Q&A Hero

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

Q: A scale that allows things to be arranged based on how much of some concept they possess is called a(n) _____ scale. a. quantitative scale b. nominal c. ordinal d. order

Q: Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n) ______ scale. a. interval b. test-retest c. criterion d. nominal

Q: Which of the following is the most elementary level of measurement? a. nominal scale b. ordinal scale c. ratio scale d. interval scale

Q: Scales that assign a value to an object for identification or classification purposes are called _____ scales. a. ordinal b. nominal c. interval d. ratio

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

Q: Which of the following is a device providing a range of values that correspond to different characteristics or amounts of a characteristic exhibited in observing a concept? a. operations b. reliability c. sensitivity d. scale

Q: Researchers measure concepts through a process known as _____. a. summation b. operationalization c. assessment d. matching

Q: _____ is the process of identifying scale devices that correspond to properties of a concept involved in a research process. a. Conceptualization b. Conversion c. Correspondence d. Operationalization

Q: A(n) _____ is a generalized idea that represents something of identifiable and distinct meaning. a. scale b. concept c. operant d. measure

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

Q: A researcher is observing fans at a soccer game and is putting a "1" if the fan is actively cheering and a "0" if they just seem to be merely watching the game without saying anything. He is also indicating which team the fan seems to be associated with as well as approximate age and gender. By recording information such as this with codes, the researcher is involved in _____. a. conceptualization b. operationalization c. measurement d. analysis

Q: _____ 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

Q: Multi-attribute models are useful in identifying characteristics that are most in need of being improved.

Q: Researchers often model behavior as a function of attitudes and intentions.

Q: The number of scale items depends the characteristics of the phenomenon being studied.

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

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

Q: If a marketing 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.

Q: Ranking measurements of attitudes provide interval data.

Q: 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.

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

Q: Marketing researchers generally assume that the semantic differential provides metric (at least ratio) measurement.

Q: Semantic differential scales can be scored by: -3, -2, -1, 0, +1, +2, +3

Q: The semantic differential scale uses unlabeled response categories between two bipolar opposite adjectives.

Q: An advantage of the Likert-type summated rating method is that it is easy to know what a single summated score means.

Q: The category scale can measure attitude using a two-point response scale.

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

Q: Researchers face a wide variety of choices in measuring attitudinal concepts.

Q: A person's knowledge about a brand is part of the cognitive component of that person's attitude toward that brand.

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

Q: A person's attitude toward Tide detergent can be directly observed.

Q: Discriminant validity is another way of expressing internal consistency.

Q: Coefficient beta is the most commonly applied estimate of a composite scale's reliability.

Q: Reliability is an indicator of a measure's internal consistency.

Q: Sometimes respondents' answers need to be assigned opposite values through a process called cross-validation.

Q: A scale can be created by simply adding together the responses to several items related to a topic.

Q: An index measure assigns a value based on how characteristic an observation is of the thing being measured.

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

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

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

Q: Mathematical operations cannot be performed with numbers from nominal scales.

Q: "Money" is an example of something that can be measured using a ratio scale.

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

Q: Interval scales represent the absolute meaning of the numbers on the scale.

Q: The Fahrenheit temperature scale is an example of a ratio scale.

Q: A measurement scale in which respondents are asked to rank items based on their preferences is called an ordinal scale.

Q: The most sophisticated form of data analysis for a nominal scale is the average of the scores.

Q: An ordinal scale is the simplest type of measurement scale.

Q: Operational definitions translate conceptual definitions into measurement scales.

Q: A construct is a term used for concepts that are measured with single variables.

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

Q: A concept can be thought of as a generalized idea that represents something of meaning.

Q: Research would be impossible without measurement.

Q: The problem with measurement is that researchers cannot account for errors statistically.

Q: All measurement, particularly in the social sciences, contains error.

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

Q: Marketing research is less complicated than research in scientific disciplines because there really is only one way to measure most marketing phenomenon.

Q: Define forced-choice rating scale and non-forced-choice scale and explain the advantage of using a non-forced-choice scale.

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

Q: Describe a constant-sum scale and discuss when a researcher might use 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 shopping at a particular store.

Q: Name and describe the components of construct validity.

Q: Explain what reliability is and discuss how it is assessed.

Q: Explain how indexes or composite measures are formed.

Q: Compare and contrast the four different levels of scale measurement.

Q: Explain the difference between a concept and a construct, giving an example of each.

Q: A model that constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics is called a(n) _____ model.

Q: A(n) _____ rating scale requires respondents to choose one of the fixed alternatives.

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: 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 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 by using 7-point rating scales that are anchored at either end by polar opposite adjectives.

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 toothpaste has, this is an example of a(n) ______.

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

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