Question 1

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.
A) Abstract Concepts
B) Constructs
C) Intuitive Constructs
D) None of the above.

Accepted Answer

The answer of ____________ are specific types of concepts that...

Question 2

The measurement process begins with ____________.
A) Identifying the concept of interest
B) Developing a construct
C) Defining the construct
D) Evaluating reliability and validity

Accepted Answer

The measurement process begins with identifying the concept of interest to be measured. This concept could be an abstract idea, a physical object, a behavior, or a condition. Without clarifying the concept to be measured, it would be difficult to develop a construct, define it, and evaluate its reliability and validity.

Question 3

______________ is a guide, a method, or a command that tells a research what to do.
A) Construct
B) Rule
C) Operational definition
D) Valid concept
E) Reliable concept

Accepted Answer

A rule is a directive or guideline that must be followed in order to achieve a desired outcome. In research, rules can include specific methodologies or data gathering techniques that ensure accuracy and reliability in the research findings.

Question 4

If the same instrument gives consistent results every time it is used for a measurement, then it indicates:
A) test-retest reliability.
B) equivalent-forms reliability.
C) internal consistency.
D) internal validity.
E) external validity.

Accepted Answer

Test-retest reliability refers to the consistency of results obtained by the same instrument each time it is used for measurement. Therefore, if the same instrument gives consistent results every time it is used for a measurement, it indicates test-retest reliability.

Question 5

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.
A) nominal
B) ratio
C) interval
D) reliable
E) ordinal

Accepted Answer

Nominal data is the lowest level of measurement and only allows for qualitative distinctions between categories. It cannot be arranged in a meaningful order, and therefore, there are limited statistical techniques that can be applied to its data.

Question 6

When a researcher wants to show the differences separating two objects, the ideal type of scale to use is _________________.
A) nominal
B) ordinal
C) interval
D) none of the above

Accepted Answer

An interval scale can measure the differences between two objects as it has equal intervals between values. Nominal and ordinal scales cannot measure the differences between objects, as nominal only categorizes and ordinal only ranks. Therefore, interval scale is the best choice for showing differences between two objects.

Question 7

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices:
(1) urban (2) rural (3) suburban
A) nominal
B) ratio
C) interval
D) reliable
E) ordinal

Accepted Answer

The answer is nominal because the choices cannot be ranked or put in any specific order. They are simply categories to choose from.

Question 8

Which of the following does not apply to an operational definition?
A) There can be many different potential operational definitions for a single concept.
B) It defines which observable characteristics will be measured.
C) It defines a concept and establishes boundaries for the concept.
D) Instruments are developed on the basis of it.
E) All of the above pertain to an operational definition.

Accepted Answer

All of the other options (A, B, D, and E) pertain to an operational definition. Option C is incorrect because an operational definition does not define a concept or establish boundaries, but rather defines how a concept will be measured or observed in a specific context.

Question 9

In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.
A) nominal
B) ratio
C) interval
D) reliable
E) ordinal

Accepted Answer

Interval level of measurement provides equal intervals between values and also has a meaningful zero point. This makes it suitable for measuring attitudes and likelihood of purchase with a scale that includes numbers, such as Likert scales. Nominal and ordinal scales are not suitable for measuring attitudes and likelihood of purchase as they do not allow for a direct comparison of values, while ratio scales are not commonly used in marketing research. "Reliable" is not a level of measurement but rather refers to the consistency of measurements.

Question 10

____________________ are/can be a source of measurement differences that produces random or systematic error.
A) Characteristics of individual respondents
B) Short-term personal factors
C) Situational Factors
D) Sampling of items included in the questionnaire
E) All of the above

Accepted Answer

All of the factors listed (characteristics of individual respondents, short-term personal factors, situational factors, and sampling of items included in the questionnaire) can contribute to measurement differences that produce random or systematic error. It is important for researchers to consider and address these factors in order to improve the accuracy and reliability of their data.

Question 11

Which of the following types of scales is least likely to produce interval or ratio scale data?
A) paired comparison
B) itemized rating
C) graphic rating
D) constant sum
E) All produce interval or ratio scale data.

Accepted Answer

Paired comparison scales do not produce interval or ratio scale data because they only allow for comparison between two items and do not assign a numerical value. The other options (itemized rating, graphic rating, and constant sum) all allow for numerical values to be assigned and thus can produce interval or ratio scale data.

Question 12

_______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.
A) Operational definition
B) Constitutive definition
C) Concept
D) Rule
E) Valid concept

Accepted Answer

An operational definition specifies how a concept will be measured and what process will be used to assign a value to it. This is important in research because without an operational definition, measurements of a concept may be inconsistent or invalid. A constitutive definition is a more general definition of a concept that explains its meaning and relevance, but does not provide specific guidelines for measurement. A valid concept is one that accurately represents the intended phenomenon, but does not address the issue of how it will be measured. A rule is a guideline or principle that governs behavior or decision-making, and is not directly related to the concept of operationalization.

Question 13

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category.
___(1) 0 to 18 ___(2) 19 to 34 ___(3) 35 and over
A) nominal
B) ratio
C) interval
D) reliable
E) ordinal

Accepted Answer

The question is asking for age categories to be ranked in order, but there is no inherent numerical value to the categories themselves. Therefore, it is an example of ordinal measurement.

Question 14

Brand loyalty has been defined as "A strongly motivated and long standing decision to purchase a particular product or service." This is an example of which type of definition?
A) constitutive
B) operational
C) reliable
D) valid

Accepted Answer

This definition is a constitutive definition because it is providing an essential and defining characteristic of brand loyalty.

Question 15

Which of the following types of scales would allow the researcher to compute arithmetic means?
A) nominal
B) ordinal
C) ratio
D) interval
E) both (c) and (d)

Accepted Answer

The answer of Which of the following types of scales...

Question 16

Cronbach's alpha is a statistical technique for measuring _______.
A) face validity
B) sensitivity
C) reliability
D) content validity

Accepted Answer

Cronbach's alpha is a measure of internal consistency reliability, which assesses the consistency of responses to items in a questionnaire or survey. It determines how closely related a set of items are as a group and how reliably they measure a single construct or domain.

Question 17

If the researcher wishes to measure something that could have a value of zero, what would be the appropriate type of scale?
A) ordinal
B) qualitative
C) nominal
D) ratio
E) none of the above

Accepted Answer

A ratio scale is appropriate when measuring something that could have a value of zero because it allows for the comparison of values in terms of ratios (e.g. "twice as much" or "half as much") and also includes an absolute zero point which represents a complete absence of the measured property.

Question 18

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.
A) Predictive validity
B) Predictive reliability
C) Concurrent validity
D) Convergent validity
E) Discriminant validity

Accepted Answer

Discriminant validity reveals the lack of or low correlation among constructs that are supposed to be different. This helps to establish that the measures being used are distinct and not just different versions of the same construct.

Question 19

You are creating a survey that is interested in ranking customers' preferences for various brands of cola. You would definitely need to use which type of scale?
A) nominal
B) ordinal
C) ratio
D) interval
E) none of the above

Accepted Answer

An ordinal scale allows for ranking or ordering items, and in this case, customers would rank their preferences for various brands of cola. A nominal scale only allows for labeling or categorizing items, while a ratio scale requires a true zero point and an interval scale requires equal distances between each point on the scale.

Question 20

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank. Which of the following scales would be most appropriate to achieve such an objective?
A) Likert
B) semantic differential
C) Stapel
D) constant sum
E) All of the above are appropriate.

Accepted Answer

The answer of A researcher is attempting to construct a...

Quiz 9: The Concept of Measurement and Attitude Scales

____________ are specific types of concepts that exist at higher levels of abstraction than do everyday concepts.

The measurement process begins with ____________.

______________ is a guide, a method, or a command that tells a research what to do.

If the same instrument gives consistent results every time it is used for a measurement, then it indicates:

This level of measurement would have the fewest possibilities regarding the types of statistical techniques that can be applied to its data.

When a researcher wants to show the differences separating two objects, the ideal type of scale to use is _________________.

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices: (1) urban (2) rural (3) suburban

Which of the following does not apply to an operational definition?

In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment.

____________________ are/can be a source of measurement differences that produces random or systematic error.

Which of the following types of scales is least likely to produce interval or ratio scale data?

_______________ specifies which observable characteristics will be measured and the process for assigning a value to the concept.

What level of measurement would the following question produce? Please indicate your approximate age by checking the appropriate age category. _(1) 0 to 18 _(2) 19 to 34 ___(3) 35 and over

Brand loyalty has been defined as "A strongly motivated and long standing decision to purchase a particular product or service." This is an example of which type of definition?

Which of the following types of scales would allow the researcher to compute arithmetic means?

Cronbach's alpha is a statistical technique for measuring _______.

If the researcher wishes to measure something that could have a value of zero, what would be the appropriate type of scale?

_______________ reveals the lack of or low correlation among constructs that are supposed to be different.

You are creating a survey that is interested in ranking customers' preferences for various brands of cola. You would definitely need to use which type of scale?

A researcher is attempting to construct a question on a questionnaire that will render a profile consisting of 20 attributes of what a bank's customers think of the bank. Which of the following scales would be most appropriate to achieve such an objective?