Deck 13: Measurement

Question 1

Mathematical operations cannot be performed with numbers from nominal scales.

Answer 1

False
While it is true that mathematical operations can be performed with numbers from nominal scales,the result may not have a great deal of meaning.

Question 2

Research would be impossible without measurement.

Answer 2

True

Question 3

In ratio scales,the location of the zero point is arbitrary.

Answer 3

False
Ratio scales have an absolute zero.This is what distinguishes a ratio scale from an interval scale because zero in a ratio scale has meaning in that it represents an absence of some concept.

Question 4

Concrete measures are those that take on only one of a finite number of values.

Question 5

An ordinal scale is the simplest type of measurement scale.

Question 6

Measurement is the process of describing some property of a phenomenon,usually by assigning numbers,in a reliable and valid way.

Question 7

Interval scales represent the absolute meaning of the numbers on the scale.

Question 8

In measurement,whenever a number is used to assign a value to an observation,the researcher must assign this number according to some predetermined rule.

Question 9

In marketing research,it is often true that there are several ways in which a concept can be measured.

Question 10

The most sophisticated form of data analysis for a nominal scale is the average of the scores.

Question 11

"Money" is an example of a ratio scale.

Question 12

All measurement,particularly in the social sciences,contains error.

Question 13

A scale can be thought of as a generalized idea that represents something of meaning.

Question 14

The problem with measurement is that researchers cannot account for errors statistically.

Question 15

A construct is a term used for concepts that are measured with single variables.

Question 16

Continuous measures are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept.

Question 17

Correspondence analysis is the process of identifying scale devices that correspond to properties of a concept involved in a research process.

Question 18

The Fahrenheit temperature scale is an example of a ratio scale.

Question 19

Operational definitions translate conceptual definitions into measurement scales.

Question 20

A measurement scale in which respondents are asked to rank items based on their preferences is called a nominal scale.

Question 21

The Fahrenheit temperature scale is best described as an example of a(n)____ scale.

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

Question 22

A scale which arranges brands in an ordered sequence in which there is an equal interval between each point on the scale is an example of a(n)____ scale.

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

Question 23

When respondents are asked to place local shopping malls so that their first choice is 1,their second choice is 2,and so forth,this is best-described as an example of a(n)____ scale.

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

Question 24

In an observation study,when "shopping time in a supermarket" is defined as: "Using a stopwatch,start the stopwatch the moment the customer enters the store and stop the stopwatch as soon as the customer is handed a receipt by the checkout clerk," this is best described as an example of a(n):

A)nominal scale
B)equivalent-form scale
C)operational definition
D)test-retest method

Question 25

Which of the following is a defining characteristic in determining between ratio and interval scales?

A)number of items
B)absolute zero
C)number of intervals
D)nominal values

Question 26

Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept?

A)operations
B)reliability
C)sensitivity
D)scale

Question 27

Age,gender,brand loyalty,and corporate culture are all examples of:

A)concepts
B)scales
C)ratios
D)codes

Question 28

Coefficient beta is the most commonly applied estimate of a composite scale's reliability.

Question 29

A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.

Question 30

How much a person weighs is best described as an example of a(n)____ scale.

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

Question 31

Interval scales are considered continuous when three or more categories are used.

Question 32

____ is the process of describing some property of a phenomenon,usually by assigning numbers,in a reliable and valid way.

A)Research
B)Analysis
C)Validation
D)Measurement

Question 33

The three major criteria for evaluating measurements are reliability,validity,and sensitivity.

Question 34

Which type of scale represents the highest form of measurement?

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

Question 35

Which of the following refers to concepts measured with multiple variables?

A)operation
B)construct
C)concept
D)scale

Question 36

Which type of scale is,at the most,a ranking scale?

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

Question 37

Researchers measure concepts through a process known as:

A)summation
B)operationalization
C)assessment
D)matching

Question 38

Scales that assign a value to an object for identification or classification purposes are called ____ scales.

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

Question 39

Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n)____ scale.

A)interval
B)test-retest
C)criterion
D)nominal

Question 40

Discriminant validity is another way of expressing internal consistency.

Question 41

Which of the following is a discrete measure?

A)nominal scales
B)sensitive scales
C)ratio scales
D)all of the above

Question 42

Which type of validity is another way of expressing internal consistency?

A)content validity
B)convergent validity
C)criterion validity
D)discriminant validity

Question 43

Another name for face validity is ____ validity.

A)criterion
B)content
C)test-retest
D)split-half

Question 44

Which type of validity addresses the question,"Does my measure correlate with measures of similar concepts or known quantities?"

A)face validity
B)reliability validity
C)criterion validity
D)discriminant validity

Question 45

The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose of ____.

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

Question 46

A researcher who administers the same scale to the same respondents at two separate times to test for stability is using which method of assessing the scale's reliability?

A)coefficient alpha
B)split-half method
C)test-retest method
D)before/after method

Question 47

Carla is using education,income,and occupation to develop a measure of social class.What type of measure for social class is she developing?

A)index measure
B)valid measure
C)reliable measure
D)concurrent measure

Question 48

Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range are called:

A)discrete measures
B)continuous measures
C)absolute measures
D)valid measures

Question 49

Which of the following means that the value assigned for a response is treated oppositely from the other items in a scale?

A)reverse coding
B)indexing
C)alpha coding
D)convergence

Question 50

A(n)____ is a single characteristic or fundamental feature of an object,person,situation,or issue.

A)concept
B)variable
C)attribute
D)construct

Question 51

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,this is an example of ____ reliability.

A)test-retest
B)split-half
C)equivalent-forms
D)criterion

Question 52

Measures that can take on only one of a finite number of values are called:

A)discrete measures
B)neutral measures
C)limited measures
D)continuous measures

Question 53

When a group of experts agrees that a measuring instrument measures what it is intended to measure,we say that the instrument has ____ validity.

A)face
B)criterion
C)test-retest
D)equivalent-forms

Question 54

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply summing the response to each item making up the composite measure.This composite measure is called a(n):

A)derived scale
B)additive scale
C)summated scale
D)primary scale

Question 55

Which of the following is an indicator of a measure's internal consistency?

A)reliability
B)validity
C)coefficient beta
D)sensitivity

Question 56

The most commonly applied estimate of a composite scale's reliability is:

A)coefficient alpha
B)coefficient beta
C)criterion coefficient
D)an index coefficient

Question 57

When a two-point scale (e.g.agree/disagree)is expanded to include five categories (e.g.strongly disagree,disagree,undecided,agree,strongly agree),we say that the ____ of the scale has been increased.

A)sensitivity
B)reliability
C)predictive validity
D)criterion validity

Question 58

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?

A)conglomerate measure
B)derivative measure
C)summated measure
D)composite measure

Question 59

Which of the following is a component of construct validity?

A)face validity
B)discriminant validity
C)convergent validity
D)all of the above

Question 60

All of the following can be measured using ratio scales EXCEPT:

A)gender
B)income
C)temperature
D)weight

Question 61

A scale in which letters (e.g.A,B,C)are assigned to objects to serve as identification labels for the objects is called a(n)____________________ scale.

Question 62

The degree of agreement among judges that a scale measures what it is intended to measure is called the ____________________ validity of the scale.

Question 63

Measures that take on only one of a finite number of values are called ____________________ measures.

Question 64

____________________ means that the value assigned for a response is treated oppositely from the other items.

Question 65

Explain how indexes or composite measures are formed.

Question 66

Measures that assign values anywhere along some scale range in a place that corresponds to the intensity of some concept are called ____________________ measures.

Question 67

The ability of a scale to measure the variability of a concept is called that scale's ____________________.

Question 68

A ____________________ scale has an absolute zero point.

Question 69

Explain what reliability is and discuss how it is assessed.

Question 70

The degree to which a measurement instrument yields consistent results is called the ____________________ of the instrument.

Question 71

Compare and contrast the four different levels of scale measurement.

Question 72

The ability of a measuring instrument to measure what it is supposed to measure is called its ____________________.

Question 73

Name and describe the components of construct validity.

Question 74

List the three criteria for good measurement.

Question 75

A generalized idea that represents something of meaning is called a(n)____________________.

Question 76

Scales provide ____________________ rules that indicate that a certain value on a scale corresponds to some true value of a concept.

Question 77

____________________ validity represents the uniqueness or distinctiveness of a measure.

Question 78

A scale which arranges objects in order according to their relative magnitude to one another is called a(n)____________________ scale.

Question 79

The process involving identifying scales that correspond to properties of a concept is called ____________________.

Question 80

A scale which arranges objects so that they are equally-distant from one another is called a(n)____________________ scale.