Exam 7: Measurement and Scaling

A graphic rating scale is a type of comparative rating scale.

A researcher measures the temperature (in degrees Fahrenheit) inside a grocery store at which the customers feel most comfortable. What kind of scale can the researcher create for measuring this?

Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7 point scale). Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale). This indicates that there was some problem with the scale being used. This problem is a problem related to:

The median is the arithmetic average of all the data responses.

As part of the measurement process, researchers can assign either numbers or labels to phenomena they measure.

A respondent can communicate her intensity of like / dislike for a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "Strongly disagree" and 7 is for "Strongly agree"). These numbers (1 to 7) are commonly referred to as:

A scale has four response descriptors (such as "Strongly agree," "Somewhat agree," etc.). This scale is more likely to be a nonforced-choice scale.

It is possible to create two totally equivalent scales.

Construct development begins with an accurate definition of the purpose of the study and the research problem.

Which of the following is the strongest predictor of future behavior?