Deck 8: Measurement

Question 1

Using an interval scale to measure psychological attitudes allows the researcher to determine the actual strength of the attitude towards an object.

Answer 1

False

Question 2

A ratio scale is a type of scale that has relative rather than absolute quantities.

Answer 2

False

Question 3

Graphic rating scales are limited to using straight lines as sources of visual communication.

Answer 3

False

Question 4

Using the equivalent-form and split-half approaches to measure reliability assumes that the concept being measured is unidimensional.

Question 5

The test-retest method of determining reliability involves administering different scales or measures to the same respondents at a single time to test for stability.

Question 6

An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.

Question 7

In marketing research, when respondents are asked to rank their shopping centre preferences, they assign interval values to them.

Question 8

In marketing research, there is only one way to measure a precisely defined concept.

Question 9

Reliability addresses the problem of whether a measure (for example, an attitude measure used in marketing) actually measures what it is supposed to measure.

Question 10

Questions that incorporate single-item scales are more sensitive than those that use index measures.

Question 11

An interval scale is a type of scale that arranges objects or alternatives in an ordered relationship according to their magnitudes.

Question 12

The calculation of a mean (mathematical average) can be conducted only if the scale is of a nominal or ordinal nature.

Question 13

A Stapel scale simultaneously measures both the direction and the intensity of an attitude.

Question 14

The constant-sum scale works best with respondents who have low educational levels.

Question 15

The most common way to measure attitudes in marketing research is by using rating scales.

Question 16

True measurement of concepts requires a process of precisely assigning scores or numbers to the attributes of people or objects.

Question 17

An index measure is a single characteristic or fundamental feature of an object, person, situation or issue.

Question 18

Many measurement scales used in marketing research are not directly comparable.

Question 19

An operational definition gives meaning to the concept by specifying what the concept is and what it is not.

Question 20

A ratio scale has all the properties of nominal, ordinal and interval scales.

Question 21

All of the following descriptive statistics are appropriate measures for ordinal-scaled items, except:

A) mode.
B) median.
C) mean.
D) range.

Question 22

Which of the following scale types is considered to have the lowest order?

A) Nominal
B) Ordinal
C) Ratio
D) Interval

Question 23

An ipsative scale involves evaluating one item in isolation from evaluations of other items.

Question 24

Which of the following scales allows researchers to compare absolute magnitudes because it has an absolute zero point?

A) Nominal
B) Ratio
C) Interval
D) Ordinal

Question 25

An attribute is:

A) a type of response category, such as 'agree or disagree', that does not allow the recording of subtle attitude changes.
B) a single characteristic or fundamental feature of an object, person, situation or issue.
C) an enduring disposition to consistently respond to various aspects of the world in a given manner.
D) a type of variable that is not directly observable but is measurable through indirect indicators.

Question 26

The first step in the measurement process involves:

A) determining what is to be measured.
B) determining how it is to be measured.
C) determining the type of attitude and scale to be used to measure it.
D) determining the measurement rule.

Question 27

Ranking tasks require respondents to indicate their attitudes or beliefs by arranging them on the basis of perceived similarity or some other attribute.

Question 28

Which of the following scale types is considered to have the highest order?

A) Nominal
B) Interval
C) Ratio
D) Ordinal

Question 29

A monadic rating scale asks a respondent to rate a concept based on a specific frame of reference.

Question 30

Construct validity is established during the statistical analysis of the data.

Question 31

Ranking scales are appropriate when asking a respondent to classify product attributes or concepts.

Question 32

Calculating the median is an appropriate measure for all of the following, except a(n):

A) interval scale.
B) ordinal scale.
C) ratio scale.
D) nominal scale.

Question 33

Reverse coding may be used prior to computing a summated score to ensure all items in a composite scale are treated consistently.

Question 34

Which of the following descriptive statistics is an appropriate measure for nominal scales?

A) Mode
B) Median
C) Mean
D) Range

Question 35

If respondents are asked to rate a list of high-tech companies as excellent, good, fair or poor in terms of their delivery service, this is best described as an example of a(n) ______ scale.

A) interval
B) ratio
C) nominal
D) ordinal

Question 36

Ranking measurements of attitudes provides interval data, increasing the number of statistical techniques that may be used.

Question 37

A semantic differential scale is a ranking scale used to measure attitudes on the basis of a set of bi-polar adjectives.

Question 38

The key question, 'On what basis will numbers or scores be assigned to the concept?' is asked at which stage of the measurement process?

A) Determining the type of attitude and scale to be used to measure it
B) Determining what is to be measured
C) Determining how it is to be measured
D) Determining if the measure consists of a number of measures

Question 39

Researchers who accept the notion of forced-choice scales essentially argue that the respondents should have an attitude towards the items that they are asked about.

Question 40

For most behavioural marketing research, which type of scale is the preferred measure?

A) Interval
B) Ratio
C) Nominal
D) Ordinal

Question 41

If a new measure is taken at the same time as the criterion measure and is shown to be valid, it is said to have__________ validity.

A) construct
B) face
C) concurrent
D) predictive

Question 42

When a researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions, it is an example of the _________ method for assessing internal consistency.

A) test-retest
B) split-half
C) equivalent-form
D) predictive-form

Question 43

A disadvantage of the Likert scale is that:

A) it is hard to judge what a single score means.
B) it has no standard answers.
C) bipolar adjectives must be identified.
D) it is difficult for respondents to answer.

Question 44

An enduring disposition to consistently respond to various aspects of the world, including people, events and objects, in a given manner is known as a(n):

A) concept.
B) attribute.
C) construct.
D) attitude.

Question 45

Which type of scale is the following? $\text {Australea Post wauld like you to distribute 100 paints annong the fallowing}$ $\text {characterietics in terms of how ingortant each aspect is to you far your delvery needs}$

_________ $\text {Accurate billing}$
_________ $\text {On-tine delivery}$
_________ $\text {Price}$

A) Numerical
B) Constant-sum
C) Likert
D) Paired comparison

Question 46

The statement, 'I plan to buy a new car sometime in the next three months' reflects which component of an attitude?

A) Affective
B) Behavioural
C) Cognitive
D) Emotive

Question 47

Validity refers to:

A) a composite measure of several variables used to measure a single concept.
B) the degree to which measures yield consistent results.
C) the ability of a scale to measure what was intended to be measured.
D) the ability to accurately measure variability in responses.

Question 48

If a respondent is asked to select the suburb they live in, this is best described as a(n) _______ scale.

A) nominal
B) ordinal
C) interval
D) ratio

Question 49

How often do you disagree with your spouse about how much time to spend watching sports on television?  Never  Rarely  Sometimes  Often  Very often
The above is an example of a(n):

A) category scale.
B) graphic rating scale.
C) bipolar scale.
D) Likert scale.

Question 50

The statement, 'She believes buying fruit and vegetables from the farmers' market offers the best value and freshness' reflects which of the following basic components of an attitude?

A) Cognitive
B) Affective
C) Behavioural
D) Conative

Question 51

Suppose that a respondent is given a set of cards, each card containing the current advertising slogan for a brand. The respondent is asked to place the cards into two piles, the first labelled 'Recognise this slogan and can identify the brand' and the second labelled, 'Do not recognise the slogan.' This is an example of a _______ task.

A) ranking
B) rating
C) sorting
D) choice

Question 52

When constructing a scale, adding 'strongly agree', 'mildly agree', 'neither agree nor disagree', 'mildly disagree' and 'strongly disagree' to a dichotomous 'agree or disagree' response category increase the scale's:

A) reliability.
B) practicality.
C) validity.
D) sensitivity.

Question 53

If researchers wish to compare four brands of toothpaste on the basis of taste and freshness, how many comparisons are required in a paired comparison measurement?

A) Four
B) Six
C) Eight
D) 10

Question 54

The basic approaches to establishing validity include all of the following, except:

A) content validity.
B) comparative validity.
C) criterion validity.
D) construct validity.

Question 55

'I love my Mazda 3' reflects which component of an attitude?

A) Affective
B) Behavioural
C) Cognitive
D) Conative

Question 56

Which of the following is the correct formula for determining the number of comparisons that are required in a paired comparison measurement?

A) n(n + 1) / 2
B) (n-1)(n + 1) / 2
C) n(n-1) / 2
D) n(n-2) / 2

Question 57

The criterion used for evaluating measurements includes all of the following, except:

A) reliability.
B) sensitivity.
C) validity.
D) divisibility.

Question 58

Which type of rating scale is the following? Now that you have driven your 2013 Mazda 3 far six months, tell us how satis mied you are with the car's cverall perfarmance.
$$\begin{array}{l}\text {Very }&&&&&&&&\text {Very }\\\text { satisfied}&7&6&5&4&3&2&1&\text { dissatisfied}\\\end{array}$$

A) Behavioural differential
B) Comparative rating
C) Monadic rating
D) Graphic rating

Question 59

Which of the following types of scales is the easiest to construct?

A) Likert scale
B) Stapel scale
C) Semantic differential scale
D) Constant-sum scale

Question 60

Which of the following scales might be the best way to measure children's attitudes towards toys?

A) Likert
B) Graphic
C) Stapel
D) Constant-sum

Question 61

Tasks that require respondents to indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute are known as _______.

Question 62

The ability of a measure to correlate with other standard measures of the same construct is called _________ validity.

Question 63

A(n) _______ scale might be the best way to measure consumer attitudes in places where communication barriers are of concern.

Question 64

A(n) ________ ____________ scale uses bipolar adjectives to anchor the beginning and end of each scale.

Question 65

How well does Australia Bank perform on the following factors: Low level of service _ _ _ _ _ _ _ High level of service
The above is an example of a:

A) semantic differential scale.
B) comparative scale.
C) Likert scale.
D) Stapel scale.

Question 66

The measurement technique that involves presenting the respondent with two objects and asking him or her to pick the preferred object is called ______ __________.

Question 67

A scale in which letters or numbers assigned to objects serve as labels for identification is called a(n) _______ scale.

Question 68

A scale which arranges objects so that they are equally distant from one another is called a(n) ________ scale.

Question 69

Compared to other department stores, David Jones has a: High level of service -3 -2 -1 0 +1 +2 +3
High quality products -3 -2 -1 0 +1 +2 +3
The above is an example of a:

A) numerical scale
B) Likert scale
C) semantic differential scale.
D) Stapel scale

Question 70

When determining internal consistency, the __________ method checks the results of one half of a set of scaled items against the results from the other half.

Question 71

When the same measuring instrument is given to the same respondents at two separate times to see if it produces the same results, it is called the ___________ method of determining reliability.

Question 72

A specification of the activities necessary to measure a given concept is called a(n) ___________ __________.

Question 73

A respondent is asked to indicate their overall preference between a range of sports brands. This is an example of a:

A) sorting task.
B) ranking task.
C) nominating task.
D) rating task.

Question 74

Reliability is the degree to which measures are free from ______ error and therefore yield consistent results.

Question 75

A scale which arranges objects in order according to their relative magnitude to one another is called a(n) _______ scale.

Question 76

If a respondent is asked to choose their favourite flavour of ice-cream from a list of five options, this is known as a(n) _________ scale.

A) ordinal
B) ipsative
C) normative
D) rational

Question 77

A generalised idea about a class of objects is called a(n) _______.

Question 78

A verbal explanation of what a concept is and what it is not is called a(n) __________ __________.

Question 79

If the new measure is taken at the same time as the criterion measure and is shown to be valid, then it has __________ validity.

Question 80

A respondent is shown a subset of items from a list of product attributes and asked to select the most and least appealing items. This task is repeated a number of times, each time with a different subset of items from the list. This is an example of:

A) block-rank scaling.
B) comparative sum scaling.
C) best-worst scaling.
D) constant sum scaling.