Question 1

All forms of ranking scales result in _____ data.

Accepted Answer

A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  absolute 
A)  nominal 
B)  ordinal 
C)  interval 
D)  ratio 
E)  absolute

Question 2

What type of scale is used in Jason's third question about the recommendation of iPads?

Accepted Answer

A)  Dichotomous 
B)  Multiple-choice, single-response 
C)  Multiple-choice, multiple-response 
D)  Unbalanced 
E)  Forced-choice 
A)  Dichotomous 
B)  Multiple-choice, single-response 
C)  Multiple-choice, multiple-response 
D)  Unbalanced 
E)  Forced-choice

Question 3

Which type of scale provides participants with an opportunity to express no opinion when they are unable to make a choice among the alternatives offered?

Accepted Answer

A)  Forced-choice 
B)  Multidimensional 
C)  Balanced 
D)  Unbalanced 
E)  Unforced-choice 
A)  Forced-choice 
B)  Multidimensional 
C)  Balanced 
D)  Unbalanced 
E)  Unforced-choice

Question 4

Participants tend to _____ when they make an error of central tendency.

Accepted Answer

A)  be easy raters 
B)  give extreme judgments 
C)  choose the central or neutral point 
D)  rate objects consistently from question to question 
E)  procrastinate in making choices 
A)  be easy raters 
B)  give extreme judgments 
C)  choose the central or neutral point 
D)  rate objects consistently from question to question 
E)  procrastinate in making choices

Question 5

Which of the following statements about the number of scale points is NOT true?

Accepted Answer

A)  Reliability increases as the number of scale points increase 
B)  Validity decreases as the number of scale points increase 
C)  Larger numbers of scale points provide the ability to extract more variance 
D)  Larger numbers of scale points increase accuracy in unidimensional scales 
E)  Additional scale points increase measurement sensitivity 
A)  Reliability increases as the number of scale points increase 
B)  Validity decreases as the number of scale points increase 
C)  Larger numbers of scale points provide the ability to extract more variance 
D)  Larger numbers of scale points increase accuracy in unidimensional scales 
E)  Additional scale points increase measurement sensitivity

Question 6

The data obtained from a Stapel scale can be analyzed in the same way as data obtained with a _____ scale.

Accepted Answer

A)  dichotomous 
B)  constant sum 
C)  semantic differential 
D)  multiple-choice, multiple-response 
E)  graphic rating scale 
A)  dichotomous 
B)  constant sum 
C)  semantic differential 
D)  multiple-choice, multiple-response 
E)  graphic rating scale

Question 7

What is the primary difference between rating scales and ranking scales? List two types of each scale.

Accepted Answer

Rating scales judge properties of object

Question 8

A scalogram analysis should be used with which of the following scale types.

Accepted Answer

A)  Dichotomous scale 
B)  Multiple choice-single response scale 
C)  Cumulative scale 
D)  Constant-sum scale 
E)  Graphical rating scale 
A)  Dichotomous scale 
B)  Multiple choice-single response scale 
C)  Cumulative scale 
D)  Constant-sum scale 
E)  Graphical rating scale

Question 9

All of the following are ways of combating the halo effect except _____.

Accepted Answer

A)  reveal only one trait at a time 
B)  reverse the terms that anchor the endpoints of the scale 
C)  adjust the strength of descriptive adjectives 
D)  all of the above 
E)  none of the above 
A)  reveal only one trait at a time 
B)  reverse the terms that anchor the endpoints of the scale 
C)  adjust the strength of descriptive adjectives 
D)  all of the above 
E)  none of the above

Question 10

The following is TRUE of cumulative scales.

Accepted Answer

A)  Identical scores from participants have the same meaning 
B)  It is impossible to judge which scale items were answered positively or negatively 
C)  There is no tool to judge whether a set of scale items forms a unidimensional scale 
D)  The Stapel analysis is used to judge multidimensionality of the cumulative scale. 
E)  None of the above 
A)  Identical scores from participants have the same meaning 
B)  It is impossible to judge which scale items were answered positively or negatively 
C)  There is no tool to judge whether a set of scale items forms a unidimensional scale 
D)  The Stapel analysis is used to judge multidimensionality of the cumulative scale. 
E)  None of the above

Question 11

Which type of scale is used when participants place cards into piles using criteria established by the researcher?

Accepted Answer

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

Question 12

What is the ideal number of points for a rating scale?

Accepted Answer

A)  5 
B)  7 
C)  9 
D)  10 
E)  It depends 
A)  5 
B)  7 
C)  9 
D)  10 
E)  It depends

Question 13

What type of scale is used in Jason's first question about the recommendation of iPads?

Accepted Answer

A)  Dichotomous 
B)  Multiple-choice, single-response 
C)  Multiple-choice, multiple-response 
D)  Balanced 
E)  Unbalanced 
A)  Dichotomous 
B)  Multiple-choice, single-response 
C)  Multiple-choice, multiple-response 
D)  Balanced 
E)  Unbalanced

Question 14

Explain the three bases for attitudes.Provide an example for each one.

Accepted Answer

The three bases of attitudes are cogniti

Question 15

What type of scale is used in Jason's second question about the recommendation of iPads?

Accepted Answer

A)  Dichotomous 
B)  Multiple-choice, single-response 
C)  Multiple-choice, multiple-response 
D)  Balanced 
E)  Unbalanced 
A)  Dichotomous 
B)  Multiple-choice, single-response 
C)  Multiple-choice, multiple-response 
D)  Balanced 
E)  Unbalanced

Question 16

Which of the following characteristics is not true of attitudes?

Accepted Answer

A)  Learned 
B)  Stable 
C)  Accessible 
D)  Enduring 
E)  Fluctuating 
A)  Learned 
B)  Stable 
C)  Accessible 
D)  Enduring 
E)  Fluctuating

Question 17

Which of the following situations favors the use of unbalanced rating scales rather than balanced rating scales?

Accepted Answer

A)  Participants' scores lean in one direction 
B)  Object being rating is familiar to participants 
C)  Participants are known to be easy raters 
D)  Participants are known to be hard raters 
E)  All of the above 
A)  Participants' scores lean in one direction 
B)  Object being rating is familiar to participants 
C)  Participants are known to be easy raters 
D)  Participants are known to be hard raters 
E)  All of the above

Question 18

Jason's third question is designed to determine the likelihood that an iPad owner will recommend the iPad to others.Which of the following choices captures the characteristics of the scale used for this question?

Accepted Answer

A)  Balanced; unforced choice; multiple-choice, single-response 
B)  Balanced; forced choice; multiple-choice, single-response 
C)  Unbalanced, forced choice, simple category 
D)  Unbalanced; unforced choice; multiple-choice, multiple-response 
E)  Balanced, forced choice, dichotomous 
A)  Balanced; unforced choice; multiple-choice, single-response 
B)  Balanced; forced choice; multiple-choice, single-response 
C)  Unbalanced, forced choice, simple category 
D)  Unbalanced; unforced choice; multiple-choice, multiple-response 
E)  Balanced, forced choice, dichotomous

Question 19

A scale that uses the response options "very bad,bad,average,good,very good" is a(n)_____ rating scale.

Accepted Answer

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

Question 20

What type of data is produced by summated rating 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

Exam 12: Measurement Scales

All forms of ranking scales result in _____ data.

What type of scale is used in Jason's third question about the recommendation of iPads?

Which type of scale provides participants with an opportunity to express no opinion when they are unable to make a choice among the alternatives offered?

Participants tend to _____ when they make an error of central tendency.

Which of the following statements about the number of scale points is NOT true?

The data obtained from a Stapel scale can be analyzed in the same way as data obtained with a _____ scale.

What is the primary difference between rating scales and ranking scales? List two types of each scale.

A scalogram analysis should be used with which of the following scale types.

All of the following are ways of combating the halo effect except _____.

The following is TRUE of cumulative scales.

Which type of scale is used when participants place cards into piles using criteria established by the researcher?

What is the ideal number of points for a rating scale?

What type of scale is used in Jason's first question about the recommendation of iPads?

Explain the three bases for attitudes.Provide an example for each one.

What type of scale is used in Jason's second question about the recommendation of iPads?

Which of the following characteristics is not true of attitudes?

Which of the following situations favors the use of unbalanced rating scales rather than balanced rating scales?

Jason's third question is designed to determine the likelihood that an iPad owner will recommend the iPad to others.Which of the following choices captures the characteristics of the scale used for this question?

A scale that uses the response options "very bad,bad,average,good,very good" is a(n)_____ rating scale.

What type of data is produced by summated rating scales?

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

Filters