Chapter 10—Measurement and Attitude Scaling
TRUE/FALSE
1. Marketing research is less complicated than research in scientific disciplines because there really is
only one way to measure most marketing phenomenon.
2. Measurement is the process of describing some property of a phenomenon, usually by assigning
numbers, in a reliable and valid way.
3. All measurement, particularly in the social sciences, contains error.
4. The problem with measurement is that researchers cannot account for errors statistically.
5. Research would be impossible without measurement.
6. A concept can be thought of as a generalized idea that represents something of meaning.
7. Correspondence analysis is the process of identifying scale devices that correspond to properties of a
concept involved in a research process.
8. A construct is a term used for concepts that are measured with single variables.
9. Operational definitions translate conceptual definitions into measurement scales.
10. An ordinal scale is the simplest type of measurement scale.
11. The most sophisticated form of data analysis for a nominal scale is the average of the scores.
12. A measurement scale in which respondents are asked to rank items based on their preferences is called
an ordinal scale.
13. The Fahrenheit temperature scale is an example of a ratio scale.
14. Interval scales represent the absolute meaning of the numbers on the scale.
15. In ratio scales, the location of the zero point is arbitrary.
16. “Money” is an example of something that can be measured using a ratio scale.
17. Mathematical operations cannot be performed with numbers from nominal scales.
18. Concrete measures are those that take on only one of a finite number of values.
19. Continuous measures are those assigning values anywhere along some scale range in a place that
corresponds to the intensity of some concept.
20. Interval scales are considered continuous when three or more categories are used.
21. An index measure assigns a value based on how characteristic an observation is of the thing being
measured.
22. A scale can be created by simply adding together the responses to several items related to a topic.
23. Sometimes respondents’ answers need to be assigned opposite values through a process called
cross-validation.
24. Reliability is an indicator of a measure’s internal consistency.
25. Coefficient beta is the most commonly applied estimate of a composite scale’s reliability.
26. Discriminant validity is another way of expressing internal consistency.
27. A person’s attitude toward Tide detergent can be directly observed.
28. Attitudes are thought to have three components: affective, cognitive, and behavioral.
29. A person’s knowledge about a brand is part of the cognitive component of that person’s attitude toward
that brand.
30. Researchers face a wide variety of choices in measuring attitudinal concepts.
31. Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic
exists.
32. The category scale can measure attitude using a two-point response scale.
33. An advantage of the Likert-type summated rating method is that it is easy to know what a single
summated score means.
34. The semantic differential scale uses unlabeled response categories between two bipolar opposite
adjectives.
35. Semantic differential scales can be scored by: -3, -2, –1, 0, +1, +2, +3
ANS: T PTS: 1 DIF: Moderate REF: p. 266
OBJ: 10-6
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
36. Marketing researchers generally assume that the semantic differential provides metric (at least ratio)
measurement.
37. The fractional-point scale demands that respondents divide points among several attributes to indicate
their relative importance.
38. 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.
39. Ranking measurements of attitudes provide interval data.
40. 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.
41. A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.
42. 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.
43. The number of scale items depends the characteristics of the phenomenon being studied.
44. Researchers often model behavior as a function of attitudes and intentions.
45. Multi-attribute models are useful in identifying characteristics that are most in need of being improved.
MULTIPLE CHOICE
1. _____ 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
2. 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
3. Age, gender, brand loyalty, and corporate culture are all examples of _____.
a.
concepts
b.
scales
c.
ratios
d.
codes
4. A(n) _____ is a generalized idea that represents something of identifiable and distinct meaning.
a.
scale
b.
concept
c.
operant
d.
measure
5. _____ 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
6. Researchers measure concepts through a process known as _____.
a.
summation
b.
operationalization
c.
assessment
d.
matching
7. 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
8. Which of the following refers to concepts measured with multiple variables?
a.
operation
b.
construct
c.
concept
d.
scale
9. Scales that assign a value to an object for identification or classification purposes are called _____
scales.
a.
ordinal
b.
nominal
c.
interval
d.
ratio
10. Which of the following is the most elementary level of measurement?
a.
nominal scale
b.
ordinal scale
c.
ratio scale
d.
interval scale
11. 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
12. 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
13. Which type of scale is, at the most, a ranking scale?
a.
ratio
b.
interval
c.
nominal
d.
ordinal
14. When respondents are asked to place local shopping malls so that their first choice is 1, their second
choice is 2, and so forth, this is best-described as an example of a(n) ______ scale.
a.
ordinal
b.
ratio
c.
interval
d.
nominal
15. A scale which arranges brands in an ordered sequence in which there is an equal interval between each
point on the scale is an example of a(n) ______ scale.
a.
interval
b.
ratio
c.
nominal
d.
ordinal
16. The Fahrenheit temperature scale is best described as an example of a(n) ______ scale because it
doesn’t have an absolute zero point.
a.
ratio
b.
nominal
c.
interval
d.
ordinal
17. Which type of scale has all the properties of an interval scale with the additional attribute of
representing absolute quantities, characterized by a meaningful absolute zero?
a.
nominal scale
b.
discrete scale
c.
infinite scale
d.
ratio scale
18. Which type of scale represents the highest form of measurement?
a.
nominal scale
b.
ordinal
c.
ratio
d.
interval
19. How much a person weighs is best described as an example of a(n) ______ scale.
a.
ordinal
b.
interval
c.
ratio
d.
nominal
20. Which of the following is a defining characteristic in determining between ratio and interval scales?
a.
number of items
b.
absolute zero
c.
number of intervals
d.
nominal values
21. All of the following can be measured using ratio scales EXCEPT _____.
a.
gender
b.
income
c.
temperature
d.
weight
22. Measures that can take on only one of a finite number of values are called _____.
a.
discrete measures
b.
neutral measures
c.
limited measures
d.
continuous measures
23. Which of the following is a discrete measure?
a.
nominal scale
b.
sensitive scale
c.
ratio scale
d.
all of these choices
24. Measures that reflect the intensity of a concept by assigning values that can take on any value along
some scale range are called _____.
a.
discrete measures
b.
continuous measures
c.
absolute measures
d.
valid measures
25. Age is an example of a _____ measure.
a.
nominal
b.
biological
c.
discrete
d.
continuous
26. A(n) _____ is a single characteristic or fundamental feature of an object, person, situation, or issue.
a.
concept
b.
variable
c.
attribute
d.
construct
27. Gas mileage is an example of a(n) _____ of an automobile.
a.
attribute
b.
concept
c.
measure
d.
attitude
28. Which type of measure assigns a value based on how much of the concept being measured is
associated with an observation and is formed by putting several variables together systematically?
a.
conglomerate measure
b.
multiplicative measure
c.
index measure
d.
multidimensional measure
29. Carla is using education, income, and occupation to develop a measure of social class. What type of
measure for social class is she developing?
a.
index measure
b.
valid measure
c.
reliable measure
d.
concurrent measure
30. Which type of measure assigns a value to an observation based on a mathematical derivation of
multiple measures?
a.
conglomerate measure
b.
derivative measure
c.
summated measure
d.
composite measure
31. A researcher is measuring consumers’ attitudes toward product placement in movies using five attitude
items. She created a scale by simply summing the response 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
32. Which of the following means that the value assigned for a response is treated oppositely from the
other items in a scale?
a.
reverse coding
b.
indexing
c.
alpha coding
d.
convergence
33. Which of the following is an indicator of a measure’s internal consistency?
a.
reliability
b.
validity
c.
coefficient beta
d.
sensitivity
34. _____ represents a measure’s homogeneity or the extent to which each indicator of a concept
converges on a common meaning.
a.
Internal consistency
b.
Validity
c.
Internal validity
d.
External consistency
35. When a researcher measures the reliability of an instrument by comparing the results of the
odd-numbered questions with the results of the even-numbered questions, this is an example of _____
reliability.
a.
test-retest
b.
split-half
c.
equivalent-forms
d.
criterion
36. The most commonly applied estimate of a composite scale’s reliability is _____.
a.
coefficient alpha
b.
coefficient beta
c.
criterion coefficient
d.
an index coefficient
37. Which of the following represents the average of all possible split-half reliabilities for a construct?
a.
R2
b.
c.
d.
38. A researcher who administers the same scale to the same respondents at two separate times to test for
stability is using which method of assessing the scale’s reliability?
a.
coefficient alpha
b.
split-half method
c.
test-retest method
d.
before/after method
39. _____ is the accuracy of a measure or the extent to which a score truthfully represents a concept.
a.
Reliability
b.
Validity
c.
Consistency
d.
Authenticity
40. The ability of a measuring instrument to measure what it is supposed to measure is the basic purpose
of ______.
a.
reliability
b.
validity
c.
sensitivity
d.
indexing
41. All of the following are basic aspects of validity EXCEPT _____.
a.
primary validity
b.
face validity
c.
construct validity
d.
criterion validity
42. When a group of experts agrees that a measuring instrument measures what it is intended to measure,
we say that the instrument has ______ validity.
a.
face
b.
criterion
c.
test-retest
d.
equivalent-forms
43. Another name for face validity is ______ validity.
a.
criterion
b.
content
c.
test-retest
d.
split-half
44. Which type of validity addresses the question, “Does my measure correlate with measures of similar
concepts or known quantities?”
a.
face validity
b.
reliability validity
c.
criterion validity
d.
discriminant validity
45. Which of the following is a component of construct validity?
a.
face validity
b.
discriminant validity
c.
convergent validity
d.
all of these choices