Chapter 11- Measurement Scales

Question 1

attitude

Answer 1

an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment

Question 2

scaling

Answer 2

a procedure for assigning numbers (or symbols) to properties of an object in order to impart some numerical characteristics to the properties in question

Question 3

unidimensional scales

Answer 3

scales designed to measure only one attribute of a concept, respondent, or object

Question 4

multidimensional scales

Answer 4

scales designed to measure several dimensions of a concept, respondent, or object

Question 5

What are the types of attitude measurement scales?

Answer 5

Graphic rating

Rank-order

Paired comparison

Constant sum

Likert (or Likert-type), which is special type of Itemized rating

Purchase intent (“Top Two-Box”

Question 6

graphic rating scales

Answer 6

measurement scales that include a graphic continuum, anchored by two extremes; also known as “sliders” in online & mobile surveys

Question 7

itemized rating scales

Answer 7

measurement scale in which the respondent selects an answer from a limited number of ordered categories

Question 8

noncomparative scales

Answer 8

measurement scales in which judgement is made without reference to another object, concept, or person

Question 9

rank-order scales

Answer 9

measurement scales in which the respondent compares two or more items and ranks them

Question 10

comparative scales

Answer 10

measurement scales in which one object, concept, or person is compared with another on a scale

Question 11

paired comparison scales

Answer 11

measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria

Question 12

constant sum scales

Answer 12

measurement scales that ask the respondent to divide a give number of points, typically 100, among two or more attributes, based on their importance to him or her

Question 13

likert scale

Answer 13

measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study

Question 14

purchase-intent scale

Answer 14

single scale used most often; scales used to measure a respondent’s intention to buy or not to buy a product

Question 15

the nature of the construct being measured

Answer 15

a basic check of the appropriateness of a scale is confirmation drawn directly from the overall objective of the research study. The scope of the research objectives has a fundamental effect on the manner in which scales are used for survey measurement

Question 16

balanced vs. nonbalanced scales

Answer 16

a balanced scale has the same number of positive and negative categories; a nonbalanced scale is weighted toward one end or the other of the scale

Question 17

number of categories

Answer 17

• the # of categories to be included must be resolved by the marketing researcher; if the number of categories in too small the scale is crude and lacks richness–scales w/ 5 or 7 points are the most reliable
• without a neutral point, respondents are forced to indicate some degree of positive or negative feelings on an issue

Question 18

forced vs nonforced choice

Answer 18

• a scale w/o a neutral point for a “don’t know” option forces even those persons with no info about an object to state an opinion
• if the scale has a neutral point, a scale w/o a “don’t know” option does not force a respondent to give a positive or negative opinion