A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply adding up the responses 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 composite measure that is created by adding up responses to multiple items is called a summated scale.

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