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.

Accepted Answer

This is correct. In an itemized rating scale, each category has a number or brief description associated with it for the respondent to select from.

Question 2

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

Accepted Answer

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

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.

Accepted Answer

The statement is false. The correlation coefficient decreases with a reduction in the number of categories.

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.

Accepted Answer

A noncomparative scale does not involve comparing the stimulus objects to each other, but rather evaluating each object individually.

Question 5

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

Accepted Answer

Likert scale items can have various numbers of response categories, but they commonly range from 5 to 7 options, not exclusively 7.

Question 6

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

Accepted Answer

Both the -3 to +3 and 1 to 7 scales are commonly used for scoring individual items on a semantic differential scale.

Question 7

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

Accepted Answer

Noncomparative scaling techniques do include 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.

Accepted Answer

The semantic differential is a type of rating scale designed to measure the connotative meaning of objects, events, and concepts. The endpoints are indeed associated with bipolar labels, but the scale is not limited to five points; it can vary in the number of points to capture the intensity of the respondent's feelings or attitudes towards the subject matter.

Question 9

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

Accepted Answer

Profile analysis involves calculating the mean or average score of each item across all respondents. This analysis can help identify patterns or trends in the data, such as which items received the highest or lowest ratings.

Question 10

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

Accepted Answer

The semantic differential scale is actually used quite commonly in various fields such as psychology, marketing research, and social sciences. It involves using opposites on a scale to rate a concept, object, or experience.

Question 11

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

Accepted Answer

The Stapel scale is a unipolar rating scale that does not have a neutral point, and it can be easily administered over telephone surveys.

Question 12

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

Accepted Answer

Non-comparative scales are also known as monadic scales, so the statement is true.

Question 13

The Stapel scale is usually presented horizontally.

Accepted Answer

The Stapel scale is typically presented vertically, with a single adjective in the center and numerical values ranging from -5 to +5 (or a similar range) extending above and below to gauge intensity of sentiment or agreement.

Question 14

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

Accepted Answer

Non-comparative scales do not provide a frame of reference or standard for respondents to use, so they rely on their own subjective rating criteria.

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.

Accepted Answer

Likert scales were used by the New York City Transit to assess people's perceptions of the subway system and to identify issues, which helped to increase 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.

Accepted Answer

This statement is true. Including negative adjectives or phrases on both sides of the scale helps reduce response bias from participants who may simply choose the right or left side without fully reading or considering the questions.

Question 17

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

Accepted Answer

This is true. The Likert scale is a type of rating scale used in survey research to measure attitudes or opinions. The responses are typically scored and summed to create a total score, which is why it is referred to as a summated scale.

Question 18

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

Accepted Answer

This is true, as Likert scale analysis involves examining responses to each individual item in order to create a profile of attitudes or opinions.

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.

Accepted Answer

While the mean is commonly used to summarize semantic differential scale data, there is debate over whether the data should be treated as interval scale data, as some argue that the distances between the scale points may not be equal.

Question 20

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

Accepted Answer

Itemized rating scales, also known as Likert scales, are commonly used in marketing research to measure customer attitudes and perceptions. They involve presenting a set of statements or items, and asking respondents to indicate their level of agreement, satisfaction, or preference on a scale. These scales can be used as standalone tools or as part of more complex scales such as semantic differential scales or conjoint analysis.

Quiz 9: Measurement and Scaling: Noncomparative Scaling Techniques