Question 1

Validity can be assessed by examining all of the following except ________.

Accepted Answer

A)  item validity 
B)  criterion validity 
C)  content validity 
D)  construct validity 
A)  item validity 
B)  criterion validity 
C)  content validity 
D)  construct validity

Question 2

The researcher can bias the scales by either biasing the wording of the statements (Likert type scales),the scale descriptors,or other aspects of the scale.

Accepted Answer

A) True 
 B)False

Question 3

Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non-comparative itemized rating scale?

Accepted Answer

A)  If the distribution of responses is likely to be skewed,either positively or negatively,a balanced scale with more categories in the direction of skewness may be appropriate. 
B)  The scale should be balanced to obtain objective data. 
C)  If an unbalanced scale is used,the nature and degree of unbalance in the scale should be taken into account in data analysis. 
D)  In a balanced scale,the number of favorable and unfavorable categories are equal. 
A)  If the distribution of responses is likely to be skewed,either positively or negatively,a balanced scale with more categories in the direction of skewness may be appropriate. 
B)  The scale should be balanced to obtain objective data. 
C)  If an unbalanced scale is used,the nature and degree of unbalance in the scale should be taken into account in data analysis. 
D)  In a balanced scale,the number of favorable and unfavorable categories are equal.

Question 4

Which of the following is not a problem with alternative-forms reliability?

Accepted Answer

A)  It is time consuming and expensive to construct an equivalent form of the scale. 
B)  The results will depend on how the scale items are split. 
C)  It is difficult to construct two equivalent forms of a scale. 
D)  Both B and C are correct. 
A)  It is time consuming and expensive to construct an equivalent form of the scale. 
B)  The results will depend on how the scale items are split. 
C)  It is difficult to construct two equivalent forms of a scale. 
D)  Both B and C are correct.

Question 5

Non-comparative scales are often referred to as monadic scale.

Accepted Answer

A) True 
 B)False

Question 6

Construct validity is the simplest and easiest type of validity to establish.

Accepted Answer

A) True 
 B)False

Question 7

Profile analysis involves determining the average respondent ratings for each item.

Accepted Answer

A) True 
 B)False

Question 8

A ________ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

Accepted Answer

A)  Stapel scale 
B)  continuous rating scale 
C)  semantic differential scale 
D)  Likert scale 
A)  Stapel scale 
B)  continuous rating scale 
C)  semantic differential scale 
D)  Likert scale

Question 9

Of the three itemized rating scales considered,the semantic differential scale is used the least.

Accepted Answer

A) True 
 B)False

Question 10

The Likert scale is also referred to as a summated scale.

Accepted Answer

A) True 
 B)False

Question 11

The ________ is known for its versatility and is very popular with marketing researchers.

Accepted Answer

A)  continuous rating scale 
B)  semantic differential scale 
C)  Likert scale 
D)  Stapel scale 
A)  continuous rating scale 
B)  semantic differential scale 
C)  Likert scale 
D)  Stapel scale

Question 12

Which statement is true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

Accepted Answer

A)  If the respondents are interested in the scaling task and are knowledgeable about the objects,a larger number of categories may be employed. 
B)  If telephone interviews are involved,many categories may confuse the respondents. 
C)  Space limitations may restrict the number of categories in mail questionnaires. 
D)  All of the statement above are true. 
A)  If the respondents are interested in the scaling task and are knowledgeable about the objects,a larger number of categories may be employed. 
B)  If telephone interviews are involved,many categories may confuse the respondents. 
C)  Space limitations may restrict the number of categories in mail questionnaires. 
D)  All of the statement above are true.

Question 13

Which statement is not true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

Accepted Answer

A)  How the data are to be analyzed and used should also influence the number of categories. 
B)  The smaller the number of scale categories,the finer the discrimination among stimulus objects that is possible. 
C)  Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. 
D)  If the respondents are not very knowledgeable or not involved with the task,fewer categories should be used. 
A)  How the data are to be analyzed and used should also influence the number of categories. 
B)  The smaller the number of scale categories,the finer the discrimination among stimulus objects that is possible. 
C)  Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. 
D)  If the respondents are not very knowledgeable or not involved with the task,fewer categories should be used.

Question 14

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text).

Accepted Answer

A)  purchase frequency 
B)  satisfaction 
C)  attitude 
D)  purchase intent 
A)  purchase frequency 
B)  satisfaction 
C)  attitude 
D)  purchase intent

Question 15

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?

Accepted Answer

A)  Likert scale 
B)  continuous rating scale 
C)  Stapel scale 
D)  semantic differential scale 
A)  Likert scale 
B)  continuous rating scale 
C)  Stapel scale 
D)  semantic differential scale

Question 16

________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated.

Accepted Answer

A)  Test-retest reliability 
B)  Alternative-forms reliability 
C)  Split-half reliability 
D)  Internal consistency reliability 
A)  Test-retest reliability 
B)  Alternative-forms reliability 
C)  Split-half reliability 
D)  Internal consistency reliability

Question 17

Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale?

Accepted Answer

A)  A rating scale with an even number of categories should be used if the researcher wants to force a response. 
B)  The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. 
C)  With an odd number of categories,the middle scale position is generally designated neutral or impartial. 
D)  All of the above statements are true. 
A)  A rating scale with an even number of categories should be used if the researcher wants to force a response. 
B)  The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. 
C)  With an odd number of categories,the middle scale position is generally designated neutral or impartial. 
D)  All of the above statements are true.

Question 18

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns.The Awareness (of Privacy Practices)scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________.

Accepted Answer

A)  Likert scale 
B)  semantic differential scale 
C)  continuous rating scale 
D)  Stapel scale 
A)  Likert scale 
B)  semantic differential scale 
C)  continuous rating scale 
D)  Stapel scale

Question 19

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

Accepted Answer

A) True 
 B)False

Question 20

In a ________,respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

Accepted Answer

A)  continuous rating scale 
B)  Likert scale 
C)  Stapel scale 
D)  semantic differential scale 
A)  continuous rating scale 
B)  Likert scale 
C)  Stapel scale 
D)  semantic differential scale

Exam 9: Measurement and Scaling: Non Comparative Scaling Techniques

Validity can be assessed by examining all of the following except ________.

The researcher can bias the scales by either biasing the wording of the statements (Likert type scales),the scale descriptors,or other aspects of the scale.

Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non-comparative itemized rating scale?

Which of the following is not a problem with alternative-forms reliability?

Non-comparative scales are often referred to as monadic scale.

Construct validity is the simplest and easiest type of validity to establish.

Profile analysis involves determining the average respondent ratings for each item.

A ________ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

Of the three itemized rating scales considered,the semantic differential scale is used the least.

The Likert scale is also referred to as a summated scale.

The ________ is known for its versatility and is very popular with marketing researchers.

Which statement is true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

Which statement is not true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text).

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?

________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated.

Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale?

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns.The Awareness (of Privacy Practices)scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________.

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

In a ________,respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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