Using a Scale, a Researcher Determines That the Brand Attitudes

Multiple Choice

Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7 point scale) . Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale) . This indicates that there was some problem with the scale being used. This problem is a problem related to:

A) scale reliability.
B) scale validity.
C) scale comprehension.
D) scale assess ability.
E) scale stability.