Exam 10: A: The Concept of Measurement

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category. ___(1)0 to 18 ___(2)19 to 34 ___(3)35 and over

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?

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

An example of nominal scale data would be which of the following?

The Cronbach alpha technique gives researchers an idea of a scale's __________.

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

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

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

When a researcher wants to show the differences separating two objects,the ideal type of scale to use is _________________.

The measurement process begins with ____________.

______________ is a guide,a method,or a command that tells a research what to do.

In marketing research,this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

A questionnaire could be reliable without being valid.

If the researcher wishes to measure something that could have a value of zero,what would be the appropriate type of scale?

A construct should be measured before it is defined.

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices: (1)urban (2)rural (3)suburban

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

Ranking questions generally produces ___________ level of measurement.

If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.