Exam 7: Measurement and Scaling

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

In semantic differential scales, the negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right- or left-hand sides without reading the labels.

Common examples of ordinal scales include educational levels and social security numbers.

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 object, is called a Stapel scale.

Perfect validity implies perfect reliability.

Because the zero point is fixed in interval scales, it is not meaningful to take ratios of scale values.

________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.

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

According to the text, which of the following is NOT one of the commonly used itemized rating scales?

A continuous rating scale allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.

Perfect reliability implies perfect validity.

In marketing research, ordinal scales are used to measure market share.

________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.

According to the text, ________ means that there is no overlap between classes and every object being measured falls into only one class.

In a short essay, list and discuss the four primary scales of measurement.Include an example of how each scale of measurement is used in marketing research.

In a department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study.Suppose store number 9 referred to Sears and store number 6 referred to Neiman Marcus.Using this information, which of the following statements is true?

According to the text, ________ means that all the objects fall into one of the classes.

Which scale is NOT an itemized rating scale?

The generation of a continuum upon which measured objects are located is called ________.

A(n)________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.