Deck 8: Measurement

Question 1

When the value assigned for a response is treated oppositely from the other items, it is called reverse coding.

Answer 1

True

Question 2

Using the equivalent-form and split-half approaches to measure reliability assumes that the concept being measured is unidimensional.

Answer 2

True

Question 3

A subjective assessment of whether one is happy or not is an operational definition.

Answer 3

False

Question 4

The most common way to measure attitudes in marketing research is by using rating scales.

Question 5

A Stapel scale simultaneously measures both the direction and the intensity of an attitude.

Question 6

The calculation of a mean (mathematical average) can be conducted only if the scale is of a nominal or ordinal nature.

Question 7

The first step in the measurement process is determining what is to be measured.

Question 8

In marketing research, there is only one way to measure a precisely defined concept.

Question 9

Stated preference of a brand relative to other competing brand is an operational definition of brand preference.

Question 10

Using an interval scale to measure psychological attitudes allows the researcher to determine the actual strength of the attitude towards an object.

Question 11

A ratio scale is a type of scale that has relative rather than absolute quantities.

Question 12

A ratio scale has all the properties of nominal, ordinal and interval scales.

Question 13

The constant-sum scale works best with respondents who have low educational levels.

Question 14

Graphic rating scales are limited to using straight lines as sources of visual communication.

Question 15

An operational definition gives meaning to the concept by specifying what the concept is and what it is not.

Question 16

The test-retest method of determining reliability involves administering different scales or measures to the same respondents at a single time to test for stability.

Question 17

An index measure is a single characteristic or fundamental feature of an object, person, situation or issue.

Question 18

An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.

Question 19

True measurement of concepts requires a process of precisely assigning scores or numbers to the attributes of people or objects.

Question 20

Questions that incorporate single-item scales are more sensitive than those that use index measures.

Question 21

Which of the following scales allows researchers to compare absolute magnitudes because it has an absolute zero point?

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

Question 22

The key question, 'On what basis will numbers or scores be assigned to the concept?' is asked at which stage of the measurement process?

A) Determining the type of attitude and scale to be used to measure it
B) Determining what is to be measured
C) Determining how it is to be measured
D) Determining if the measure consists of a number of measures

Question 23

Ranking measurements of attitudes provides interval data, increasing the number of statistical techniques that may be used.

Question 24

Which of the following requires the respondents to estimate the magnitude of a characteristic?

A) ranking
B) rating
C) sorting
D) choice

Question 25

Which of the following scale types is considered to have the lowest order?

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

Question 26

Which of the following scale types is considered to have the highest order?

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

Question 27

A monadic rating scale asks a respondent to rate a concept based on a specific frame of reference.

Question 28

A measurement technique that involves presenting the respondent with two objects and asking the respondent to pick the preferred object is called paired comparison.

Question 29

Calculating the median is an appropriate measure for all of the following, except a(n):

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

Question 30

Researchers who accept the notion of forced-choice scales essentially argue that the respondents should have an attitude towards the items that they are asked about.

Question 31

Ranking scales are appropriate when asking a respondent to classify product attributes or concepts.

Question 32

An attribute is:

A) a type of response category, such as 'agree or disagree', that does not allow the recording of subtle attitude changes.
B) a single characteristic or fundamental feature of an object, person, situation or issue.
C) an enduring disposition to consistently respond to various aspects of the world in a given manner.
D) a type of variable that is not directly observable but is measurable through indirect indicators.

Question 33

If respondents are asked to rate a list of high-tech companies as excellent, good, fair or poor in terms of their delivery service, this is best described as an example of a(n) ______ scale.

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

Question 34

Construct validity is established during the statistical analysis of the data.

Question 35

Which of the following descriptive statistics is an appropriate measure for nominal scales?

A) Mode
B) Median
C) Mean
D) Range

Question 36

Reverse coding may be used prior to computing a summated score to ensure all items in a composite scale are treated consistently.

Question 37

Ranking tasks require respondents to indicate their attitudes or beliefs by arranging them on the basis of perceived similarity or some other attribute.

Question 38

An ipsative scale involves evaluating one item in isolation from evaluations of other items.

Question 39

All of the following descriptive statistics are appropriate measures for ordinal-scaled items, except:

A) mode.
B) median.
C) mean.
D) range.

Question 40

For most behavioural marketing research, which type of scale is the preferred measure?

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

Question 41

The basic approaches to establishing validity include all of the following, except:

A) content validity.
B) comparative validity.
C) criterion validity.
D) construct validity.

Question 42

Which type of rating scale is the following?

A) Behavioural differential
B) Comparative rating
C) Monadic rating
D) Graphic rating

Question 43

Which type of scale is the following?

A) Numerical
B) Constant-sum
C) Likert
D) Paired comparison

Question 44

When a researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions, it is an example of the _________ method for assessing internal consistency.

A) test-retest
B) split-half
C) equivalent-form
D) predictive-form

Question 45

The statement, 'I plan to buy a new car sometime in the next three months' reflects which component of an attitude?

A) Affective
B) Behavioural
C) Cognitive
D) Emotive

Question 46

Which of the following is the correct formula for determining the number of comparisons that are required in a paired comparison measurement?

A) n(n + 1) / 2
B) (n-1)(n + 1) / 2
C) n(n-1) / 2
D) n(n-2) / 2

Question 47

If a new measure is taken at the same time as the criterion measure and is shown to be valid, it is said to have__________ validity.

A) construct
B) face
C) concurrent
D) predictive

Question 48

Suppose that a respondent is given a set of cards, each card containing the current advertising slogan for a brand. The respondent is asked to place the cards into two piles, the first labelled 'Recognise this slogan and can identify the brand' and the second labelled, 'Do not recognise the slogan.' This is an example of a _______ task.

A) ranking
B) rating
C) sorting
D) choice

Question 49

An enduring disposition to consistently respond to various aspects of the world, including people, events and objects, in a given manner is known as a(n):

A) concept.
B) attribute.
C) construct.
D) attitude.

Question 50

Which of the following scale is a measure of attributes designed to allow respondents to rate how strongly they agree or disagree with a set of statements, ranging from very positive to very negative attitudes?

A) Likert
B) Graphic
C) Stapel
D) Constant-sum

Question 51

Which of the following scale is easier to administer, especially over the telephone?

A) Likert scale
B) Stapel scale
C) Constant-sum
D) Graphic

Question 52

Which of the following types of scales is the easiest to construct?

A) Likert scale
B) Stapel scale
C) Semantic differential scale
D) Constant-sum scale

Question 53

If researchers wish to compare four brands of toothpaste on the basis of taste and freshness, how many comparisons are required in a paired comparison measurement?

A) Four
B) Six
C) Eight
D) 10

Question 54

Validity refers to:

A) a composite measure of several variables used to measure a single concept.
B) the degree to which measures yield consistent results.
C) the ability of a scale to measure what was intended to be measured.
D) the ability to accurately measure variability in responses.

Question 55

If a respondent is asked to select the suburb they live in, this is best described as a(n) _______ scale.

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

Question 56

A disadvantage of the Category scale is that:

A) Items may be ambiguous.
B) it has no standard answers.
C) bipolar adjectives must be identified.
D) hard to attach a verbal explanation

Question 57

I am conscious about the quality of the products that I buy. Strongly disagree (1) Disagree (2) Uncertain (3) Agree (4) Strongly agree (5)
The above is an example of a(n):

A) category scale.
B) graphic rating scale.
C) bipolar scale.
D) Likert scale.

Question 58

When constructing a scale, adding 'strongly agree', 'mildly agree', 'neither agree nor disagree', 'mildly disagree' and 'strongly disagree' to a dichotomous 'agree or disagree' response category increases the scale's:

A) reliability.
B) practicality.
C) validity.
D) sensitivity.

Question 59

The criterion used for evaluating measurements includes all of the following, except:

A) reliability.
B) sensitivity.
C) validity.
D) divisibility.

Question 60

The statement, 'She believes buying fruit and vegetables from the farmers' market offers the best value and freshness' reflects which of the following basic components of an attitude?

A) Cognitive
B) Affective
C) Behavioural
D) Conative

Question 61

How well does Australia Bank perform on the following factors: Low level of service _ _ _ _ _ _ _ High level of service
The above is an example of a:

A) semantic differential scale.
B) comparative scale.
C) Likert scale.
D) Stapel scale.

Question 62

A respondent is asked to indicate their overall preference between a range of sports brands. This is an example of a:

A) sorting task.
B) ranking task.
C) nominating task.
D) rating task.

Question 63

Compared to other department stores, David Jones has a: High level of service -3 -2 -1 0 +1 +2 +3
High quality products -3 -2 -1 0 +1 +2 +3
The above is an example of a:

A) numerical scale
B) Likert scale
C) semantic differential scale.
D) Stapel scale

Question 64

A respondent is shown a subset of items from a list of product attributes and asked to select the most and least appealing items. This task is repeated a number of times, each time with a different subset of items from the list. This is an example of:

A) block-rank scaling.
B) comparative sum scaling.
C) best-worst scaling.
D) constant sum scaling.

Question 65

If a respondent is asked to choose their favourite flavour of ice-cream from a list of five options, this is known as a(n) _________ scale.

A) ordinal
B) ipsative
C) normative
D) rational