Deck 9: The Concept of Measurement and Attitude Scales

Question 1

A scale that gives you a different weight every time you step on suffers from poor:

A) face validity.
B) construct validity.
C) split-half validity.
D) Reliability.
E) none of the above

Answer 1

D

Question 2

When few differences in scores are found between the first and second administration of a test, the test is said to have _________.

A) validity
B) stability
C) sensitivity
D) none of the above

Answer 2

B

Question 3

____________________ examines the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words.

A) Semantic differential scale
B) Rank order scales
C) Graphic rating scale
D) Paired comparison scale

Answer 3

A

Question 4

The Cronbach alpha technique gives researchers an idea of a scale's __________.

A) validity
B) reliability
C) sensitivity
D) none of the above

Question 5

Ranking questions generally produces ___________ level of measurement.

A) nominal
B) ordinal
C) interval
D) ratio
E) none of the above

Question 6

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served, we'd say the questionnaire lacked______ validity.

A) content
B) face
C) construct
D) criterion-related
E) none of the above

Question 7

In global marketing research, a study of beer in Spain requires a comparison with soft drinks. This is an example of______________.

A) functional equivalence
B) conceptual equivalence
C) definitional equivalence
D) valid equivalence
E) none of the above

Question 8

The measurement process begins with

A) a measurement scale
B) research findings
C) a constitutive definition
D) identify the concept of interest

Question 9

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

A) nominal
B) ordinal
C) interval
D) ratio
E) none of the above

Question 10

Why is it hard for marketing researchers to measure attributes like brand loyalty?

A) Everyone is different
B) Brands do not inspire loyalty
C) Difficult to devise rules to assess consumer attributes
D) Purchase intent defines consumer loyalty
E) None of the above

Question 11

_________________ asks a respondent to pick one of two objects from a set, based on some criteria.

A) Constant sum scales
B) Rank order scales
C) Graphic rating scale
D) Paired comparison scale

Question 12

Which is the weakest form of validity?

A) content
B) face
C) construct
D) criterion related
E) none of the above

Question 13

Which step(s) in the measurement process must be completed before evaluating the reliability and validity of the scale?

A) Identify the concept of interest.
B) Develop a construct.
C) Develop an operational definition.
D) Create a measurement scale.
E) all of the above

Question 14

An example of nominal scale data would be which of the following?

A) preference data
B) index numbers
C) sex of the respondent
D) unit sales
E) none of the above

Question 15

At the end of a trip aboard their cruise ships, Disney leaves questionnaires in the staterooms of passengers asking them to rate the cleanliness, service, and meal quality among other various attributes. The questionnaire uses a numerical rating system from very satisfied to very dissatisfied. What type of scale are they using?

A) graphic rating scale
B) itemized rating scale
C) rank-order scale
D) comparative scale

Question 16

What measurement do marketing researchers seek to quantify in their studies?

A) attitudes
B) income
C) brand loyalty
D) age
E) all of the above

Question 17

__________________ scale in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study.

A) Semantic
B) Rank order
C) Paired comparison
D) Likert

Question 18

__________________ requires the respondent to rate on a scale ranging from +5 to -5 how closely a descriptor adjective fits a given concept.

A) Semantic differential scale
B) Stapel scale
C) Graphic rating scale
D) Paired comparison scale

Question 19

Before a measurement scale can be shown to be valid, it must be _______.

A) stable
B) reliable
C) consistent
D) convergent

Question 20

When a researcher describes how a construct will be measured, this is referred to as what type of definition?

A) constitutive
B) theoretical
C) conceptual
D) operational

Question 21

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

A) Abstract Concepts
B) Constructs
C) Intuitive Constructs
D) None of the above.

Question 22

The measurement process begins with ____________.

A) Identifying the concept of interest
B) Developing a construct
C) Defining the construct
D) Evaluating reliability and validity

Question 23

______________ is a guide, a method, or a command that tells a research what to do.

A) Construct
B) Rule
C) Operational definition
D) Valid concept
E) Reliable concept

Question 24

If the same instrument gives consistent results every time it is used for a measurement, then it indicates:

A) test-retest reliability.
B) equivalent-forms reliability.
C) internal consistency.
D) internal validity.
E) external validity.

Question 25

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.

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

Question 26

When a researcher wants to show the differences separating two objects, the ideal type of scale to use is _________________.

A) nominal
B) ordinal
C) interval
D) none of the above

Question 27

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices:
(1) urban (2) rural (3) suburban

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

Question 28

Which of the following does not apply to an operational definition?

A) There can be many different potential operational definitions for a single concept.
B) It defines which observable characteristics will be measured.
C) It defines a concept and establishes boundaries for the concept.
D) Instruments are developed on the basis of it.
E) All of the above pertain to an operational definition.

Question 29

In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

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

Question 30

____________________ are/can be a source of measurement differences that produces random or systematic error.

A) Characteristics of individual respondents
B) Short-term personal factors
C) Situational Factors
D) Sampling of items included in the questionnaire
E) All of the above

Question 31

Which of the following types of scales is least likely to produce interval or ratio scale data?

A) paired comparison
B) itemized rating
C) graphic rating
D) constant sum
E) All produce interval or ratio scale data.

Question 32

_______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.

A) Operational definition
B) Constitutive definition
C) Concept
D) Rule
E) Valid concept

Question 33

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category.
___(1) 0 to 18 ___(2) 19 to 34 ___(3) 35 and over

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

Question 34

Brand loyalty has been defined as "A strongly motivated and long standing decision to purchase a particular product or service." This is an example of which type of definition?

A) constitutive
B) operational
C) reliable
D) valid

Question 35

Which of the following types of scales would allow the researcher to compute arithmetic means?

A) nominal
B) ordinal
C) ratio
D) interval
E) both (c) and (d)

Question 36

Cronbach's alpha is a statistical technique for measuring _______.

A) face validity
B) sensitivity
C) reliability
D) content validity

Question 37

If the researcher wishes to measure something that could have a value of zero, what would be the appropriate type of scale?

A) ordinal
B) qualitative
C) nominal
D) ratio
E) none of the above

Question 38

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

A) Predictive validity
B) Predictive reliability
C) Concurrent validity
D) Convergent validity
E) Discriminant validity

Question 39

You are creating a survey that is interested in ranking customers' preferences for various brands of cola. You would definitely need to use which type of scale?

A) nominal
B) ordinal
C) ratio
D) interval
E) none of the above

Question 40

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank. Which of the following scales would be most appropriate to achieve such an objective?

A) Likert
B) semantic differential
C) Stapel
D) constant sum
E) All of the above are appropriate.

Question 41

This type of scale will always produce an ordinal scale of measurement.

A) Likert scale
B) constant sum scale
C) pair-wise comparison scale
D) rank order scale
F) semantic differential scale

Question 42

A limitation of purchase intent scales is that __________ don't always accurately predict behavior.

A) constructs
B) attitudes
C) satisfaction scores
D) noncomparative scales

Question 43

Suppose you were evaluating preferred attributes in an automobile. You are to distribute 100 points in terms of how important each attribute is to you, as follows: ____styling
____handling
____horsepower
____towing capability
____economy
100% TOTAL
This scale illustrates which kind of technique?

A) constant sum
B) purchase intent
C) rank order
D) semantic differential
E) none of the above

Question 44

Which of the following is not characteristic of a Likert scale?

A) is a comparative rating scale
B) requires interviewee to respond to a statement
C) measures extent of agreement-disagreement with statement
D) possible to compute summated attitude scores with several statements concerning a concept, product or service
E) respondent considers only one statement at a time

Question 45

A questionnaire could be reliable without being valid.

Question 46

A survey question asks respondents to rate Starbucks coffee on a continuum from bitter to sweet. What type of scale is being used?

A) Likert
B) semantic differential
C) itemized rating scale
D) graphic rating scales
E) none of the above

Question 47

If a questionnaire contains questions which were poorly worded, then the questionnaire could have a serious "reliability" problem.

Question 48

Scales are categorized in two ways according to the text. The categories are:

A) Unidimensional & Multidimensional
B) Multidimensional & Graphic
C) Grapic & Unidimensional
D) Multidimensional & Perfect

Question 49

A pollster asks you to respond to the following choices concerning the upcoming presidential race: ____candidate A or ____candidate B
____candidate C or ____candidate B
____candidate A or ____candidate C
The pollster is invoking which type of attitude scale?

A) rank order
B) paired comparison
C) purchase intent
D) graphic rating

Question 50

Which type of scale would be least helpful to the researcher who wants to know how intensely respondents feel about a brand?

A) Likert
B) constant sum
C) rank order
D) semantic differential
E) none of the above

Question 51

This type of scale has been found to be a good predictor of consumer choice of frequently purchased and durable consumer products, while being easy to construct.

A) purchase intent
B) semantic differential
C) paired comparison
D) rank order
E) none of the above

Question 52

The following scale is illustrative of a __________scale. ____definitely buy
____probably buy
____might buy
____might not
____probably not
____definitely not

A) purchase intent
B) semantic differential
C) rank order
D) Likert
E) none of the above

Question 53

Indicate your level of agreement with the following statement: The President is doing a very good job.
Strongly Strongly
Agree Agree Indifferent Disagree Disagree
This scale illustrates which technique?

A) Likert
B) purchase intent
C) constant sum
D) paired comparison
E) none of the above

Question 54

Generally, well-constructed attitude scales will have between ____ & ______ response points.

A) 3-5
B) 5-7
C) 5-9
D) 3-9
E) none of the above

Question 55

Common arithmetic scales are used with ordinal scales.

Question 56

A(n) _________ scale may be used if previous research has shown that attitudes toward a particular brand are generally positive.

A) unbalanced
B) balanced
C) purchase intent
D) semantic differential
E) none of the above

Question 57

A constitutive definition is similar to a dictionary definition.

Question 58

Which of the following scale types is similar to graphic rating scales?

A) rank order scale
B) itemized rating scale
C) Likert scale
D) Stapel scale

Question 59

Researchers have found that by offering a "neutral" response on a scale, respondents who lack knowledge about a question will indicate a neutral response along with the respondents who are indeed neutral. To resolve this issue, researchers:

A) suggest respondents skip the question.
B) use "somewhat" categories.
C) use comparative rating scales.
D) offer a "don't know" response.
E) change the question to a "yes-no" format.

Question 60

Suppose a researcher needed output so as to be able to perform ratio analysis. Which of the following scales would be utilized?

A) semantic differential scale
B) Likert scale
C) constant sum scale
D) rank order scale

Question 61

Construct equivalence deals with how people see, understand, and develop measurements of a particular phenomenon.

Question 62

Marketers are typically interested in measuring observable constructs.

Question 63

A balanced scale is weighted toward one end or the other.

Question 64

Marketers sometimes measure constructs that do not have a true zero point.

Question 65

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

Question 66

Construct equivalence deals with how people see, understand and develop measurements for a particular phenomenon.

Question 67

The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.

Question 68

A nominal scale provides the researcher with metric data.

Question 69

An operational definition specifies which observable characteristics will be measured and the process for assigning a value to the concept.

Question 70

A "don't know" option can be an easy out for a lazy respondent.

Question 71

A problem often encountered with rules is a lack of clarity or specificity.

Question 72

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Question 73

Constant sum scales produce ratio scale data.

Question 74

Unidimensional scales are used when the concept being studied possesses several attributes, all of which need to be measured.

Question 75

The main advantage of rank order scales is that they are noncomparative rating scales producing interval scale data.

Question 76

A questionnaire could be valid without being reliable.

Question 77

A construct should be measured before it is defined.

Question 78

Physical characteristics of a respondent such as age, weight, & height are not examples of ratio-scaled variables.

Question 79

Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.

Question 80

Marketing constructs cannot be measured using unidimensional scales.