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Basic Marketing Research Study Set 1
Quiz 10: Measurement and Scaling: Noncomparative Scaling Techniques
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Question 61
Multiple Choice
A scale consisting of multiple items,in which an item is a single question or statement to be evaluated,is called a ________.
Question 62
Multiple Choice
A scale for measuring attitudes that consist of a single adjective in the middle of an even-numbered range of values is called a ________.
Question 63
Multiple Choice
A measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items is called ________.
Question 64
Multiple Choice
According to the text,while there is no single,optimal number,traditional guidelines suggest that there should be between ________ categories when using itemized rating scales.
Question 65
Multiple Choice
Scale categories can be ________.
Question 66
Multiple Choice
________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves,and the resulting half scores are correlated.
Question 67
Multiple Choice
The extent to which a scale produces consistent results if repeated measurements are made on the characteristic is called ________.
Question 68
Multiple Choice
Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made?
Question 69
Multiple Choice
According to the text,to develop a multi-item scale,all of the following must be done EXCEPT:
Question 70
Multiple Choice
________ is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.