Question 1

What types of tactics can researchers use to minimize participant tendencies to avoid extreme judgments or choose extreme positions on a scale?

Accepted Answer

There are several tactics to minimize this type of behavior.The researcher can adjust the strength of the descriptive adjectives.Intermediate descriptive phases can be phased farther apart.More points can be used in the scale.Smaller differences in meaning can be assigned to steps near the ends of the scale than between the steps near the center.

Question 2

A categorization scale is a scale that _____.

Accepted Answer

A)  scores an object without making a direct comparison to another object 
B)  scores an objecting by making a comparison and determining order among two or more objects 
C)  groups participants 
D)  groups concepts according to specific criteria 
E)  establishes relationships between two variables 
A)  scores an object without making a direct comparison to another object 
B)  scores an objecting by making a comparison and determining order among two or more objects 
C)  groups participants 
D)  groups concepts according to specific criteria 
E)  establishes relationships between two variables C

Question 3

Which type of rater error occurs when a participant is reluctant to give extreme judgments?

Accepted Answer

A)  Error of leniency 
B)  Error of central tendency 
C)  Halo effect 
D)  Demand effect 
E)  Socially desirable responding 
A)  Error of leniency 
B)  Error of central tendency 
C)  Halo effect 
D)  Demand effect 
E)  Socially desirable responding B

Question 4

A rating scale is a scale that _____.

Accepted Answer

A)  scores an object without making a direct comparison to another object 
B)  scores an object by making a comparison and determining order among two or more objects 
C)  groups participants 
D)  groups concepts according to specific criteria 
E)  establishes relationships between two variables 
A)  scores an object without making a direct comparison to another object 
B)  scores an object by making a comparison and determining order among two or more objects 
C)  groups participants 
D)  groups concepts according to specific criteria 
E)  establishes relationships between two variables

Question 5

A conative basis for an attitude means that the attitude is based on a _____.

Accepted Answer

A)  feeling 
B)  behavior 
C)  value 
D)  culture 
E)  belief 
A)  feeling 
B)  behavior 
C)  value 
D)  culture 
E)  belief

Question 6

Which type of rater error occurs when a participant consistently chooses the extreme position at one end of the scale?

Accepted Answer

A)  Error of leniency 
B)  Error of central tendency 
C)  Halo effect 
D)  Demand effect 
E)  Socially desirable responding 
A)  Error of leniency 
B)  Error of central tendency 
C)  Halo effect 
D)  Demand effect 
E)  Socially desirable responding

Question 7

A _____ scale measure the psychological meanings of an attitude object using bipolar adjectives.

Accepted Answer

A)  Likert 
B)  summated rating 
C)  Stapel 
D)  semantic differential 
E)  constant sums 
A)  Likert 
B)  summated rating 
C)  Stapel 
D)  semantic differential 
E)  constant sums

Question 8

When a scale seeks to measure only one attribute of the participant or object it is said to be _____.

Accepted Answer

A)  conative 
B)  affective 
C)  unidimensional 
D)  multidimensional 
E)  balanced 
A)  conative 
B)  affective 
C)  unidimensional 
D)  multidimensional 
E)  balanced

Question 9

Scales that allow participants to select a "don't know" or "no opinion" response are called _____.

Accepted Answer

A)  unforced-choice 
B)  multidimensional 
C)  balanced 
D)  unbalanced 
E)  forced-choice 
A)  unforced-choice 
B)  multidimensional 
C)  balanced 
D)  unbalanced 
E)  forced-choice

Question 10

Explain the researcher's dilemma in deciding whether to use forced-choice rating scales or unforced-choice rating scales?

Accepted Answer

Forced-choice rating scales require that

Question 11

It is so annoying when people use their cellular telephones in restaurants.What is the basis of the attitude reflected in this statement?

Accepted Answer

A)  Cognitive 
B)  Affective 
C)  Conative 
D)  Behavioral 
E)  Peripheral 
A)  Cognitive 
B)  Affective 
C)  Conative 
D)  Behavioral 
E)  Peripheral

Question 12

A cognitive basis for an attitude means that the attitude is based on a _____.

Accepted Answer

A)  feeling 
B)  behavior 
C)  value 
D)  culture 
E)  belief 
A)  feeling 
B)  behavior 
C)  value 
D)  culture 
E)  belief

Question 13

A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property.

Accepted Answer

A)  ranking 
B)  rating 
C)  categorization 
D)  sorting 
E)  recording 
A)  ranking 
B)  rating 
C)  categorization 
D)  sorting 
E)  recording

Question 14

The SERVQUAL scale seeks to describe perceptions of service quality with five dimensions.This scale is _____.

Accepted Answer

A)  unidimensional 
B)  multidimensional 
C)  balanced 
D)  unbalanced 
E)  valid 
A)  unidimensional 
B)  multidimensional 
C)  balanced 
D)  unbalanced 
E)  valid

Question 15

What type of data is produced by constant-sum scales?

Accepted Answer

A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Nominal and interval 
A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Nominal and interval

Question 16

The assignment of numbers or symbols to a property of objects according to value or magnitude is called _____.

Accepted Answer

A)  measurement 
B)  scaling 
C)  weighing 
D)  sampling 
E)  coding 
A)  measurement 
B)  scaling 
C)  weighing 
D)  sampling 
E)  coding

Question 17

A ranking scale is a scale that _____.

Accepted Answer

A)  scores an object without making a direct comparison to another object 
B)  scores an object by making a comparison and determining order among two or more objects 
C)  groups participants 
D)  groups concepts according to specific criteria 
E)  establishes relationships between two variables 
A)  scores an object without making a direct comparison to another object 
B)  scores an object by making a comparison and determining order among two or more objects 
C)  groups participants 
D)  groups concepts according to specific criteria 
E)  establishes relationships between two variables

Question 18

What type of data is produced by simple category scales?

Accepted Answer

A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Nominal and interval 
A)  Nominal 
B)  Ordinal 
C)  Interval 
D)  Ratio 
E)  Nominal and interval

Question 19

Which type of scale is used when participants score an object according to its comparative order among two or more objects?

Accepted Answer

A)  Ranking 
B)  Rating 
C)  Categorization 
D)  Sorting 
E)  Recording 
A)  Ranking 
B)  Rating 
C)  Categorization 
D)  Sorting 
E)  Recording

Question 20

In a _____ scale,the participant orders several objects or properties of objects.

Accepted Answer

A)  comparative 
B)  constant sum 
C)  forced ranking 
D)  paired-comparison 
E)  semantic differential 
A)  comparative 
B)  constant sum 
C)  forced ranking 
D)  paired-comparison 
E)  semantic differential

Exam 12: Measurement Scales

What types of tactics can researchers use to minimize participant tendencies to avoid extreme judgments or choose extreme positions on a scale?

A categorization scale is a scale that _____.

Which type of rater error occurs when a participant is reluctant to give extreme judgments?

A rating scale is a scale that _____.

A conative basis for an attitude means that the attitude is based on a _____.

Which type of rater error occurs when a participant consistently chooses the extreme position at one end of the scale?

A _____ scale measure the psychological meanings of an attitude object using bipolar adjectives.

When a scale seeks to measure only one attribute of the participant or object it is said to be _____.

Scales that allow participants to select a "don't know" or "no opinion" response are called _____.

Explain the researcher's dilemma in deciding whether to use forced-choice rating scales or unforced-choice rating scales?

It is so annoying when people use their cellular telephones in restaurants.What is the basis of the attitude reflected in this statement?

A cognitive basis for an attitude means that the attitude is based on a _____.

A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property.

The SERVQUAL scale seeks to describe perceptions of service quality with five dimensions.This scale is _____.

What type of data is produced by constant-sum scales?

The assignment of numbers or symbols to a property of objects according to value or magnitude is called _____.

A ranking scale is a scale that _____.

What type of data is produced by simple category scales?

Which type of scale is used when participants score an object according to its comparative order among two or more objects?

In a _____ scale,the participant orders several objects or properties of objects.

Research in Business

Ethics in Business Research

Thinking Like a Researcher

The Research Process: an Overview

Clarifying the Research Question Through Secondary Data and Exploration

Research Design: An Overview

Qualitative Research

Observation Studies

Experiments

Surveys

Measurement

Questionnaires and Instruments

Sampling

Data Preparation and Description

Exploring,Displaying,and Examining Data

Hypothesis Testing

Measures of Association

Presenting Insights and Findings: Written Reports

Presenting Insights and Findings: Oral Presentations

Appendix 1A: How the Industry Works

Appendix 5A and 5B: Bibliographic Database Searchers and Advanced Searches

Appendix 9B: Test Markets

Appendix: Multivariate Supplement

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