Exam 14: Attitude Measurement

Hank believes that the price of his tech company's stock will increase because the entire technology sector is experiencing rapid growth. This belief represents which component of Hank's attitude?

Semantic differential scales can be scored by: -3, -2, -1, 0, +1, +2, +3

A unidimensional rating scale is any measure of attitudes that asks respondents about a single concept in isolation.

A fixed-alternative rating scale with an equal number of both positive and negative categories, with a neutral point in the middle of the scale, is called a(n) ______ scale.

When a respondent is required to choose one of the fixed alternatives, what type of scale is being used?

A fixed-alternative rating scale that has an unequal number of positive and negative categories so that the categories are "piled up" at one end of the scale is called a(n) ______ scale.

The component of attitude that represents the action that corresponds to a certain type of attitude is a(n) _____ component.

A(n) _____ is a graphical representation of semantic differential data for competing brands, products, or stores to highlight comparisons.

An image profile can be developed based on semantic differential data.

How many choices do researchers commonly use when using Likert scales?

A(n) _____ scale is similar to a semantic differential except that it uses numbers, instead of verbal descriptions, as response options to identify response positions.

When respondents are asked to divide up a sum (e.g. 50 points) to indicate the relative importance of features on a new car, this is an example of a(n) ______ scale.

What type of scale is the following?

A _____ scale is a measure of attitudes that consists of a single adjective in the center of an even number of numerical values.

All of the following are basic components of attitude EXCEPT _____.

Compare and contrast a Likert scale with a semantic differential scale.

A numerical scale is similar to a Likert scale except that is uses numbers instead of verbal descriptions as response options to identify response positions.

A(n) ______ scale measures attitudes by using 7-point rating scales that are anchored at either end by polar opposite adjectives.

A variation of the graphic rating scale is the _____ scale.

"I love my job" is an example of which component of an attitude toward one's job?