Exam 7: Measurement and Scaling

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.

Which scale is NOT an itemized rating scale?

The most popular comparative scaling technique is semantic differential scaling.

A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a nominal scale.

Validity 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.

Given space limitations, it is not feasible to employ more than one scaling method to measure a given construct in social media.

A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n)________.

Which of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

________ 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.

A(n)________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

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

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?

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

Which of the following is NOT a classification of itemized rating scales?

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 ________.

A major disadvantage of constant sum scaling is that it ________.

Which of the following is NOT recognized as a comparative scaling technique?

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

Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other?

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