Deck 11: Measurement

Question 1

Measurement is the way in which concrete observable concepts are linked to ________ events.

A)observable
B)unobservable
C)fictional
D)psychological
E)social

Answer 1

B

Question 2

For any particular identified concept,there ________ conceptual definition(s).

A)is only one
B)are four or less
C)are a large number of

Answer 2

C

Question 3

For any operational definition there is one,and only one,method for data collection.

Answer 3

False

Question 4

There is (are)________ levels of measurement.

A)one
B)two
C)three
D)four
E)five

Question 5

Which level(s)of measurement can be used for "determining differences"?

A)ratio only
B)interval and ratio
C)ordinal,interval,and ratio
D)all four levels: nominal,ordinal,interval,and ratio

Question 6

At what level of measurement is the question below written?
Would you like to register for our e-mail newsletter?
Yes
No

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

Question 7

Which level(s)of measurement can be used for "determining ratios"?

A)ratio only
B)interval and ratio
C)ordinal,interval,and ratio
D)all four levels: nominal,ordinal,interval,and ratio

Question 8

The text discusses a four-step process for moving from a conceptual definition to an operational definition.The first step is "explicitly specify the concept of interest." The second step is ________.

A)narrow alternative operational definitions to the three best
B)evaluate and select the best operational definition
C)explicitly state what can be observed
D)explore different aspects of the concept's meaning

Question 9

A(n)________ definition expresses a concept's central or core idea.

A)operational
B)observable
C)conceptual
D)syllogistic
E)intrinsic

Question 10

A ________ is an invented name for a property of an object,person,state,or event.

A)production
B)metaphor
C)syllogism
D)concept
E)fallacy

Question 11

Which level(s)of measurement can be used for "classifying"?

A)ratio only
B)interval and ratio
C)ordinal,interval,and ratio
D)all four levels: nominal,ordinal,interval,and ratio

Question 12

The text's discussion of the operational definitions of "attitude toward the advertisement" illustrates that every conceptual definition should move to one and only one operational definition.

Question 13

The three broad steps in the measurement process are: (1)identify and define the concept of interest,(2)specify an observable event,and (3)________.

A)pre-test the survey instrument
B)evaluate reliability
C)evaluate and revise the observable event
D)evaluate validity

Question 14

A systematic approach of moving from a concept to an observable event increases the likelihood that conclusions drawn from the research are appropriate,reliable,and valid.

Question 15

The following two statements refer to conceptual definitions.
I.When faced with multiple conceptual definitions,a researcher should use
Consensus to determine the "best" definition.
II.A conceptual definition directly leads to decisions regarding how the concept
Of interest will actually be measured.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 16

Ordinal level measures are best used when the measurement goal is to ________ .

A)determine averages
B)put things in order
C)classify
D)determine the distance between measured objects

Question 17

Easily observable concepts present ________ measurement challenges.

A)large
B)minimal
C)unknown
D)unanticipated
E)synergistic

Question 18

Concepts such as ________ provide few measurement problems or challenges.

A)age and gender
B)love and hate
C)attitude toward the ad
D)brand loyalty
E)social media engagement

Question 19

Which of the following is NOT a characteristic of a conceptual definition?

A)states the major characteristics of the concept
B)distinguishes the target concept from similar,but different,concepts
C)needs to be less than 15 words in length

Question 20

Which level(s)of measurement can be used for "putting things in order"?

A)ratio only
B)interval and ratio
C)ordinal,interval,and ratio
D)all four levels: nominal,ordinal,interval,and ratio

Question 21

A constant sum question is an illustration of a question written on the ________ level of measurement.

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

Question 22

A rank order question represents what level of measurement?

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

Question 23

Nominal level measures have ________ defining characteristics.

A)one
B)two
C)three
D)four
E)five

Question 24

The numbers used to code responses on the ________ level of measurement have real meaning and may be averaged.

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

Question 25

When presented with the option of collecting respondents' age on either the nominal or ratio level of measurement,a researcher should collect the data on the ________ level.

A)nominal
B)ratio

Question 26

At what level of measurement is the question below written?
What is your year in school?
Freshman
Sophomore
Junior
Senior

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

Question 27

________ questions allow an individual or observer to reply in his or her own words without the use of a fixed,predetermined set of answers.

A)Closed-ended
B)Constant sum
C)Ranking
D)Open-ended
E)Rating scale

Question 28

On the interval level of measurement,it is assumed that the distance between response options is ________.

A)subject to individual interpretation
B)equivalent
C)dependent upon the length of the question
D)reflects the question writer's biases
E)minimal

Question 29

You ask respondents to rank order three television programs.You then average the rankings for each program and report that:
LostAverage ranking: 1.5
FringeAverage ranking: 2.0
Grey's AnatomyAverage ranking: 2.5
Assuming the math is correct,this is an appropriate way to report ordinal level data.

Question 30

Ordinal level measures arrange characteristics or attributes according to their magnitude in an ordered relationship along an explicit dimension,for example,from greater to lesser.

Question 31

Eye-tracking data which reports the order in which elements in an ad are observed are an example of ________ level measurement.

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

Question 32

Consider the question shown below.
What is your year in school?
Freshman
Sophomore
Junior
The lack of "Senior" on this list of responses violates the rule of ________.

A)response exclusivity
B)response exhaustiveness
C)response latency
D)response attribution

Question 33

At what level of measurement is the question below written?
What is your gender?
Male
Female

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

Question 34

Consider the question shown below.
What is your gender?
Male (1)
Female (2)
The data coding in this question reflects the researcher's belief that men are superior to women.

A)True
B)False

Question 35

The two statements below refer to ordinal level measures.
I.Numbers used to classify responses to an ordinal level question have some mathematical meaning.
II.Ordinal level measures provide insights into both the relative standing of
Ordered objects and the relative distance between these objects.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 36

Consider the question shown below.
How much do you agree or disagree with the statement "Political advertising is too negative."?
Strongly agree
Slightly agree
Slightly disagree
Strongly disagree
In this question,it is assumed that the distance between strongly agree and ________ is the same as the distance between slightly agree and slightly disagree.

A)slightly agree
B)slightly disagree
C)strongly disagree

Question 37

The question "Why have you stopped visiting your Facebook page?" is an example of an ________ question.

A)closed-ended
B)constant sum
C)ranking
D)open-ended
E)rating scale

Question 38

Which of the following is NOT a defining characteristic of nominal level measures?

A)response categories are mutually exclusive and collectively exhaustive
B)response options must be four or less
C)for purposes of data analysis numbers are merely a way to distinguish categories
D)there is internal category equivalence

Question 39

The ________ level of measurement has a true zero point.

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

Question 40

With regard to data analysis,data collected on the ordinal level of measurement is more limiting than data collected on the ________ level.

A)nominal
B)interval

Question 41

Which type of validity is estimated by determining the extent to which performance on one variable (measured today)accurately predicts performance on another variable (to be measured in the future).

A)face validity
B)concurrent validity
C)predictive validity

Question 42

"Test-Retest" and "Alternative Form" are ways to assess a measure's ________.

A)validity
B)reliability
C)definition
D)criteria
E)creativity

Question 43

Define reliability and validity.

Question 44

Open-ended questions tend to provide ________ variability in response versus closed-ended questions.

A)more
B)less
C)about the same

Question 45

Provide two conceptual definitions for "brand loyalty."

Question 46

Write a question to collect information on a respondent's age on both the nominal and ratio levels.Which question type is preferred?

Question 47

Consider the holes shown on the target below. If the holes represent repeated measures,these measures would be considered to be ________.

A)reliable,but not valid
B)valid,but not reliable
C)neither valid nor reliable
D)both valid and reliable

Question 48

Which approach uses judgment and personal expertise to assess a measure's validity?

A)face validity
B)concurrent validity
C)predictive validity

Question 49

Consider the holes shown on the target below. If the holes represent repeated measures,these measures would be considered to be ________.

A)reliable,but not valid
B)valid,but not reliable
C)neither valid nor reliable
D)both valid and reliable

Question 50

Consider the holes shown on the target below. If the holes represent repeated measures,these measures would be considered to be ________.

A)reliable,but not valid
B)valid,but not reliable
C)neither valid nor reliable
D)both valid and reliable

Question 51

List and briefly describe the four levels of measurement.

Question 52

Explain what is means to "collect data at the highest level of measurement." Why is this important?

Question 53

You want to measure respondents' "engagement" with Facebook.Provide two operational definitions.

Question 54

What type of question is a good way to introduce a new topic area in a survey or interview?

A)closed-ended
B)constant sum
C)ranking
D)open-ended
E)rating scale

Question 55

Consider the holes shown on the target below. If the holes represent repeated measures,these measures would be considered to be ________.

A)reliable,but not valid
B)valid,but not reliable
C)neither valid nor reliable
D)both valid and reliable