Exam 10: Measurement and Attitude Scaling

Which type of scale has all the properties of an interval scale with the additional attribute of representing absolute quantities,characterized by a meaningful absolute zero?

(Multiple Choice)

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Question 21

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply summing the response to each item making up the composite measure.This composite measure is called a(n)_____.

(Multiple Choice)

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Question 22

Coefficient beta is the most commonly applied estimate of a composite scale's reliability.

(True/False)

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Question 23

Operational definitions translate conceptual definitions into measurement scales.

(True/False)

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Question 24

Mathematical operations cannot be performed with numbers from nominal scales.

(True/False)

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Question 25

Research would be impossible without measurement.

(True/False)

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Question 26

Which of the following refers to concepts measured with multiple variables?

(Multiple Choice)

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Question 27

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

(Essay)

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Question 28

Ranking measurements of attitudes provide interval data.

(True/False)

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Question 29

A scale which arranges brands in an ordered sequence in which there is an equal interval between each point on the scale is an example of a(n)______ scale.

(Multiple Choice)

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Question 30

Which type of measure assigns a value based on how much of the concept being measured is associated with an observation and is formed by putting several variables together systematically?

(Multiple Choice)

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Question 31

The Fahrenheit temperature scale is an example of a ratio scale.

(True/False)

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Question 32

Which type of validity represents how unique or distinct a measure is?

(Multiple Choice)

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Question 33

Which type of scale has respondents describe their attitude using a series of bipolar rating scales?

(Multiple Choice)

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Question 34

Define attitude and describe the three components that comprise it,giving an example of each with respect to your attitude toward shopping at a particular store.

(Essay)

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Question 35

In which type of scale is a neutral point,or point of indifference,at the center of the scale?

(Multiple Choice)

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Question 36

Gas mileage is an example of a(n)_____ of an automobile.

(Multiple Choice)

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Question 37

Reliability is an indicator of a measure's internal consistency.

(True/False)

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Question 38

When respondents are asked to divide up a sum (e.g.50 points)to indicate the relative importance of features on a new car,this is an example of a(n)______ scale.

(Short Answer)

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Question 39

What type of scale is the following?

(Multiple Choice)

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Question 40

Showing 21 - 40 of 160

Which type of scale has all the properties of an interval scale with the additional attribute of representing absolute quantities,characterized by a meaningful absolute zero?

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply summing the response to each item making up the composite measure.This composite measure is called a(n)_____.

Coefficient beta is the most commonly applied estimate of a composite scale's reliability.

Operational definitions translate conceptual definitions into measurement scales.

Mathematical operations cannot be performed with numbers from nominal scales.

Research would be impossible without measurement.

Which of the following refers to concepts measured with multiple variables?

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

Ranking measurements of attitudes provide interval data.

A scale which arranges brands in an ordered sequence in which there is an equal interval between each point on the scale is an example of a(n)______ scale.

Which type of measure assigns a value based on how much of the concept being measured is associated with an observation and is formed by putting several variables together systematically?

The Fahrenheit temperature scale is an example of a ratio scale.

Which type of validity represents how unique or distinct a measure is?

Which type of scale has respondents describe their attitude using a series of bipolar rating scales?

Define attitude and describe the three components that comprise it,giving an example of each with respect to your attitude toward shopping at a particular store.

In which type of scale is a neutral point,or point of indifference,at the center of the scale?

Gas mileage is an example of a(n)_____ of an automobile.

Reliability is an indicator of a measure's internal consistency.

When respondents are asked to divide up a sum (e.g.50 points)to indicate the relative importance of features on a new car,this is an example of a(n)______ scale.

What type of scale is the following?

The Role of Marketing Research

Data Mining Procedures and Knowledge Systems

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Qualitative Research

Secondary Data Research in a Digital Age

Survey Research

Observation

Conducting Marketing Experiments

Questionnaire Design

Sampling Designs and Sampling Procedures

Reviewing Statistical Theory and Determining Sample Size

Basic Data Analysis

Testing for Differences Between Groups and for Relationships Among Variables

Communicating Research Results

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