Chapter 7

Question 1

Constructs

Answer 1

An abstract idea or concept formed in a person’s mind
Concrete –> anything that can be seen and measured
Abstract –> feeling/not directly measurable

Question 2

Likert scales - ORDINAL

Answer 2

Asks respondents to indicate the extent to which they agree/disagree with a series of mental belief/disbelief statements
Can use a 5 or 7 scale descriptor

Question 3

Semantic differential scale - ORDINAL

Answer 3

A unique bipolar scale format that captures a person’s attitude or feelings on a given object (NOT a yes/no–dichotomous)
Use an even-point or forced choice scale point format and incorporate a non-applicable response

Question 4

Constant-sum scale

Answer 4

Asks respondents to allocate a given number of points based on the importance of product features to the respondents

Question 5

Single vs. multi-item scale

Answer 5

Single: collects data about only one attribute of the object (ex: how old are you?)
Multi-item: collects data on several attributes of an object

Question 6

Nominal scale

Answer 6

Uses questions requiring respondents to provide only some type of descriptor as the raw response (NO #’s)

Question 7

Ordinal scale

Answer 7

Allows a respondent to express relative magnitude between the answers to a question, ranking questions

Question 8

Interval scale

Answer 8

Demonstrates absolute differences between each scale point

Question 9

Ratio scale

Answer 9

Allows the researcher not only to identify the absolute differences between each scale point but also to make comparisons between the responses
Enables a “true natural zero” or “true state of nothing” response

Question 10

Double-barreled questions

Answer 10

Includes two or more attributes in the same question, but responses allow comments on a single issue (How warm and cozy does that sweater make you feel?)

Question 11

Leading/loading questions

Answer 11

Leading: influences the respondent’s answers (In general, how healthy are you?)
Loading: suggests a socially desirable answer or involves an emotionally charged issue (So have you always had a drinking problem?)–makes an assumption

Question 12

Double negative questions

Answer 12

Contains two negative thoughts in the same questions (Does it seem impossible that the moon landing never took place?)

Question 13

Scale responses

Answer 13

Should be mutually exclusive and not overlap

Question 14

Scale measurement

Answer 14

Assign a set of scale descriptors to represent the range of possible responses to a particular question

Question 15

Miselading scaling formats

Answer 15

Cannot measure the impact of non-sampling errors