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

Quizplus · Accepted Answer

A summated scale is a composite measure created by summing the responses to each item in a multi-item scale. In this case, the researcher created a composite measure by summing the responses to each of the five attitude items, which is a summated scale.

A Researcher Is Measuring Consumers' Attitudes Toward Product Placement in Movies