be analyzed and used should also influence the number of categories. 
A) Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. 
B) The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible. 
C) If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used. 
D) How the data are to be analyzed and used should also influence the number of categories.

Question 7

Which scale is not an itemized rating scale (Table 9.1 in the text)?

Accepted Answer

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

Question 8

________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.

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 9

In situations where the respondents are expected to have no opinions, as opposed to simply being reluctant to disclose it, the accuracy of data may be improved by a non-forced scale that includes a "no opinion" category.

Accepted Answer

A) True 
 B)False

Question 10

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices)scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This 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 11

What is the appropriate way to assess the internal consistency of a multi-item scale with sets of items designed to measure different aspects of a multi-dimensional construct?

Accepted Answer

Some multi-item scales include several s

Question 12

________ 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) Internal consistency reliability 
B) Split-half reliability 
C) Test-retest reliability 
D) Alternative-forms reliability 
A) Internal consistency reliability 
B) Split-half reliability 
C) Test-retest reliability 
D) Alternative-forms reliability

Question 13

When developing scales for international research, the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used. Which of the following should be of concern to the marketing researcher when developing scales for international research?

Accepted Answer

A) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures. 
B) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture. 
C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries. 
D) All of the above are correct. 
A) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures. 
B) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture. 
C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries. 
D) All of the above are correct.

Question 14

When choosing a scaling technique, which of the following factors should be considered?

Accepted Answer

A) the capabilities of the respondents 
B) the levels of information needed (nominal, ordinal, interval, or ratio) 
C) the method of administration 
D) all of the above 
A) the capabilities of the respondents 
B) the levels of information needed (nominal, ordinal, interval, or ratio) 
C) the method of administration 
D) all of the above

Question 15

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

Accepted Answer

A) True 
 B)False

Question 16

________ is a measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items.

Accepted Answer

A) Coefficient delta 
B) Coefficient alpha 
C) Coefficient beta 
D) Coefficient eta 
A) Coefficient delta 
B) Coefficient alpha 
C) Coefficient beta 
D) Coefficient eta

Question 17

Reliability is assessed by determining the proportion of random variation in a scale.

Accepted Answer

A) True 
 B)False

Question 18

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

Accepted Answer

A) True 
 B)False

Question 19

________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristics being measured, rather than systematic or random errors.

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 20

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

Accepted Answer

A) True 
 B)False

Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

Discuss coefficient alpha and how its value might be inflated.

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

The number of scale categories used in noncomparative itemized scales is fixed at five.

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

________ is an approach for assessing the internal consistency of the set of items when several items are summated in order to form a total score for the scale.

Which statement is not true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

Which scale is not an itemized rating scale (Table 9.1 in the text)?

________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.

In situations where the respondents are expected to have no opinions, as opposed to simply being reluctant to disclose it, the accuracy of data may be improved by a non-forced scale that includes a "no opinion" category.

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices)scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________.

What is the appropriate way to assess the internal consistency of a multi-item scale with sets of items designed to measure different aspects of a multi-dimensional construct?

________ 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.

When choosing a scaling technique, which of the following factors should be considered?

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

________ is a measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items.

Reliability is assessed by determining the proportion of random variation in a scale.

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristics being measured, rather than systematic or random errors.

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

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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