Q&A Hero

Q: Open-ended response questions are valuable at the beginning of personal interview sessions.

Q: Open-ended response questions are frequently used in causal research.

Q: Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.

Q: Open-ended response questions give respondents a large number of specific alternative responses.

Q: Question wording and sequence can substantially influence accuracy.

Q: Fortunately, there is a step-by-step process for ensuring accuracy in the wording of questions in surveys.

Q: Accuracy means that the information collected from a questionnaire is numerical.

Q: A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the problem under study.

Q: For a questionnaire to fulfill a researcher's purposes, the questions must meet the basic criteria of reliability and validity.

Q: Define a forced-choice scale and explain why a researcher would use one and the potential negative consequence of that choice of scale.

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

Q: Describe a constant-sum scale and discuss when a researcher might use this type of scale. What is a flaw of this type of scale?

Q: Compare and contrast a Likert scale with a semantic differential scale.

Q: Define attitude and describe the three components that comprise it, giving an example of each with respect to your attitude toward searching for a job.

Q: A fixed-alternative rating scale that has an unequal number of positive and negative categories so that the categories are "piled up" at one end of the scale is called a(n) ______ scale.

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

Q: An attitude scale that asks respondents about a single concept by itself is called a(n) ______ rating scale.

Q: When respondents are asked to choose among four brands of detergent in such a way that they are asked to select the brand they prefer when each brand is compared with each other brand, this is a type of ______ measurement.

Q: A rating scale instrument similar to a semantic differential that measures the behavioral intentions of subjects toward future actions is called a(n) _____.

Q: A variation of the graphic rating scale is the _____ scale.

Q: A scale that presents respondents with a graphic continuum is called a(n) _____ rating scale.

Q: When respondents are asked to divide up a sum (e.g. 50 points) to indicate the relative importance of features on a new car, this is an example of a(n) ______ scale.

Q: A(n) ______ scale measures attitudes in both their direction and their intensity simultaneously.

Q: A(n) _____ scale is similar to a semantic differential except that it uses numbers, instead of verbal descriptions, as response options to identify response positions.

Q: A(n) _____ is a graphical representation of semantic differential data for competing brands, products, or stores to highlight comparisons.

Q: A(n) ______ scale measures attitudes by using 7-point rating scales that are anchored at either end by polar opposite adjectives.

Q: _____ scales are formed by summing or averaging respondents' reactions to indicate a latent construct.

Q: _____ coding is a method of making sure all the items forming a composite scale are scored in the same direction.

Q: When respondents are asked whether they strongly agree, agree, are neutral, disagree, or strongly disagree to a series of attitude items, this is an example of a(n) ______ scale.

Q: When respondents are asked to indicate the magnitude of a characteristic that a brand of shampoo has, this is an example of a(n) ______.

Q: When respondents are asked to order brands of cosmetics in terms of their prices (from high to low), this is an example of a(n) ______ task.

Q: Attitudes are considered to be _____ constructs because they are not directly observable but are measurable through indirect indicators.

Q: The component of attitude that represents the action that corresponds to a certain type of attitude is a(n) _____ component.

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

Q: When a respondent is required to choose one of the fixed alternatives, what type of scale is being used? A.semantic differential B.forced-choice C.non-forced-choice D.symmetric

Q: Which type of scale is the following?____ Satisfied____ Neither satisfied nor dissatisfied____ Dissatisfied____ Very dissatisfiedA.ThurstoneB.unbalancedC.paired comparisonD.balanced

Q: Which type of fixed-alternative rating scale has more response categories at one end than the other, resulting in an unequal number of positive and negative categories? A.biased rating scale B.skewed rating scale C.obtuse rating scale D.unbalanced rating scale

Q: Which type of scale is the following?____ Very Satisfied____ Satisfied____ Neither satisfied nor dissatisfied____ Dissatisfied____ Very dissatisfiedA.balancedB.ThurstoneC.unbalancedD.semantic differential

Q: 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

Q: What type of scale asks a respondent to rate a concept, such as a brand, in comparison with a benchmark (i.e., a competing brand) explicitly used as a frame of reference? A.comparative rating scale B.monadic rating scale C.semantic differential D.ladder scale

Q: Which type of scale is the following?Now that you have been at your job for one year, how satisfied are you?VeryVerySatisfied7654321DissatisfiedA.ThurstoneB.monadic ratingC.constant-sumD.behavioral intention

Q: Any measure of attitudes that asks respondents about a single concept in isolation is referred to as a(n) _____ rating scale. A.monadic B.unidimensional C.primary D.singular

Q: All of the following are practical decisions regarding the selection of a measurement scale EXCEPT _____. A.Is a ranking, sorting, rating or choice technique best? B.Should a single measure of an index measure be used? C.How large should the sample size be? D.How many scale categories or response positions are needed to accurately measure an attitude?

Q: 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

Q: What type of measurement is the following?I would like to know your overall opinion of two brands of athletic shoes. They are Nike and New Balance. Overall, which of these two brands -- Nike or New Balance-- do you think is the better one? Or are both the same?____ Nike is better____ New Balance is better____ They are about the sameA.semantic differentialB.ThurstoneC.paired comparisonD.constant-sum

Q: What type of scale is the following?How likely are you to purchase a DVD player during the next six months?____ Definitely will purchase____ Probably will purchase____ Might purchase____ Probably will not purchase____ Definitely will not purchaseA.LikertB.behavioral intentionC.semantic differentialD.constant-sum

Q: What type of scale is the following? Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant. Modern _______________ Old-fashioned A.graphic rating B.Likert C.linear D.category

Q: Which measure of attitude allows respondents to rate an object by choosing any point along a graphic continuum? A.continuous rating scale B.point scale C.graphic rating scale D.line scale

Q: What type of scale is the following?United Parcel Service (UPS) would like you to distribute 50 points among the following in terms of how important each aspect is to you for your overnight shipping needs:_____ Accurate billing_____ On-time delivery_____ PriceA.LikertB.paired comparisonC.ThurstoneD.constant-sum

Q: A type of scale that demands that respondents divide points among several attributes to indicate their relative importance is called a _____. A.constant-sum scale B.Likert scale C.Stapel scale D.semantic differential

Q: What type of scale is the following when female shoppers are asked to rate Macy's department store in terms of its women's apparel items? Macy's +3 +2 +1 Price -1 -2 -3 A.semantic differential B.Stapel C.paired comparison D.constant-sum

Q: A _____ scale is a measure of attitudes that consists of a single adjective in the center of an even number of numerical values. A.Stapel B.unidimensional C.numerical D.differential

Q: Which type of scale is similar to a semantic differential except that it uses numbers, instead of verbal descriptions, as response options to identify response positions? A.quantitative scale B.summated scale C.Stapel scale D.numerical scale

Q: Which of the following is a graphic representation of semantic differential data for competing brands, products, or stores to highlight comparisons? A.image profile B.perceptual map C.Likert profile D.comparative profile

Q: What type of scale is the following? Contemporary ___ ___ ___ ___ ___ ___ Traditional A.Likert B.graphic rating C.Thurstone D.semantic differential

Q: Which type of scale has respondents describe their attitude using a series of bipolar rating scales? A.Likert B.constant-sum C.semantic differential D.Thurstone

Q: A researcher used five Likert items to make up an attitude toward cross-functional teams in the workplace. Two of the items were worded negatively, so the research changed the values of those items by subtracting their value from 6. What is this researcher doing? A.reverse coding B.cross-validating C.data reduction D.inverting the items

Q: _____ is a method of making sure all the items forming a composite scale are scored in the same direction. A.Scoring B.Reverse coding C.Consistent coding D.Composite scoring

Q: How many choices do researchers commonly use when using Likert scales? A.two B.three C.five D.ten

Q: What type of scale is the following?The international accounting standards are an improvement over the current accounting standards.StronglyStronglyAgreeAgreeNeutralDisagreeDisagreeA.semantic differentialB.constant-sumC.ThurstoneD.Likert

Q: Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or disagree with carefully constructed statements, ranging from very positive to very negative attitudes toward some object? A.constant-sum B.Likert C.Stapel D.graphic rating

Q: When a respondent is asked: "How often do you travel on business in a six-month period?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, very often, this is an example of a _____ scale. A.semantic differential B.Likert C.category D.constant-sum

Q: When a respondent is asked either to agree or to disagree with the statement: "The CEO is doing a good job of managing the affairs of the corporation," this type of question produces______ data. A.ordinal B.nominal C.ratio D.interval

Q: When a respondent is given a set of 3" x 5" cards containing the current advertising slogan for a brand or product on each card and is asked to place the cards into two piles: (1) Recognize this slogan and can identify the brand/product and (2) Do not recognize the slogan, this is an example of a ______ task. A.rating B.ranking C.constant-sum D.sorting

Q: When a respondent is asked to place each shopping mall in a list of four local shopping malls in the order in which she prefers to shop at each mall, this is an example of a ______ task. A.rating B.ranking C.sorting D.semantic differential

Q: Variables that are not directly observable but are measurable through indirect indicators, such as verbal expression or overt behavior, are called _____. A.secondary variables B.indirect constructs C.hypothetical constructs D.unrealized constructs

Q: "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

Q: Which component of attitude reflects a predisposition to action by reflecting an individual's intentions? A.behavioral component B.absolute component C.cognitive component D.affective component

Q: "I love my job" is an example of which component of an attitude toward one's job? A.affective B.behavioral C.cognitive D.perceptive

Q: Which component of attitude refers to an individual's general feelings or emotions toward an object? A.subjective B.cognitive C.affective D.conative

Q: Hank believes that the price of his tech company's stock will increase because the entire technology sector is experiencing rapid growth. This belief represents which component of Hank's attitude? A.affective B.behavioral C.cognitive D.personal

Q: Which attitude component represents a person's awareness and knowledge of the relative matter? A.affective B.cognitive C.behavioral D.personal

Q: All of the following are basic components of attitude EXCEPT _____. A.cognitive component B.affective component C.behavioral component D.latent component

Q: A(n) _____ is an enduring disposition to consistently respond in a given manner to various aspects of the world. A.attitude B.concept C.expectation D.construct

Q: Most psychological concepts are latent constructs and generally require multiple items.

Q: Researchers use forced-choice scales to minimize the number of blank answers.

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

Q: A unidimensional rating scale is any measure of attitudes that asks respondents about a single concept in isolation.

Q: Sorting tasks require that respondents indicate their attitudes or beliefs by arranging items on the based of perceived similarity or some other attribute.

Q: If a researcher wants to compare five brands of toothpaste on the basis of their flavor using the paired comparison method, the researcher must ask each respondent to make five comparisons.