46. Which type of validity is another way of expressing internal consistency?
a.
content validity
b.
convergent validity
c.
criterion validity
d.
discriminant validity
47. Which type of validity represents how unique or distinct a measure is?
a.
content validity
b.
convergent validity
c.
discriminant validity
d.
criterion validity
48. A(n) _____ is an enduring disposition to consistently respond in a given manner to various aspects of
the world?
a.
attitude
b.
concept
c.
expectation
d.
construct
49. Which of the following is a basic component of an attitude?
a.
cognitive component
b.
affective component
c.
behavioral component
d.
all of these choices
50. “I hate asparagus” is an example of which component of an attitude toward asparagus?
a.
affective
b.
behavioral
c.
cognitive
d.
perceptive
51. Which attitude component represents a person’s awareness and knowledge of the relative matter?
a.
affective
b.
cognitive
c.
behavioral
d.
personal
52. Laurie believes a Honda Accord gets 36 miles per gallon. This belief represents which component of
her attitude toward this automobile?
a.
affective
b.
behavioral
c.
cognitive
d.
personal
53. “I plan to buy a new digital camera sometime in the next three months” is an aspect of which
component of an attitude?
a.
cognitive
b.
affective
c.
behavioral
d.
personal
54. When a respondent is asked to place each shopping mall in a list of four local shopping malls in the
order in which she prefers to shop at each mall, this is an example of a ______ task.
a.
rating
b.
ranking
c.
sorting
d.
semantic differential
55. When a respondent is given a set of 3″ x 5″ cards containing the current advertising slogan for a brand
or product on each card and is asked to place the cards into two piles: (1) Recognize this slogan and
can identify the brand/product and (2) Do not recognize the slogan, this is an example of a ______
task.
a.
rating
b.
ranking
c.
constant-sum
d.
sorting
56. When a respondent is asked: “How often, on the average, do you go out to a movie?” and is asked to
indicate her answer by circling one of the following: never, rarely, sometimes, often, very often, this
is an example of a _____ scale.
a.
semantic differential
b.
Likert
c.
category
d.
constant-sum
57. Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or
disagree with carefully constructed statements?
a.
constant-sum
b.
Likert
c.
Stapel
d.
graphic rating
58. What type of scale is the following?
The food at Applebee’s is delicious.
Strongly
Strongly
Agree
Agree
Neutral
Disagree
Disagree
a.
semantic differential
b.
constant-sum
c.
Thurstone
d.
Likert
59. How many choices do researchers commonly use when using Likert scales?
a.
two
b.
three
c.
five
d.
ten
60. Which type of scale has respondents describe their attitude using a series of bipolar rating scales?
a.
Likert
b.
constant-sum
c.
semantic differential
d.
Thurstone
61. What type of scale is the following?
Contemporary ___ ___ ___ ___ ___ ___ Traditional
a.
Likert
b.
graphic rating
c.
Thurstone
d.
semantic differential
62. A type of scale that demands that respondents divide points among several attributes to indicate their
relative importance is called a _____.
a.
constant-sum scale
b.
Likert scale
c.
Stapel scale
d.
semantic differential
63. What type of scale is the following?
United Parcel Service (UPS) would like you to distribute 50 points among the following
in terms of how important each aspect is to you for your overnight shipping needs:
_____ Accurate billing
_____ On-time delivery
_____ Price
a.
Likert
b.
paired comparison
c.
Thurstone
d.
constant-sum
64. Which measure of attitude allows respondents to rate an object by choosing any point along a graphic
continuum?
a.
continuous rating scale
b.
point scale
c.
graphic rating scale
d.
line scale
65. What type of scale is the following?
Please an X at the position on the horizontal line that most reflects your feelings regarding the
atmosphere of this restaurant.
Modern _______________ Old-fashioned
a.
graphic rating
b.
Likert
c.
linear
d.
category
66. What type of measurement is the following?
I would like to know your overall opinion of two brands of athletic shoes. They are
Nike and New Balance. Overall, which of these two brands — Nike or New Balance—
do you think is the better one? Or are both the same?
____ Nike is better
____ New Balance is better
____ They are about the same
a.
semantic differential
b.
Thurstone
c.
paired comparison
d.
constant-sum
67. If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired
comparisons will be necessary?
a.
3
b.
6
c.
15
d.
30
68. In which type of scale is a neutral point, or point of indifference, at the center of the scale?
a.
synergistic
b.
symmetrical
c.
unbalanced
d.
balanced
69. Which type of scale is the following?
a.
balanced
b.
Thurstone
c.
unbalanced
d.
semantic differential
70. Which type of fixed-alternative rating scale has more response categories at one end than the other,
resulting in an unequal number of positive and negative categories?
a.
biased rating scale
b.
skewed rating scale
c.
obtuse rating scale
d.
unbalanced rating scale
71. Which type of scale is the following?
a.
Thurstone
b.
unbalanced
c.
paired comparison
d.
balanced
72. When a respondent is required to choose one of the fixed alternatives, what type of scale is being
used?
a.
semantic differential
b.
forced-choice
c.
non-forced-choice
d.
symmetric
73. When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements,
what type of scale is being used?
a.
forced choice
b.
Likert
c.
semantic differential
d.
non-forced-choice
74. Which model constructs an attitude score based on the multiplicative sum of beliefs about an option
times the evaluation of those belief characteristics?
a.
multi-attribute model
b.
Elaboration Likelihood Model
c.
additive model
d.
attribution model
75. What type of scale is the following?
How likely are you to purchase an iPhone within the next six months?
____ Definitely will purchase
____ Probably will purchase
____ Might purchase
____ Probably will not purchase
____ Definitely will not purchase
a.
Likert
b.
behavioral intention
c.
semantic differential
d.
constant-sum
COMPLETION
1. A generalized idea that represents something of meaning is called a(n) ______.
2. The process involving identifying scales that correspond to properties of a concept is called _____.
3. Scales provide _____ rules that indicate that a certain value on a scale corresponds to some true value
of a concept.
4. A scale in which letters (e.g. A, B, C, and so on) are assigned to objects to serve as identification labels
for the objects is called a(n) _____ scale.
5. A scale which arranges objects in order according to their relative magnitude to one another is called
a(n) ______ scale.
6. A scale which arranges objects so that they are equally-distant from one another is called a(n) ______
scale.
7. A _____ scale has an absolute zero point.
8. Measures that take on only one of a finite number of values are called _____ measures.
9. Measures that assign values anywhere along some scale range in a place that corresponds to the
intensity of some concept are called _____ measures.
10. A(n) _____ measure assigns a value to an observation based on a mathematical derivation of multiple
variables.
11. _____ means that the value assigned for a response is treated oppositely from the other items.
12. The degree to which a measurement instrument yields consistent results is called the ______ of the
instrument.
13. _____ is the most commonly applied estimate of a multiple item scale’s reliability and represents the
average of all possible split-half reliabilities for a construct.
14. _____ is the accuracy of a measure or the extent to which a score truthfully represents a concept.
15. The degree of agreement among judges that a scale measures what it is intended to measure is called
the ______ validity of the scale.
16. _____ validity is the ability of a measure to correlate with other standard measures of similar
constructs or established criteria.
17. _____ validity represents the uniqueness or distinctiveness of a measure.
18. An enduring disposition to respond consistently to an aspect of the world is called a(n) ______.
19. The component of attitude that represents the action that corresponds to a certain type of attitude is
a(n) _____ component.
20. 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.
21. When respondents are asked to indicate the magnitude of a characteristic that a brand of toothpaste
has, this is an example of a(n) ______.
22. 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.
23. A(n) ______ scale measures attitudes by using 7-point rating scales that are anchored at either end by
polar opposite adjectives.
24. 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.
25. A scale that presents respondents with a graphic continuum is called a(n) _____ rating scale.
26. 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.
27. 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.
28. 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.
29. A(n) _____ rating scale requires respondents to choose one of the fixed alternatives.
30. 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.
ESSAY
1. Explain the difference between a concept and a construct, giving an example of each.
2. Compare and contrast the four different levels of scale measurement.
3. Explain how indexes or composite measures are formed.
4. Explain what reliability is and discuss how it is assessed.
5. Name and describe the components of construct validity.
6. 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.
7. Compare and contrast a Likert scale with a semantic differential scale.
8. Describe a constant-sum scale and discuss when a researcher might use this type of scale.
9. Explain how a researcher uses the paired comparison method and determine the number of paired
comparisons necessary to compare four brands of hiking boots
10. Define forced-choice rating scale and non-forced-choice scale and explain the advantage of using a
non-forced-choice scale.