Question 1

Constant sum scales are used when many objects are involved because respondents find it easy to sum to one hundred.

Accepted Answer

A) True 
 B)False

Question 2

An even number of categories is preferred when a respondent can legitimately adopt a neutral position.

Accepted Answer

A) True 
 B)False

Question 3

The classification of respondents by marital status is an example of an ordinal scale.

Accepted Answer

A) True 
 B)False

Question 4

Relevancy refers to how relevant the attitude measure is in the present study.

Accepted Answer

A) True 
 B)False

Question 5

The question - " Jane Fonda is the best actress I have ever seen " strongly agree -------------strongly disagree is an example of a _______________ scale.

Accepted Answer

A)  Thurstone 
B)  Guttman 
C)  Semantic differential 
D)  Likert 
E)  Stapel 
A)  Thurstone 
B)  Guttman 
C)  Semantic differential 
D)  Likert 
E)  Stapel

Question 6

Itemized category sales may include 
a) scales in which only the polar categories are labeled 
b) scales in which a judgement comparison is not required 
c) scales in which the respondent is forced to make a choice or is given a provision to indicate "don't know" 
d) scales in which the favorable and unfavorable categories are equal 
e) all of the above

Accepted Answer

The answer of Itemized category sales may include 
a) scales...

Question 7

The cognitive component of an attitude represents a person's information about an object.

Accepted Answer

A) True 
 B)False

Question 8

Money is an example of a ratio-scaled variable.Zero represents none of the variables, and $200 is twice as much as $100.

Accepted Answer

A) True 
 B)False

Question 9

What component of the attitude would be measured by the following question? "What airlines do you know of that fly from San Francisco to Denver?" 
a) The cognitive component 
b) The affective component 
c) The liking component 
d) The action component 
e) None of the above

Accepted Answer

The answer of What component of the attitude would be...

Question 10

An assumption of the Likert scaling method is that each item or statement measures some aspect of a single common factor.

Accepted Answer

A) True 
 B)False

Question 11

Scaling is the process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses.

Accepted Answer

A) True 
 B)False

Question 12

The ideal number of scale categories is

Accepted Answer

A) always an even number. 
B) two or three. 
C) an odd or even number, but always with a neutral point. 
D) more than nine. 
E) none of the above. 
A) always an even number. 
B) two or three. 
C) an odd or even number, but always with a neutral point. 
D) more than nine. 
E) none of the above.

Question 13

The maximum summated score for a 20-item Likert scale five categories for each item) is 100.

Accepted Answer

A) True 
 B)False

Question 14

If a researcher needs to make comparisons of absolute magnitude, a ________ scale must be used.

Accepted Answer

A) pictorial scale. 
B) semantic differential scale. 
C) ratio scale. 
D) constant sum scale. 
E) none of the above. 
A) pictorial scale. 
B) semantic differential scale. 
C) ratio scale. 
D) constant sum scale. 
E) none of the above.

Question 15

A Likert scale is also called a summated scale because the scores on individual items or statements are summed to produce a total score for each respondent.

Accepted Answer

A) True 
 B)False

Question 16

In nominal scales

Accepted Answer

A) the researcher obtains a ranking of objects with respect to a common factor. 
B) the location of the zero point is fixed. 
C) it is possible to say how many times greater or smaller one object is than another. 
D) objects are assigned to mutually exclusive categories, but there is no necessary relationship between categories 
E) none of the above. 
A) the researcher obtains a ranking of objects with respect to a common factor. 
B) the location of the zero point is fixed. 
C) it is possible to say how many times greater or smaller one object is than another. 
D) objects are assigned to mutually exclusive categories, but there is no necessary relationship between categories 
E) none of the above.

Question 17

The objective of item analysis in the Likert scaling method is to choose items that least discriminate among those with favorable and unfavorable attitudes.

Accepted Answer

A) True 
 B)False

Question 18

A similarity judgment belongs to the liking component of an attitude.

Accepted Answer

A) True 
 B)False

Question 19

Paired comparisons are an example of

Accepted Answer

A) constant sum scales. 
B) Thurstone scales. 
C) the associative scaling technique. 
D) rank-order scales. 
E) none of the above. 
A) constant sum scales. 
B) Thurstone scales. 
C) the associative scaling technique. 
D) rank-order scales. 
E) none of the above.

Question 20

When dealing with an interval scale such as Fahrenheit temperature, it is correct to say 
a) the difference between 90 and 30 is three times the difference between 40 and 20 
b) 60 is three times as hot as 20 
c) both a and b are correct 
d) none of the above are correct

Accepted Answer

The answer of When dealing with an interval scale such...

Exam 11: Attitude Measurement

Constant sum scales are used when many objects are involved because respondents find it easy to sum to one hundred.

An even number of categories is preferred when a respondent can legitimately adopt a neutral position.

The classification of respondents by marital status is an example of an ordinal scale.

Relevancy refers to how relevant the attitude measure is in the present study.

The question - " Jane Fonda is the best actress I have ever seen " strongly agree -------------strongly disagree is an example of a _______________ scale.

The cognitive component of an attitude represents a person's information about an object.

Money is an example of a ratio-scaled variable.Zero represents none of the variables, and $200 is twice as much as $100.

What component of the attitude would be measured by the following question? "What airlines do you know of that fly from San Francisco to Denver?" a) The cognitive component b) The affective component c) The liking component d) The action component e) None of the above

An assumption of the Likert scaling method is that each item or statement measures some aspect of a single common factor.

Scaling is the process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses.

The ideal number of scale categories is

The maximum summated score for a 20-item Likert scale five categories for each item) is 100.

If a researcher needs to make comparisons of absolute magnitude, a ________ scale must be used.

A Likert scale is also called a summated scale because the scores on individual items or statements are summed to produce a total score for each respondent.

In nominal scales

The objective of item analysis in the Likert scaling method is to choose items that least discriminate among those with favorable and unfavorable attitudes.

A similarity judgment belongs to the liking component of an attitude.

Paired comparisons are an example of

When dealing with an interval scale such as Fahrenheit temperature, it is correct to say a) the difference between 90 and 30 is three times the difference between 40 and 20 b) 60 is three times as hot as 20 c) both a and b are correct d) none of the above are correct

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters