Deck 14: Attitude Measurement

Question 1

Attitudes are thought to have three components: affective,cognitive,and behavioral.

Answer 1

True

Question 2

If a Likert scale statement is worded negatively,the scoring of this item needs to recoded so that its score values are the opposite of the values of a statement that is positively worded.

Answer 2

True

Question 3

A perceptual map can be developed based on semantic differential data.

Answer 3

False
Image profiles are derived from semantic differential data.

Question 4

The category scale measures attitude with greater sensitivity than a two-point response scale.

Question 5

A person's knowledge about a brand is part of the affective component of that person's attitude toward that brand.

Question 6

Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

Question 7

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

Question 8

Ranking measurements of attitudes provide interval data.

Question 9

In a graphic rating scale,a respondent's score is the length in millimeters from one end of the scale to the point marked on the scale by the respondent.

Question 10

The semantic differential scale uses unlabeled response categories between two bipolar opposite adjectives.

Question 11

An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.

Question 12

A variation of the graphic ratings scale is the ladder scale.

Question 13

A Stapel scale measures both the direction and the intensity of the attitude at the same time.

Question 14

If a marketing researcher wants to compare three brands of toothpaste on the basis of their flavor using the paired comparison method,the researcher must ask each respondent to make three comparisons.

Question 15

Marketing researchers commonly use rating scales to measure attitudes.

Question 16

A person's attitude toward Tide detergent can be directly observed.

Question 17

Researchers face a wide variety of choices in measuring attitudinal concepts.

Question 18

Marketing researchers generally assume that the semantic differential provides interval data.

Question 19

The fractional-point scale demands that respondents divide points among several attributes to indicate their relative importance.

Question 20

The Stapel scale is more difficult to administer in a phone interview than a semantic differential scale.

Question 21

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.

A)rating
B)ranking
C)sorting
D)semantic differential

Question 22

A bipolar rating scale asks a respondent to rate a concept,such as a specific brand,in comparison with a benchmark.

Question 23

Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements?

A)constant-sum
B)Likert
C)Stapel
D)graphic rating

Question 24

A balanced rating scale has a neutral point,or point of indifference,at the center of the scale.

Question 25

What type of scale is the following?
Contemporary : : : : : : Traditional

A)Likert
B)graphic rating
C)Thurstone
D)semantic differential

Question 26

Sorting tasks require that respondents indicate their attitudes or beliefs by arranging items on the based of perceived similarity or some other attribute.

Question 27

When a respondent is asked: "How often,on the average,do you go out to a movie?" 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.

A)semantic differential
B)Likert
C)category
D)constant-sum

Question 28

Laurie believes a Honda Accord get 36 miles per gallon.This belief represents which component of an attitude?

A)affective
B)behavioral
C)cognitive
D)personal

Question 29

Which of the following is a basic component of an attitude?

A)cognitive component
B)affective component
C)behavioral component
D)all of the above

Question 30

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

A)cognitive
B)affective
C)behavioral
D)personal

Question 31

"I hate asparagus" is an example of which component of an attitude toward asparagus?

A)affective
B)behavioral
C)cognitive
D)perceptive

Question 32

What type of scale is the following?

A)semantic differential
B)constant-sum
C)Thurstone
D)Likert

Question 33

Latent constructs generally require multiple items.

Question 34

When a respondent is given a set of 3" x 5" cards containing the current advertising slogan for a brand or product on each card and is asked to place the cards into two piles: (1)Recognize this slogan and can identify the brand/product and (2)Do not recognize the slogan,this is an example of a ____ task.

A)rating
B)ranking
C)constant-sum
D)sorting

Question 35

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

A)two
B)three
C)five
D)ten

Question 36

Which type of scale has respondents describe their attitude using a series of bipolar rating scales?

A)Likert
B)constant-sum
C)semantic differential
D)Thurstone

Question 37

Which of the following is a graphic representation of semantic differential data for competing brands,products,or stores to highlight comparisons?

A)image profile
B)category profile
C)Likert profile
D)comparative profile

Question 38

When a respondent is asked either to agree or to disagree with the statement: "The Mayor is doing a good job of managing the affairs of the city," this type of question produces ____ data.

A)ordinal
B)nominal
C)ratio
D)interval

Question 39

Researchers who accept the notion of forced-choice scales essentially argue that the respondents really do have an attitude toward the items that they are asked about.

Question 40

Which attitude component represents a person's awareness and knowledge of the relative matter?

A)affective
B)cognitive
C)behavioral
D)personal

Question 41

What type of scale is the following?

A)Likert
B)behavioral intention
C)semantic differential
D)constant-sum

Question 42

In which type of scale is a neutral point,or point of indifference,at the center of the scale?

A)synergistic
B)symmetrical
C)unbalanced
D)balanced

Question 43

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

A)3
B)6
C)15
D)30

Question 44

An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.

Question 45

What type of scale is the following?
Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant.
Modern ________ Old-fashioned

A)graphic rating
B)Likert
C)linear
D)category

Question 46

What type of scale is the following when female shoppers are asked to rate Macy's department store in terms of its women's apparel items?

A)semantic differential
B)Stapel
C)paired comparison
D)constant-sum

Question 47

What type of scale is the following?

A)Likert
B)paired comparison
C)Thurstone
D)constant-sum

Question 48

When respondents are asked whether they strongly agree,agree,are neutral,disagree,or strongly disagree to a series of attitude items,this is an example of a(n)____________________ scale.

Question 49

Which type of scale is the following?

A)balanced
B)Thurstone
C)unbalanced
D)semantic differential

Question 50

What type of measurement is the following?

A)semantic differential
B)Thurstone
C)paired comparison
D)constant-sum

Question 51

When respondents are asked to indicate the magnitude of a characteristic that a brand of toothpaste has,this is an example of a(n)____________________.

Question 52

Which type of scale is the following?

A)Thurstone
B)unbalanced
C)paired comparison
D)balanced

Question 53

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

A)comparative rating scale
B)monadic rating scale
C)semantic differential
D)ladder scale

Question 54

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

Question 55

A type of scale that demands that respondents divide points among several attributes to indicate their relative importance is called a:

A)constant-sum scale
B)Likert scale
C)Stapel scale
D)semantic differential

Question 56

Which type of scale is the following?

A)Thurstone
B)monadic rating
C)constant-sum
D)behavioral intention

Question 57

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

A)semantic differential
B)forced-choice
C)non-forced-choice
D)symmetric

Question 58

When a respondent is asked whether he agrees,disagrees,or has no opinion to a series of statements,what type of scale is being used?

A)forced choice
B)Likert
C)semantic differential
D)non-forced-choice

Question 59

When respondents are asked to rank order brands of cosmetics in terms of their prices (from high to low),this is an example of a(n)____________________ task.

Question 60

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

A)Is a ranking,sorting,rating or choice technique best?
B)Should a single measure of an index measure be used?
C)How large should the sample size be?
D)How many scale categories or response positions are needed to accurately measure an attitude?

Question 61

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

Question 62

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

Question 63

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

Question 64

Define forced-choice rating scale and non-forced-choice scale and explain the advantage of using a non-forced-choice scale.

Question 65

A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics is called a(n)____________________ model.

Question 66

Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.

Question 67

Define attitude and describe the three components that comprise it.

Question 68

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

Question 69

A scale that presents respondents with a graphic continuum is called a(n)____________________ rating scale.

Question 70

Describe a constant-sum scale and discuss when a researcher might use this type of scale.

Question 71

When respondents are asked to choose among four brands of detergent in such a way that they are asked to select the brand they prefer when each brand is compared with each other brand,this is a type of ____________________ measurement.

Question 72

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.

Question 73

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

Question 74

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.

Question 75

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.