Exam 9: The Concept of Measurement and Attitude Scales

A semantic differential allows the researcher to measure several dimensions of a construct in a single questionnaire.

Brand loyalty has been defined as "A strongly motivated and long standing decision to purchase a particular product or service." This is an example of which type of definition?

Which of the following types of scales is least likely to produce interval or ratio scale data?

You are creating a survey that is interested in ranking customers' preferences for various brands of cola. You would definitely need to use which type of scale?

Indicate your level of agreement with the following statement: The President is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

A questionnaire could be reliable without being valid.

Which of the following is not characteristic of a Likert scale?

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

The measurement process begins with

An operational definition specifies which observable characteristics will be measured and the process for assigning a value to the concept.

A problem often encountered with rules is a lack of clarity or specificity.

A "don't know" option can be an easy out for a lazy respondent.

The following scale is illustrative of a __________scale. ____definitely buy ____probably buy ____might buy ____might not ____probably not ____definitely not

Purchase intent scales often over estimate the number of people who will actually buy a product.

Semantic differential scales can be developed rather quickly, compared to rank order scales.

The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.

Using a constant sum scale would give the researcher more options for quantitative analysis than using a Likert scale.

Scales are categorized in two ways according to the text. The categories are:

In an itemized rating scale, respondents select from a limited number of ordered categories.

An interval scale measurement scale measuring the extent of agreement to one or a series of statements is known as a semantic differential scale.