Chapter 10

Question 1

Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable
and valid way.

Answer 1

True

Question 2

A scale can be thought of as a generalized idea that represents something of meaning.

Answer 2

False

This is a concept. Scales measure concepts.

Question 3

Correspondence analysis is the process of identifying scale devices that correspond to properties of a concept involved
in a research process.

Answer 3

False

This is called operationalization.

Question 4

A construct is a latent concept that is measured with a single variable

Answer 4

False

Constructs are measured with multiple variables.

Question 5

An ordinal scale is the simplest type of measurement scale.

Answer 5

False

A nominal scale is the most elementary level of measurement.

Question 6

A measurement scale in which respondents are asked to rank items based on their preferences is called a nominal scale.

Answer 6

False

This is an ordinal scale

Question 7

The Fahrenheit temperature scale is a ratio scale

Answer 7

False

It is an interval scale.

Question 8

Interval scales are able to represent absolute quantities including a meaningful absolute zero.

Answer 8

False

Ratio scales do this. Interval scales capture information about differences in quantities of a concept.

Question 9

In ratio scales, the location of the zero point is arbitrary.

Answer 9

False
Ratio scales have an absolute zero. This is what distinguishes a ratio scale from an interval
scale because zero in a ratio scale has meaning in that it represents an absence of some
concept.

Question 10

“Money” provides a ratio scale.

Answer 10

True

Question 11

Concrete measures are those that take on only one of a finite number of values

Answer 11

False

These are discrete measures.

Question 12

Continuous measures are those assigning values anywhere along some scale range in a place that corresponds to the
intensity of some concept.

Answer 12

True

Question 13

Interval scales are considered continuous when three or more categories are used.

Answer 13

False

RATIONALE: They are considered continuous when five or more categories are used.

Question 14

A measuring instrument is valid when the results can be repeated at subsequent measurements of the concept.

Answer 14

False

RATIONALE: This is reliability. Validity refers to the extent to which a score truthfully represents a concept.

Question 15

Coefficient beta is the most commonly applied estimate of a composite scale’s reliability.

Answer 15

False

RATIONALE: Coefficient alpha is most commonly used.

Question 16

Discriminant validity is another way of expressing internal consistency.

Answer 16

False
RATIONALE: This is convergent validity. Discriminant validity represents how unique or distinct is a
measure.

Question 17

Attitudes are thought to have three components: affective, cognitive, and behavioral.

Answer 17

True

Question 18

Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic exists.

Answer 18

False

RATIONALE: This is a rating task.

Question 19

The category scale measures attitude with greater sensitivity than a two-point response scale.

Answer 19

True

Question 20

Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3

Answer 20

True

Question 21

Marketing researchers generally assume that the semantic differential provides interval data.

Answer 21

True

Question 22

The fractional-point scale demands that respondents divide points among several attributes to indicate their relative
importance.

Answer 22

False

RATIONALE: This is called a constant-sum scale.

Question 23

In a graphic rating scale, a respondent’s score is the length in millimeters from one end of the scale to the point marked
on the scale by the respondent.

Answer 23

True

Question 24

A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.

Answer 24

True

Question 25

Researchers who support the idea of forced-choice scales essentially argue that the respondents really do have an attitude toward the items that they are asked about.

Answer 25

True

Question 26

``` . ____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way. a. Research b. Analysis c. Validation d. Measurement ```

Answer 26

d

Question 27

Age, gender, brand loyalty, and corporate culture are all examples of ____. a. concepts b. scales c. ratios d. codes

Answer 27

a

Question 28

. ____ definitions translate conceptual definitions into measurement scales. a. Summation b. Operational c. Assessment d. Matching

Answer 28

b

Question 29

``` Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept? a. operations b. reliability c. sensitivity d. scale ```

Answer 29

d

Question 30

Which of the following refers to concepts measured with multiple variables? a. operation b. construct c. concept d. scale

Answer 30

b

Question 31

Which type of scale is regarded as the highest form of measurement? a. nominal scale b. ordinal c. ratio d. interval

Answer 31

c

Question 32

A person’s weight is best described as being measured on a(n) ____ scale. a. ordinal b. interval c. ratio d. nominal

Answer 32

c

Question 33

Which characteristic is a key difference between ratio and interval scales? a. number of items b. absolute zero c. number of intervals d. nominal values

Answer 33

b

Question 34

All of the following can be measured using ratio scales EXCEPT ____. a. gender b. income c. temperature d. weight

Answer 34

a

Question 35

Measures that can take on only one of a finite number of values are called ____. a. discrete measures b. neutral measures c. limited measures d. continuous measures

Answer 35

a

Question 36

Which of the following is a discrete measure? a. nominal scales b. sensitive scales c. ratio scales d. a scale with five values

Answer 36

a

Question 37

``` Which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range? a. discrete measure b. continuous measure c. absolute measure d. valid measure ```

Answer 37

b

Question 38

A(n) ____ is a single characteristic or fundamental feature of an object, person, situation, or issue. a. concept b. variable c. attribute d. construct

Answer 38

c

Question 39

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures? a. conglomerate measure b. derivative measure c. summated measure d. composite measure

Answer 39

d

Question 40

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

Answer 40

c

Question 41

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels. a. reverse coding b. indexing c. alpha coding d. convergence

Answer 41

a

Question 42

Which of the following is an indicator of a measure’s internal consistency? a. reliability b. validity c. coefficient beta d. sensitivity

Answer 42

a

Question 43

A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed? a. test-retest b. split-half c. equivalent-forms d. criterion

Answer 43

b

Question 44

``` When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity. a. face b. criterion c. test-retest d. equivalent-forms ```

Answer 44

a

Question 45

``` Which type of validity addresses the question, “Does my measure correlate with measures of similar concepts or known quantities?” a. face validity b. reliability validity c. criterion validity d. discriminant validity ```

Answer 45

c

Question 46

Which type of validity is another way of expressing internal consistency? a. content validity b. convergent validity c. criterion validity d. discriminant validity

Answer 46

b

Question 47

Which attitude component represents a person’s awareness and knowledge of the matter? a. affective b. cognitive c. behavioral d. personal

Answer 47

b

Question 48

"I hate asparagus" is an example of which component of an attitude toward asparagus? a. affective b. behavioral c. cognitive d. perceptive

Answer 48

a

Question 49

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude? a. cognitive b. affective c. behavioral d. personal

Answer 49

c

Question 50

A respondent is given a list of four local shopping malls and asked to put them in order, from the one he most likes to shop at to the one he least likes to shop at. This is a(n) ____ task. a. rating b. ranking c. sorting d. semantic differential

Answer 50

b

Question 51

A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card. The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize. This is a ____ task. a. rating b. ranking c. constant-sum d. sorting

Answer 51

d

Question 52

A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often. This is best described as a(n) ____ scale. a. semantic differential b. Likert c. category d. constant-sum

Answer 52

c

Question 53

``` If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary? a. 3 b. 6 c. 15 d. 30 ```

Answer 53

c

Question 54

In which type of scale is a neutral point, or point of indifference, at the center of the scale? a. synergistic b. symmetrical c. unbalanced d. balanced

Answer 54

d

Question 55

``` When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements, what type of scale is being used? a. forced choice b. Likert c. semantic differential d. non-forced-choice ```

Answer 55

d

Question 56

A generalized idea that represents something of meaning is called a(n) ____________________

Answer 56

concept

Question 57

The process involving identifying scales that correspond to properties of a concept is called ____________________.

Answer 57

operationalization

Question 58

A scale that arranges objects so that they are equally-distant from one another is called a(n) ____________________ scale

Answer 58

interval

Question 59

. A(n) ____________________ scale has an absolute zero point.

Answer 59

ratio

Question 60

Measures that take on only one of a finite number of values are called ____________________ measures.

Answer 60

discrete

Question 61

Measures that assign values anywhere along some scale range in a place that corresponds to the intensity of some concept are called ____________________ measures.

Answer 61

continuous

Question 62

____________________ validity represents the uniqueness or distinctiveness of a measure.

Answer 62

Discriminant

Question 63

The ability of a scale to measure the variability of a concept is called ____________________.

Answer 63

sensitivity

Question 64

An enduring disposition to respond consistently to an aspect of the world is called a(n) ____________________.

Answer 64

attitude

Question 65

The component of attitude that represents the action associated with a certain type of attitude is the ____________________ component.

Answer 65

behavioral

Question 66

A(n) ____________________ scale measures attitudes by using seven-point rating scales that are anchored at either end by polar opposite adjectives.

Answer 66

semantic differential

Question 67

When respondents are asked to divide up a fixed number of points to indicate the relative importance of features on a new car, a(n) ____________________ scale is being used.

Answer 67

constant-sum | constant sum

Question 68

The happy-sad face technique, often used with children, is a(n) ____________________ rating scale.

Answer 68

graphic

Question 69

A fixed-alternative rating scale with an equal number of both positive and negative categories and a neutral point in the middle of the scale is called a(n) ____________________ scale.

Answer 69

balanced

Question 70

Attitudes are measured with a(n) ____________________ approach by taking belief scores assessed with some type of rating scale and multiplying each belief score by an evaluation also supplied using some type of rating scale, and then summing each resulting product.

Answer 70

multi-attribute | multi attribute

Question 71

Compare and contrast the four different levels of scale measurement.

Answer 71

The four levels or types of scale measurement are as follows: (1) Nominal scale: represents the most elementary level of measurement. It assigns a value to an object for identification or classification purposes. The value can be a number, but does not have to be, because no quantities are being represented. (2) Ordinal scale: ranking scales allowing things to be arranged based on how much of some concepts they possess. They have nominal properties, but they also allow things to be arranged based on how much of some concept they possess. (3) Interval scale: has both nominal and ordinal properties, but also captures information about differences in quantities of a concept. Unlike ordinal scales, it captures relative quantities in the form of distances between observations. (4) Ratio scale: represents the highest form of measurement in that is has all the properties of an interval scale with the additional attribute representing absolute quantities. Interval scales represent only relative meaning whereas ratio scales represent absolute meaning. Therefore, zero has meaning in that it represents an absence of some concept.

Question 72

Explain how indexes or composite measures are formed.

Answer 72

Multi-item instruments for measuring a construct are either called index measures or composite measures. An index measure assigns a value based on how characteristic an observation is of the thing being measured. Indexes often are formed by putting several variables together. For example, a social class index is based on three weighted variables: income, occupation, and education. With an index, the different attributes may not be strongly correlated with each other. Composite measures also assign a value based on a mathematical derivation of multiple variables. For most practical applications, composite measures and indexes are computed in the same way. However, composite measures are distinguished from index measures in that the composite’s indicators should be both theoretically and statistically related to each other.

Question 73

What is reliability and how is it assessed?

Answer 73

Reliability is an indicator of a measure’s internal consistency. A measure is reliable when different attempts at measuring something converge on the same result. When a measuring process provides reproducible results, the measuring instrument is reliable. Internal consistency is a term used to represent a measure’s homogeneity and can be measured by correlating scores on subsets of items making up a scale. The split-half method of checking reliability is performed by taking half the items from a scale (e.g., odd-numbered items) and checking them against the results from the other half (even-numbered items). The two scale halves should correlate highly. Coefficient alpha is the most commonly applied estimate of a composite scale’s reliability by computing the average of all possible split-half reliabilities from a multiple-item scale. This coefficient demonstrates whether or not the different items converge and ranges from 0 to 1, with values between 0.80 and 0.96 considered to have very good reliability. The test-retest method of determining reliability involves administering the same scale or measure on the same respondents at two separate times to test for stability.

Question 74

Define attitude and describe the three components that comprise it.

Answer 74

An attitude is a social-psychological concept that can be defined as a relatively enduring predisposition to respond consistently to various things including people, activities, events, and objects. Attitudes are thought to have three components: (1) Affective: expresses how much affinity someone has toward the relevant matter. This is the feeling of liking or not liking something. (2) Cognitive: represents a person’s awareness and knowledge of the relevant matter. It’s what a person believes about the subject matter. (3) Behavioral: represents the action that corresponds to a certain type of attitude.

Question 75

Explain how a researcher uses the paired comparison method and determine the number of paired comparisons necessary to compare four brands.

Answer 75

Paired comparison is a measurement technique that involves presenting the respondent with two objects and asking the respondent to pick the preferred objects. More than two objects may be presented, but comparisons are made in pairs. If a researchers wishes to compare four brands, six comparisons will be necessary. This is determined with the following equation: number of comparisons = [(n)(n-1)/2] = [(4)(4-1)/2] = 12/2 = 6