Exam 10: Measurement and Attitude Scaling

The degree of agreement among judges that a scale measures what it is intended to measure is called the ______ validity of the scale.

A scale in which letters (e.g.A,B,C,and so on)are assigned to objects to serve as identification labels for the objects is called a(n)_____ scale.

The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ______.

If a marketing researcher wants to compare five brands of toothpaste on the basis of their flavor using the paired comparison method,the researcher must ask each respondent to make five comparisons.

Measurement is the process of describing some property of a phenomenon,usually by assigning numbers,in a reliable and valid way.

Which of the following is the most elementary level of measurement?

A scale that allows things to be arranged based on how much of some concept they possess is called a(n)_____ scale.

All of the following can be measured using ratio scales EXCEPT _____.

A type of scale that demands that respondents divide points among several attributes to indicate their relative importance is called a _____.

What type of scale is the following? United Parcel Service (UPS)would like you to distribute 50 points among the following in terms of how important each aspect is to you for your overnight shipping needs: _____ Accurate billing _____ On-time delivery _____ Price

What type of scale is the following? ____ Definitely will purchase ____ Probably will purchase ____ Might purchase ____ Probably will not purchase ____ Definitely will not purchase

Marketing researchers generally assume that the semantic differential provides metric (at least ratio)measurement.

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

Compare and contrast the four different levels of scale measurement.

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

Semantic differential scales can be scored by: -3,-2,-1,0,+1,+2,+3

Which type of scale is the following? ____ Satisfied ____ Neither satisfied nor dissatisfied ____ Dissatisfied ____ Very dissatisfied

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

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

The Fahrenheit temperature scale is best described as an example of a(n)______ scale because it doesn't have an absolute zero point.