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Basic Marketing Research Study Set 2
Quiz 12: Asking Good Questions: Measurement Basics
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Question 41
Multiple Choice
A definition of Construct "A" in terms of Constructs "B","C",and "D" is known as a(n)
Question 42
Multiple Choice
Of the many sources of differences of scores,the researcher is especially interested in isolating the differences due to
Question 43
Multiple Choice
A test necessarily lacks content validity when it
Question 44
Multiple Choice
Which of the following statements is INCORRECT with respect to predictive validity?
Question 45
Multiple Choice
While completing a survey on attitudes toward house ownership,John was hit by an attack of indigestion.Which of the following best accounts for the difference between John's and another respondent's scores?
Question 46
Multiple Choice
Convergent validity is
Question 47
Multiple Choice
Exhibit 12.1 An advertiser has developed a television advertisement designed to create a "feeling of warmth" on the part of viewers since she believes that this will lead to positive attitudes toward the product,and ultimately to increased sales.In order to determine if the ad does produce the desired feelings in viewers,she has devised a three-item scale to measure the warmth construct.After viewing the commercial (independently) ,Joe had a score of 15 on the warmth scale and Perry had a score of 9. Refer to Exhibit 12.1.Which of the following statements is FALSE?
Question 48
Multiple Choice
Which of the following is FALSE?
Question 49
Multiple Choice
Which of the following is FALSE?
Question 50
Multiple Choice
Which of the following is FALSE?
Question 51
Multiple Choice
Which of the following is an example of construct validation procedures? When attempting to measure the personality of Chevrolet owners,researchers used the California Personality Inventory.
Question 52
Multiple Choice
Theory and hypothetical constructs are not of much practical use unless
Question 53
Multiple Choice
In a recent survey,those who brushed their teeth often under-reported the activity,while those who brushed their teeth less frequently overreported their dental hygiene behavior.The possible cause for differences in scores could best be attributed to
Question 54
Multiple Choice
The time a person wakes up in the morning has been shown to be a good predictor of the time the person goes to bed.Wake up time is best described as having
Question 55
Multiple Choice
Which of the following is TRUE?
Question 56
Multiple Choice
Exhibit 12.1 An advertiser has developed a television advertisement designed to create a "feeling of warmth" on the part of viewers since she believes that this will lead to positive attitudes toward the product,and ultimately to increased sales.In order to determine if the ad does produce the desired feelings in viewers,she has devised a three-item scale to measure the warmth construct.After viewing the commercial (independently) ,Joe had a score of 15 on the warmth scale and Perry had a score of 9. Refer to Exhibit 12.1.Which of the following is NOT a potential source of difference between these scores?
Question 57
Multiple Choice
Due to a misunderstanding of his instructions,a research assistant consistently entered the upper value of an attitude scale as a "6" instead of a "7" when keypunching data for his boss.This is an example of