Exam 14: Attitude Measurement

A variation of the graphic rating scale is the ____________________ scale.

What type of scale is the following?

Which type of scale is the following?

When respondents are asked to choose among four brands of detergent in such a way that they are asked to select the brand they prefer when each brand is compared with each other brand,this is a type of ____________________ measurement.

When respondents are asked to divide up a sum (e.g.50 points)to indicate the relative importance of features on a new car,this is an example of a(n)____________________ scale.

A type of scale that demands that respondents divide points among several attributes to indicate their relative importance is called a:

"I hate asparagus" is an example of which component of an attitude toward asparagus?

A(n)____________________ scale measures attitudes in both their direction and their intensity simultaneously.

Which type of scale has respondents describe their attitude using a series of bipolar rating scales?

A Stapel scale measures both the direction and the intensity of the attitude at the same time.

When respondents are asked whether they strongly agree,agree,are neutral,disagree,or strongly disagree to a series of attitude items,this is an example of a(n)____________________ scale.

The Stapel scale is more difficult to administer in a phone interview than a semantic differential scale.

Marketing researchers generally assume that the semantic differential provides interval data.

A(n)____________________ scale measures attitudes by using 7-point rating scales that are anchored at either end by polar opposite adjectives.

How many choices do researchers commonly use when using Likert scales?