Deck 14: Attitude Measurement

Question 1

A person's knowledge about a brand is part of the affective component of that person's attitude toward that brand.

Answer 1

False

Question 2

The semantic differential scale uses unlabeled response categories between two bipolar opposite adjectives.

Answer 2

True

Question 3

Semantic differential scales can be scored by: -3, -2, -1, 0, +1, +2, +3

Answer 3

True

Question 4

The Stapel scale is more difficult to administer in a phone interview than a semantic differential scale.

Question 5

In a linear scale, a respondent's score is the length in millimeters from one end of the scale to the point marked on the scale by the respondent.

Question 6

Business researchers generally assume that the semantic differential provides ratio data.

Question 7

Ranking measurements of attitudes provide interval data.

Question 8

A numerical scale is similar to a Likert scale except that is uses numbers instead of verbal descriptions as response options to identify response positions.

Question 9

If a Likert scale statement on five-point scale is recoded, a 4 would be recoded as a 2.

Question 10

Researchers have limited options for measuring attitudinal concepts..

Question 11

A rating task asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

Question 12

If a researcher wants to compare five brands of toothpaste on the basis of their flavor using the paired comparison method, the researcher must ask each respondent to make five comparisons.

Question 13

The constant-sum scale demands that respondents divide points among several attributes to indicate their relative importance.

Question 14

A person's attitude toward the American's With Disabilities Act can be directly observed.

Question 15

An image profile can be developed based on semantic differential data.

Question 16

A composite scale is made up of multiple items to represent a latent construct.

Question 17

Attitudes are thought to have three components: affective, cognitive, and behavioral.

Question 18

A variation of the graphic ratings scale is the ladder scale.

Question 19

Attitude can be measured using a two-point response scale.

Question 20

A Thurstone scale is widely used in business research because of its simplicity.

Question 21

A unidimensional rating scale is any measure of attitudes that asks respondents about a single concept in isolation.

Question 22

Sorting tasks require that respondents indicate their attitudes or beliefs by arranging items on the based of perceived similarity or some other attribute.

Question 23

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

A) cognitive
B) affective
C) behavioral
D) personal

Question 24

Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object?

A) constant-sum
B) Likert
C) Stapel
D) graphic rating

Question 25

Which attitude component represents a person's awareness and knowledge of the relative matter?

A) affective
B) cognitive
C) behavioral
D) personal

Question 26

When a respondent is asked either to agree or to disagree with the statement: "The CEO is doing a good job of managing the affairs of the corporation," this type of question produces______ data.

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

Question 27

A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.

Question 28

A(n) _____ is an enduring disposition to consistently respond in a given manner to various aspects of the world.

A) attitude
B) concept
C) expectation
D) construct

Question 29

When a respondent is asked: "How often do you travel on business in a six-month period?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, very often, this is an example of a _____ scale.

A) semantic differential
B) Likert
C) category
D) constant-sum

Question 30

Most psychological concepts are latent constructs and generally require multiple items.

Question 31

Researchers use forced-choice scales to minimize the number of blank answers.

Question 32

Which component of attitude reflects a predisposition to action by reflecting an individual's intentions?

A) behavioral component
B) absolute component
C) cognitive component
D) affective component

Question 33

When a respondent is asked to place each shopping mall in a list of four local shopping malls in the order in which she prefers to shop at each mall, this is an example of a ______ task.

A) rating
B) ranking
C) sorting
D) semantic differential

Question 34

Variables that are not directly observable but are measurable through indirect indicators, such as verbal expression or overt behavior, are called _____.

A) secondary variables
B) indirect constructs
C) hypothetical constructs
D) unrealized constructs

Question 35

"I love my job" is an example of which component of an attitude toward one's job?

A) affective
B) behavioral
C) cognitive
D) perceptive

Question 36

Which component of attitude refers to an individual's general feelings or emotions toward an object?

A) subjective
B) cognitive
C) affective
D) conative

Question 37

All of the following are basic components of attitude EXCEPT _____.

A) cognitive component
B) affective component
C) behavioral component
D) latent component

Question 38

Hank believes that the price of his tech company's stock will increase because the entire technology sector is experiencing rapid growth. This belief represents which component of Hank's attitude?

A) affective
B) behavioral
C) cognitive
D) personal

Question 39

When a respondent is given a set of 3" x 5" cards containing the current advertising slogan for a brand or product on each card and is asked to place the cards into two piles: (1) Recognize this slogan and can identify the brand/product and (2) Do not recognize the slogan, this is an example of a ______ task.

A) rating
B) ranking
C) constant-sum
D) sorting

Question 40

What type of scale is the following?

A) semantic differential
B) constant-sum
C) Thurstone
D) Likert

Question 41

_____ is a method of making sure all the items forming a composite scale are scored in the same direction.

A) Scoring
B) Reverse coding
C) Consistent coding
D) Composite scoring

Question 42

A researcher used five Likert items to make up an attitude toward cross-functional teams in the workplace. Two of the items were worded negatively, so the research changed the values of those items by subtracting their value from 6. What is this researcher doing?

A) reverse coding
B) cross-validating
C) data reduction
D) inverting the items

Question 43

What type of scale is the following when female shoppers are asked to rate Macy's department store in terms of its women's apparel items?

A) semantic differential
B) Stapel
C) paired comparison
D) constant-sum

Question 44

A type of scale that demands that respondents divide points among several attributes to indicate their relative importance is called a _____.

A) constant-sum scale
B) Likert scale
C) Stapel scale
D) semantic differential

Question 45

Which measure of attitude allows respondents to rate an object by choosing any point along a graphic continuum?

A) continuous rating scale
B) point scale
C) graphic rating scale
D) line scale

Question 46

How many choices do researchers commonly use when using Likert scales?

A) two
B) three
C) five
D) ten

Question 47

Which of the following is a graphic representation of semantic differential data for competing brands, products, or stores to highlight comparisons?

A) image profile
B) perceptual map
C) Likert profile
D) comparative profile

Question 48

Any measure of attitudes that asks respondents about a single concept in isolation is referred to as a(n) _____ rating scale.

A) monadic
B) unidimensional
C) primary
D) singular

Question 49

What type of scale is the following? Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant.
Modern _______________ Old-fashioned

A) graphic rating
B) Likert
C) linear
D) category

Question 50

What type of scale is the following? Contemporary ___ ___ ___ ___ ___ ___ Traditional

A) Likert
B) graphic rating
C) Thurstone
D) semantic differential

Question 51

If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary?

A) 3
B) 6
C) 15
D) 30

Question 52

What type of scale asks a respondent to rate a concept, such as a brand, in comparison with a benchmark (i.e., a competing brand) explicitly used as a frame of reference?

A) comparative rating scale
B) monadic rating scale
C) semantic differential
D) ladder scale

Question 53

What type of measurement is the following?

A) semantic differential
B) Thurstone
C) paired comparison
D) constant-sum

Question 54

Which type of scale is similar to a semantic differential except that it uses numbers, instead of verbal descriptions, as response options to identify response positions?

A) quantitative scale
B) summated scale
C) Stapel scale
D) numerical scale

Question 55

Which type of scale has respondents describe their attitude using a series of bipolar rating scales?

A) Likert
B) constant-sum
C) semantic differential
D) Thurstone

Question 56

What type of scale is the following?

A) Likert
B) paired comparison
C) Thurstone
D) constant-sum

Question 57

What type of scale is the following?

A) Likert
B) behavioral intention
C) semantic differential
D) constant-sum

Question 58

Which type of scale is the following?

A) Thurstone
B) monadic rating
C) constant-sum
D) behavioral intention

Question 59

All of the following are practical decisions regarding the selection of a measurement scale EXCEPT _____.

A) Is a ranking, sorting, rating or choice technique best?
B) Should a single measure of an index measure be used?
C) How large should the sample size be?
D) How many scale categories or response positions are needed to accurately measure an attitude?

Question 60

A _____ scale is a measure of attitudes that consists of a single adjective in the center of an even number of numerical values.

A) Stapel
B) unidimensional
C) numerical
D) differential

Question 61

An enduring disposition to respond consistently to an aspect of the world is called a(n) ______.

Question 62

Which type of fixed-alternative rating scale has more response categories at one end than the other, resulting in an unequal number of positive and negative categories?

A) biased rating scale
B) skewed rating scale
C) obtuse rating scale
D) unbalanced rating scale

Question 63

Attitudes are considered to be _____ constructs because they are not directly observable but are measurable through indirect indicators.

Question 64

A(n) ______ scale measures attitudes in both their direction and their intensity simultaneously.

Question 65

The component of attitude that represents the action that corresponds to a certain type of attitude is a(n) _____ component.

Question 66

When respondents are asked to indicate the magnitude of a characteristic that a brand of shampoo has, this is an example of a(n) ______.

Question 67

A scale that presents respondents with a graphic continuum is called a(n) _____ rating scale.

Question 68

In which type of scale is a neutral point, or point of indifference, at the center of the scale?

A) synergistic
B) symmetrical
C) unbalanced
D) balanced

Question 69

Which type of scale is the following?

A) Thurstone
B) unbalanced
C) paired comparison
D) balanced

Question 70

When respondents are asked whether they strongly agree, agree, are neutral, disagree, or strongly disagree to a series of attitude items, this is an example of a(n) ______ scale.

Question 71

A(n) ______ scale measures attitudes by using 7-point rating scales that are anchored at either end by polar opposite adjectives.

Question 72

When a respondent is required to choose one of the fixed alternatives, what type of scale is being used?

A) semantic differential
B) forced-choice
C) non-forced-choice
D) symmetric

Question 73

A(n) _____ is a graphical representation of semantic differential data for competing brands, products, or stores to highlight comparisons.

Question 74

When respondents are asked to divide up a sum (e.g. 50 points) to indicate the relative importance of features on a new car, this is an example of a(n) ______ scale.

Question 75

Which type of scale is the following?

A) balanced
B) Thurstone
C) unbalanced
D) semantic differential

Question 76

A(n) _____ scale is similar to a semantic differential except that it uses numbers, instead of verbal descriptions, as response options to identify response positions.

Question 77

_____ scales are formed by summing or averaging respondents' reactions to indicate a latent construct.

Question 78

A variation of the graphic rating scale is the _____ scale.

Question 79

When respondents are asked to order brands of cosmetics in terms of their prices (from high to low), this is an example of a(n) ______ task.

Question 80

_____ coding is a method of making sure all the items forming a composite scale are scored in the same direction.