Deck 13: Measuring Attitudes and Other Variables

Question 1

The following excerpt from a survey uses which type of scale?

A)Semantic-differential scale
B)Stapel scale
C)Likert scale
D)Constant-sum scale
E)None of the above.

Answer 1

C

Question 2

A person scoring 78 out of 100 possible on a Likert scale indicates

A)The person has a favorable attitude toward the object.
B)The person has an unfavorable attitude toward the object.
C)The person is neutral toward the object.
D)The person has a favorable attitude when compared to the average score of 60.
E)The person's attitude is twice as favorable as a person's whose score was 39.

Answer 2

D

Question 3

The assessment of attitudes by noting consumers' facial expressions when examining a new product involves the assumption that

A)a consumer's reaction is,to a large extent,determined by his or her personality.
B)consumer behavior is largely determined by stimulus-response mechanisms.
C)a consumer's behavior is in part determined by his or her attitude,and that attitudes can be inferred from behavior.
D)behavior changes attitudes.
E)observations of behavior will lead to accurate assessment of attitudes when experienced observers are used.

Answer 3

C

Question 4

Time magazine conducts an annual survey across 25 Asian countries and asks respondents to rate automobiles across 30 attributes.The questions ask the consumers to rate each brands from 1=low to 5=high on quality,value,image,price,etc.This is an example of

A)self-report attitude measures.
B)measuring attitude using physiological reaction.
C)indirect technique to measure attitude
D)direct observation of attitude-related behavior.
E)performance of objective tasks o determine attitudes.

Question 5

Which one of the following statements is FALSE?

A)The physiological reaction approach to attitude measurement makes use of some unstructured or partially structured stimuli such as word association tests or sentence completion tests.
B)The observation of behavior approach to attitude measurement rests on the presumption that a subject's behavior is conditioned by his or her attitudes and thus we can use observed behavior to infer attitudes.
C)The performance of "objective" tasks approach to attitude measurement rests on the presumption that a subject's performance of a specific assigned task will depend upon his or her attitudes.
D)The self-report techniques of attitude measurement rely on the subject's own responses toward an object or class of objects.
E)Indirect techniques of attitude measurement include storytelling and word-association tests.

Question 6

Marketers are concerned with the attitudes of

A)consumers.
B)dealers.
C)sales representatives.
D)Both a and b.
E)a,b,and c.

Question 7

What type of scale is the following? South Koreans cars are of:

A)Stapel scale
B)Likert scale
C)Temperature scale
D)Graphic-rating scale
E)Itemized rating scale

Question 8

Which of the following statements about attitude is FALSE?

A)Attitude represents a predisposition to respond to an object or idea.
B)Attitude changes quickly over time.
C)Attitude is an underlying variable that produces consistency in behavior.
D)Attitude is a measurable concept.
E)Attitude may be favorable or unfavorable.

Question 9

What type of scale is the following? Indicate your overall opinion about Dell computers by circling one of the following categories:

A)Stapel scale
B)Likert scale
C)Temperature scale
D)Graphic-rating scale
E)Itemized rating scale

Question 10

When using the semantic-differential technique,researchers

A)watch for observable responses from subjects.
B)ask subjects to memorize facts for future recall.
C)utilize word-association and sentence completion tests.
D)generate a list of bipolar adjectives or phrases.
E)calculate a total score for each subject by averaging the scores across items.

Question 11

To assess attitudes toward seatbelt laws,researchers asked respondents to memorize facts pertaining to both sides of the issue,such as the number of fatal accidents where seatbelts were not used and the various injuries that can be caused by seatbelts worn in car wrecks.This technique of attitude scaling is called

A)observation of behavior.
B)self-report.
C)indirect technique.
D)physiological reaction.
E)performance of objective tasks.

Question 12

Which of the following statements about the concept of an attitude is INCORRECT?

A)Attitudes connote an evaluation of an idea or object and result in either positive,neutral,or negative feelings for the idea or object.
B)Attitudes are short-lived and superficial states of mind.
C)Attitudes represent predispositions to act.
D)People act in such a fashion as to maintain consistency between their attitudes and their actions.
E)Alteration of an attitude that is strongly held requires substantial intervention.

Question 13

If a questionnaire says "Universities that offer small classes are better places to learn effectively:" (choose one)
1 ____ Strongly disagree
2 ____ Disagree
3 ____ Neither agree nor disagree
4 ____ Agree
5 ____ Strongly agree
The researcher would be using which of the following scales.

A)Stapel scale
B)Likert scale
C)Temperature scale
D)Graphic-rating scale
E)Itemized rating scale

Question 14

What type of scale is the following? Indicate your agreement or disagreement with the following statement: Prices at Target are unreasonable (circle one).

A)Stapel scale
B)Likert scale
C)Temperature scale
D)Graphic-rating scale
E)Itemized rating scale

Question 15

The most common approach taken by marketing researchers to measure attitudes is

A)self-report measures.
B)physiological reaction.
C)indirect techniques.
D)direct observation of attitude-related behavior.
E)performance of objective tasks.

Question 16

Attitude represents

A)a predisposition to respond to an object.
B)behavior toward an object.
C)a person's ideas,convictions,or liking for a specific object or idea.
D)All of the above.
E)Both a and c.

Question 17

Which of the following statements about Likert summated-ratings scales is FALSE?

A)The Likert scale is one of the most widely used attitude-scaling techniques in marketing research.
B)The subject indicates his or her degree of agreement or disagreement with each statement.
C)Researchers anchor only the endpoints of the scale.
D)A total score for each subject can be calculated by adding or averaging the scores across items.
E)Subjects can indicate the intensity of their feelings.

Question 18

Igloo Ice Cream Shop introduced a new berry-flavored milkshake,but the item has been an unsuccessful menu addition,since few customers choose to order the berry shake.The manager assumes that the consumer attitude toward the product is negative by using which approach of attitude scaling?

A)Self-report
B)Indirect techniques
C)Physiological reactions
D)Performance of objective tasks
E)Observation of behavior

Question 19

Which of the following has NOT been used to measure attitude?

A)Observation of behavior
B)Indirect techniques
C)Physiological reaction
D)Performance of "objective" tasks
E)All of the above have been used to measure attitude.

Question 20

What type of scale is the following? Indicate your opinion about services Continental Airlines provides,by placing an "X" at the appropriate position on the lines below.

A)Stapel scale
B)Likert scale
C)Temperature scale
D)Graphic-rating scale
E)Itemized rating scale

Question 21

The general categories of ratings scales include all of the following EXCEPT

A)graphic.
B)itemized.
C)comparative.
D)sonstant-sum.
E)All of the above are general categories of ratings scales.

Question 22

The respondent is instructed to divide 100 points between three attributes to indicate the relative importance of each attribute.This is an example of a

A)constant-sum scale.
B)graphic-ratings scale.
C)semantic-differential scale.
D)summated-ratings scale.
E)Stapel scale.

Question 23

What type of scale would be one way to collect marketing research data in African countries that have a high illiteracy problem and cannot converse in English?

A)Semantic-differential scale
B)Stapel scale
C)Faces scale
D)Likert scale
E)Graphic-rating scale

Question 24

Comparative-ratings scales differ from graphic and itemized scales in that

A)the categories are ordered.
B)judgments are made independently.
C)semantic-differential scales are used.
D)relative judgments are involved.
E)the "halo effect" is a problem.

Question 25

When students of a marketing research course are asked to allocate one hundred points among four members of the group to represent the effort put forth by each member,this is an example of what type of scale?

A)Comparative rating scale
B)Semantic-differential scale
C)Constant-sum scale
D)Stapel scale
E)Likert scale

Question 26

Which type of scaled-response format contains bipolar words such as "high/low","hot/cold","wet/dry","continuous/discontinuous",and so on?

A)Semantic-differential scale
B)Stapel scale
C)Likert scale
D)Graphic-rating scale
E)None of the above.

Question 27

Which of the following is FALSE?

A)A Likert scale is an example of a comparative-ratings scale.
B)A semantic-differential scale is an example of an itemized scale.
C)When using graphic-ratings scales,individuals indicate their rating by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other.
D)Itemized scales are similar to graphic scales in that individuals make their judgments independently.
E)With comparative scales,subjects make their judgments relative to other items or objects.

Question 28

What type of scale is the following?

A)Semantic-differential scale
B)Stapel scale
C)Faces scale
D)Likert scale
E)Graphic-rating scale

Question 29

A researcher finds that the overall score for a particular store was a 5.25 on a 1-7 scale.To interpret this rating scale score,the researcher would use

A)raw scores.
B)constant sums.
C)reverse scales.
D)normative standards.
E)None of the above.

Question 30

The Stapel scale

A)requires that adjectives or descriptive phrases be treated separately instead of simultaneously as bipolar pairs.
B)frees the researcher from the need for item analysis.
C)differs from the semantic differential in one characteristic only,10 scale positions are employed to capture the responses rather than the 7 positions of the semantic differential scale.
D)is the most popular scale used in marketing,primarily because it combines the advantages of the semantic differential and Likert scales.
E)None of the above.

Question 31

The use of a "snake diagram" is associated with

A)Likert scales.
B)semantic-differential scales.
C)itemized-rating scales.
D)Stapel scales.
E)constant-sum scales.

Question 32

Subjects are instructed to place an "X" on a line to indicate their feeling.They are told to place the "X" closer to the right the more they agree with a specific statement.This is

A)itemized scale.
B)graphic-ratings scale.
C)thermometer scale.
D)semantic-differential scale.
E)summated-ratings scale.

Question 33

When attempting to determine the relative importance of certain characteristics in forming attitudes the most useful scale would be

A)Stapel scale.
B)comparative-rating.
C)Likert scale.
D)itemized-rating.
E)graphic-rating.

Question 34

In order to impart meaning to the score from a Stapel scale,the score must be

A)statistically analyzed.
B)compared to the score from a graphic scale.
C)compared to the mean score or some norm.
D)graphically portrayed in a "snake diagram."
E)converted from a raw score to a standard score.

Question 35

The Stapel scale is

A)a modification of the semantic differential that uses bipolar pairs,has numbered points on the scale,and uses 8 scale positions.
B)a modification of the semantic differential that frees the researcher from the need for item analysis.
C)a modification of the semantic differential that is unipolar,has 7 scale positions,and points on the scale are numbered.
D)an eight-point rating scale.
E)unipolar,has 10 scale positions,and points on the scale are numbered.

Question 36

Which of the following is NOT an itemized-rating scale?

A)Likert scale
B)Faces scale
C)Semantic-differential scale
D)Summated-ratings scale
E)Constant-sum scale

Question 37

The ____ adjective pair "helpful-unhelpful" is used in a(n)____ scale.

A)anchored,summated-ratings
B)anchored,semantic differential
C)bipolar,semantic-differential
D)bipolar,snake
E)None of the above.

Question 38

Comparative rating scales

A)Differ from graphic and itemized scales in that judgments are made independently with comparative scales.
B)Allow for the evaluation of favorability of individual objects.
C)Are typically better than graphic or itemized rating scales in eliminating halo effects.
D)Both a and b.
E)a,b,and c.

Question 39

In a survey,customers are asked to indicate how important courteous service is by placing an "X" in the appropriate box.The boxes are labeled as "not important," "somewhat important," "fairly important," and "very important." These labels are

A)motherhood attributes.
B)alternatives.
C)reverse-scaled items.
D)comparative rating scales.
E)anchors.

Question 40

What type of scale is the following? What is your overall rating of McDonalds compared with Wendy's? (Circle one)

A)comparative rating scale
B)sematic-differential scale
C)Stapel scale
D)Likert scale
E)graphic-rating scale

Question 41

Response set bias refers to error that enters into our measures when respondents begin to answer all the questions in a similar way.

Question 42

Comparative scales tend to increase the halo effect that is common in scaling.

Question 43

When using an itemized rating scale,the rater selects from a limited number of categories instead of placing a mark on a continuous scale.

Question 44

A set of faces varying systematically in terms of whether they are frowning or smiling used to capture a person's satisfaction or preference would be considered an itemized scale.

Question 45

Which of the following does not impact the type of scales needed in a research situation?

A)The planned method of administration of the questionnaire.
B)The number of researchers who will implement the project.
C)The nature of the problem.
D)The characteristics of respondents.
E)All of the above impact the type of scale.

Question 46

Which of the following is TRUE?

A)Likert and semantic differential scales are examples of itemized rating scales.
B)An advantage of graphic rating scales is that they allow a researcher to make fine distinctions in attitude measurement.
C)The distinguishing feature of an itemized scale is that the possible response categories are limited in number,compared with the graphic rating scale.
D)For graphic scales to be effective,it is advisable to avoid extreme end statements and to have descriptive statements close to their numerical points.
E)All of the above are true.

Question 47

All of the following entities are likely to be interested in people's attitudes EXCEPT

A)car manufacturers.
B)filmmakers.
C)department stores.
D)All of the above entities are likely to be interested in people's attitudes.
E)None of the above entities are likely to be interested in people's attitudes.

Question 48

The summated-ratings scale and the semantic-differential scale allow respondents to express the intensity of their feelings.

Question 49

Measure reliability seems to decrease as the number of scale positions increase.

Question 50

In which situation would the addition of a "don't know" response be most advisable?

A)A retail store randomly selects names from the customer database.
B)A department store randomly selects respondents from the local telephone directory.
C)A convenience store hands out questionnaires to every fifth customer.
D)Both a and b.
E)a,b,and c.

Question 51

What is the upper limit on the number of scale positions?

A)5
B)7
C)9
D)10
E)There is no limit.

Question 52

Which of the following is TRUE of time-based norms?

A)Time-based norms are more informative than population-based norms.
B)Time-based norms compare scores to those obtained by similar entities
C)Time-based norms track scores for an entity over time.
D)Both a and b.
E)a,b,and c.

Question 53

Jimmy is filling out a store satisfaction survey.Although Jimmy has extremely positive feelings about the check-out services,he's not completely satisfied with the store location.As Jimmy answers the questions,his response about the checkout service is highly positive,and as he continues to fill in the survey,he notices that his assessment of store location is somewhat higher than what he would normally give.This carryover judgment is an example of

A)composite measures.
B)the halo effect.
C)a global measure.
D)motherhood attribution.
E)a comparative rating.

Question 54

Which of the following is TRUE?

A)The constant sum scale is an example of an itemized rating scale.
B)A Likert scale is an example of a comparative rating scale.
C)A semantic differential scale is an example of an itemized scale.
D)Both a and b.
E)a,b,and c.

Question 55

Which of the following is FALSE?

A)Including a "don't know" option with the regular scale positions for an item may add error to the study.
B)For most purposes,a minimum of 5 response categories should be included when designing measures.
C)Composite measures are more diagnostic than global measures.
D)The practice of negatively wording some items often seems to introduce a sort of negativity bias that may distort responses.
E)Measure reliability decreases as the number of scale positions are increased.

Question 56

The semantic-differential scale is also called a Likert Scale

Question 57

A technique in which some of the items on a multi-item scale are written so that the most positive responses are at the opposite end of the scale from where they would normally appear is

A)comparative scaling.
B)opposition biasing.
C)haloing.
D)reverse scaling.
E)None of the above.

Question 58

As Sally is completing a survey,she responds by circling a 6 (on a 1-7 itemized-rating scale)for all the questions without really paying attention to the questions.Sally has fallen victim to what researchers refer to as

A)boredom.
B)attention deficit.
C)disinterest.
D)reverse scaling.
E)response set bias.

Question 59

Hamburger Haven distributes a simple survey to determine the overall summary judgment of customers' feelings about the company by using a

A)normative standard.
B)raw score.
C)global measure.
D)composite measure.
E)None of the above.

Question 60

Reverse scaling should only be used sparingly.

Question 61

A(n)____________________ method is a comparative-ratings scale in which an individual divides some given sum among two or more attributes on a basis such as importance or favorability.

Question 62

A(n)____________________ scale is a self-report technique for attitude measurement in which respondents are asked to indicate how accurately each of a number of statements describes the object of interest.

Question 63

Compare and contrast the most widely used attitude scaling techniques in marketing research.Be sure to explain why researchers prefer them

Question 64

The most common approach taken by marketing researchers to measure attitude is ____________________ measures.

Question 65

A problem that arises when respondents answer questionnaire items in a similar way without thinking about the items is called ____________________.

Question 66

____________________ scales consist of pairs of bipolar words or phrases that can be used to describe the attitude object.