Question 1

is the a type of validity that assesses the relationship between theoretical constructs. It seeks to confirm significant correlations between the constructs as predicted by theory.
A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Concurrent validity

Accepted Answer

Nomological validity is concerned with the degree to which scores on a measure correlate with scores on other measures as predicted by a theory. It is used to assess the relationship between theoretical constructs and to confirm significant correlations between constructs as predicted by theory.

Question 2

Which of the following statements does not pertain to non- comparative scales?
A) Non- comparative techniques consist of continuous and itemized rating scales.
B) Noncomparative scales are often referred to as monadic scales.
C) Data must be interpreted in relative terms and have only ordinal or rank order properties.
D) Respondents using a non- comparative scale employ whatever rating standard seems appropriate.

Accepted Answer

Non-comparative scales do not require data to be interpreted in relative terms; they are evaluated independently, not in comparison to other items.

Question 3

To assess , a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.
A) concurrent validity
B) discriminant validity
C) convergent validity
D) predictive validity

Accepted Answer

Predictive validity is assessed by measuring the scale at one point in time and then measuring the criterion variables at a future time to see if the scale can predict future outcomes.

Question 4

is a measure of internal consistency reliability that is the average of all possible split- half coefficients resulting from different splittings of the scale items.
A) Coefficient delta
B) Coefficient beta
C) Coefficient alpha
D) Coefficient eta

Accepted Answer

Coefficient alpha is a measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items.

Question 5

When developing scales for international research, the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used. Which of the following should be of concern to the marketing researcher when developing scales for international research?
A) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent with the culture.
B) Special attention should be devoted to determining equivalent verbal descriptors in different languages and cultures.
C) It is critical to establish the equivalence of scales and measures used to obtain data from different countries.
D) All of the above are correct.

Accepted Answer

All of the above are correct.

Question 6

The is known for its versatility and is very popular with marketing researchers.
A) Stapel scale
B) semantic differential scale
C) Likert scale
D) continuous rating scale

Accepted Answer

The semantic differential scale is known for its versatility and is widely used in marketing research to measure attitudes and perceptions across various dimensions.

Question 7

is a type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ.
A) Convergent validity
B) Discriminant validity
C) Nomological validity
D) Concurrent validity

Accepted Answer

Discriminant validity assesses the extent to which a measure does not correlate with other constructs that it is not supposed to be related to. Convergent validity assesses the extent to which a measure correlates with other constructs that it should be related to. Nomological validity assesses the extent to which a measure correlates with other measures of the same construct. Concurrent validity assesses the extent to which a measure correlates with a criterion measure at the same time.

Question 8

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?
A) Stapel scale
B) continuous rating scale
C) semantic differential scale
D) Likert scale

Accepted Answer

The Stapel scale asks respondents to rate how accurately a term describes an object using a numerical scale, typically ranging from -5 to +5, without a neutral zero point.

Question 9

is the degree to which a study based on a sample applies to a universe of generalizations.
A) Generalizability
B) Reliability
C) Validity
D) None of the above

Accepted Answer

Generalizability refers to the extent to which the results of a study can be applied to a larger population or universe of generalizations. Reliability refers to the consistency or reproducibility of results, while validity refers to the accuracy or truthfulness of a study's conclusions. None of the above is not a correct answer as all three terms are relevant to research methodology.

Question 10

In , the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability.
A) internal consistency reliability
B) coefficient beta
C) test- retest reliability
D) coefficient alpha

Accepted Answer

Test-retest reliability is assessed by computing a correlation coefficient between two sets of measurements to determine the degree of similarity and reliability over time.

Question 11

A _ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.
A) semantic differential scale
B) continuous rating scale
C) Stapel scale
D) Likert scale

Accepted Answer

A Likert scale is a psychometric scale commonly used in questionnaires, and it is the most widely used scale in survey research. It typically consists of five or seven points, ranging from "strongly disagree" to "strongly agree," allowing respondents to express their level of agreement with a statement.

Question 12

is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.
A) Construct validity
B) Content validity
C) Criterion validity
D) Internal consistency validity

Accepted Answer

Criterion validity refers to the extent to which a measure is related to an outcome or criterion that it should be related to. It is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria. This type of validity is divided into two subtypes; concurrent validity and predictive validity.

Question 13

A researcher developed scales using a 7- point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of .
A) validity
B) bias
C) generalizability
D) none of the above

Accepted Answer

The answer of A researcher developed scales using a 7-...

Question 14

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?
A) Likert scale
B) semantic differential scale
C) Stapel scale
D) continuous rating scale

Accepted Answer

The Likert scale takes longer to complete because respondents must read and evaluate each statement individually before selecting their level of agreement or disagreement.

Question 15

A multi- item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except .
A) validity
B) reliability
C) generalizability
D) stability

Accepted Answer

Stability is not typically assessed when evaluating a multi-item scale for accuracy and applicability. Validity, reliability, and generalizability are the key aspects considered.

Question 16

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the construct (Table 9.3 in the text).
A) attitude
B) purchase intent
C) purchase frequency
D) satisfaction

Accepted Answer

These descriptors are typically used to measure how frequently a behavior occurs, such as purchase frequency.

Question 17

is the first step in developing a multi- item scale. _ _ is the last step.
A) Develop a theory; Develop a purified scale
B) Generate an initial pool of items; Prepare the final scale
C) Generate an initial pool of items; Develop a purified scale
D) Develop a theory; Prepare a final scale

Accepted Answer

The answer of is the first step in developing a...

Question 18

Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both in measurement.
A) potential sources of error
B) random error
C) potential sources of reliability
D) systematic error

Accepted Answer

Situational and analysis factors can introduce potential sources of error in measurement, affecting the accuracy and consistency of the results.

Question 19

Which non- comparative scale is analyzed using profile analysis?
A) semantic differential scale
B) Likert scale
C) Stapel scale
D) all of the above

Accepted Answer

The answer of Which non- comparative scale is analyzed using...

Question 20

When choosing a scaling technique, which of the following factors should be considered?
A) the method of administration
B) the capabilities of the respondents
C) the levels of information needed (nominal, ordinal, interval, or ratio)
D) all of the above

Accepted Answer

All of the listed factors should be considered when choosing a scaling technique. The method of administration can affect the validity of the responses, the capabilities of the respondents can affect their ability to understand and provide accurate responses, and the levels of information needed dictate the type of scaling that should be used (e.g. nominal, ordinal, interval, or ratio).

Quiz 9: Measurement and Scaling

is the a type of validity that assesses the relationship between theoretical constructs. It seeks to confirm significant correlations between the constructs as predicted by theory.

Which of the following statements does not pertain to non- comparative scales?

To assess , a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.

is a measure of internal consistency reliability that is the average of all possible split- half coefficients resulting from different splittings of the scale items.

The is known for its versatility and is very popular with marketing researchers.

is a type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ.

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?

is the degree to which a study based on a sample applies to a universe of generalizations.

In , the degree of similarity between two measurements is determined by computing a correlation coefficient. The higher the correlation coefficient, the greater the reliability.

A _ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.

A researcher developed scales using a 7- point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of .

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?

A multi- item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except .

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the construct (Table 9.3 in the text) .

is the first step in developing a multi- item scale. _ _ is the last step.

Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both in measurement.

Which non- comparative scale is analyzed using profile analysis?

When choosing a scaling technique, which of the following factors should be considered?