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Exam 9: Measurement and Scaling

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Question 31

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The Likert scale has several advantages. Which of the following is not an advantage?

A) Respondents readily understand how to use the scale.
B) It is easy to construct and administer.
C) It is suitable for mail, telephone, or personal interviews.
D) It does not require a pretest of the adjectives or phrases to ensure bipolarity.

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

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Question 32

True/False

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In situations where the respondents are expected to have no opinions, as opposed to simply being reluctant to disclose it, the accuracy of data may be improved by a non- forced scale that includes a "no opinion" category.

A) True
B) False

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Question 33

Multiple Choice

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Which statement is not true regarding the relationship between reliability and validity?

A measure is perfectly reliable if .

is the extent to which differences in observed scale scores reflect true differences among objects on the characteristics being measured, rather than systematic or random errors.

The number of scale categories used in noncomparative itemized scales is fixed at five.

Situational factors, such as the lack of clarity of the scale, including the instructions or the items themselves, and analysis factors, such as differences in scoring and statistical analysis are both in measurement.

A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided.

Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement?

The semantic differential is a five- point rating scale with endpoints associated with bipolar labels that have semantic meaning.

Which of the following statements is not a consideration when making non- comparative itemized rating scale decisions?

To assess , a type of criterion validity, the researcher collects data on the scale at one point in time and data on the criterion variables at a future time.

In a , respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

is the extent to which a scale produces consistent results if repeated measurements are made on the characteristic.

Which non- comparative scale is analyzed using profile analysis?

Which non- comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text) ?

A _ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

A scale designed to measure store image would be considered inadequate if it omitted any of the major dimensions (quality, variety, assortment of merchandise, etc.) . This inadequacy would be reflected in the of the scale.

Construct validity is the simplest and easiest type of validity to establish.

is a measure of internal consistency reliability that is the average of all possible split- half coefficients resulting from different splittings of the scale items.