1. Which of the following is true of measurement?
E. The process of measurement begins with scale measurement followed by construct
development.
2. A _____ is a hypothetical variable made up of a set of component responses or behaviors
that are thought to be related.
A. scale point
3. Which of the following statements about constructs is true?
A. They are directly measured.
4. _____ is the process of assigning descriptors to represent the range of possible responses
to a question about a particular object or construct.
E. Propensity scoring
5. A researcher designs his questionnaire in such a way that respondents can communicate
the intensity with which they like or dislike a product by circling an appropriate number from the
response options that go from 1 to 7 (where 1 is “strongly disagree” and 7 is for “strongly agree”).
These numbers (1 to 7) are commonly referred to as:
A. construct points.
6. A professor wants to determine the male-female ratio in his college. He designs a
questionnaire in which a respondent only needs to choose between two choices, male and
female. The scale used by the professor is an example of the _____ scale.
A. ordinal
7. Which of the following is true of an ordinal scale?
A. It is the most basic and least powerful scale design.
8. Which of the following statements is true about interval scales?
E. They are less powerful than ordinal scales.
9. Which of the following statements is true about ratio scales?
A. They cannot measure quantitative data.
10. The _____ represents the distance between the largest and smallest response.
A. mean
11. If there is significant variation among subjects regarding their attitudes toward a given
brand, this variance will be reflected most clearly in which of the following measures?
A. Mean
12. Which of the following types of scales asks the respondent to state his or her agreement
or disagreement with a series of statements about a specific brand in terms of a 5-point scale
ranging from “strongly agree” to “strongly disagree”?
E. Numerical scale
13. Which of the following is true about a semantic differential scale?
A. It is a type of nominal scale.
14. A researcher working at Arcade Inc. is interested in finding out people’s perception of
Arcade’s prices and quality relative to those of its top market rival. Given this objective, which of
the following would prove to be most efficient?
A. Graphic rating scale
15. Which of the following statements about graphic rating scales is true?
A. They are a type of comparative rating scales.
16. Which of the following types of scales typically requires the respondent to allocate a
given number of points, usually 100, among each separate attribute or feature relative to all the
other listed ones?
A. Nominal scales
17. The difference between a single-item scale and a multiple-item scale is that a:
E. multiple-item scale cannot collect ordinal data.
18. Which of the following statements is true regarding the various scale measurement
issues?
A. The researcher should avoid using specific terms and instead use general, broad words.
19. A(n) _____ includes two or more different attributes or issues in the same question, but
responses allow respondents to comment on only a single issue.
A. double negative question
20. Which of the following statements is true of leading questions?
E. They involve a situation in which possible responses can be interpreted in a number of ways.
21. Which of the following is an example of a leading question?
A. Is there a possibility that you would create something every week for the next couple of
years?
22. A(n) _____ is a situation where the question/setup suggests a socially desirable answer
or involves an emotionally charged issue.
E. double negative question
23. _____ involve a situation in which possible responses can be interpreted a number of
different ways.
E. Double-barreled questions
24. Which of the following statements is true of double negative questions?
D. They include two or more different attributes or issues in the same question, but responses
allow respondents to comment on only a single issue.
E. They involve scale responses that are mutually exclusive.
25. Which of the following statements is true of scale responses?
A. They are likely to have a negative effect on scale descriptors.
26. The goal of the construct development process is to precisely identify and define what is
to be measured.
27. At the heart of construct development is the need to determine exactly what is to be
measured.
28. A feature is an abstract construct if it can be directly measured using physical
characteristics.
29. A nominal scale enables respondents to express relative magnitude between the answers
to a question and responses can be rank-ordered in a hierarchical pattern.
30. Ordinal scales can be used to determine the absolute difference between rankings.
31. For interval scales, it is not possible to calculate mean and standard deviation.
32. The idea behind the test-retest approach to measuring the reliability of scales is that if
random variations are present, they will be revealed by variations in the scores between the two
sampled measurements.
33. Internal consistency is the degree to which the individual questions of a construct are
correlated.
34. The more scale points, the lesser the discriminatory power of a scale.
35. Measures of central tendency describe how data are dispersed around a central value.
36. Likert scales cannot measure attitudes and behavior.
37. In most cases, semantic differential scales use either 5 or 7 scale points.
38. In a well-designed semantic differential scale, the individual scales should be truly
bipolar.
39. Behavioral intention scales are difficult to construct.
40. A comparative rating scale is used when the objective is to have a respondent express his
or her attitudes, behavior, or intentions about a specific object.
41. A graphic rating scale is a type of comparative rating scale.
42. Only ordinal data can be obtained using rank-order scales.
43. Constant-sum scales should preferably use more than seven attributes.
44. Internal consistency reliability values for single-item or two-item scales cannot be
accurately determined and should not be reported as representing the scale’s internal
consistency.
45. The number of dimensions of a construct influences the decision to use a single-item
versus a multiple-item scale.
46. Discuss the difference between a concrete variable and an abstract construct.
47. A researcher wants to measure the temperature (in degree Fahrenheit) inside a grocery
store at which the customers feel most comfortable. Suggest a scale that the researcher can use.
Why is it not possible to use the ratio scale in this case?
48. What are the requirements of designing measurement scales?
49. Discuss the measurement problems associated with the semantic differential scale pole
descriptors.
50. What are the two factors that drive the use of multiple-item scales in research?