Exam 10: Measurement and Attitude Scaling

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

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

Marketing research is less complicated than research in scientific disciplines because there really is only one way to measure most marketing phenomenon.

Which of the following means that the value assigned for a response is treated oppositely from the other items in a scale?

A fixed-alternative rating scale with an equal number of both positive and negative categories,with a neutral point in the middle of the scale,is called a(n)______ scale.

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

Scales provide _____ rules that indicate that a certain value on a scale corresponds to some true value of a concept.

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

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

_____ validity is the ability of a measure to correlate with other standard measures of similar constructs or established criteria.

An enduring disposition to respond consistently to an aspect of the world is called a(n)______.

Carla is using education,income,and occupation to develop a measure of social class.What type of measure for social class is she developing?

Measures that can take on only one of a finite number of values are called _____.

When respondents are asked to indicate the magnitude of a characteristic that a brand of toothpaste has,this is an example of a(n)______.

Continuous measures are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept.

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

A generalized idea that represents something of meaning is called a(n)______.

_____ means that the value assigned for a response is treated oppositely from the other items.

Explain what reliability is and discuss how it is assessed.

When respondents are asked whether they strongly agree,agree,are neutral,disagree,or strongly disagree to a series of attitude items,this is an example of a(n)______ scale.