Question 1

The most attractive feature of the constant sum scale is

Accepted Answer

A)  its use of bipolar and monopolar adjectives.
B)  its ability to accommodate a large number of objects or attributes.
C)  the quasi-interval nature of the scale.
D)  its suitability for telephone interviewing.
E)  none of the above.F) B) and D)
G) All of the above

Question 2

The researcher who uses an ordinal scale can compute and interpret a mean score.

Accepted Answer

A) True 
 B)False

Question 3

In paired comparisons, objects to be ranked are presented two at a time.

Accepted Answer

A) True 
 B)False

Question 4

The midpoint on a bipolar semantic differential scale is a neutral point.

Accepted Answer

A) True 
 B)False

Question 5

The advantage of a comparative scale is that the reference point is clear; hence, uniform reference point is possible.

Accepted Answer

A) True 
 B)False

Question 6

An ordinal scale is obtained by ranking objects with regard to some common variable.

Accepted Answer

A) True 
 B)False

Question 7

In ordinal scales

Accepted Answer

A)  there is no order implied between scale categories.
B)  arithmetic operations are limited to statistics such as the median or mode.
C)  arithmetic operations include the computation of the mean.
D)  it is possible to make comparisons of absolute magnitude.
E)  none of the above.F) A) and D)
G) C) and D)

Question 8

The action or intentions component of an attitude refers to a person's expectations of future behavior toward an object.

Accepted Answer

A) True 
 B)False

Question 9

If a scale is successful in measuring what it is supposed to measure, it is said to be 
a) robust 
b) generalizable 
c) reliable 
d) valid

Accepted Answer

The answer of If a scale is successful in measuring...

Question 10

Profile analysis is also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval properties.

Accepted Answer

A) True 
 B)False

Question 11

In semantic differential scaling, negative or unfavorable poles are always placed on the right-hand side.

Accepted Answer

A) True 
 B)False

Question 12

Profile analysis is an application of the semantic differential scale.

Accepted Answer

A) True 
 B)False

Question 13

For a measurement process to be standardized,

Accepted Answer

The answer of For a measurement process to be standardized,...

Question 14

The following is an example of an ordinal scale.

Accepted Answer

A)  classification of respondents by marital status
B)  ranking brands of frozen vegetables according to quality
C)  Fahrenheit temperature scale.
D)  number of buses seen on a given route.
E)  none of the above.F) A) and B)
G) C) and D)

Question 15

Which one of the following is not a part of consumer knowledge?

Accepted Answer

A)   how much a product costs
B)   where to buy
C)   attitude towards a brand
D)   when to buyE) A) and D)
F) B) and C)

Question 16

One of the reasons for measuring attitudes instead of behavior is that attitudes are believed to be precursors of behavior.

Accepted Answer

A) True 
 B)False

Question 17

One of the advantages of profile analysis is the ease of interpretation of the profiles of a large number of brands and many attributes.

Accepted Answer

A) True 
 B)False

Question 18

A thermometer scale is a type of

Accepted Answer

A)  pictorial scale.
B)  semantic differential scale.
C)  Stapel scale.
D)  constant sum scale.
E)  none of the above.F) B) and E)
G) B) and D)

Question 19

A Fahrenheit temperature scale is an example of an interval scale.

Accepted Answer

A) True 
 B)False

Question 20

An attitude measure can adequately represent a characteristic or variable if it correlates or converges with other supposed measures of that variable

Accepted Answer

A) True 
 B)False

Exam 11: Attitude Measurement

The advantage of a comparative scale is that the reference point is clear; hence, uniform reference point is possible.

Correct AnswerverifiedShow Answer

For a measurement process to be standardized,

Correct AnswerverifiedShow Answer

The action or intentions component of an attitude refers to a person's expectations of future behavior toward an object.

Correct AnswerverifiedShow Answer

A Fahrenheit temperature scale is an example of an interval scale.

Correct AnswerverifiedShow Answer

Profile analysis is an application of the semantic differential scale.

Correct AnswerverifiedShow Answer

The researcher who uses an ordinal scale can compute and interpret a mean score.

Correct AnswerverifiedShow Answer

The midpoint on a bipolar semantic differential scale is a neutral point.

Correct AnswerverifiedShow Answer

The following is an example of an ordinal scale.

Correct AnswerverifiedShow Answer

In semantic differential scaling, negative or unfavorable poles are always placed on the right-hand side.

Correct AnswerverifiedShow Answer

One of the reasons for measuring attitudes instead of behavior is that attitudes are believed to be precursors of behavior.

Correct AnswerverifiedShow Answer

One of the advantages of profile analysis is the ease of interpretation of the profiles of a large number of brands and many attributes.

Correct AnswerverifiedShow Answer

The most attractive feature of the constant sum scale is

Correct AnswerverifiedShow Answer

A thermometer scale is a type of

Correct AnswerverifiedShow Answer

An ordinal scale is obtained by ranking objects with regard to some common variable.

Correct AnswerverifiedShow Answer

Profile analysis is also called the method of equal-appearing intervals because the objective is to obtain a unidimensional scale with interval properties.

Correct AnswerverifiedShow Answer

An attitude measure can adequately represent a characteristic or variable if it correlates or converges with other supposed measures of that variable

Correct AnswerverifiedShow Answer

In ordinal scales

Correct AnswerverifiedShow Answer

In paired comparisons, objects to be ranked are presented two at a time.

Correct AnswerverifiedShow Answer

Which one of the following is not a part of consumer knowledge?

Correct AnswerverifiedShow Answer

If a scale is successful in measuring what it is supposed to measure, it is said to be a) robust b) generalizable c) reliable d) valid

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified