Exam 9: Measurement and Scaling: Non Comparative Scaling Techniques

There are several problems associated with the test-retest approach to determining reliability.If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk,then there is a problem with ________.

(Multiple Choice)

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Question 61

The Likert scale has several advantages.Which of the following is not an advantage?

(Multiple Choice)

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Question 62

Situational factors,such as the lack of clarity of the scale,including the instructions or the items themselves,and analysis factors,such as differences in scoring and statistical analysis are both ________ in measurement.

(Multiple Choice)

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Question 63

Which of the following statements does not pertain to non-comparative scales?

(Multiple Choice)

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Question 64

When developing scales for international research,the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used.Which of the following should be of concern to the marketing researcher when developing scales for international research?

(Multiple Choice)

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Question 65

Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

(True/False)

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Question 66

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

(Multiple Choice)

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Question 67

XO = XT + XS + XR represents the pure score model.

(True/False)

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Question 68

An advantage of the Stapel scale is it can be administered over the telephone.

(True/False)

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Question 69

In an itemized rating scale,the respondents are provided with a scale that has a number or brief description associated with each category.

(True/False)

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Question 70

A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________.

(Multiple Choice)

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Question 71

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

(Multiple Choice)

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Question 72

How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a ________.

(Multiple Choice)

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Question 73

________ represents stable factors that affect the observed score in the same way each time the measurement is made,such as mechanical factors (see Fig.9.6 in the text).

(Multiple Choice)

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Question 74

________ is a type of validity that addresses the question of what construct or characteristic the scale is measuring.An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale.

(Multiple Choice)

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Question 75

Given its subjective nature,content validity alone is a sufficient measure of the validity of a scale.

(True/False)

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Question 76

The smaller the number of scale categories,the finer the discrimination among stimulus objects that is possible.

(True/False)

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Question 77

A multi-item scale should be evaluated for accuracy and applicability.This involves an assessment of all of the following except ________.

(Multiple Choice)

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Question 78

Non-comparative itemized rating scales with strong adjectives as anchors (1=generally disagree,7=generally agree)result in less variable and more peaked response contributions.

(True/False)

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Question 79

Which of the following is not an approach to assess multi-item scale reliability?

(Multiple Choice)

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Question 80

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Exam 9: Measurement and Scaling: Non Comparative Scaling Techniques

There are several problems associated with the test-retest approach to determining reliability.If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk,then there is a problem with ________.

The Likert scale has several advantages.Which of the following is not an advantage?

Situational factors,such as the lack of clarity of the scale,including the instructions or the items themselves,and analysis factors,such as differences in scoring and statistical analysis are both ________ in measurement.

Which of the following statements does not pertain to non-comparative scales?

Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

XO = XT + XS + XR represents the pure score model.

An advantage of the Stapel scale is it can be administered over the telephone.

In an itemized rating scale,the respondents are provided with a scale that has a number or brief description associated with each category.

A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________.

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

________ represents stable factors that affect the observed score in the same way each time the measurement is made,such as mechanical factors (see Fig.9.6 in the text).

________ is a type of validity that addresses the question of what construct or characteristic the scale is measuring.An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale.

Given its subjective nature,content validity alone is a sufficient measure of the validity of a scale.

The smaller the number of scale categories,the finer the discrimination among stimulus objects that is possible.

A multi-item scale should be evaluated for accuracy and applicability.This involves an assessment of all of the following except ________.

Non-comparative itemized rating scales with strong adjectives as anchors (1=generally disagree,7=generally agree)result in less variable and more peaked response contributions.

Which of the following is not an approach to assess multi-item scale reliability?

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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