Exam 14: Attitude Measurement

If researcher wish to compare six brands of HDTVs on the basis of quality,how many paired comparisons will be necessary?

What type of scale is the following? Contemporary : : : : : : Traditional

What type of scales asks a respondent to rate a concept,such as a specific brand,in comparison with a benchmark (i.e. ,a competing brand)explicitly used as a frame of reference?

What type of measurement is the following?

Define attitude and describe the three components that comprise it.

Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

What type of scale is the following?

A variation of the graphic ratings scale is the ladder scale.

When a respondent is given a set of 3" x 5" cards containing the current advertising slogan for a brand or product on each card and is asked to place the cards into two piles: (1)Recognize this slogan and can identify the brand/product and (2)Do not recognize the slogan,this is an example of a ____ task.

Attitudes are thought to have three components: affective,cognitive,and behavioral.

The semantic differential scale uses unlabeled response categories between two bipolar opposite adjectives.

What type of scale is the following? Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant. Modern ________ Old-fashioned

A balanced rating scale has a neutral point,or point of indifference,at the center of the scale.

When a respondent is required to choose one of the fixed alternatives,what type of scale is being used?

Which type of scale is the following?

What type of scale is the following?

In a graphic rating scale,a respondent's score is the length in millimeters from one end of the scale to the point marked on the scale by the respondent.

When respondents are asked to rank order brands of cosmetics in terms of their prices (from high to low),this is an example of a(n)____________________ task.

Marketing researchers commonly use rating scales to measure attitudes.

A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics is called a(n)____________________ model.