Exam 7: Measurement and Scaling

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

An interval scale 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.

A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a Stapel scale.

Scale categories can be ________.

Paired comparison scaling is useful when the number of brands under consideration is limited to no more than seven.

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called measurement.

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

Discuss measurement and scaling. What are they and how are they related?

Preference rankings, market position, and social class are examples of interval scales.

In a short essay, list and discuss the three types of comparative scaling techniques. Include a specific example for each scaling technique to support your answer.

Mutually exclusive means that there is no overlap between classes and every object being measured falls into only one class.

A(n)________ is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

Scales are only presented horizontally.

In developing countries, which of the following scales would be best for measuring consumer preferences?

According to the text, ________ are the simplest to use.

In a short essay, compare and contrast the categories of mutually exclusive and collectively exhaustive.

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

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

A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called paired comparison scaling.