Deck 10: The Concept of Measurement

Question 1

Which of the following does not apply to an operational definition?

A)There can be many different potential operational definitions for a single concept.
B)It defines which observable characteristics will be measured.
C)It defines a concept and establishes boundaries for the concept.
D)Instruments are developed on the basis of it.
E)All of these pertain to an operational definition.

Answer 1

C

Question 2

When a researcher wants to show the differences separating two objects,the ideal type of scale to use is _________________.

A)nominal
B)ordinal
C)interval
D)none of these

Answer 2

C

Question 3

An example of nominal scale data would be which of the following?

A)preference data
B)index numbers
C)sex of the respondent
D)unit sales
E)none of these

Answer 3

C

Question 4

Which step(s)in the measurement process must be completed before evaluating the reliability and validity of the scale?

A)Identify the concept of interest.
B)Develop a construct.
C)Develop an operational definition.
D)Create a measurement scale.
E)all of these

Question 5

If a restaurant customer satisfaction questionnaire lacked a question concerning the quality of the food being served,we'd say the questionnaire lacked______ validity.

A)content
B)face
C)construct
D)criterion-related
E)none of these

Question 6

When a researcher describes how a construct will be measured,this is referred to as what type of definition?

A)constitutive
B)theoretical
C)conceptual
D)operational

Question 7

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

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

Question 8

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

A)Predictive validity
B)Predictive reliability
C)Concurrent validity
D)Convergent validity
E)Discriminant validity

Question 9

Before a measurement scale can be shown to be valid,it must be _______.

A)stable
B)reliable
C)consistent
D)convergent

Question 10

When few differences in scores are found between the first and second administration of a test,the test is said to have _________.

A)validity
B)stability
C)sensitivity
D)reliability

Question 11

A scale that gives you a different weight every time you step on suffers from poor:

A)face validity
B)construct validity
C)split-half validity
D)Reliability
E)random-half validity

Question 12

If the same instrument gives consistent results every time it is used for a measurement,then it indicates:

A)test-retest reliability.
B)equivalent-forms reliability.
C)internal consistency.
D)internal validity.
E)external validity.

Question 13

If the researcher wishes to measure something that could have a value of zero,what would be the appropriate type of scale?

A)ordinal
B)qualitative
C)nominal
D)ratio
E)none of these

Question 14

Brand loyalty has been defined as "A strongly motivated and long standing decision to purchase a particular product or service." This is an example of which type of definition?

A)constitutive
B)operational
C)reliable
D)valid

Question 15

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.

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

Question 16

The Cronbach alpha technique gives researchers an idea of a scale's __________.

A)validity
B)reliability
C)sensitivity
D)content

Question 17

Which is the weakest form of validity?

A)content
B)face
C)construct
D)criterion related
E)none of these

Question 18

_______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.

A)Operational definition
B)Constitutive definition
C)Concept
D)Rule
E)Valid concept

Question 19

Ranking questions generally produces ___________ level of measurement.

A)nominal
B)ordinal
C)interval
D)ratio
E)none of these

Question 20

______________ is a guide,a method,or a command that tells a research what to do.

A)Construct
B)Rule
C)Operational definition
D)Valid concept
E)Reliable concept

Question 21

A nominal scale provides the researcher with metric data.

Question 22

In marketing research,this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

A)nominal
B)absolute
C)interval
D)reliable
E)ordinal

Question 23

An ordinal scale can be used when the researcher is interested in knowing which brand a consumer prefers in a product category.

Question 24

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category.
___(1)0 to 18 ___(2)19 to 34 ___(3)35 and over

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

Question 25

A constitutive definition is similar to a dictionary definition.

Question 26

Interval scales are preferable to ordinal scales when the researcher wants to know the magnitude of differences between two brands.

Question 27

Which of the following types of scales would allow the researcher to compute arithmetic means?

A)nominal
B)ordinal
C)ratio
D)interval
E)both ratio and interval

Question 28

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

A)Abstract Concepts
B)Constructs
C)Intuitive Constructs
D)None of these

Question 29

A questionnaire could be reliable without being valid.

Question 30

Which of the following is not a way to assess reliability?

A)test-retest reliability
B)equivalent form reliability
C)internal consistency reliability
D)spilt-half technique
E)criterion- related reliability

Question 31

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices:
(1)urban (2)rural (3)suburban

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

Question 32

A construct should be measured before it is defined.

Question 33

____________________ are/can be a source of measurement differences that produces random or systematic error.

A)Characteristics of individual respondents
B)Short-term personal factors
C)Situational Factors
D)Sampling of items included in the questionnaire
E)All of these

Question 34

Construct equivalence deals with how people see,understand,and develop measurements of a particular phenomenon.

Question 35

A questionnaire could be valid without being reliable.

Question 36

Marketers sometimes measure constructs that do not have a true zero point.

Question 37

You are creating a survey that is interested in ranking customers' preferences for various brands of cola.You would definitely need to use which type of scale?

A)nominal
B)ordinal
C)ratio
D)interval
E)none of these

Question 38

The measurement process begins with ____________.

A)Identifying the concept of interest
B)Developing a construct
C)Defining the construct
D)Evaluating reliability and validity

Question 39

Marketers are typically interested in measuring observable constructs.

Question 40

If a questionnaire contains questions which were poorly worded,then the questionnaire could have a serious "reliability" problem.

Question 41

Physical characteristics of a respondent such as age,weight,& height are not examples of ratio-scaled variables.

Question 42

A nominal scale partitions data into categories that are mutually exclusive and collectively exhaustive.

Question 43

A problem often encountered with rules is a lack of clarity or specificity.

Question 44

Some things are easier to measure because its rules are easier to create and follow.

Question 45

Define Validity.Then provide an example of Face Validity and an example of a question that has a Face Validity problem.Then illustrate a portion of a questionnaire with a Content Validity problem.

Question 46

An operational definition serves as a bridge between a theoretical concept and real-world events or factors.

Question 47

Revise the following questions so as to achieve interval scale data.
(1) How satisfied are you with your present car?
1=very satisfied 2=somewhat satisfied 3=not satisfied

Question 48

Content validity answers the question: does the scale provide adequate coverage of the topic under study?

Question 49

Ratio and Interval scale data can both produce data in which arithmetic means and metric measures of dispersion can be computed.However,there are several important differences in these two levels of measurement.What are they?

Question 50

Equivalent form reliability is the ability of two very different forms of an instrument to produce closely correlated results.

Question 51

The split-half technique is a method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.

Question 52

Constructs hinder researchers by integrating the complex phenomena found in the marketing environment.

Question 53

Revise the following assessment of customer satisfaction for Jim Dandy's Hamburger Joint so that content validity is achieved.
Please indicate your satisfaction with Jim Dandy's Hamburger Joint using a scale of 1=very satisfied,2=somewhat satisfied,and 3=not satisfied.
____a. location of the restaurant
____b. cleanliness of restrooms
____c. friendliness of staff
____d. speed of service
____e. restaurant cleanliness
____f. availability of condiments
____g. efficiency of drive-up window
____h. hours of operation

Question 54

Ordinal scales help determine equality or inequality.

Question 55

Accuracy equals measurement plus errors.