Question 1

Figure 9.4 in the text showed the development of a multi-item scale. Discuss the development process.

Accepted Answer

Data are collected on the reduced set of

Question 2

________ represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig.9.6 in the text).

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

It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data.

Accepted Answer

A) True 
 B)False

Question 4

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

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 5

Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

Accepted Answer

A) True 
 B)False

Question 6

What are some of the ethical responsibilities of researchers when they are developing scales?

Accepted Answer

The researcher has the ethical responsib

Question 7

Using several scale items to measure the characteristic of interest provides more accurate measurement than a single-item scale.

Accepted Answer

A) True 
 B)False

Question 8

Sears is:
 Powerful -:-:-:-:-X-:-:-: Weak
Unreliable -:-:-:-:-:-X-:-: Reliable
The above scale is an example of a ________ scale.

Accepted Answer

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

Question 9

________ is not constant.It represents transient factors that affect the observed score in different ways each time the measurement is made, such as transient personal or situational factors.

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 10

What are the advantages and disadvantages of the Likert scale?

Accepted Answer

The advantages of the Likert scale are a

Question 11

The size of the correlation coefficient, a common measure of relationship between variables in itemized rating scales, is influenced by the number of scale categories. The correlation coefficient increases with a reduction in the number of categories.

Accepted Answer

A) True 
 B)False

Question 12

The researcher can bias the scales by either biasing the wording of the statements (Likert type scales), the scale descriptors, or other aspects of the scale.

Accepted Answer

A) True 
 B)False

Question 13

The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning.

Accepted Answer

A) True 
 B)False

Question 14

XO = XT + XS + XR   
In the true score model shown above, XT represents ________.

Accepted Answer

A) random error 
B) the observed score or measurement 
C) the true score of the characteristic 
D) systematic error 
A) random error 
B) the observed score or measurement 
C) the true score of the characteristic 
D) systematic error

Question 15

A construct is the theory being measured.

Accepted Answer

A) True 
 B)False

Question 16

The New York City Transit used Likert scales to determine people's perceptions of the subway system and address their concerns, leading to increased ridership.

Accepted Answer

A) True 
 B)False

Question 17

________ is the first step in developing a multi-item scale. ________ is the last step.

Accepted Answer

A) Generate an initial pool of items; Prepare the final scale 
B) Develop a theory; Prepare a final scale 
C) Develop a theory; Develop a purified scale 
D) Generate an initial pool of items; Develop a purified scale 
A) Generate an initial pool of items; Prepare the final scale 
B) Develop a theory; Prepare a final scale 
C) Develop a theory; Develop a purified scale 
D) Generate an initial pool of items; Develop a purified scale

Question 18

Which statement about generalizability is not true?

Accepted Answer

A) The set of all conditions of measurement over which the investigator wishes to generalize is the universe of generalizations. 
B) In generalizability studies, measurement procedures are designed to investigate the universes of interest by sampling conditions of measurement from each of them. 
C) To generalize to other universes, facet theory procedures must be employed. 
D) Traditional reliability methods can be viewed as single-facet generalizability studies. 
A) The set of all conditions of measurement over which the investigator wishes to generalize is the universe of generalizations. 
B) In generalizability studies, measurement procedures are designed to investigate the universes of interest by sampling conditions of measurement from each of them. 
C) To generalize to other universes, facet theory procedures must be employed. 
D) Traditional reliability methods can be viewed as single-facet generalizability studies.

Question 19

Deciding whether to present scales as vertical or horizontal is related to which of the non-comparative itemized rating scale decisions?

Accepted Answer

A) number of scale categories 
B) physical form or configuration 
C) odd or even number of categories 
D) nature and degree of verbal description 
A) number of scale categories 
B) physical form or configuration 
C) odd or even number of categories 
D) nature and degree of verbal description

Question 20

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

Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

Figure 9.4 in the text showed the development of a multi-item scale. Discuss the development process.

________ represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig.9.6 in the text).

It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data.

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

Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

What are some of the ethical responsibilities of researchers when they are developing scales?

Using several scale items to measure the characteristic of interest provides more accurate measurement than a single-item scale.

Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale.

________ is not constant.It represents transient factors that affect the observed score in different ways each time the measurement is made, such as transient personal or situational factors.

What are the advantages and disadvantages of the Likert scale?

The size of the correlation coefficient, a common measure of relationship between variables in itemized rating scales, is influenced by the number of scale categories. The correlation coefficient increases with a reduction in the number of categories.

The researcher can bias the scales by either biasing the wording of the statements (Likert type scales), the scale descriptors, or other aspects of the scale.

The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning.

XO = XT + XS + XR In the true score model shown above, XT represents ________.

A construct is the theory being measured.

The New York City Transit used Likert scales to determine people's perceptions of the subway system and address their concerns, leading to increased ridership.

________ is the first step in developing a multi-item scale. ________ is the last step.

Which statement about generalizability is not true?

Deciding whether to present scales as vertical or horizontal is related to which of the non-comparative itemized rating scale decisions?

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

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

X_O = X_T + X_S + X_R In the true score model shown above, X_T represents ________.

is the first step in developing a multi-item scale. is the last step.