Exam 14: Attitude Measurement

Sorting tasks require that respondents indicate their attitudes or beliefs by arranging items on the based of perceived similarity or some other attribute.

A fixed-alternative rating scale with an equal number of both positive and negative categories,with a neutral point in the middle of the scale,is called a(n)____________________ scale.

In which type of scale is a neutral point,or point of indifference,at the center of the scale?

An attitude scale that asks respondents about a single concept by itself is called a(n)____________________ rating scale.

When a respondent is asked whether he agrees,disagrees,or has no opinion to a series of statements,what type of scale is being used?

Researchers who accept the notion of forced-choice scales essentially argue that the respondents really do have an attitude toward the items that they are asked about.

An enduring disposition to respond consistently to an aspect of the world is called a(n)____________________.

If a Likert scale statement is worded negatively,the scoring of this item needs to recoded so that its score values are the opposite of the values of a statement that is positively worded.

Which type of scale is the following?

Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements?

When a respondent is asked: "How often,on the average,do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never,rarely,sometimes,often,very often,this is an example of a ____ scale.

What type of scale is the following when female shoppers are asked to rate Macy's department store in terms of its women's apparel items?

When a respondent is asked either to agree or to disagree with the statement: "The Mayor is doing a good job of managing the affairs of the city," this type of question produces ____ data.

When respondents are asked to indicate the magnitude of a characteristic that a brand of toothpaste has,this is an example of a(n)____________________.

Ranking measurements of attitudes provide interval data.

Semantic differential scales can be scored by: -3,-2,-1,0,+1,+2,+3

If a marketing researcher wants to compare three brands of toothpaste on the basis of their flavor using the paired comparison method,the researcher must ask each respondent to make three comparisons.

Which attitude component represents a person's awareness and knowledge of the relative matter?

A scale that presents respondents with a graphic continuum is called a(n)____________________ rating scale.

Laurie believes a Honda Accord get 36 miles per gallon.This belief represents which component of an attitude?