Exam 10: The Concept of Measurement

A measurement rule tells the researcher what to do to measure something.

A statement that specifies which observable characteristics will be measured and how they will be measured in order to assign a number to the measurement is called a (n):

An ordinal scale always assumes that the "distance" between the ranks is equal along the scale.

Any marketing concept (e.g."brand loyalty")has a one best operational definition.

"Brand loyalty" is an example of a(n):

The first step in the measurement process is to:

The degree to which a test measures what it is supposed to measure is called that test's:

When adult women in St.Louis are asked to place the six shopping malls in this city into a sequence with the most-likely mall where they would go to shop coded as "1" and the least-likely mall coded as "6," what type of measurement scale is being used?

Categories that are mutually exclusive and collectively exhaustive make up which type of scale?

When Ford Motor Co.classifies its sales prospects for new cars into "likely buyer" or "likely non-buyer," what type of scale is Ford using?

When adult men in Chicago are given a list of five banks in Chicago that they are asked to place in a sequence with "1" used to identify the bank that they believe is most customer-friendly and "5" is used to identify the bank that is the least customer-friendly,what type of measurement scale is being used?

When a high school counselor is asked to determine the ability of the SAT-verbal test to estimate freshman grade-point average at various liberal arts colleges,this is an example of:

When a marketing researcher is asked to determine the relationship between the "number of yards gained" and the "number of games won" for professional football teams,this is a type of:

When test experts are asked to decide whether or not the test items on a test "cover" the topics the test is supposed to measure,this is a type of:

An interval scale always assumes that the "distance" between the numbers on the scale is equal across the scale.

Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event.

When participants in a research study are coded as either "male" or "female," what type of measurement scale is being used?

The similarity in test scores on the Graduate Management Admission Test (GMAT)between the first and second taking of this test by Business School M.B.A.applicants is known as what type of reliability of this test?

The process of assigning numbers or labels to people,objects,or events using specific rules is called:

The degree to which a measurement scale produces the same or similar results in repeated measurements over time is known as the ____________ of the scale.