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Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

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Question 21

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Coefficient alpha assists in determining whether the averaging process used in calculating coefficient beta is masking any inconsistent items.

A) True
B) False

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Question 22

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________ is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria.

A) Construct validity
B) Content validity
C) Criterion validity
D) Internal consistency validity

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

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Question 23

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

Itemized rating scales are widely used in marketing research and form the basic components of more complex scales.

A researcher developed scales using a 7-point scale with anchor descriptors of "horrible" and "good." This researcher has created an ethical violation in the area of ________.

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.

Reliability is assessed by determining the proportion of random variation in a scale.

What is the appropriate way to assess the internal consistency of a multi-item scale with sets of items designed to measure different aspects of a multi-dimensional construct?

When choosing a scaling technique,which of the following factors should be considered?

Wal-Mart is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale.

What six major decisions must the researcher make when constructing non-comparative itemized rating scales?

The ________ is confusing and difficult to apply.It is the least used of the itemized scales.

________ is not constant.It represents transient factors that affect the observed score in different ways each time the measurement is made,such as transient personal or situational factors.

Non-comparative itemized rating scales with strong adjectives as anchors (1= strongly disagree,7= strongly agree)result in less variable and more peaked response contributions.

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

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.

________ represents stable factors that affect the observed score in the same way each time the measurement is made,such as mechanical factors (see Fig.9.6 in the text) .

The ________ is known for its versatility and is very popular with marketing researchers.

Which of the following is not a problem with alternative-forms reliability?

Figure 9.4 in the text showed the development of a multi-item scale.Discuss the development process.