Exam 12: Asking Good Questions: Measurement Basics

Exhibit 12.1 An advertiser has developed a television advertisement designed to create a "feeling of warmth" on the part of viewers since she believes that this will lead to positive attitudes toward the product,and ultimately to increased sales.In order to determine if the ad does produce the desired feelings in viewers,she has devised a three-item scale to measure the warmth construct.After viewing the commercial (independently),Joe had a score of 15 on the warmth scale and Perry had a score of 9. Refer to Exhibit 12.1.Which of the following is NOT a potential source of difference between these scores?

Which of the following statements is FALSE with regard to ratio scales?

The four types of scales used to measure an attribute are ____________________,____________________,____________________ and ____________________.

A question that asks "How much you would be willing to pay in annual premium for a $100,000 home insurance policy" in the following way would be scaled as: Check appropriate category ____ < $25 per month ____ $26 to $40 month ____ $41 to $55 month ____ > $55 per month

Which type of scale assumes an arbitrary zero point?

____________________ is the ability of a measure to obtain similar scores for the same object,trait,or construct across time,across different evaluators,or across he items forming the measure.

What characteristic must a scale possess in order for the researcher to compute the ratio of the magnitude of the numbers?

Which of the following is an example of an interval scale?

In a recent survey,those who brushed their teeth often under-reported the activity,while those who brushed their teeth less frequently overreported their dental hygiene behavior.The possible cause for differences in scores could best be attributed to

Which of the following is true of a theory?

A study was done on the campus of a major state institution to measure attitudes of students towards the recent fee increase.One question asks respondents to rank the five fees they are willing to pay from 1=most willing to 5=least willing.This is scaled as: ____ Computer fee ____ Library fee ____ Parking fee ____ Student Center fee ____ Kinesiology Building fee

A useful property of all scales above the nominal level of measurement is that of order.

What type of scale is the following? "What is your gender? 1 Male 2 Female

Consistency is the hallmark of validity.

Which of the following is(are)permissible measure(s)of central tendency with ratio scales?

Which of the following is TRUE?

Which of the following is FALSE?

Which of the following is TRUE?

You have been assigned the task of evaluating consumer acceptance of and favorability toward a new product that a company has just test marketed in your area.In order to determine the degree to which consumers hold favorable attitudes toward the product,what is the lowest level of scale that you can use?

A definition of Construct "A" in terms of Constructs "B","C",and "D" is known as a(n)