Exam 10: Measurement and Attitude Scaling

Multi-attribute models are useful in identifying characteristics that are most in need of being improved.

Which of the following is a device providing a range of values that correspond to different characteristics or amounts of a characteristic exhibited in observing a concept?

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.

The problem with measurement is that researchers cannot account for errors statistically.

Which of the following is a component of construct validity?

_____ validity represents the uniqueness or distinctiveness of a measure.

When a respondent is asked whether he agrees,disagrees,or has no opinion to a series of statements,what type of scale is being used?

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

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

_____ represents a measure's homogeneity or the extent to which each indicator of a concept converges on a common meaning.

A concept can be thought of as a generalized idea that represents something of meaning.

Sometimes respondents' answers need to be assigned opposite values through a process called cross-validation.

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.

Which of the following represents the average of all possible split-half reliabilities for a construct?

A(n)_____ measure assigns a value to an observation based on a mathematical derivation of multiple variables.

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

Which of the following is a defining characteristic in determining between ratio and interval scales?

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

When a group of experts agrees that a measuring instrument measures what it is intended to measure,we say that the instrument has ______ validity.

Which type of fixed-alternative rating scale has more response categories at one end than the other,resulting in an unequal number of positive and negative categories?