Question 1

Which of the following statements about attitudes is FALSE?
A) Attitudes represent a person's ideas or convictions, with regard to a specific object or idea.
B) Attitude plays a key role in many marketing models that describe consumer behavior.
C) Although attitude is a key concept, it is generally regarded as unrelated to actual purchase behavior.
D) In general, practitioners have a strong interest in consumer attitudes and attitude research.
E) Attitudes are relatively stable.

Accepted Answer

Attitudes are generally considered to be related to actual purchase behavior, as they can influence consumer decisions and actions.

Question 2

A company might be interested in assessing the attitudes of
A) its employees.
B) its customers.
C) its suppliers.
D) all of the above.
E) a and b only.

Accepted Answer

A company may want to assess the attitudes of all stakeholders, including employees, customers, and suppliers, to improve relationships and performance.

Question 3

Which of the following is FALSE?
A) In measurement theory, it is not possible to directly measure objects themselves.
B) It is easy to determine which properties of the scale of numbers apply in a given measurement situation.
C) When numbers are assigned to represent attributes of objects, the relationship between the numbers may not be the same as the relationship between the attributes, which affects what one can say about the numbers.
D) We defined measurement as the "assignment of numerals to represent quantities of attributes." For nominal scaling, the rule is "do not assign the same numeral to different classes or different numerals to the same class."
E) Ratio scales allow more powerful modes of analysis than ordinal scales.

Accepted Answer

Determining which properties of the scale of numbers apply in a given measurement situation can be complex and is not always easy.

Question 4

Which of the following objects can be directly measured?
A) a person
B) a car
C) an attitude
D) all of the above
E) none of the above

Accepted Answer

The answer of Which of the following objects can be...

Question 5

In measurement we measure
A) objects.
B) quantities of objects.
C) quantities of attributes of objects.
D) only constructs with visual referents.
E) only constructs with non-visual referents.

Accepted Answer

Measurement involves quantifying attributes or properties of objects, such as length, mass, or temperature, rather than the objects themselves.

Question 6

Which of the following statements is NOT true of an ordinal scale?
A) It has the property of identity.
B) It has the property of order.
C) The mean is an appropriate measure of average.
D) All of the above are true of an ordinal scale.
E) a and c only are not true of an ordinal scale.

Accepted Answer

The mean is not an appropriate measure of average for an ordinal scale because ordinal data only indicate order and not the magnitude of difference between items.

Question 7

Any monotonic positive transformation of the numerals can be performed on which type of scale?
A) nominal
B) ordinal
C) interval
D) a and b
E) positive monotonic transformations can be applied to any scales

Accepted Answer

The answer of Any monotonic positive transformation of the numerals...

Question 8

Which of the following is FALSE?
A) A positive linear transformation of the form y = a + bx can only be performed on a ratio scale if one is to preserve the properties of the scale.
B) A ratio scale differs from an interval scale in that the ratio scale has a natural zero.
C) Determination of absolute zero is difficult with measurements in marketing. It is debatable whether many of the constructs used in marketing even possess this property.
D) a and b.
E) a, b, and c.

Accepted Answer

A positive linear transformation (y = a + bx) can be performed on both ratio and interval scales while preserving the properties of the scale. The statement is false because it unnecessarily restricts the transformation to ratio scales only.

Question 9

Which of the following is FALSE?
A) The observation approach to attitude determination rests on the presumption that a subject's behavior is conditioned by his or her attitudes.
B) The most common approach to measuring attitudes has been self-report.
C) One of the disadvantages of the equal-appearing interval method of scaling is that a large number of judges are required during the process of developing the scale.
D) One of the advantages of the equal-appearing interval method of scaling is that scale construction and scale use take place at the same time.
E) The directions to subjects for the Likert scale are the same when constructing it as when using it.

Accepted Answer

The equal-appearing interval method of scaling involves separate processes for scale construction and scale use, not simultaneous ones. This method first involves generating statements, having judges rate these statements, and then constructing the scale based on these ratings. The use of the scale, where respondents indicate their agreement or disagreement with the statements, happens after the scale has been constructed.

Question 10

Which of the following is NOT true when a scale is a ratio scale?
A) Transformations of the form y = bx are permissible
B) The scale is invariant for all transformations of the form y = a - bx
C) If "a" is greater than "b" and "b" is greater than "c," then "a" is greater than "c"
D) If "a" equals "b" and "b" equals "c," then "a" equals "c"
E) The mode and the median are permissible measures of central tendency

Accepted Answer

Ratio scales have a true zero point, allowing for meaningful comparisons using multiplication and division. Transformations of the form y = bx (where b is a constant) are permissible because they preserve the ratio between scale values. However, transformations of the form y = a - bx (where a and b are constants) are not permissible because they can alter the zero point of the scale, violating the principle that ratio scales must have a meaningful zero point. Statements C and D describe basic properties of equality and order that are true for all scales, not just ratio scales. Statement E is correct because both the mode and the median can be used as measures of central tendency for ratio scales.

Question 11

Which scale(s) is (are) undistorted under a linear transformation of the form y=a+bx?
A) ordinal
B) interval
C) ratio
D) a and b
E) b and c

Accepted Answer

The answer of Which scale(s) is (are) undistorted under a...

Question 12

Which of the following is used as a measure of dispersion with the method of equal-appearing intervals?
A) the variance
B) the interquartile range
C) the median
D) the Q-value
E) b and d

Accepted Answer

The Q-value is specifically designed for use with the method of equal-appearing intervals, and the interquartile range is a measure of dispersion that can be used in various contexts, including with equal-appearing intervals.

Question 13

Which one of the following statements regarding attitude measurement is FALSE?
A) The physiological reaction approach makes use of some unstructured or partially structured stimuli such as word association tests or sentence completion tests.
B) The observation of behavior approach rests on the presumption that a subject's behavior is conditioned by his attitudes and thus we can use his observed behavior to infer his attitudes.
C) The performance of "objective" tasks approach rests on the presumption that a subject's performance of a specific assigned task will depend upon his attitudes.
D) The self-report techniques rely on the subject's own responses to a set of statements.
E) Self-report measures of attitude have their own sources of error.

Accepted Answer

The physiological reaction approach measures attitudes by observing physical responses to stimuli, not through unstructured stimuli like word association tests or sentence completion tests, which are more aligned with psychological testing methods.

Question 14

When developing a scale using the method of equal-appearing intervals, the analyst should
A) generate a series of statements and classify the statements a priori as favorable or unfavorable.
B) select a small number of important attributes of the object.
C) generate a list of statements that reflect the attributes of the object and which span the favorable-unfavorable continuum.
D) generate a large number of statements that represent an intermediate degree of favorableness to the object.
E) select a small number of statements to be presented to the subjects on separate cards.

Accepted Answer

The method of equal-appearing intervals involves generating a list of statements about an object that reflect various attributes and span the entire continuum from favorable to unfavorable. This allows for a comprehensive assessment of attitudes towards the object.

Question 15

After the judges have completed sorting the statements with the method of equal-appearing intervals, the researcher uses the scale values and measures of dispersion to
A) select a subset of judges to develop the final instrument.
B) select a number of judges to act as a panel.
C) determine which judges did not take the tasks seriously.
D) select a number of statements which need to be improved.
E) select a subset of statements to serve as a final instrument.

Accepted Answer

The method of equal-appearing intervals involves sorting statements based on their perceived value or intensity on a particular dimension. After this sorting, scale values and measures of dispersion are used to select a subset of statements that best represent the dimension being measured, thus serving as the final instrument. This process does not involve selecting judges but rather focuses on refining the statements themselves.

Question 16

If, when choosing the method of equal-appearing intervals, one is forced to choose between two statements of equal scale values, he would choose the statement that
A) had the smallest Q value.
B) had the largest Q value.
C) was favorable to the object and yet had the smallest Q.
D) was unfavorable to the object and yet had the largest Q.
E) The Q value would not be used in this case.

Accepted Answer

The Q value represents the variability or ambiguity of a statement. When choosing between statements with equal scale values, the one with the smallest Q value is preferred as it indicates less variability and more consistency in responses.

Question 17

Which of the following statements about Thurstone equal-appearing interval scales is FALSE?
A) The final scale typically contains 20-22 statements that span the favorability continuum.
B) The subject indicates his degree of agreement or disagreement with each statement.
C) Judges are asked to sort the initial pool of statements into categories based on the degree of favorability of each statement.
D) Statements with low Q values are preferred over statements with high Q values.
E) The task for subjects when developing the scale is different than their task in using the scale.

Accepted Answer

In Thurstone equal-appearing interval scales, subjects do not indicate their degree of agreement or disagreement with each statement; instead, they select statements that they believe best represent their position on the continuum.

Question 18

Which of the following about the Thurstone scale is TRUE?
A) The judges used to evaluate the statements for a Thurstone scale judge the statements on whether or not they agree or disagree with them.
B) If a respondent agrees with statements in a Thurstone equal-appearing interval scale that have an average score of 4, the respondent is said to have an unfavorable attitude toward the object.
C) When using a Thurstone scale to measure a subject's attitude toward an object, the subject indicates his degree of agreement or disagreement with each statement and the respondent's total score is computed by summing his scores from all of the statements.
D) The Q value in the Thurstone scale refers to the scale value of a particular statement.
E) They are all false.

Accepted Answer

The answer of Which of the following about the Thurstone...

Question 19

Which of the following is FALSE?
A) With the method of equal-appearing intervals, the final scale should have statements that cover the range of favorable to unfavorable.
B) The final form of the Thurstone (equal-appearing interval) scale typically contains approximately 20-22 statements that are relatively equal in scale value with interquartile ranges as small as practical.
C) The Thurstone scale does not allow respondents to express the intensity of their feelings.
D) a and b.
E) a, b, and c.

Accepted Answer

The answer of Which of the following is FALSE?
A) With...

Question 20

The method of summated ratings overcomes which criticism of the method of equal-appearing intervals?
A) Difficulties in developing a large number of statements.
B) The costs due to the size of the judgment sample required with equal-appearing intervals.
C) The difficulty of generating total scores by which to array subjects.
D) The non-scientific nature of item analysis with the method of equal-appearing intervals.
E) The lack of ability for a subject to express his intensity of feeling with an equal-appearing interval scale.

Accepted Answer

The method of summated ratings overcomes the criticism of the method of equal-appearing intervals that subjects cannot express their intensity of feeling with an equal-appearing interval scale.

Quiz 10: Attitude Measurement

Which of the following statements about attitudes is FALSE?

A company might be interested in assessing the attitudes of

Which of the following is FALSE?

Which of the following objects can be directly measured?

In measurement we measure

Which of the following statements is NOT true of an ordinal scale?

Any monotonic positive transformation of the numerals can be performed on which type of scale?

Which of the following is FALSE?

Which of the following is FALSE?

Which of the following is NOT true when a scale is a ratio scale?

Which scale(s) is (are) undistorted under a linear transformation of the form y=a+bx?

Which of the following is used as a measure of dispersion with the method of equal-appearing intervals?

Which one of the following statements regarding attitude measurement is FALSE?

When developing a scale using the method of equal-appearing intervals, the analyst should

After the judges have completed sorting the statements with the method of equal-appearing intervals, the researcher uses the scale values and measures of dispersion to

If, when choosing the method of equal-appearing intervals, one is forced to choose between two statements of equal scale values, he would choose the statement that

Which of the following statements about Thurstone equal-appearing interval scales is FALSE?

Which of the following about the Thurstone scale is TRUE?

Which of the following is FALSE?

The method of summated ratings overcomes which criticism of the method of equal-appearing intervals?