Deck 11: Attitude Measurement

Question 1

Money is an example of a ratio-scaled variable.Zero represents none of the variables, and $200 is twice as much as $100.

Answer 1

True

Question 2

A similarity judgment belongs to the liking component of an attitude.

Answer 2

False

Question 3

The action or intentions component of an attitude refers to a person's expectations of future behavior toward an object.

Answer 3

True

Question 4

The numbers used to rank objects on an interval scale represent unequal increments of the attributes being measured.

Question 5

The three components of attitudes are the cognitive component, the affective component, and the liking component.

Question 6

If a researcher needs to make comparisons of absolute magnitude, a ratio scale must be used.

Question 7

Comparative scales do not have a common reference point.

Question 8

The classification of respondents by marital status is an example of an ordinal scale.

Question 9

The affective component of an attitude summarizes a person's overall feelings toward an object.

Question 10

One of the reasons for measuring attitudes instead of behavior is that attitudes are believed to be precursors of behavior.

Question 11

In general, a "don't know" category should be provided whenever respondents may have insufficient experience to make a meaningful judgment.

Question 12

The only arithmetic operation that a researcher can do with a nominal scale is a count of the number of responses in each category.

Question 13

The itemized category scale is the most widely used by marketing researchers.

Question 14

A Fahrenheit temperature scale is an example of an interval scale.

Question 15

With an interval scale, it is possible to say how many times greater or smaller one object is than another.

Question 16

The researcher who uses an ordinal scale can compute and interpret a mean score.

Question 17

An ordinal scale is obtained by ranking objects with regard to some common variable.

Question 18

The choice between different measurement scales, such as the ordinal or interval scale, depends on the personal preference of the researcher.The interpretation of data from the various scales is the same.

Question 19

Attitudes are mental states in individuals that structure the way they perceive their environment and guide the way they respond to it.

Question 20

The cognitive component of an attitude represents a person's information about an object.

Question 21

Profile analysis is also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval properties.

Question 22

In paired comparisons, objects to be ranked are presented two at a time.

Question 23

Construct validity can be considered before discriminant and convergent validity have been established

Question 24

One of the advantages of profile analysis is the ease of interpretation of the profiles of a large number of brands and many attributes.

Question 25

Constant sum scales are used when many objects are involved because respondents find it easy to sum to one hundred.

Question 26

The ranking task in rank-order scales corresponds to the process that a buyer goes through when making direct comparisons among available alternatives.

Question 27

The development of semantic differential scales requires some exploratory work to make sure that all important attributes are included.

Question 28

Virtually any attitude scaling technique can be adapted to the measurement of any attitude component.

Question 29

One of the limitations of paired comparisons is that comparing two items at a time is seldom the way in which choices are made in the marketplace.

Question 30

An assumption of the Likert scaling method is that each item or statement measures some aspect of a single common factor.

Question 31

The maximum summated score for a 20-item Likert scale five categories for each item) is 100.

Question 32

A Likert scale is also called a summated scale because the scores on individual items or statements are summed to produce a total score for each respondent.

Question 33

Thurstone scales are also known as the method of equal appearing intervals, since the aim is to obtain a unidimensional scale with interval properties.

Question 34

An attitude measure can adequately represent a characteristic or variable if it correlates or converges with other supposed measures of that variable

Question 35

An even number of categories is preferred when a respondent can legitimately adopt a neutral position.

Question 36

Associative scaling answers the question of how consumers make tradeoffs when there are several important dimensions and no alternative is clearly superior.

Question 37

The objective of item analysis in the Likert scaling method is to choose items that least discriminate among those with favorable and unfavorable attitudes.

Question 38

The midpoint on a bipolar semantic differential scale is a neutral point.

Question 39

In semantic differential scaling, negative or unfavorable poles are always placed on the right-hand side.

Question 40

"Sweet-not sweet" is an example of a bipolar semantic differential scale, while "sweet-sour" is an example of a monopolar scale.

Question 41

In continuous rating scales, the 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.

Question 42

Dividing a fixed number of units among product categories to reflect relative preference is using a method called a) paired comparison scaling b) constant sum scaling c) Thurstone scaling d) interval scaling e) none of the above

Question 43

What component of the attitude would be measured by the following question? "What airlines do you know of that fly from San Francisco to Denver?" a) The cognitive component b) The affective component c) The liking component d) The action component e) None of the above

Question 44

Generalizability refers to the ease of scale administration and interpretation in different research settings and situations.

Question 45

An attitude measure is valid if it measures what it is supposed to measure.

Question 46

The scaling that permits most sophisticated statistical analysis is

A) nominal scaling
B) ordinal scaling
C) interval scaling
D) ratio scaling

Question 47

Scaling is the process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses.

Question 48

When dealing with an interval scale such as Fahrenheit temperature, it is correct to say a) the difference between 90 and 30 is three times the difference between 40 and 20 b) 60 is three times as hot as 20 c) both a and b are correct d) none of the above are correct

Question 49

Measurement can be defined as a standardized process of assigning numbers or other symbols to certain characteristics of the objects of interest according to pre-specified rules.

Question 50

Profile analysis is an application of the semantic differential scale.

Question 51

If a scale is successful in measuring what it is supposed to measure, it is said to be a) robust b) generalizable c) reliable d) valid

Question 52

Comparisons of absolute magnitude are possible with an interval scale.

Question 53

The advantage of a Q sort scaling is that a small number of groups or piles can be used to increase the reliability of the results.

Question 54

Itemized category sales may include a) scales in which only the polar categories are labeled b) scales in which a judgement comparison is not required c) scales in which the respondent is forced to make a choice or is given a provision to indicate "don't know" d) scales in which the favorable and unfavorable categories are equal e) all of the above

Question 55

The advantage of a comparative scale is that the reference point is clear; hence, uniform reference point is possible.

Question 56

The funny faces scale is an example of a pictorial scale.

Question 57

Mathematically, reliability can be represented as the product of validity and relevancy.

Question 58

The ability to discriminate among meaningful differences in attitudes is sensitivity.

Question 59

Relevancy refers to how relevant the attitude measure is in the present study.

Question 60

A test-retest or parallel forms approach will help determine a) construct validity b) concurrent validity c) reliability d) face validity e) none of the above

Question 61

Likert scales

A)are also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval
Properties.
B)are also called summated scales because the scores on individual items or statements are summed to produce a total score for each
Respondent.
C)are generally hard to construct and administer.
D)require a neutral midpoint at the center of each scale.
E)none of the above.

Question 62

On a 20-item Likert scale, where "1" means "strongly unfavorable" and "5" means "strongly favorable," one respondent has a total score of 62 toward Brand Y.A researcher could conclude that

A)the respondent has a better-than-average attitude toward Brand Y.
B)the respondent has a positive attitude toward Brand Y because his score exceeds 50.
C)the respondent has a negative attitude toward Brand Y because his score exceeds 50.
D)the respondent's attitude is too hard to determine because his score of 62 is very close to 50.
E)none of the above.

Question 63

What component of attitude would be measured by the following question: "What airlines do you know of that fly from San Francisco to Denver?"

A)The cognitive component
B)The affective component
C)The liking component
D)The action component
E)None of the above

Question 64

Paired comparisons are an example of

A)constant sum scales.
B)Thurstone scales.
C)the associative scaling technique.
D)rank-order scales.
E)none of the above.

Question 65

In nominal scales

A)the researcher obtains a ranking of objects with respect to a common factor.
B)the location of the zero point is fixed.
C)it is possible to say how many times greater or smaller one object is than another.
D)objects are assigned to mutually exclusive categories, but there is no necessary relationship between categories
E)none of the above.

Question 66

The action component refers to a person's

A)overall feelings toward an object.
B)knowledge about an object.
C)expectations of future behavior.
D)preferences to an object.
E)none of the above.

Question 67

In ordinal scales

A)there is no order implied between scale categories.
B)arithmetic operations are limited to statistics such as the median or mode.
C)arithmetic operations include the computation of the mean.
D)it is possible to make comparisons of absolute magnitude.
E)none of the above.

Question 68

The measure of a person's overall feelings toward an object, situation, or person on a like-dislike or favorable-unfavorable scale is called the

A)affective component or liking component.
B)action component.
C)cognitive component.
D)none of the above.

Question 69

The question - " Jane Fonda is the best actress I have ever seen " strongly agree -------------strongly disagree is an example of a _______________ scale.

A) Thurstone
B) Guttman
C) Semantic differential
D) Likert
E) Stapel

Question 70

The criterion of whether the results can or cannot be verified is used when discriminating between monadic and comparative scaling

A) interval and ratio scales
B) judgmental and valuation scaling
C) strong and weak data

Question 71

Which of the following is true of interval scales?

A)There is a fixed zero point, where zero denotes the absence of the attribute being measured.
B)Arithmetic operations are limited to statistics such as the median or mode.
C)The numbers used to rank objects represent equal increments of the attribute being measured.
D)There is no necessary relationship between scale categories.
E)None of the above.

Question 72

Itemized category scales may include

A)scales in which all of the categories are labeled or only the polar categories are labeled.
B)scales in which a judgment comparison is required.
C)scales in which the respondent is forced to make a choice or is given a neutral point.
D)scales in which the favorable and unfavorable categories are unbalanced.
E)all of these.

Question 73

Which of the following is not a reason that market researchers are likely to use measurements of attitude in place of behavior?

A)It is easier to ask attitude questions than to observe and interpret behavior.
B)Attitude measurements can be used to diagnose or to explain issues of interest to researchers.
C)It is always better to ask about attitudes than to observe actual behavior.
D)Attitudes are believed to be the precursors of behavior.
E)All of these are reasons for this.

Question 74

Which one of the following is not a part of consumer knowledge?

A) how much a product costs
B) where to buy
C) attitude towards a brand
D) when to buy

Question 75

Ratio scales

A)make possible the comparison of absolute magnitudes.
B)do not have a fixed zero point.
C)can only be used to calculate the median or mode.
D)give no information on how much difference there is between objects.
E)none of the above.

Question 76

The ideal number of scale categories is

A)always an even number.
B)two or three.
C)an odd or even number, but always with a neutral point.
D)more than nine.
E)none of the above.

Question 77

The researcher's choice of an attitude measure scale should be guided by

A)the specific information that is required to satisfy the research objective.
B)compatibility between the scale and the structure of a respondent's attitude.
C)budget constraints.
D)the adaptability of the scale to the data collection method.
E)all of these.

Question 78

How many paired comparisons are possible given 9 stimulus objects ?

A) 54
B) 48
C) 36
D) 45

Question 79

The most attractive feature of the constant sum scale is

A)its use of bipolar and monopolar adjectives.
B)its ability to accommodate a large number of objects or attributes.
C)the quasi-interval nature of the scale.
D)its suitability for telephone interviewing.
E)none of the above.

Question 80

Data on company's actual sales would be scaled as ________ for analysis.

A) nominal
B) ordinal
C) interval
D) ratio
E) any of the above