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The Essentials of Marketing Research
Quiz 6: Measurement
Path 4
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Question 101
Multiple Choice
The objective of ________ assessment is to measure the same subjects at two different points in time under the same conditions and compare results.
Question 102
Multiple Choice
The objective of ________ assessment is to measure the reliability using two different versions of the measuring device.
Question 103
Multiple Choice
Measuring reliability using a(n) __________ approach usually involves the use of different samples of respondents to determine reliability of measures through a technique called split-half.
Question 104
Multiple Choice
The _________ of a measuring instrument is the extent to which it provides adequate coverage of the topic under study.
Question 105
Multiple Choice
The _________ reflects the success of measures used for estimating purposes.
Question 106
Multiple Choice
The _________ involves the desire to measure or infer the presence of abstract characteristics for which no empirical validation seems possible.
Question 107
Multiple Choice
The ACT test score requirement for college as a predictive tool for success in college courses is an example of
Question 108
Multiple Choice
Attitude scales, aptitude tests, and personality test generally concern concepts that fall into this category
Question 109
Multiple Choice
_____ scales measure attributes one at a time.
Question 110
Multiple Choice
_____ scales measure several attributes simultaneously.
Question 111
Multiple Choice
In using itemized rating scales, researchers face all of the following choices except
Question 112
Multiple Choice
It is generally conceded that itemized rating scales generate _____ scaled data.
Question 113
Multiple Choice
Asking individuals how often they purchase potato chips using a scale of "always, frequently, occasionally, infrequently, and not at all"is an example of a(n) ____ scale.
Question 114
Multiple Choice
Strictly speaking, a(n) _____ scale is a five-point itemized rating scale anchored by strongly agree and strongly disagree.
Question 115
Multiple Choice
The ____ scale is sometimes referred to as a summated ratings scale.
Question 116
Multiple Choice
In a(n) _____ scale, respondents put objects in an order of some variable under study.
Question 117
Multiple Choice
A disadvantage of the _____ scale is that the researcher does not know the location of each item on a like-dislike continuum. An item may be ranked first, but it may or may not be closely related to the items ranked second, third, and so forth.