Exam 7: Measurement and Scaling

________ 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.

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

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

According to the text, total measurement error is determined by multiplying systematic error with random error.

A(n)________ 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.

A noncomparative scale is one of two types of scaling techniques in which each stimulus object is scaled independently of the others.

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

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.

Which of the following is NOT one of the four primary scales of measurement?

All the primary scales and all the comparative scales that have been discussed in the book can be easily implemented in social media with the exception of ratio scales.

The numbers assigned in a(n)________ do not reflect relative amounts of the characteristic being measured.

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

A noncomparative scale is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?

Which of the following primary scales of measurement is used for classification purposes?

A ratio scale is the highest level of measurement and allows the researcher to identify or classify objects, rank order the objects, and compare intervals or differences.

An analysis of social media content can provide guidance on the type of scaling techniques, comparative or noncomparative, to use.

A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

When using a(n)________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.