Chapter 11: Scales

Question 1

Attitude

Answer 1

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

Question 2

Links of Attitudes to Behaviors

Answer 2

1. Better attitude = more product usage
2. Worse Attitude = less product usage
3. Never tried product = attitude probably centered around the average attitude
   4.

Question 3

Six Factors when assessing attitude research findings

Answer 3

1. Involvement of the consumer
2. attitude measurement
3. effects of other people
4. situational factors
5. effects of other brands
6. attitude strength

Question 4

Scaling

Answer 4

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

Question 5

Unidimensional Scaling

Answer 5

Measures only one attribute of a concept, respondent, or object.

Question 6

Multidimensional Scaling

Answer 6

Measures several dimensions of a concept, respondent, or object.

Question 7

Noncomparative Scale

Answer 7

Scales in which judgement is made without reference to another object, concept, or person.

Question 8

Comparative Scale

Answer 8

Scales in which you compare stuff. Duh.

Question 9

Graphic Rating Scales

Answer 9

Measurement scales that include a graphic continuum, anchored by two extremes.

Question 10

Itemized Rating Scales

Answer 10

The respondent selects an answer from a limited number of ordered categories

Question 11

Semantic Differential Ex

Answer 11

Two different adjectives on either end with some sort of scale between the two adjectives (1-10, etc)

Question 12

Staple Scale

Answer 12

Measurement scales that require the respondent to rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept.

Question 13

Likert Scale

Answer 13

ALWAYS has a statement and the respondent must indicate his or her agreement. “Honda is a good brand. Agree, Somewhat Agree… Etc”

Question 14

Purchase Intent Scales

Answer 14

Directly measures purchase intentions.

Question 15

Multiple Choice Scales

Answer 15

Can be multiple response, single response, or controlled response

Question 16

Nominal Data

Answer 16

Categorical Data

Question 17

Ordinal Data

Answer 17

Ranking or ordered data

Question 18

Interval Data

Answer 18

Equa intervaled ordered data

Question 19

Ratio Data

Answer 19

Data that has a natural zero

Question 20

Rank-Order Scales

Answer 20

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

Question 21

Paired Comparison Scales

Answer 21

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

Question 22

Constant Sum Scales

Answer 22

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

Question 23

Semantic Differential Scale

Answer 23

Measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile or image.

Question 24

Balanced Scales

Answer 24

Measurement scales that have the same number of positive and negative categories

Question 25

Nonbalanced Scales

Answer 25

Measurement scales that are weighted toward one end or the other of the scale.

Question 26

Determinant Attitudes

Answer 26

Those Consumer Attitudes most closely related to preferences or to actual purchase decisions