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Exam 10: Measurement and Attitude Scaling

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Question 1

Multiple Choice

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A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items.She created a scale by simply adding up the responses to each item making up the composite measure.This composite measure is called a(n) ____.

A) derived scale
B) additive scale
C) summated scale
D) primary scale

E) B) and D)
F) None of the above

Correct Answer

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C

Question 2

Multiple Choice

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____________ capture different values of a concept.

A) scales
B) variables
C) attributes
D) constructs

E) A) and B)
F) C) and D)

Correct Answer

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B

Question 3

True/False

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Attitudes are considered a function of a person's beliefs about some activity weighted by their evaluations of those characteristics.

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

A ranking is different than a rating scale in that respondents simply order alternatives on some characteristic.

A construct is a latent concept that is measured with a single variable.

Which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range?

A scale can be thought of as a generalized idea that represents something of meaning.

Opponents of the forced-choice approach argue that error results when respondents are required to answer questions for which they lack a firm position.

When a respondent is choosing an answer from an attitude scale anchored by bi-polar adjectives, what type of scale is being used?

Which type of scale is regarded as the highest form of measurement?

A generalized idea that represents something of meaning is called a(n)____________________.

Both ratio and interval scales both have an absolute zero.

What is reliability and how is it assessed?

Which of the following is a discrete measure?

Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept?

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?

____________________ validity represents the uniqueness or distinctiveness of a measure.

Marketing researchers generally assume that the semantic differential provides interval data.

____ definitions translate conceptual definitions into measurement scales.