Deck 12: Measurement Scales

Question 1

Participants are grouped using _____ scales.

A) ranking
B) rating
C) categorization
D) sorting
E) recording

Answer 1

C

Question 2

The adoption rate of cellular telephones continues to accelerate rapidly.This statement is an example of a _____ attitude.

A) cognitive
B) affective
C) conative
D) behavioral
E) peripheral

Answer 2

A

Question 3

Which of the following terms refers to a learned,stable predisposition to respond to oneself,other persons,objects,or issues in a consistently favorable or unfavorable way?

A) Opinion
B) Attitude
C) Personality trait
D) Construct
E) Behavior

Answer 3

B

Question 4

Which type of scale is used when participants score an object according to its comparative order among two or more objects?

A) Ranking
B) Rating
C) Categorization
D) Sorting
E) Recording

Question 5

The assignment of numbers or symbols to a property of objects according to value or magnitude is called _____.

A) measurement
B) scaling
C) weighing
D) sampling
E) coding

Question 6

A rating scale is a scale that _____.

A) scores an object without making a direct comparison to another object
B) scores an object by making a comparison and determining order among two or more objects
C) groups participants
D) groups concepts according to specific criteria
E) establishes relationships between two variables

Question 7

What term below refers to the process of assessing an attitudinal disposition using a number that represents a person's score on an attitudinal continuum ranging from an extremely favorable disposition to an extremely unfavorable one?

A) Attitudinal monitoring
B) Content analysis
C) Attitudinal scaling
D) Peripheral route processing
E) Attitudinal chain analysis

Question 8

All of the following may be used with graphic rating scales except _____.

A) icons
B) pictures
C) words
D) comparisons
E) numbers

Question 9

A cognitive basis for an attitude means that the attitude is based on a _____.

A) feeling
B) behavior
C) value
D) culture
E) belief

Question 10

A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property.

A) ranking
B) rating
C) categorization
D) sorting
E) recording

Question 11

A conative basis for an attitude means that the attitude is based on a _____.

A) feeling
B) behavior
C) value
D) culture
E) belief

Question 12

I turn my cellular telephone off when dining in restaurants.What is the basis of the attitude reflected in this statement?

A) Cognitive
B) Affective
C) Conative
D) Centrality
E) Peripheral

Question 13

Which type of scale is used when participants place cards into piles using criteria established by the researcher?

A) Ranking
B) Rating
C) Categorization
D) Sorting
E) Recording

Question 14

Which of the following statements is true concerning the applicability of attitudes in understanding behavior?

A) General attitudes are the best predictors of behavior
B) Behavior is affected equally by those attitudes formed via social learning and those formed via behavioral learning
C) Cognitive attitudes influence behavior better than affective-based attitudes
D) A single, global measure of attitude is necessary to predict behavior
E) All of the above are true

Question 15

It is so annoying when people use their cellular telephones in restaurants.What is the basis of the attitude reflected in this statement?

A) Cognitive
B) Affective
C) Conative
D) Behavioral
E) Peripheral

Question 16

A categorization scale is a scale that _____.

A) scores an object without making a direct comparison to another object
B) scores an objecting by making a comparison and determining order among two or more objects
C) groups participants
D) groups concepts according to specific criteria
E) establishes relationships between two variables

Question 17

When a scale seeks to measure only one attribute of the participant or object it is said to be _____.

A) conative
B) affective
C) unidimensional
D) multidimensional
E) balanced

Question 18

An affective basis for an attitude means that the attitude is based on a(n)_____.

A) feeling
B) behavior
C) opinion
D) culture
E) belief

Question 19

Which of the following characteristics is not true of attitudes?

A) Learned
B) Stable
C) Accessible
D) Enduring
E) Fluctuating

Question 20

A ranking scale is a scale that _____.

A) scores an object without making a direct comparison to another object
B) scores an object by making a comparison and determining order among two or more objects
C) groups participants
D) groups concepts according to specific criteria
E) establishes relationships between two variables

Question 21

Which of the following is a multiple-choice,single-response scale?

A) Yes, no
B) Agree, disagree
C) Strongly agree, agree, neither, disagree, strongly disagree
D) Important, unimportant
E) Male, female

Question 22

The SERVQUAL scale seeks to describe perceptions of service quality with five dimensions.This scale is _____.

A) unidimensional
B) multidimensional
C) balanced
D) unbalanced
E) valid

Question 23

Which type of scale consists of statements that express either a favorable or unfavorable attitude toward an object of interest?

A) Multiple-choice, single-response
B) Summated rating
C) Semantic differential
D) Constant sums
E) Checklist

Question 24

Which of the following statements about the number of scale points is NOT true?

A) Reliability increases as the number of scale points increase
B) Validity decreases as the number of scale points increase
C) Larger numbers of scale points provide the ability to extract more variance
D) Larger numbers of scale points increase accuracy in unidimensional scales
E) Additional scale points increase measurement sensitivity

Question 25

Which type of scale provides participants with an opportunity to express no opinion when they are unable to make a choice among the alternatives offered?

A) Forced-choice
B) Multidimensional
C) Balanced
D) Unbalanced
E) Unforced-choice

Question 26

Which type of rater error occurs when a participant is reluctant to give extreme judgments?

A) Error of leniency
B) Error of central tendency
C) Halo effect
D) Demand effect
E) Socially desirable responding

Question 27

A scale that uses the response options "very bad,bad,average,good,very good" is a(n)_____ rating scale.

A) unidimensional
B) multidimensional
C) balanced
D) unbalanced
E) valid

Question 28

Scales that allow participants to select a "don't know" or "no opinion" response are called _____.

A) unforced-choice
B) multidimensional
C) balanced
D) unbalanced
E) forced-choice

Question 29

Participants tend to _____ when they make an error of central tendency.

A) be easy raters
B) give extreme judgments
C) choose the central or neutral point
D) rate objects consistently from question to question
E) procrastinate in making choices

Question 30

What type of scale is used in Jason's first question about the recommendation of iPads?

A) Dichotomous
B) Multiple-choice, single-response
C) Multiple-choice, multiple-response
D) Balanced
E) Unbalanced

Question 31

What is the ideal number of points for a rating scale?

A) 5
B) 7
C) 9
D) 10
E) It depends

Question 32

Participants tend to _____ when they make an error of leniency.

A) be easy raters
B) give no opinion answers
C) choose the central or neutral point
D) rate objects consistently from question to question
E) procrastinate in making choices

Question 33

A(n)_____ scale seeks to simultaneously measure more than one attribute of the participant or object.

A) multidimensional
B) unidimensional
C) balanced
D) unbalanced
E) valid

Question 34

Which type of rater error occurs when a participant consistently chooses the extreme position at one end of the scale?

A) Error of leniency
B) Error of central tendency
C) Halo effect
D) Demand effect
E) Socially desirable responding

Question 35

Jason's third question is designed to determine the likelihood that an iPad owner will recommend the iPad to others.Which of the following choices captures the characteristics of the scale used for this question?

A) Balanced; unforced choice; multiple-choice, single-response
B) Balanced; forced choice; multiple-choice, single-response
C) Unbalanced, forced choice, simple category
D) Unbalanced; unforced choice; multiple-choice, multiple-response
E) Balanced, forced choice, dichotomous

Question 36

All of the following are ways of combating the halo effect except _____.

A) reveal only one trait at a time
B) reverse the terms that anchor the endpoints of the scale
C) adjust the strength of descriptive adjectives
D) all of the above
E) none of the above

Question 37

Which of the following situations favors the use of unbalanced rating scales rather than balanced rating scales?

A) Participants' scores lean in one direction
B) Object being rating is familiar to participants
C) Participants are known to be easy raters
D) Participants are known to be hard raters
E) All of the above

Question 38

What type of scale is used in Jason's third question about the recommendation of iPads?

A) Dichotomous
B) Multiple-choice, single-response
C) Multiple-choice, multiple-response
D) Unbalanced
E) Forced-choice

Question 39

What type of scale is used in Jason's second question about the recommendation of iPads?

A) Dichotomous
B) Multiple-choice, single-response
C) Multiple-choice, multiple-response
D) Balanced
E) Unbalanced

Question 40

Which of the following is true of the following response scale: poor - fair - good - very good - excellent?

A) It is a balanced rating scale
B) It is a unforced-choice rating scale
C) It does not allow for expressions of intensity among participants with unfavorable opinions
D) It will result in an asymmetrical distribution
E) It will minimize halo effects

Question 41

Paired comparison scales result in _____ data.

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

Question 42

Explain the researcher's dilemma in deciding whether to use forced-choice rating scales or unforced-choice rating scales?

Question 43

What type of data is produced by simple category scales?

A) Nominal
B) Ordinal
C) Interval
D) Ratio
E) Nominal and interval

Question 44

The Likert scale ____.

A) offers 7 scale points between verbal anchors for each scale item
B) is a type of summated rating scale
C) generates ratio data
D) is difficult to construct and infrequently used
E) does not offer the researcher the ability to judge extreme views of the participants

Question 45

Checklists produce _____ data.

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

Question 46

A _____ scale measure the psychological meanings of an attitude object using bipolar adjectives.

A) Likert
B) summated rating
C) Stapel
D) semantic differential
E) constant sums

Question 47

With a numerical rating list scale ____.

A) the numerical points have no verbal anchors
B) the data generated are always interval
C) the interval that separates the numeric scale points is equal
D) always uses 7 scale points
E) None of the above

Question 48

The data obtained from a Stapel scale can be analyzed in the same way as data obtained with a _____ scale.

A) dichotomous
B) constant sum
C) semantic differential
D) multiple-choice, multiple-response
E) graphic rating scale

Question 49

A scalogram analysis should be used with which of the following scale types.

A) Dichotomous scale
B) Multiple choice-single response scale
C) Cumulative scale
D) Constant-sum scale
E) Graphical rating scale

Question 50

In a _____ scale,the participant orders several objects or properties of objects.

A) comparative
B) constant sum
C) forced ranking
D) paired-comparison
E) semantic differential

Question 51

All forms of ranking scales result in _____ data.

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

Question 52

Explain the three bases for attitudes.Provide an example for each one.

Question 53

The following is TRUE of cumulative scales.

A) Identical scores from participants have the same meaning
B) It is impossible to judge which scale items were answered positively or negatively
C) There is no tool to judge whether a set of scale items forms a unidimensional scale
D) The Stapel analysis is used to judge multidimensionality of the cumulative scale.
E) None of the above

Question 54

What types of tactics can researchers use to minimize participant tendencies to avoid extreme judgments or choose extreme positions on a scale?

Question 55

With a multiple rating list scale ____.

A) participants rate multiple items on a 3-point scale
B) the data generated are always ordinal
C) it is possible to visualize the results better than with other numerical scales
D) the participant is restricted to circling their rating
E) None of the above

Question 56

What type of data is produced by constant-sum scales?

A) Nominal
B) Ordinal
C) Interval
D) Ratio
E) Nominal and interval

Question 57

What type of data is produced by summated rating scales?

A) Nominal
B) Ordinal
C) Interval
D) Ratio
E) Nominal and interval

Question 58

An item analysis ____.

A) is used with multiple-choice, single response scales
B) can only be used with rating scales with seven scale points
C) generates ratio data
D) assesses whether Likert scale items discriminate between participants with high and low scores
E) does not offer the researcher the ability to judge extreme views of the participants

Question 59

What is the primary difference between rating scales and ranking scales? List two types of each scale.

Question 60

The purpose of _____ is to get a conceptual representation of a respondent's attitude toward the attitude object and to compare the relationships between people.

A) Likert scales
B) comparative scales
C) forced rating
D) Q-sorts
E) Stapel scales