Question 1

With a numerical rating list scale ____.

Accepted Answer

A)  the numerical points have no verbal anchors 
B)  the data generated are always interval 
C)  the interval that separates the numeric scale points is equal 
D)  always uses 7 scale points 
E)  None of the above 
A)  the numerical points have no verbal anchors 
B)  the data generated are always interval 
C)  the interval that separates the numeric scale points is equal 
D)  always uses 7 scale points 
E)  None of the above

Question 2

Which of the following statements is true concerning the applicability of attitudes in understanding behavior?

Accepted Answer

A)  General attitudes are the best predictors of behavior 
B)  Behavior is affected equally by those attitudes formed via social learning and those formed via behavioral learning 
C)  Cognitive attitudes influence behavior better than affective-based attitudes 
D)  A single, global measure of attitude is necessary to predict behavior 
E)  All of the above are true 
A)  General attitudes are the best predictors of behavior 
B)  Behavior is affected equally by those attitudes formed via social learning and those formed via behavioral learning 
C)  Cognitive attitudes influence behavior better than affective-based attitudes 
D)  A single, global measure of attitude is necessary to predict behavior 
E)  All of the above are true

Question 3

The purpose of _____ is to get a conceptual representation of a respondent's attitude toward the attitude object and to compare the relationships between people.

Accepted Answer

A)  Likert scales 
B)  comparative scales 
C)  forced rating 
D)  Q-sorts 
E)  Stapel scales 
A)  Likert scales 
B)  comparative scales 
C)  forced rating 
D)  Q-sorts 
E)  Stapel scales

Question 4

The Likert scale ____.

Accepted Answer

A)  offers 7 scale points between verbal anchors for each scale item 
B)  is a type of summated rating scale 
C)  generates ratio data 
D)  is difficult to construct and infrequently used 
E)  does not offer the researcher the ability to judge extreme views of the participants 
A)  offers 7 scale points between verbal anchors for each scale item 
B)  is a type of summated rating scale 
C)  generates ratio data 
D)  is difficult to construct and infrequently used 
E)  does not offer the researcher the ability to judge extreme views of the participants

Question 5

A(n)_____ scale seeks to simultaneously measure more than one attribute of the participant or object.

Accepted Answer

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

Question 6

What term below refers to the process of assessing an attitudinal disposition using a number that represents a person's score on an attitudinal continuum ranging from an extremely favorable disposition to an extremely unfavorable one?

Accepted Answer

A)  Attitudinal monitoring 
B)  Content analysis 
C)  Attitudinal scaling 
D)  Peripheral route processing 
E)  Attitudinal chain analysis 
A)  Attitudinal monitoring 
B)  Content analysis 
C)  Attitudinal scaling 
D)  Peripheral route processing 
E)  Attitudinal chain analysis

Question 7

Participants tend to _____ when they make an error of leniency.

Accepted Answer

A)  be easy raters 
B)  give no opinion answers 
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 no opinion answers 
C)  choose the central or neutral point 
D)  rate objects consistently from question to question 
E)  procrastinate in making choices

Question 8

With a multiple rating list scale ____.

Accepted Answer

A)  participants rate multiple items on a 3-point scale 
B)  the data generated are always ordinal 
C)  it is possible to visualize the results better than with other numerical scales 
D)  the participant is restricted to circling their rating 
E)  None of the above 
A)  participants rate multiple items on a 3-point scale 
B)  the data generated are always ordinal 
C)  it is possible to visualize the results better than with other numerical scales 
D)  the participant is restricted to circling their rating 
E)  None of the above

Question 9

Which of the following terms refers to a learned,stable predisposition to respond to oneself,other persons,objects,or issues in a consistently favorable or unfavorable way?

Accepted Answer

A)  Opinion 
B)  Attitude 
C)  Personality trait 
D)  Construct 
E)  Behavior 
A)  Opinion 
B)  Attitude 
C)  Personality trait 
D)  Construct 
E)  Behavior

Question 10

I turn my cellular telephone off when dining in restaurants.What is the basis of the attitude reflected in this statement?

Accepted Answer

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

Question 11

Checklists produce _____ data.

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 12

All of the following may be used with graphic rating scales except _____.

Accepted Answer

A)  icons 
B)  pictures 
C)  words 
D)  comparisons 
E)  numbers 
A)  icons 
B)  pictures 
C)  words 
D)  comparisons 
E)  numbers

Question 13

Participants are grouped using _____ scales.

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 adoption rate of cellular telephones continues to accelerate rapidly.This statement is an example of a _____ attitude.

Accepted Answer

A)  cognitive 
B)  affective 
C)  conative 
D)  behavioral 
E)  peripheral 
A)  cognitive 
B)  affective 
C)  conative 
D)  behavioral 
E)  peripheral

Question 15

Which of the following is a multiple-choice,single-response scale?

Accepted Answer

A)  Yes, no 
B)  Agree, disagree 
C)  Strongly agree, agree, neither, disagree, strongly disagree 
D)  Important, unimportant 
E)  Male, female 
A)  Yes, no 
B)  Agree, disagree 
C)  Strongly agree, agree, neither, disagree, strongly disagree 
D)  Important, unimportant 
E)  Male, female

Question 16

An affective basis for an attitude means that the attitude is based on a(n)_____.

Accepted Answer

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

Question 17

Paired comparison 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 18

Which type of scale consists of statements that express either a favorable or unfavorable attitude toward an object of interest?

Accepted Answer

A)  Multiple-choice, single-response 
B)  Summated rating 
C)  Semantic differential 
D)  Constant sums 
E)  Checklist 
A)  Multiple-choice, single-response 
B)  Summated rating 
C)  Semantic differential 
D)  Constant sums 
E)  Checklist

Question 19

An item analysis ____.

Accepted Answer

A)  is used with multiple-choice, single response scales 
B)  can only be used with rating scales with seven scale points 
C)  generates ratio data 
D)  assesses whether Likert scale items discriminate between participants with high and low scores 
E)  does not offer the researcher the ability to judge extreme views of the participants 
A)  is used with multiple-choice, single response scales 
B)  can only be used with rating scales with seven scale points 
C)  generates ratio data 
D)  assesses whether Likert scale items discriminate between participants with high and low scores 
E)  does not offer the researcher the ability to judge extreme views of the participants

Question 20

Which of the following is true of the following response scale: poor - fair - good - very good - excellent?

Accepted Answer

A)  It is a balanced rating scale 
B)  It is a unforced-choice rating scale 
C)  It does not allow for expressions of intensity among participants with unfavorable opinions 
D)  It will result in an asymmetrical distribution 
E)  It will minimize halo effects 
A)  It is a balanced rating scale 
B)  It is a unforced-choice rating scale 
C)  It does not allow for expressions of intensity among participants with unfavorable opinions 
D)  It will result in an asymmetrical distribution 
E)  It will minimize halo effects

Exam 12: Measurement Scales

With a numerical rating list scale ____.

Which of the following statements is true concerning the applicability of attitudes in understanding behavior?

The purpose of _____ is to get a conceptual representation of a respondent's attitude toward the attitude object and to compare the relationships between people.

The Likert scale ____.

A(n)_____ scale seeks to simultaneously measure more than one attribute of the participant or object.

What term below refers to the process of assessing an attitudinal disposition using a number that represents a person's score on an attitudinal continuum ranging from an extremely favorable disposition to an extremely unfavorable one?

Participants tend to _____ when they make an error of leniency.

With a multiple rating list scale ____.

Which of the following terms refers to a learned,stable predisposition to respond to oneself,other persons,objects,or issues in a consistently favorable or unfavorable way?

I turn my cellular telephone off when dining in restaurants.What is the basis of the attitude reflected in this statement?

Checklists produce _____ data.

All of the following may be used with graphic rating scales except _____.

Participants are grouped using _____ scales.

The adoption rate of cellular telephones continues to accelerate rapidly.This statement is an example of a _____ attitude.

Which of the following is a multiple-choice,single-response scale?

An affective basis for an attitude means that the attitude is based on a(n)_____.

Paired comparison scales result in _____ data.

Which type of scale consists of statements that express either a favorable or unfavorable attitude toward an object of interest?

An item analysis ____.

Which of the following is true of the following response scale: poor - fair - good - very good - excellent?

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