Exam 9: The Concept of Measurement and Attitude Scales

__________________ scale in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet. What type of scale is being used?

____________________ examines the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words.

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

A constitutive definition is similar to a dictionary definition.

Which of the following scale types is similar to graphic rating scales?

_________________ asks a respondent to pick one of two objects from a set, based on some criteria.

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products, while being easy to construct.

Which of the following types of scales would allow the researcher to compute arithmetic means?

This type of scale will always produce an ordinal scale of measurement.

If the same instrument gives consistent results every time it is used for a measurement, then it indicates:

Which is the weakest form of validity?

At the end of a trip aboard their cruise ships, Disney leaves questionnaires in the staterooms of passengers asking them to rate the cleanliness, service, and meal quality among other various attributes. The questionnaire uses a numerical rating system from very satisfied to very dissatisfied. What type of scale are they using?

Construct equivalence deals with how people see, understand, and develop measurements of a particular phenomenon.

Do you think that a researcher should worry about construct equivalence between the United States and Canada?

Marketers are typically interested in measuring observable constructs.

In global marketing research, a study of beer in Spain requires a comparison with soft drinks. This is an example of______________.

When a researcher describes how a construct will be measured, this is referred to as what type of definition?

A balanced scale is weighted toward one end or the other.