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Business
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Basic Marketing Research
Quiz 10: Measurement and Scaling: Noncomparative Scaling Techniques
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Question 61
Multiple Choice
________ is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.
Question 62
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 63
Multiple Choice
Scale categories can be ________.
Question 64
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.