Chapter 10
Attitude Measurement
a. Attitude represents a predisposition to respond to an object.
b. Attitude changes over time quickly.
c. Attitude is a latent variable that produces consistency in behavior.
d. Attitude has a directional quality.
e. Attitude and liking are similar notions.
a. Attitudes represent a person’s ideas or convictions, with regard to a specific
object or idea.
b. Attitude plays a key role in many marketing models that describe consumer
behavior.
c. Although attitude is a key concept, it is generally regarded as unrelated to
actual purchase behavior.
d. In general, practitioners have a strong interest in consumer attitudes and
attitude research.
e. Attitudes are relatively stable.
a. its employees.
b. its customers.
c. its suppliers.
d. all of the above.
e. a and b only.
a. a predisposition to respond to an object.
b. behavior toward an object.
c. a person’s ideas, convictions, or liking for a specific object or idea.
d. all of the above.
e. a and c only.
examining a new product involves the assumption that
a. a consumer’s reaction is, to a large extent, determined by his personality.
b. consumer behavior is largely determined by stimulus-response mechanisms.
c. a consumer’s behavior is in part determined by his attitude, and that attitudes
can be inferred from behavior.
d. behavior changes attitudes.
e. observations of behavior will lead to accurate assessment of attitudes when
experienced observers are used.
a. the assignment of numbers (representing quantities of attributes) to objects or
events according to rules.
b. a theory of hypothesis construction.
c. isolating those objects which may be shown to possess the mathematical
properties of activity.
d. a continuum which complies with the basic axioms of mathematics.
e. all of the above.
a. In measurement theory, it is not possible to directly measure objects
themselves.
b. It is easy to determine which properties of the scale of numbers apply in a
given measurement situation.
c. When numbers are assigned to represent attributes of objects, the relationship
between the numbers may not be the same as the relationship between the
attributes, which affects what one can say about the numbers.
d. We defined measurement as the “assignment of numerals to represent
quantities of attributes.” For nominal scaling, the rule is “do not assign the
same numeral to different classes or different numerals to the same class.”
e. Ratio scales allow more powerful modes of analysis than ordinal scales.
a. a person
b. a car
c. an attitude
d. all of the above
e. none of the above
a. objects.
b. quantities of objects.
c. quantities of attributes of objects.
d. only constructs with visual referents.
e. only constructs with non-visual referents.
a. You are studying the product life cycle phenomenon attempting to classify
certain products into the following stages: introduction, growth, maturity,
saturation, and decline. This represents nominal scaling.
b. The above products can be further classified according to whether they are
consumer or industrial goods. This is an example of nominal scaling.
c. The respondent’s sex is an example of a nominal scale.
d. a and b.
e. a, b, and c.
a. The numbers identify the objects.
b. The numbers order the objects.
c. The median can be used as the measure of average.
d. The mean can be used as the measure of average.
e. a and c are both true.
a. Possible operations with nominal scales are few, but due to the fact that the
properties of “greater than” or “less than” apply, the addition of numbers is
permissible.
b. The median is an appropriate measure of central tendency with nominal data.
c. A nominal scale is associated with the concept of order.
d. Computing the median is an unacceptable statistical
operation when one is dealing with nominal data.
e. They are all false.
a. observation of behavior
b. indirect techniques
c. physiological reactions
d. performance of objective tasks
e. all of the above have been used to measure attitude.
amount of the attribute possessed by the object applies to scales.
a. nominal
b. ordinal
c. interval
d. ratio
e. interval and ratio
a. It has the property of identity.
b. It has the property of order.
c. The mean is an appropriate measure of average.
d. All of the above are true of an ordinal scale.
e. a and c only are not true of an ordinal scale.
a. An ordinal scale implies order but not identity.
b. The attribute being measured must possess the ordinal property to allow
ordinal scaling that is meaningful.
c. With an ordinal scale we can say the difference between the first and second is
the same as the difference between the second and the third.
d. The calculation of means is appropriate with ordinal data.
e. Grade point average is a good example of an ordinal scale.
a. The recording of a respondent’s social class using the categories upper, middle,
and lower represents the use of a nominal scale.
b. An ordinal scale can be transformed in any manner possible, provided that the
basic ordering of the objects is maintained.
c. When the scale has an arbitrary zero point, it makes sense to say that A is twice
as much as B.
d. Interval scales possess an absolute zero point whereas ordinal scales do not.
e. They are all false.
a. An interval scale exhibits the property of order.
b. Absolute magnitudes cannot be compared using an interval scale because the
zero point is established arbitrarily.
c. The number of years the respondent has lived at a particular address is an
example of an interval scale.
d. a and b.
e. a, b, and c.
a. we cannot compare the absolute magnitude of numbers.
b. we cannot state that the difference between .25 and .50 is the same as the
difference between 37.75 and 38.00.
c. there is no zero point.
d. the median and mode, but not the mean are meaningful measures of average.
e. They are all false.
a. Nominal
b. Ordinal
c. Interval
d. Ratio
e. none of the above
type of scale?
a. nominal
b. ordinal
c. interval
d. a and b
e. positive monotonic transformations can be applied to any scales
represents a non-ordered classification?
a. nominal
b. ordinal
c. interval
d. ratio
e. none of the above
a. With a ratio scale, it is possible to have zero amount of some attribute.
b. There are few psychological constructs that can reasonably be assumed to have
a natural or absolute zero.
c. Ratio scales allow the proportionate transformations of scale values as well as
the addition of arbitrary constants.
d. a and b.
e. a, b, and c.
a. A positive linear transformation of the form y = a + bx can only be performed
on a ratio scale if one is to preserve the properties of the scale.
b. A ratio scale differs from an interval scale in that the ratio scale has a natural
zero.
c. Determination of absolute zero is difficult with measurements in marketing. It
is debatable whether many of the constructs used in marketing even possess
this property.
d. a and b.
e. a, b, and c.
not affect the originally intended purpose of the scale when the scale is
a. nominal.
b. ordinal.
c. interval.
d. ratio.
e. the interchanging of scale values always affects the purpose.
when it has a score of 60 and the other object has a score of 30 when measurement
is on a(n) scale.
a. nominal
b. ordinal
c. interval
d. ratio
e. interval or ratio
a. if “a” is greater than “b,” then “b” is not greater than “a”
b. if “a” is greater than “b” and “b” is greater than “c,” then “a” is greater than “c”
c. if “a” is equal to “b” and “b” is equal to “c,” then “a” is equal to “c”
d. all of the above
e. none of the above
ordinal scales?
a. arithmetic mean, median and the mode
b. geometric and harmonic means
c. median and mode
d. arithmetic mean and median
e. arithmetic mean
a. Age is an example of a ratio scale.
b. The number of children in the family is an example of an interval scale.
c. Brand names of automobiles owned is an example of an ordinal scale.
d. A person’s monthly gasoline expenditure in dollars is an example of a ratio
scale.
e. a and d.
a. The observation approach to attitude determination rests on the presumption
that a subject’s behavior is conditioned by his or her attitudes.
b. The most common approach to measuring attitudes has been self-report.
c. One of the disadvantages of the equal-appearing interval method of scaling is
that a large number of judges are required during the process of developing the
scale.
d. One of the advantages of the equal-appearing interval method of scaling is that
scale construction and scale use take place at the same time.
e. The directions to subjects for the Likert scale are the same when constructing it
as when using it.
a. the assigned numerals serve to identify the objects.
b. the magnitude of the differences in the objects is shown.
c. the assigned numerals represent the order as well as identifying the object.
d. it has a natural zero.
e. it has an arbitrary zero.
a. Transformations of the form y = bx are permissible
b. The scale is invariant for all transformations of the form y = a – bx
c. If “a” is greater than “b” and “b” is greater than “c,” then “a” is greater than “c”
d. If “a” equals “b” and “b” equals “c,” then “a” equals “c”
e. The mode and the median are permissible measures of central tendency
are used?
a. interval or ordinal
b. ratio or ordinal
c. ordinal or nominal
d. interval or ratio
e. nominal or interval
favorability toward a new product that a company has just test marketed in your
area. In order to determine the degree to which consumers hold favorable attitudes
toward the product, what is the lowest level of scale that you can use?
a. nominal
b. ordinal
c. interval
d. ratio
e. need more information
a. A ratio scale exhibits the property of identity.
b. With a ratio scale, the comparison of the absolute magnitude of the numbers is
legitimate.
c. A ratio scale possesses a natural zero point.
d. The geometric mean is a meaningful measure of average with a ratio scale.
e. Most marketing variables can be measured on ratio scales.
a. the ordinal nature of the variable.
b. an absolute lack of an attribute.
c. the logical existence of a natural zero point.
d. a point of absolute zero magnitude.
e. a point of indifference to which the value zero is arbitrarily attached.
y=a+bx?
a. ordinal
b. interval
c. ratio
d. a and b
e. b and c
form secret codes are examples of what type of scales?
a. nominal
b. ordinal
c. interval
d. ratio
e. none of the above
equal-appearing intervals?
a. the variance
b. the interquartile range
c. the median
d. the Q-value
e. b and d
a. The physiological reaction approach makes use of some unstructured or
partially structured stimuli such as word association tests or sentence
completion tests.
b. The observation of behavior approach rests on the presumption that a subject’s
behavior is conditioned by his attitudes and thus we can use his observed
behavior to infer his attitudes.
c. The performance of “objective” tasks approach rests on the presumption that a
subject’s performance of a specific assigned task will depend upon his
attitudes.
d. The self-report techniques rely on the subject’s own responses to a set of
statements.
e. Self-report measures of attitude have their own sources of error.
should
a. generate a series of statements and classify the statements a priori as favorable
or unfavorable.
b. select a small number of important attributes of the object.
c. generate a list of statements that reflect the attributes of the object and which
span the favorable-unfavorable continuum.
d. generate a large number of statements that represent an intermediate degree of
favorableness to the object.
e. select a small number of statements to be presented to the subjects on separate
cards.
equal-appearing intervals, the researcher uses the scale values and measures of
dispersion to
a. select a subset of judges to develop the final instrument.
b. select a number of judges to act as a panel.
c. determine which judges did not take the tasks seriously.
d. select a number of statements which need to be improved.
e. select a subset of statements to serve as a final instrument.
between two statements of equal scale values, he would choose the statement that
a. had the smallest Q value.
b. had the largest Q value.
c. was favorable to the object and yet had the smallest Q.
d. was unfavorable to the object and yet had the largest Q.
e. The Q value would not be used in this case.
is FALSE?
a. The final scale typically contains 20-22 statements that span the favorability
continuum.
b. The subject indicates his degree of agreement or disagreement with each
statement.
c. Judges are asked to sort the initial pool of statements into categories based on
the degree of favorability of each statement.
d. Statements with low Q values are preferred over statements with high Q
values.
e. The task for subjects when developing the scale is different than their task in
using the scale.
a. The judges used to evaluate the statements for a Thurstone scale judge the
statements on whether or not they agree or disagree with them.
b. If a respondent agrees with statements in a Thurstone equal-appearing interval
scale that have an average score of 4, the respondent is said to have an
unfavorable attitude toward the object.
c. When using a Thurstone scale to measure a subject’s attitude toward an object,
the subject indicates his degree of agreement or disagreement with each
statement and the respondent’s total score is computed by summing his scores
from all of the statements.
d. The Q value in the Thurstone scale refers to the scale value of a particular
statement.
e. They are all false.
a. With the method of equal-appearing intervals, the final scale should have
statements that cover the range of favorable to unfavorable.
b. The final form of the Thurstone (equal-appearing interval) scale typically
contains approximately 20-22 statements that are relatively equal in scale value
with interquartile ranges as small as practical.
c. The Thurstone scale does not allow respondents to express the intensity of
their feelings.
d. a and b.
e. a, b, and c.
equal-appearing intervals?
a. Difficulties in developing a large number of statements.
b. The costs due to the size of the judgment sample required with equal-appearing
intervals.
c. The difficulty of generating total scores by which to array subjects.
d. The non-scientific nature of item analysis with the method of equal-appearing
intervals.
e. The lack of ability for a subject to express his intensity of feeling with an
equal-appearing interval scale.
a. The basic format of the scale for the summated ratings method is the same in
both construction and use.
b. For both Thurstone and Likert scales, respondents are asked to indicate their
degree of agreement or disagreement with each statement.
c. Statements are classified as being favorable or unfavorable a priori with equal-
appearing intervals and summated rating scales.
d. a and b.
e. a, b, and c.
a. does not require a screening or judgment sample as does the method of
equal-appearing intervals.
b. not only requires a screening sample but further requires the screening sample
to be representative of the larger group of subjects of interest.
c. requires the analyst to classify each statement a priori as favorable or
unfavorable.
d. a and c.
e. b and c.
a. The subject indicates his/her degree of agreement or disagreement with each
statement.
b. Statements are classified a priori as being favorable or unfavorable.
c. The sample used to screen statements need not be representative of the
population on whom the scale is to be used.
d. Members of the screening sample respond to each statement with reference to
a particular attitude object.
e. The essential task assigned subjects is the same when using the scale as it is
when developing the scale.
a. tells the researcher that a statement with a high item-to-total product moment
correlation should be eliminated because it is likely to be redundant.
b. is useful in the initial process of developing statements for a Likert scale.
c. is based on the premise that there should be consistency in the responses of a
given individual.
d. a and b.
e. a, b, and c.
a. the person has a favorable attitude toward the object.
b. the person has an unfavorable attitude toward the object.
c. the person is neutral toward the object.
d. the person has a favorable attitude when compared to the average score of 60.
e. none of the above.
a. based on the proposition that there is consistency in the response patterns of
the subjects when the items are ambiguous.
b. a procedure for increasing the reliability and validity of a test by increasing the
number of items.
c. a procedure of determining the degree of favorableness and unfavorableness of
items.
d. a procedure to determine whether the total test discriminates in the same way
the individual items discriminate.
e. a procedure whereby each test item is evaluated to determine whether that item
effectively discriminates among subjects and therefore should be included in
the final version of the instrument.
a. Marketers have often failed to engage in scale purification procedures when
designing semantic differential scales.
b. Some semantic differential scale items should be reversed so that respondents
can more easily complete the scales.
c. A snake diagram can readily communicate the perceived position of one or
more objects based on semantic differential scale items.
d. As with a Likert scale, the semantic differential scale allows a respondent to
express the intensity of his or her feeling toward an object.
e. Scale purification procedures for semantic differential scales are like those for
summated rating scales.
disagree and 5=strongly agree for positive statements while the reverse scoring is
used for negative statements. Subject A has a total score of 150 toward the attitude
object “x.” This means that
a. subject A has a positive attitude toward “x” because his score exceeds the
“middle” score of 125.
b. subject A has a negative attitude toward “x” because his score exceeds the
“middle” score of 125.
c. subject A is indifferent to “x” because his score is in the midrange of possible
scores.
d. subject A has a more favorable attitude toward “x” than the average subject.
e. none of the above.
variances in the ratings of objects by the semantic differential method are
a. objective, subjective, and indifferent.
b. length, breadth, and width.
c. semantic, pragmatic, and syntactic.
d. cognition, perception, and meaning.
e. evaluation, potency, and activity.
the basic approach. These modifications have NOT included
a. generalization of new items rather than using items from the basic list of
adjective pairs.
b. the use of adjective phrases rather than simple antonyms.
c. the generation of total scores employing a procedure similar to that employed
in the method of summated ratings.
d. the generation of evaluation, potency, and activity scores by which objects
could be compared.
e. all of the above modifications have been made by marketers when employing
the semantic differential technique.
follows
Item Product-moment correlation
A .92
B .01
C -.01
D -.05
E .70
F -.92
G -.98
H .70
I .85
J .02
Which of the above statements are the best for inclusion in a scale?
a. A, E, H, I
b. C, D, F, G
c. B, J
d. A, B, E, H, I, J
e. A, E, F, G, H, I
differential scale item in a marketing application?
a. good-bad
b. unbelievable-believable
c. able to attract attention-unable to attract attention
d. fluffy-hard
e. all of the above could be used
dimension.
a. potency
b. activity
c. evaluation
d. structural
e. none of the above
a. a modification of the semantic differential which uses bi-polar pairs, has
numbered points on the scale and uses 8 scale positions
b. a modification of the semantic differential which frees the researcher from the
need for item analysis
c. a modification of the semantic differential which is uni-polar, has 7 scale
positions and points are numbered on the scale
d. an eight-point rating scale
e. uni-polar, has 10 scale positions and points on the scale are numbered
a. requires that adjectives or descriptive phrases be treated separately instead of
simultaneously as bipolar pairs.
b. frees the researcher from the need for item analysis.
c. differs from the semantic differential in one characteristic only, 10 scale
positions are employed to capture the responses rather than the 7 positions of
the semantic differential scale.
d. is the most popular scale used in marketing, primarily because it combines the
advantages of the semantic differential and Likert scales.
e. none of the above.
a. differ from graphic and itemized scales in that judgments are made
independently with comparative scales.
b. allow for the evaluation of favorability of individual objects.
c. are typically better than graphic or itemized rating scales in eliminating halo
effects.
d. a and b.
e. a, b, and c.
a. the categories are ordered.
b. judgments are made independently.
c. relative independent judgments are made.
d. relative judgments are involved.
e. the “halo effect” is a problem.
a. A Likert scale is an example of a comparative rating scale.
b. A semantic differential scale is an example of an itemized scale.
c. When using graphic rating scales, individuals indicate their rating by placing a
check at the appropriate point on a line that runs from one extreme of the
attribute to the other.
d. Itemized scales are similar to graphic scales in that individuals make their
judgments independently.
e. Comparative scales involve relative judgments.
a. Likert and semantic differential scales are examples of itemized rating scales.
b. An advantage of graphic rating scales is that they allow a researcher to make
fine distinctions in attitude measurement.
c. The distinguishing feature of an itemized scale is that the possible response
categories are limited in number, compared with the graphic rating scale.
d. For graphic scales to be effective, it is advisable to avoid extreme end
statements and to have descriptive statements close to their numerical points.
e. They are all true.
situation?
a. the planned method of administration of the questionnaire
b. the number of questionnaires to be distributed
c. the nature of the problem
d. the characteristics of respondents
e. All of the above impact the type of scale
a. The constant sum scale is an example of an itemized rating scale.
b. A Likert scale is an example of a comparative rating scale.
c. A semantic differential scale is an example of an itemized scale.
d. a and b.
e. a, b, and c.
a. While the level of measurement is not overly important from a statistical point
of view, the level of measurement is crucial for interpretation of results.
b. A halo effect occurs when there is carryover from one judgment to another in
the scaling procedure.
c. Item analysis is a procedure whereby each test item is evaluated to determine
whether that item effectively discriminates among subjects and therefore
should be included in the final version of the instrument.
d. By establishing the reliability of a scale, a researcher also establishes its
validity.
e. The validity of a scale is always an inference.
Appendix 10
Psychological Measurement
a. unobservable constructs are defined solely in terms of unobservable constructs.
b. there is a strong relationship among the observable constructs.
c. the relation between x and y can be captured with a linear model.
d. at least some of the constructs can be operationalized and measured.
e. observable constructs are defined solely in terms of unobservable constructs.
a. A constitutive definition describes how a construct is to be operationalized.
b. In general, a researcher should start with observable, operational definitions
and then proceed to conceptually define the construct or constructs that have
been measured.
c. A theory based completely on conceptual definitions of constructs is circular
and cannot legitimately be considered a theory.
d. a and b.
e. a, b, and c.
a. It is true about psychological measurement that the situation in which the
measurement is obtained can affect the score obtained.
b. Random error is also known as constant error. This is due to the fact that there
are typically an equal number of positive and negative errors that yield a
constant sum.
c. The validity of a measurement instrument refers to the extent to which
differences in scores reflect true differences among entities on the
characteristic that the instrument seeks to measure.
d. a and b.
e. a, b, and c.
indicates
a. a measurement (Y) at time zero (Y0) is a function of (Y) at time T (YT) plus
the change due to the factors YS and YR.
b. a measurement (Y0) is a function of the true score plus systematic error.
c. a measurement (Y0) is a function of the true score plus random error.
d. a measurement (Y0) is a function of the true score plus systematic error plus
random error.
e. a measurement always equals the true score
in isolating the
a. differences due to mechanical factors.
b. differences due to variations in administration.
c. differences due to transient personal factors.
d. differences due to true differences in the characteristic.
e. differences due to the sampling of items.
a. One of the difficulties with the measurement of psychological constructs
cannot be seen and directly measured.
b. Conceptual definitions of constructs should precede operational definitions.
c. A construct will be conceptually defined in terms of other constructs in the set.
d. a, b, and c are all false
e. a, b, and c are all true
(Use the following information for the next two questions.)
An advertiser has developed a television advertisement designed to create a
“feeling of warmth” on the part of viewers since she believes that this will lead to
positive attitudes toward the product, and ultimately to increased sales. In order to
determine if the ad does produce the desired feelings in viewers, she has devised a
three-item scale to measure the warmth construct. After viewing the commercial
(independently), Joe had a score of 15 on the warmth scale and Perry had a score of
9.
scores?
a. true differences with regard to the feeling of warmth created by the ad
b. Perry had a rotten day at work, while Joe had a good day
c. the sampling of items chosen to measure warmth could have contributed to the
difference in scores
d. Perry and Joe interpreted one of the questions differently
e. all of the above are potential sources of differences between the scores
a. The scale used is likely to be at least as reliable as a ten-item scale since a
ten-item scale is more likely to inadvertently tap into constructs other than
warmth.
b. If Joe and Perry had viewed the commercial and listened to instruction together
at the same time, and then had completed the scales, at least one source of
variation might have been greatly reduced.
c. It is possible that Perry’s lower score might have resulted from accidentally
checking the wrong response.
d. Some relatively stable characteristic of an individual, such as Perry’s
unwillingness to share the actual intensity of his feelings, might have
contributed to the difference in the two scores.
e. Joe did not necessarily have “warmer” feelings toward the ad than Perry.
a. concerned with the relationships of random error with systematic error.
b. equal to the true score plus the systematic error.
c. equal to the true score plus systematic error minus random error.
d. concerned with the extent to which differences in scores reflect true differences
in the characteristic.
e. concerned with the extent to which differences in scores reflect instability in
the measurements.
a. the use of a test score to predict some future occurrence.
b. the relationship between the predictive variable and the criterion variable when
both are assessed at the same points in time.
c. the relationship between the predictive and criterion variable when they are
assessed at different points in time.
d. the use of a test score to predict some simultaneous occurrence.
e. all of the above.
a. it does not successfully predict the criterion.
b. it is made up of a statistically significant selected sample of items from a large
collection of items.
c. it has excellent “face validity”.
d. it is made up of a random selection of items from a population of items.
e. it is made up of items which do not represent the domain of the construct.
that exhibits content validity?
a. The domain of the characteristic must be conceptually defined.
b. The literature can be examined to determine how the variable has been defined
and used.
c. The reliability of items drawn from previous research must be assessed to
determine the appropriateness of including these old items with the new items
being developed.
d. The researcher should formulate a large collection of items that represent the
variable as defined.
e. It is important to sample the domain of the construct.
a. Construct validity of a measuring instrument is determined solely by assessing
how well the indicator or measure predicts performance or behavior.
b. Construct validity should be of greater concern to scientists and theorists than
to practitioners.
c. A measure may have content validity without having construct validity.
d. A measure may have construct validity without having content validity.
e. They are all false.
a. Content validity is most directly concerned with the question of what the
instrument is measuring.
b. Construct validity cannot truly be established without evidence of convergent
and discriminant validity.
c. The content validity of a measure focuses on the adequacy with which the
domain of the characteristic is captured by the measure.
d. a and b.
e. a, b, and c.
a. The three aspects of validity – pragmatic, content, and construct – are not only
conceptually independent but are in actual practice rarely related to each other.
b. A measure has been used repeatedly and has produced almost identical
answers; therefore this instrument is valid.
c. The essential difference between validity and reliability is that the former
refers to the degree of agreement between two measurements of the same trait
by maximally different methods while with the latter, the methods are
maximally similar.
d. a and b.
e. a, b, and c.
a. Construct validity is the most difficult type of validity to establish.
b. Construct validity requires that the measure exhibit content validity.
c. Construct validity is necessary for a measure to exhibit reliability.
d. For a measure to exhibit construct validity, it must behave as expected with
regard to other constructs in the nomological net for a given theory.
e. Construct validity requires the measure possess discriminant validity.
a. essentially different measures of internal consistency.
b. computational formulas for a test-retest reliability.
c. essentially very similar except that the former is used with multichotomous
items and the latter with dichotomous items.
d. concerned with the stability of a measure.
e. none of the above.
a. demonstrated by showing how well the content of the test samples the subject
matter.
b. demonstrated by correlating independent measures of the same construct.
c. demonstrated by the goodness of the predictions made with the measure.
d. demonstrated by the stability in scores exhibited by the measure.
e. never demonstrated.
When attempting to measure the personality of Chevrolet owners, researchers used
the California Personality Inventory.
a. As expected, scores on this test were found to correlate highly with scores on
Edwards Personal Preference Schedule but very low correlations were found
with scores on a Social Responsibility scale.
b. Scores of the California Personality Inventory were administered to the same
subjects on two different occasions and correlated.
c. Scores on the California Personality Inventory were used to predict which
salesmen would be more successful.
d. Scores on the California Personality Inventory were found to successfully
predict Chevrolet owners.
e. None of the above.
researchers because
a. of the ease of constructing a parallel form.
b. it is not necessary to use the same subjects with both firms.
c. they provide two different independent estimates of reliability.
d. of the problem of possible bias in the test-retest method.
e. it provides a consistent estimate of major inconsistencies in the text.
e 21. Which of the following is FALSE?
a. Estimates of reliability take into account the systematic and variable errors
associated with the use of any measuring instrument.
b. A reliable measure may or may not be valid.
c. If a measure (Xo) is not reliable, it cannot be valid because it must then contain
an error item.
d. The stability assessment of the reliability of a measure concerns the extent to
which the different instruments applied to the same individuals at the same
time yield consistent results.
e. a and d.
a. the internal consistency of the scale.
b. relatively stable characteristics of the individual which affect his score.
c. the simultaneous correlations of all the items.
d. stability and equivalence.
e. none of the above.
rapidly, she will be mainly concerned with what type of reliability assessment?
a. equivalence
b. stability
c. test-retest
d. a and c above
e. b and c above
a. coefficient alpha.
b. coefficient of equivalence.
c. coefficient of stability and equivalence.
d. coefficient of homogeneity.
e. coefficient of stability.
a. A valid measure is reliable and vice versa.
b. If the random error (XR) is zero, a measure is both reliable and valid.
c. The evaluation of the reliability of a measuring instrument requires a
determination of the consistency of independent but comparable measures of
the same individual, group, or situation.
d. a and c.
e. b and c.
a. Test-retest reliability is typically measured by the degree to which the scores
obtained from the same individuals on two different occasions correlate.
b. If an item lacks correlation with other scale items measuring the same
construct there is evidence that the item does not belong and should be deleted.
c. In the development of measures of marketing constructs, it is crucial that the
measure be purified before data are initially collected.
d. The assessment of the reliability of a measure is useful in the process of
purifying an original set of items.
e. If a set of items all measure the same construct, the responses to the items
should be correlated.
representative of the domain of a construct?
a. experience surveys
b. consumer surveys
c. literature searches
d. insight-stimulating examples
e. all of the above are generally useful