Deck 9: Measurement and Scaling: Noncomparative Scaling Techniques

Question 1

In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category.

Answer 1

True

Question 2

The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.

Answer 2

False

Question 3

The size of the correlation coefficient, a common measure of relationship between variables in itemized rating scales, is influenced by the number of scale categories. The correlation coefficient increases with a reduction in the number of categories.

Answer 3

False

Question 4

A noncomparative scale is one of two scaling techniques in which each stimulus object is scaled independent of the other objects in the stimulus set.

Question 5

Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree."

Question 6

Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale.

Question 7

Noncomparative scaling techniques are comprised of continuous and itemized rating scales.

Question 8

The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning.

Question 9

Profile analysis involves determining the average respondent ratings for each item.

Question 10

Of the three itemized rating scales considered, the semantic differential scale is used the least.

Question 11

An advantage of the Stapel scale is it can be administered over the telephone.

Question 12

Non-comparative scales are often referred to as monadic scale.

Question 13

The Stapel scale is usually presented horizontally.

Question 14

Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.

Question 15

The New York City Transit used Likert scales to determine people's perceptions of the subway system and address their concerns, leading to increased ridership.

Question 16

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right-or-left-hand sides without reading the labels.

Question 17

The Likert scale is also referred to as a summated scale.

Question 18

Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

Question 19

Although the mean is most often used as a summary statistic with semantic differential scale data, there is some controversy as to whether the data obtained should be treated as an interval scale.

Question 20

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

Question 21

Perfect validity requires that there be no measurement error, therefore:
(X_O = X_T, X_R = 0, X_S = 0).

Question 22

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

Question 23

Reliability can be defined as the extent to which measures are free from random error, X_R.

Question 24

When determining the number of scale categories to use in a non-comparative itemized rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated statistical techniques, five or more scale categories may be required.

Question 25

Reliability is assessed by determining the proportion of random variation in a scale.

Question 26

In situations where the respondents are expected to have no opinions, as opposed to simply being reluctant to disclose it, the accuracy of data may be improved by a non-forced scale that includes a "no opinion" category.

Question 27

The number of scale categories used in noncomparative itemized scales is fixed at five.

Question 28

A construct is the theory being measured.

Question 29

Non-comparative itemized rating scales with strong adjectives as anchors (1=generally disagree, 7=generally agree)result in less variable and more peaked response contributions.

Question 30

With alternative forms reliability, a low correlation may reflect either an unreliable scale or nonequivalent forms.

Question 31

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

Question 32

The scale development process is an iterative one.

Question 33

In alternative-forms reliability, the same respondents are measured at two different times with an equivalent scale form being administered each time.

Question 34

Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency.

Question 35

It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data.

Question 36

An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.

Question 37

X_O = X_T + X_S + X_R represents the pure score model.

Question 38

The Likert scale is a balanced rating scale with an odd number of categories and a neutral point.

Question 39

When determining the number of scale categories to use in a non-comparative itemized rating scale, the nature of the object is relevant.

Question 40

Coefficient alpha assists in determining whether the averaging process used in calculating coefficient beta is masking any inconsistent items.

Question 41

Which non-comparative scale is analyzed using profile analysis?

A)Likert scale
B)semantic differential scale
C)Stapel scale
D)all of the above

Question 42

The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices)scale uses seven-point scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________.

A)continuous rating scale
B)Stapel scale
C)semantic differential scale
D)Likert scale

Question 43

A ________ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

A)semantic differential scale
B)Likert scale
C)continuous rating scale
D)Stapel scale

Question 44

Which of the following statements does not pertain to non-comparative scales?

A)Noncomparative scales are often referred to as monadic scales.
B)Respondents using a non-comparative scale employ whatever rating standard seems appropriate.
C)Data must be interpreted in relative terms and have only ordinal or rank order properties.
D)Non-comparative techniques consist of continuous and itemized rating scales.

Question 45

In a ________, respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

A)semantic differential scale
B)Likert scale
C)continuous rating scale
D)Stapel scale

Question 46

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?

A)semantic differential scale
B)Likert scale
C)continuous rating scale
D)Stapel scale

Question 47

Which scale is not an itemized rating scale (Table 9.1 in the text)?

A)Stapel scale
B)semantic differential scale
C)Likert scale
D)continuous rating scale

Question 48

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

A)semantic differential scale
B)Likert scale
C)continuous rating scale
D)Stapel scale

Question 49

The ________ is known for its versatility and is very popular with marketing researchers.

A)continuous rating scale
B)Stapel scale
C)semantic differential scale
D)Likert scale

Question 50

Sears is: Powerful -:-:-:-:-X-:-:-: Weak
Unreliable -:-:-:-:-:-X-:-: Reliable
The above scale is an example of a ________ scale.

A)continuous rating
B)Stapel
C)semantic differential
D)Likert

Question 51

Neither agree
Strongly nor Strongly
Disagree Disagree disagree Agree agree
1)Sears has poor in-store service 1 2X 3 4 5
2)I like to shop at Sears.1 2X 3 4 5
The above scale is an example of a ________.

A)continuous rating scale
B)Stapel scale
C)semantic differential scale
D)Likert scale

Question 52

How would you rate Sears as a department store? Version 1
Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best
Version 2
Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best
0 10 20 30 40 50 60 70 80 90 100
The above scales are all examples of a ________.

A)continuous rating scale
B)Stapel scale
C)Semantic differential scale
D)Likert scale

Question 53

The Likert scale has several advantages. Which of the following is not an advantage?

A)It does not require a pretest of the adjectives or phrases to ensure bipolarity.
B)Respondents readily understand how to use the scale.
C)It is suitable for mail, telephone, or personal interviews.
D)It is easy to construct and administer.

Question 54

The researcher can bias the scales by either biasing the wording of the statements (Likert type scales), the scale descriptors, or other aspects of the scale.

Question 55

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

A)semantic differential scale
B)Likert scale
C)continuous rating scale
D)Stapel scale

Question 56

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

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

Question 57

Using several scale items to measure the characteristic of interest provides more accurate measurement than a single-item scale.

Question 58

Given its subjective nature, content validity alone is a sufficient measure of the validity of a scale.

Question 59

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

Question 60

Construct validity is the simplest and easiest type of validity to establish.

Question 61

Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both ________ in measurement.

A)random error
B)potential sources of reliability
C)potential sources of error
D)systematic error

Question 62

Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions?

A)the number of scale categories to use
B)forced versus non-forced choice
C)the order of the scale questions
D)balanced versus unbalanced scales

Question 63

X_O = X_T + X_S + X_R In the true score model shown above, X_T represents ________.

A)random error
B)the observed score or measurement
C)the true score of the characteristic
D)systematic error

Question 64

The ________ is confusing and difficult to apply. It is the least used of the itemized scales.

A)continuous rating scale
B)Stapel scale
C)semantic differential scale
D)Likert scale

Question 65

A multi-item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except ________.

A)reliability
B)generalizability
C)stability
D)validity

Question 66

Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale?

A)With an odd number of categories, the middle scale position is generally designated neutral or impartial.
B)The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured.
C)A rating scale with an even number of categories should be used if the researcher wants to force a response.
D)All of the above statements are true.

Question 67

Which statement is true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

A)If the respondents are interested in the scaling task and are knowledgeable about the objects, a larger number of categories may be employed.
B)Space limitations may restrict the number of categories in mail questionnaires.
C)If telephone interviews are involved, many categories may confuse the respondents.
D)All of the statement above are true.

Question 68

Deciding whether to present scales as vertical or horizontal is related to which of the non-comparative itemized rating scale decisions?

A)number of scale categories
B)physical form or configuration
C)odd or even number of categories
D)nature and degree of verbal description

Question 69

Which of the following is not an approach to assess multi-item scale reliability?

A)test-retest reliability
B)construct reliability
C)alternative forms reliability
D)internal consistency reliability

Question 70

Which statement is not true if deciding on the number of scale categories to use in a non-comparative itemized rating scale?

A)Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine.
B)The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.
C)If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used.
D)How the data are to be analyzed and used should also influence the number of categories.

Question 71

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?

A)continuous rating scale
B)Stapel scale
C)semantic differential scale
D)Likert scale

Question 72

Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non-comparative itemized rating scale?

A)The scale should be balanced to obtain objective data.
B)In a balanced scale, the number of favorable and unfavorable categories are equal.
C)If the distribution of responses is likely to be skewed, either positively or negatively, a balanced scale with more categories in the direction of skewness may be appropriate.
D)If an unbalanced scale is used, the nature and degree of unbalance in the scale should be taken into account in data analysis.

Question 73

The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text).

A)attitude
B)satisfaction
C)purchase frequency
D)purchase intent

Question 74

A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero).

A)semantic differential scale
B)Likert scale
C)continuous rating scale
D)Stapel scale

Question 75

________ represents stable factors that affect the observed score in the same way each time the measurement is made, such as mechanical factors (see Fig.9.6 in the text).

A)Systematic error
B)Measurement error
C)Random error
D)Variable error

Question 76

The data obtained by using a Stapel scale can be analyzed in the same way as a ________.

A)continuous rating scale
B)Constant sum scale
C)semantic differential scale
D)Ranking scale

Question 77

________ is the first step in developing a multi-item scale. ________ is the last step.

A)Generate an initial pool of items; Prepare the final scale
B)Develop a theory; Prepare a final scale
C)Develop a theory; Develop a purified scale
D)Generate an initial pool of items; Develop a purified scale

Question 78

Validity can be assessed by examining all of the following except ________.

A)item validity
B)content validity
C)criterion validity
D)construct validity

Question 79

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text).

A)attitude
B)satisfaction
C)purchase frequency
D)purchase intent

Question 80

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

A)Systematic error
B)Measurement error
C)Random error
D)Variable error