Chap09 - for testing what you have studied in chapter 9 PDF

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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques 1) A noncomparative scale is one of two scaling techniques in which each stimulus object is scaled independent of the other objects in the stimulus set. Answer: TRUE Diff: 2 Page Ref: 273 LO : 1 2) Noncomparative scaling techniques are comprised of continuous and itemized rating scales. Answer: TRUE Diff: 2 Page Ref: 273 LO : 1 3) Non-comparative scales are often referred to as monadic scale. Answer: TRUE Diff: 2 Page Ref: 273 LO : 1 4) Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them. Answer: TRUE Diff: 2 Page Ref: 273 LO : 1 5) The New York City Transit used Likert scales to determine people's perceptions of the subway system and address their concerns, leading to increased ridership. Answer: TRUE Diff: 2 Page Ref: 273 LO : 1 6) In an itemized rating scale, the respondents are provided with a scale that has a number or brief description associated with each category. Answer: TRUE Diff: 2 Page Ref: 276 LO : 1 7) Itemized rating scales are widely used in marketing research and form the basic components of more complex scales. Answer: TRUE Diff: 2 Page Ref: 276 LO : 1

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8) Typically, each Likert scale item has seven response categories, ranging from "strongly disagree" to "strongly agree." Answer: FALSE Diff: 2 Page Ref: 276-277 LO : 1 9) Likert scale analysis can be conducted on an item-by-item basis (profile analysis). Answer: TRUE Diff: 2 Page Ref: 276-277 AACSB: Analytic Skills LO : 1 10) Profile analysis involves determining the average respondent ratings for each item. Answer: TRUE Diff: 2 Page Ref: 276-277 AACSB: Analytic Skills LO : 1 11) The Likert scale is also referred to as a summated scale. Answer: TRUE Diff: 2 Page Ref: 276-277 LO : 1 12) The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or negative attitudes, to mark the right-or-left-hand sides without reading the labels. Answer: TRUE Diff: 2 Page Ref: 276-277 LO : 1 13) The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning. Answer: FALSE Diff: 2 Page Ref: 278-279 LO : 1 14) Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 scale. Answer: TRUE Diff: 2 Page Ref: 278-279 LO : 1 15) Although the mean is most often used as a summary statistic with semantic differential scale data, there is some controversy as to whether the data obtained should be treated as an interval scale. Answer: TRUE Diff: 2 Page Ref: 278-279 LO : 1 2 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

16) The Stapel scale is usually presented horizontally. Answer: FALSE Diff: 1 Page Ref: 279 LO : 1 17) An advantage of the Stapel scale is it can be administered over the telephone. Answer: TRUE Diff: 3 Page Ref: 279 LO : 1 18) Of the three itemized rating scales considered, the semantic differential scale is used the least. Answer: FALSE Diff: 2 Page Ref: 279 LO : 1 19) The size of the correlation coefficient, a common measure of relationship between variables in itemized rating scales, is influenced by the number of scale categories. The correlation coefficient increases with a reduction in the number of categories. Answer: FALSE Diff: 3 Page Ref: 280 AACSB: Analytic Skills LO : 2 20) The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible. Answer: FALSE Diff: 2 Page Ref: 280 LO : 2 21) When determining the number of scale categories to use in a non-comparative itemized rating scale, the nature of the object is relevant. Answer: TRUE Diff: 2 Page Ref: 280 LO : 2 22) When determining the number of scale categories to use in a non-comparative itemized rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated statistical techniques, five or more scale categories may be required. Answer: FALSE Diff: 3 Page Ref: 280 AACSB: Reflective Thinking LO : 2

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23) The Likert scale is a balanced rating scale with an odd number of categories and a neutral point. Answer: TRUE Diff: 1 Page Ref: 280 LO : 2 24) A forced rating scale forces the respondents to express an opinion because "no opinion" or "no knowledge" options are not provided. Answer: TRUE Diff: 1 Page Ref: 281 LO : 2 25) 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. Answer: TRUE Diff: 1 Page Ref: 281 LO : 2 26) It has been found that providing a verbal description for each scale category consistently improves the accuracy or reliability of the data. Answer: FALSE Diff: 2 Page Ref: 281 LO : 2 27) Non-comparative itemized rating scales with strong adjectives as anchors (1=generally disagree, 7=generally agree) result in less variable and more peaked response contributions. Answer: TRUE Diff: 3 Page Ref: 281 LO : 2 28) The number of scale categories used in noncomparative itemized scales is fixed at five. Answer: FALSE Diff: 1 Page Ref: 280 LO : 2 29) A construct is the theory being measured. Answer: FALSE Diff: 2 Page Ref: 284 LO : 2 30) The scale development process is an iterative one. Answer: TRUE Diff: 1 Page Ref: 284 LO : 2

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31) XO = XT + XS + XR represents the pure score model. Answer: FALSE Diff: 3 Page Ref: 286 LO : 3 32) Reliability refers to the extent to which a scale produces valid results if repeated measurements are made. Answer: FALSE Diff: 2 Page Ref: 286 LO : 3 33) Systematic sources of error do have an adverse impact on reliability because they affect the measurement in a constant way and do not lead to inconsistency. Answer: TRUE Diff: 2 Page Ref: 286 LO : 3 34) Reliability can be defined as the extent to which measures are free from random error, XR. Answer: TRUE Diff: 1 Page Ref: 286 LO : 3 35) Reliability is assessed by determining the proportion of random variation in a scale. Answer: TRUE Diff: 2 Page Ref: 286 AACSB: Analytic Skills LO : 3 36) In alternative-forms reliability, the same respondents are measured at two different times with an equivalent scale form being administered each time. Answer: TRUE Diff: 3 Page Ref: 287 LO : 3 37) With alternative forms reliability, a low correlation may reflect either an unreliable scale or nonequivalent forms. Answer: TRUE Diff: 2 Page Ref: 287 AACSB: Reflective Thinking LO : 3 38) An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items. Answer: FALSE Diff: 2 Page Ref: 287 AACSB: Reflective Thinking LO : 3 5 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

39) Coefficient alpha assists in determining whether the averaging process used in calculating coefficient beta is masking any inconsistent items. Answer: FALSE Diff: 2 Page Ref: 287 LO : 3 40) Perfect validity requires that there be no measurement error, therefore: (XO = XT, XR = 0, XS = 0). Answer: TRUE Diff: 3 Page Ref: 288 AACSB: Analytic Skills LO : 3 41) Given its subjective nature, content validity alone is a sufficient measure of the validity of a scale. Answer: FALSE Diff: 2 Page Ref: 288 LO : 3 42) Construct validity is the simplest and easiest type of validity to establish. Answer: FALSE Diff: 2 Page Ref: 288 LO : 3 43) Using several scale items to measure the characteristic of interest provides more accurate measurement than a single-item scale. Answer: TRUE Diff: 1 Page Ref: 290 AACSB: Reflective Thinking LO : 3 44) The semantic differential scale may be said to be pan-cultural or free of cultural bias. Answer: TRUE Diff: 2 Page Ref: 290 AACSB: Multicultural and Diversity LO : 3 45) The researcher can bias the scales by either biasing the wording of the statements (Likert type scales), the scale descriptors, or other aspects of the scale. Answer: TRUE Diff: 1 Page Ref: 291 AACSB: Ethical Reasoning LO : 3

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46) 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. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale Answer: C Diff: 1 Page Ref: 274 LO : 1 47) How would you rate Sears as a department store? Version 1 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best Version 2 Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best 0 10 20 30 40 50 60 70 80 90 100 The above scales are all examples of a ________. A) continuous rating scale B) Stapel scale C) Semantic differential scale D) Likert scale Answer: A Diff: 2 Page Ref: 274-275 LO : 1 48) Scores assigned to continuous rating scales by the researcher are typically treated as ________ data. A) nominal B) ordinal C) ratio D) interval Answer: D Diff: 2 Page Ref: 274-275 LO : 1 49) 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) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale Answer: C Diff: 3 Page Ref: 274 LO : 1 7 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

50) Which scale is not an itemized rating scale (Table 9.1 in the text)? A) Stapel scale B) semantic differential scale C) Likert scale D) continuous rating scale Answer: D Diff: 1 Page Ref: 274 AACSB: Reflective Thinking LO : 1 51) Which of the following statements does not pertain to non-comparative scales? A) Noncomparative scales are often referred to as monadic scales. B) Respondents using a non-comparative scale employ whatever rating standard seems appropriate. C) Data must be interpreted in relative terms and have only ordinal or rank order properties. D) Non-comparative techniques consist of continuous and itemized rating scales. Answer: C Diff: 2 Page Ref: 273-275 AACSB: Reflective Thinking LO : 1 52) 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) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale Answer: B Diff: 1 Page Ref: 276-277 LO : 1 53) The author of your text and his colleagues have developed a scale for measuring Internet users' information privacy concerns. The Awareness (of Privacy Practices) scale uses sevenpoint scales anchored with "strongly disagree" and "strongly agree." This is an example of a ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale Answer: D Diff: 2 Page Ref: 276-277 LO : 1

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54)

Neither agree Strongly nor Strongly disagree Disagree disagree Agree agree 1. Sears has poor in-store service 1 2X 3 4 5 2. I like to shop at Sears. 1 2X 3 4 5 The above scale is an example of a ________. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale Answer: D Diff: 2 Page Ref: 276-277 LO : 1 55) Which non-comparative scale is analyzed using profile analysis? A) Likert scale B) semantic differential scale C) Stapel scale D) all of the above Answer: D Diff: 3 Page Ref: 277-279 AACSB: Analytic Skills LO : 1 56) Which itemized rating scale takes longer to complete than other itemized rating scales because respondents have to read each statement? A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale Answer: B Diff: 3 Page Ref: 277 AACSB: Reflective Thinking LO : 1 57) The Likert scale has several advantages. Which of the following is not an advantage? A) It does not require a pretest of the adjectives or phrases to ensure bipolarity. B) Respondents readily understand how to use the scale. C) It is suitable for mail, telephone, or personal interviews. D) It is easy to construct and administer. Answer: A Diff: 3 Page Ref: 275 AACSB: Reflective Thinking LO : 1

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58) A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning. A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale Answer: A Diff: 1 Page Ref: 278-279 LO : 1 59) Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale. A) continuous rating B) Stapel C) semantic differential D) Likert Answer: C Diff: 1 Page Ref: 278-279 LO : 1 60) The ________ is known for its versatility and is very popular with marketing researchers. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale Answer: C Diff: 3 Page Ref: 278-279 LO : 1 61) A ________ is a scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values, from -5 to +5, without a neutral point (zero). A) semantic differential scale B) Likert scale C) continuous rating scale D) Stapel scale Answer: D Diff: 2 Page Ref: 279 LO : 1

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62) Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category? A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale Answer: B Diff: 3 Page Ref: 279 LO : 1 63) The data obtained by using a Stapel scale can be analyzed in the same way as a ________. A) continuous rating scale B) Constant sum scale C) semantic differential scale D) Ranking scale Answer: C Diff: 3 Page Ref: 279 AACSB: Analytic Skills LO : 1 64) The ________ is confusing and difficult to apply. It is the least used of the itemized scales. A) continuous rating scale B) Stapel scale C) semantic differential scale D) Likert scale Answer: B Diff: 3 Page Ref: 279 LO : 1 65) Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions? A) the number of scale categories to use B) forced versus non-forced choice C) the order of the scale questions D) balanced versus unbalanced scales Answer: C Diff: 2 Page Ref: 280 AACSB: Reflective Thinking LO : 2

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66) Which statement is not true if deciding on the number of scale categories to use in a noncomparative itemized rating scale? A) Traditional guidelines suggest that the appropriate number of categories should be seven plus or minus two: between five and nine. B) The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible. C) If the respondents are not very knowledgeable or not involved with the task, fewer categories should be used. D) How the data are to be analyzed and used should also influence the number of categories. Answer: B Diff: 3 Page Ref: 280 AACSB: Reflective Thinking LO : 2 67) Which statement is true if deciding on the number of scale categories to use in a noncomparative itemized rating scale? A) If the respondents are interested in the scaling task and are knowledgeable about the objects, a larger number of categories may be employed. B) Space limitations may restrict the number of categories in mail questionnaires. C) If telephone interviews are involved, many categories may confuse the respondents. D) All of the statement above are true. Answer: D Diff: 2 Page Ref: 280 AACSB: Reflective Thinking LO : 2 68) Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non-comparative itemized rating scale? A) The scale should be balanced to obtain objective data. B) In a balanced scale, the number of favorable and unfavorable categories are equal. C) If the distribution of responses is likely to be skewed, either positively or negatively, a balanced scale with more categories in the direction of skewness may be appropriate. D) If an unbalanced scale is used, the nature and degree of unbalance in the scale should be taken into account in data analysis. Answer: C Diff: 3 Page Ref: 280 AACSB: Reflective Thinking LO : 2

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69) Which statement is not true when deciding on whether to use an odd or even number of categories when developing a non-comparative itemized rating scale? A) With an odd number of categories, the middle scale position is generally designated neutral or impartial. B) The decision to use an odd or even number of categories depends on whether some of the respondents may be neutral on the response being measured. C) A rating scale with an even number of categories should be used if the researcher wants to force a response. D) All of the above statements are true. Answer: D Diff: 1 Page Ref: 281 AACSB: Reflective Thinking LO : 2 70) Deciding whether to present scales as vertical or horizontal is related to which of the noncomparative itemized rating scale decisions? A) number of scale categories B) physical form or configuration C) odd or even number of categories D) nature and degree of verbal description Answer: B Diff: 1 Page Ref: 281 LO : 2 71) The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct (Table 9.3 in the text). A) attitude B) satisfaction C) purchase frequency D) purchase intent Answer: A Diff: 2 Page Ref: 283 LO : 2 72) The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text). A) attitude B) satisfaction C) purchase frequency D) purchase intent Answer: C Diff: 2 Page Ref: 283 LO : 2

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73) ________ is the first step in developing a multi-item scale. ________ is the last step. A) Generate an initial pool of items; Prepare the final scale B) Develop a theory; Prepare a final scale C) Develop a theory; Develop a purified scale D) Generate an initial pool of items; Develop a purified scale Answer: B Diff: 2 Page Ref: 284 LO : 2 74) A multi-item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except ________. A) reliability B) generalizability C) stability D) validity Answer: C Diff: 2 Page Ref: 284 LO : 2 75) Validity can be assessed by examining all of the following except ________. A) item validity B) content validity C) criterion validity D) construct validity Answer: A Diff: 2 Page Ref: 285 LO : 3 76) ________ is the variation in the information sought by the researcher and the information generated by the measurement process employed. A) Systematic error B) Measurement error C) Random error D) Variable error Answer: B Diff: 3 Page Ref: 286 LO : 3

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77) Which of the following is not an approach to assess multi-item scale reliability? A) test-retest reliability B) construct reliability C) alternative forms reliability D) internal consistency reliability Answer: B Diff: 2 Page Ref: 286 LO : 3 78) XO = XT + XS + XR In the true score model shown above, XT represents ________. A) random error B) the observed score or measurement C) the true score of the characteristic D) systematic error Answer: C Diff: 2 Page Ref: 286...