Question 1

________ is a type of validity that assesses the relationship between theoretical constructs.It seeks to confirm significant correlations between the constructs as predicted by theory.

Accepted Answer

A) Convergent validity 
B) Discriminant validity 
C) Nomological validity 
D) Concurrent validity

Question 2

Which of the following is not an approach to assess multi-item scale reliability?

Accepted Answer

A) test-retest reliability 
B) construct reliability 
C) alternative forms reliability 
D) internal consistency reliability

Question 3

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

Accepted Answer

A) True 
 B)False

Question 4

An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.

Accepted Answer

A) True 
 B)False

Question 5

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

Accepted Answer

A) Systematic error 
B) Measurement error 
C) Random error 
D) Variable error

Question 6

There are several problems associated with the test-retest approach to determining reliability.If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk,then there is a problem with ________.

Accepted Answer

A) the time interval between testing 
B) the initial measurement altering the characteristic being measured 
C) it being impossible to make repeated measurements 
D) the first measurement having a carryover effect to the second or subsequent measurements

Question 7

A ________ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

Accepted Answer

A) semantic differential scale 
B) Likert scale 
C) continuous rating scale 
D) Stapel scale

Question 8

The data obtained by using a Stapel scale can be analyzed in the same way as a ________.

Accepted Answer

A) continuous rating scale 
B) Constant sum scale 
C) semantic differential scale 
D) Ranking scale

Question 9

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

Accepted Answer

A) semantic differential scale 
B) Likert scale 
C) continuous rating scale 
D) Stapel scale

Question 10

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

Accepted Answer

A) semantic differential scale 
B) Likert scale 
C) continuous rating scale 
D) Stapel scale

Question 11

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text).

Accepted Answer

A) attitude 
B) satisfaction 
C) purchase frequency 
D) purchase intent

Question 12

When developing scales for international research,the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used.Which of the following should be of concern to the marketing researcher when developing scales for international research?

Accepted Answer

A) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures. 
B) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture. 
C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries. 
D) All of the above are correct.

Question 13

Of the three itemized rating scales considered,the semantic differential scale is used the least.

Accepted Answer

A) True 
 B)False

Question 14

Which non-comparative scale is analyzed using profile analysis?

Accepted Answer

A) Likert scale 
B) semantic differential scale 
C) Stapel scale 
D) all of the above

Question 15

________ is a type of validity,sometimes called face validity,that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

Accepted Answer

A) Construct validity 
B) Content validity 
C) Criterion validity 
D) Internal consistency validity

Question 16

When determining the number of scale categories to use in a non-comparative itemized rating scale,if individual responses are of interest,or the data will be analyzed by sophisticated statistical techniques,five or more scale categories may be required.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions?

Accepted Answer

A) the number of scale categories to use 
B) forced versus non-forced choice 
C) the order of the scale questions 
D) balanced versus unbalanced scales

Question 18

The Likert scale is also referred to as a summated scale.

Accepted Answer

A) True 
 B)False

Question 19

Non-comparative scales are often referred to as monadic scale.

Accepted Answer

A) True 
 B)False

Question 20

What are the advantages and disadvantages of the Likert scale?

Accepted Answer

The answer of What are the advantages and disadvantages of...

Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

________ is a type of validity that assesses the relationship between theoretical constructs.It seeks to confirm significant correlations between the constructs as predicted by theory.

Which of the following is not an approach to assess multi-item scale reliability?

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

There are several problems associated with the test-retest approach to determining reliability.If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk,then there is a problem with ________.

A ________ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

The data obtained by using a Stapel scale can be analyzed in the same way as a ________.

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text) ?

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text) .

Of the three itemized rating scales considered,the semantic differential scale is used the least.

Which non-comparative scale is analyzed using profile analysis?

________ is a type of validity,sometimes called face validity,that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

When determining the number of scale categories to use in a non-comparative itemized rating scale,if individual responses are of interest,or the data will be analyzed by sophisticated statistical techniques,five or more scale categories may be required.

Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions?

The Likert scale is also referred to as a summated scale.

Non-comparative scales are often referred to as monadic scale.

What are the advantages and disadvantages of the Likert scale?