Exam 14: Attitude Measurement

Researchers face a wide variety of choices in measuring attitudinal concepts.

The component of attitude that represents the action that corresponds to a certain type of attitude is a(n)____________________ component.

A bipolar rating scale asks a respondent to rate a concept,such as a specific brand,in comparison with a benchmark.

The fractional-point scale demands that respondents divide points among several attributes to indicate their relative importance.

All of the following are practical decisions regarding the selection of a measurement scale EXCEPT:

Which of the following is a basic component of an attitude?

When a respondent is asked to place each shopping mall in a list of four local shopping malls in the order in which she prefers to shop at each mall,this is an example of a ____ task.

A person's attitude toward Tide detergent can be directly observed.

Which of the following is a graphic representation of semantic differential data for competing brands,products,or stores to highlight comparisons?

Define forced-choice rating scale and non-forced-choice scale and explain the advantage of using a non-forced-choice scale.

A perceptual map can be developed based on semantic differential data.

Compare and contrast a Likert scale with a semantic differential scale.

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

A person's knowledge about a brand is part of the affective component of that person's attitude toward that brand.

Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.

Describe a constant-sum scale and discuss when a researcher might use this type of scale.

Latent constructs generally require multiple items.

A fixed-alternative rating scale that has an unequal number of positive and negative categories so that the categories are "piled up" at one end of the scale is called a(n)____________________ scale.

The category scale measures attitude with greater sensitivity than a two-point response scale.

An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.