Exam 14: Attitude Measurement

All of the following are practical decisions regarding the selection of a measurement scale EXCEPT _____.

Which type of fixed-alternative rating scale has more response categories at one end than the other, resulting in an unequal number of positive and negative categories?

A(n) ______ scale measures attitudes in both their direction and their intensity simultaneously.

What type of scale asks a respondent to rate a concept, such as a brand, in comparison with a benchmark (i.e., a competing brand) explicitly used as a frame of reference?

When a respondent is asked: "How often do you travel on business in a six-month period?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, very often, this is an example of a _____ scale.

_____ coding is a method of making sure all the items forming a composite scale are scored in the same direction.

_____ is a method of making sure all the items forming a composite scale are scored in the same direction.

When a respondent is asked to place each shopping mall in a list of four local shopping malls in the order in which she prefers to shop at each mall, this is an example of a ______ task.

Which type of scale is the following?

Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object?

Attitude can be measured using a two-point response scale.

Which component of attitude reflects a predisposition to action by reflecting an individual's intentions?

Attitudes are considered to be _____ constructs because they are not directly observable but are measurable through indirect indicators.

A Thurstone scale is widely used in business research because of its simplicity.

A rating task asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary?

What type of measurement is the following?

What type of scale is the following?

A composite scale is made up of multiple items to represent a latent construct.

An attitude scale that asks respondents about a single concept by itself is called a(n) ______ rating scale.