Question 1

The scale development process is an iterative one.

Accepted Answer

A) True 
 B)False

Question 2

Noncomparative scaling techniques are comprised of continuous and itemized rating scales.

Accepted Answer

A) True 
 B)False

Question 3

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right-or-left-hand sides without reading the labels.

Accepted Answer

A) True 
 B)False

Question 4

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

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 5

Construct validity is the simplest and easiest type of validity to establish.

Accepted Answer

A) True 
 B)False

Question 6

The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text).

Accepted Answer

A) attitude 
B) satisfaction 
C) purchase frequency 
D) purchase intent 
A) attitude 
B) satisfaction 
C) purchase frequency 
D) purchase intent

Question 7

Validity can be assessed by examining all of the following except ________.

Accepted Answer

A) item validity 
B) content validity 
C) criterion validity 
D) construct validity 
A) item validity 
B) content validity 
C) criterion validity 
D) construct validity

Question 8

To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.

Accepted Answer

A) convergent validity 
B) predictive validity 
C) concurrent validity 
D) discriminant validity 
A) convergent validity 
B) predictive validity 
C) concurrent validity 
D) discriminant validity

Question 9

Which statement is not true regarding the relationship between reliability and validity?

Accepted Answer

A) If a measure is perfectly valid, it is also perfectly reliable. 
B) Unreliability implies invalidity. 
C) If a measure is perfectly reliable, it is perfectly valid. 
D) Reliability is a necessary, but not sufficient, condition for validity. 
A) If a measure is perfectly valid, it is also perfectly reliable. 
B) Unreliability implies invalidity. 
C) If a measure is perfectly reliable, it is perfectly valid. 
D) Reliability is a necessary, but not sufficient, condition for validity.

Question 10

XO = XT + XS + XR represents the pure score model.

Accepted Answer

A) True 
 B)False

Question 11

Perfect validity requires that there be no measurement error, therefore:
(XO = XT, XR = 0, XS = 0).

Accepted Answer

A) True 
 B)False

Question 12

Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.

Accepted Answer

A) True 
 B)False

Question 13

A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero).

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 14

________ is a type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

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 15

The ________ is known for its versatility and is very popular with marketing researchers.

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

The scale development process is an iterative one.

Noncomparative scaling techniques are comprised of continuous and itemized rating scales.

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right-or-left-hand sides without reading the labels.

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

Construct validity is the simplest and easiest type of validity to establish.

The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text).

Validity can be assessed by examining all of the following except ________.

To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.

Which statement is not true regarding the relationship between reliability and validity?

X_O = X_T + X_S + X_R represents the pure score model.

Perfect validity requires that there be no measurement error, therefore: (X_O = X_T, X_R = 0, X_S = 0).

Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.

A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero).

________ is a type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

The ________ is known for its versatility and is very popular with marketing researchers.

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

Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

The scale development process is an iterative one.

Noncomparative scaling techniques are comprised of continuous and itemized rating scales.

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right-or-left-hand sides without reading the labels.

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

Construct validity is the simplest and easiest type of validity to establish.

The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text).

Validity can be assessed by examining all of the following except ________.

To assess ________, a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.

Which statement is not true regarding the relationship between reliability and validity?

XO = XT + XS + XR represents the pure score model.

Perfect validity requires that there be no measurement error, therefore: (XO = XT, XR = 0, XS = 0).

Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.

A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero).

________ is a type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

The ________ is known for its versatility and is very popular with marketing researchers.

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 represents the pure score model.

Perfect validity requires that there be no measurement error, therefore: (X_O = X_T, X_R = 0, X_S = 0).