Question 1

Content validity is also called face validity.

Accepted Answer

A) True 
 B)False

Question 2

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to ____ scales.

Accepted Answer

A) nominal 
B) ordinal 
C) interval 
D) ratio 
E) interval and ratio 
A) nominal 
B) ordinal 
C) interval 
D) ratio 
E) interval and ratio

Question 3

Which of the following statements is INCORRECT with respect to predictive validity?

Accepted Answer

A) It is relatively easy to assess. 
B) It includes predictive and concurrent validity. 
C) It is usually established by means of a correlation. 
D) It is the most important kind of validity since it enables researchers to make accurate predictions. 
E) It requires measurement of a criterion variable. 
A) It is relatively easy to assess. 
B) It includes predictive and concurrent validity. 
C) It is usually established by means of a correlation. 
D) It is the most important kind of validity since it enables researchers to make accurate predictions. 
E) It requires measurement of a criterion variable.

Question 4

Predictive validity is NOT concerned with

Accepted Answer

A) the use of a test score to predict some future occurrence. 
B) the relationship between the predictive and criterion variables when both are assessed at the same point in time. 
C) the use of a test score to predict some simultaneous occurrence. 
D) the degree to which the measure appears to be measuring the full range of the construct. 
E) predictive validity is concerned with all of the above. 
A) the use of a test score to predict some future occurrence. 
B) the relationship between the predictive and criterion variables when both are assessed at the same point in time. 
C) the use of a test score to predict some simultaneous occurrence. 
D) the degree to which the measure appears to be measuring the full range of the construct. 
E) predictive validity is concerned with all of the above.

Question 5

Which of the following statements is INCORRECT with respect to a nominally classified variable?

Accepted Answer

A) Counting is the only permissible operation. 
B) The median is a permissible measure of central tendency. 
C) The only property conveyed by the number is identity. 
D) When members of a sample have been classified along a nominal scale,it is possible to say what percentage of the sample is classified a certain way. 
E) The mode is a permissible measure of central tendency. 
A) Counting is the only permissible operation. 
B) The median is a permissible measure of central tendency. 
C) The only property conveyed by the number is identity. 
D) When members of a sample have been classified along a nominal scale,it is possible to say what percentage of the sample is classified a certain way. 
E) The mode is a permissible measure of central tendency.

Question 6

Discuss,in detail,the two types of error that may affect measurement scores.

Accepted Answer

The first type of error is systematic er

Question 7

Which of the following statements concerning measurement is FALSE?

Accepted Answer

A) Properties of the attributes must first be determined before measurement begins. 
B) Numbers are assigned to accurately reflect properties of an attribute. 
C) Typically,researchers recognize five "levels" of measurement. 
D) Both a and b. 
E) a,b,and c. 
A) Properties of the attributes must first be determined before measurement begins. 
B) Numbers are assigned to accurately reflect properties of an attribute. 
C) Typically,researchers recognize five "levels" of measurement. 
D) Both a and b. 
E) a,b,and c.

Question 8

Which of the following is an example of construct validation procedures? When attempting to measure the personality of Chevrolet owners,researchers used the California Personality Inventory.

Accepted Answer

A) As expected,scores on this test were found to correlate highly with scores on Edwards Personal Preference Schedule but very low correlations were found with scores on a Social Responsibility scale. 
B) Scores of the California Personality Inventory were administered to the same subjects on two different occasions and correlated. 
C) Scores on the California Personality Inventory were used to predict attitudes toward Chevrolets. 
D) Scores on the California Personality Inventory were found to successfully predict Chevrolet owners. 
E) All of the above are examples of procedures followed in examining the construct validity of a measure. 
A) As expected,scores on this test were found to correlate highly with scores on Edwards Personal Preference Schedule but very low correlations were found with scores on a Social Responsibility scale. 
B) Scores of the California Personality Inventory were administered to the same subjects on two different occasions and correlated. 
C) Scores on the California Personality Inventory were used to predict attitudes toward Chevrolets. 
D) Scores on the California Personality Inventory were found to successfully predict Chevrolet owners. 
E) All of the above are examples of procedures followed in examining the construct validity of a measure.

Question 9

With an interval scale

Accepted Answer

A) we cannot compare the absolute magnitude of numbers. 
B) we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. 
C) there is a naturally-occurring zero point. 
D) the median and the mode are the only permissible measures of average. 
E) They are all false. 
A) we cannot compare the absolute magnitude of numbers. 
B) we cannot state that the difference between 0.25 and 0.50 is the same as the difference between 37.75 and 38.00. 
C) there is a naturally-occurring zero point. 
D) the median and the mode are the only permissible measures of average. 
E) They are all false.

Question 10

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.

Accepted Answer

The answer of Any scale or other measurement instrument that...

Question 11

If a respondent says his income is "Over $100,000 per annum" when,in fact,it is "$50,000 per annum",the difference between the true and actual measurement of income in this case could be said to LACK

Accepted Answer

A) reliability. 
B) validity. 
C) Both a and b. 
D) Neither a nor b. 
E) nominal scale. 
A) reliability. 
B) validity. 
C) Both a and b. 
D) Neither a nor b. 
E) nominal scale.

Question 12

Which of the following is FALSE?

Accepted Answer

A) It is true about psychological measurement that the situation in which the measurement is obtained can affect the score obtained. 
B) Random error is also known as constant error.This is due to the fact that there are typically an equal number of positive and negative errors that yield a constant sum. 
C) The validity of a measurement instrument refers to the extent to which differences in scores reflect true differences among entities on the characteristic that the instrument seeks to measure. 
D) Both a and b. 
E) a,b,and c. 
A) It is true about psychological measurement that the situation in which the measurement is obtained can affect the score obtained. 
B) Random error is also known as constant error.This is due to the fact that there are typically an equal number of positive and negative errors that yield a constant sum. 
C) The validity of a measurement instrument refers to the extent to which differences in scores reflect true differences among entities on the characteristic that the instrument seeks to measure. 
D) Both a and b. 
E) a,b,and c.

Question 13

Which of the following about interval scales is FALSE?

Accepted Answer

A) An interval scale exhibits the property of order. 
B) Absolute magnitudes cannot be compared using an interval scale because the zero point is established arbitrarily. 
C) The number of years the respondent has lived at a particular address is an example of an interval scale. 
D) Both a and b. 
E) a,b,and c. 
A) An interval scale exhibits the property of order. 
B) Absolute magnitudes cannot be compared using an interval scale because the zero point is established arbitrarily. 
C) The number of years the respondent has lived at a particular address is an example of an interval scale. 
D) Both a and b. 
E) a,b,and c.

Question 14

When the scale type is nominal the appropriate measure of central tendency is ____.When the scale type is interval or ratio the appropriate measure of central tendency is ____.

Accepted Answer

A) mode;mean 
B) median;mean 
C) mean;mode 
D) mean;median 
E) mode;median 
A) mode;mean 
B) median;mean 
C) mean;mode 
D) mean;median 
E) mode;median

Question 15

____ scales possess an absolute zero.

Accepted Answer

A) Nominal 
B) Ordinal 
C) Interval 
D) Ratio 
E) Continuous 
A) Nominal 
B) Ordinal 
C) Interval 
D) Ratio 
E) Continuous

Question 16

Random error affects the measurement in a constant way.

Accepted Answer

A) True 
 B)False

Question 17

The number of "outs" in a baseball game is measured on a(n)

Accepted Answer

A) ratio scale. 
B) interval scale. 
C) ordinal scale. 
D) nominal scale. 
E) lambda scale. 
A) ratio scale. 
B) interval scale. 
C) ordinal scale. 
D) nominal scale. 
E) lambda scale.

Question 18

Which of the following is TRUE?

Accepted Answer

A) Three aspects of validity - pragmatic,content,and construct - are not only conceptually independent but are in actual practice rarely related to each other. 
B) A measure has been used repeatedly and has produced almost identical answers;therefore this instrument is valid. 
C) Random error is less troublesome than systematic error. 
D) Both a and b. 
E) a,b,and c. 
A) Three aspects of validity - pragmatic,content,and construct - are not only conceptually independent but are in actual practice rarely related to each other. 
B) A measure has been used repeatedly and has produced almost identical answers;therefore this instrument is valid. 
C) Random error is less troublesome than systematic error. 
D) Both a and b. 
E) a,b,and c.

Question 19

As defined in the text,measurement consists of

Accepted Answer

A) the assignment of numbers (representing quantities of attributes)to objects or events according to rules. 
B) using a given scale to make comparisons. 
C) determining the frequency of a particular attribute. 
D) assigning numbers solely for identification purposes. 
E) numbers which can be assigned to the physical properties of objects. 
A) the assignment of numbers (representing quantities of attributes)to objects or events according to rules. 
B) using a given scale to make comparisons. 
C) determining the frequency of a particular attribute. 
D) assigning numbers solely for identification purposes. 
E) numbers which can be assigned to the physical properties of objects.

Question 20

An attitude is a

Accepted Answer

A) hypothetical construct. 
B) conceptual construct. 
C) operational construct. 
D) systematic construct. 
E) random construct. 
A) hypothetical construct. 
B) conceptual construct. 
C) operational construct. 
D) systematic construct. 
E) random construct.

Exam 12: Asking Good Questions: Measurement Basics

Content validity is also called face validity.

The notion that equal differences among scores represent equal differences in the amount of the attribute possessed by the object applies to ____ scales.

Which of the following statements is INCORRECT with respect to predictive validity?

Predictive validity is NOT concerned with

Which of the following statements is INCORRECT with respect to a nominally classified variable?

Discuss,in detail,the two types of error that may affect measurement scores.

Which of the following statements concerning measurement is FALSE?

Which of the following is an example of construct validation procedures? When attempting to measure the personality of Chevrolet owners,researchers used the California Personality Inventory.

With an interval scale

Any scale or other measurement instrument that actually measures what it was intended to measure is said to have ____________________.

If a respondent says his income is "Over $100,000 per annum" when,in fact,it is "$50,000 per annum",the difference between the true and actual measurement of income in this case could be said to LACK

Which of the following is FALSE?

Which of the following about interval scales is FALSE?

When the scale type is nominal the appropriate measure of central tendency is ____.When the scale type is interval or ratio the appropriate measure of central tendency is ____.

____ scales possess an absolute zero.

Random error affects the measurement in a constant way.

The number of "outs" in a baseball game is measured on a(n)

Which of the following is TRUE?

As defined in the text,measurement consists of

An attitude is a

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

When the scale type is nominal the appropriate measure of central tendency is .When the scale type is interval or ratio the appropriate measure of central tendency is .