48.Which of the following is TRUE?

a.The basic format of the scale for the summated ratings method is the same in both construction and use.

b.For both Thurstone and Likert scales, respondents are asked to indicate their degree of agreement or disagreement with each statement.

c.Statements are classified as being favorable or unfavorable a priori with equal-appearing intervals and summated rating scales.

d.a and b.

e.a, b, and c.

e49.The method of summated ratings

a.does not require a screening or judgment sample as does the method of equalappearing intervals.

b.not only requires a screening sample but further requires the screening sample to be representative of the larger group of subjects of interest.

c.requires the analyst to classify each statement a priori as favorable or unfavorable.

d.a and c.

e.b and c.

c50.Which of the following statements about Likert summated rating scales is FALSE?

a.The subject indicates his/her degree of agreement or disagreement with each statement.

b.Statements are classified a priori as being favorable or unfavorable.

c.The sample used to screen statements need not be representative of the population on whom the scale is to be used.

d.Members of the screening sample respond to each statement with reference to a particular attitude object.

e.The essential task assigned subjects is the same when using the scale as it is when developing the scale.

c51.Item analysis

a.tells the researcher that a statement with a high item-to-total product moment correlation should be eliminated because it is likely to be redundant.

b.is useful in the initial process of developing statements for a Likert scale.

c.is based on the premise that there should be consistency in the responses of a given individual.

d.a and b.

e.a, b, and c.

d52.A person scoring 78 out of 100 possible on a Likert scale indicates

a.the person has a favorable attitude toward the object.

b.the person has an unfavorable attitude toward the object.

c.the person is neutral toward the object.

d.the person has a favorable attitude when compared to the average score of 60.

e.none of the above.

e53.Item analysis is

a.based on the proposition that there is consistency in the response patterns of the subjects when the items are ambiguous.

b.a procedure for increasing the reliability and validity of a test by increasing the number of items.

c.a procedure of determining the degree of favorableness and unfavorableness of items.

d.a procedure to determine whether the total test discriminates in the same way the individual items discriminate.

e.a procedure whereby each test item is evaluated to determine whether that item effectively discriminates among subjects and therefore should be included in the final version of the instrument.

b54.Which of the following is FALSE?

a.Marketers have often failed to engage in scale purification procedures when designing semantic differential scales.

b.Some semantic differential scale items should be reversed so that respondents can more easily complete the scales.

c.A snake diagram can readily communicate the perceived position of one or more objects based on semantic differential scale items.

d.As with a Likert scale, the semantic differential scale allows a respondent to express the intensity of his or her feeling toward an object.

e.Scale purification procedures for semantic differential scales are like those for summated rating scales.

e55.There are 50 items in a summated rating scale and the items are scored 1=strongly disagree and 5=strongly agree for positive statements while the reverse scoring is used for negative statements.Subject A has a total score of 150 toward the attitude object "x."This means that

a.subject A has a positive attitude toward "x" because his score exceeds the "middle" score of 125.

b.subject A has a negative attitude toward "x" because his score exceeds the "middle" score of 125.

c.subject A is indifferent to "x" because his score is in the midrange of possible scores.

d.subject A has a more favorable attitude toward "x" than the average subject.

e.none of the above.

e56.The three basic uncorrelated dimensions which account for a large proportion of variances in the ratings of objects by the semantic differential method are

a.objective, subjective, and indifferent.

b.length, breadth, and width.

c.semantic, pragmatic, and syntactic.

d.cognition, perception, and meaning.

e.evaluation, potency, and activity.

d57.When using the semantic differential technique, marketers have tended to modify the basic approach.These modifications have NOT included

a.generalization of new items rather than using items from the basic list of adjective pairs.

b.the use of adjective phrases rather than simple antonyms.

c.the generation of total scores employing a procedure similar to that employed in the method of summated ratings.

d.the generation of evaluation, potency, and activity scores by which objects could be compared.

e.all of the above modifications have been made by marketers when employing the semantic differential technique.

e58.The productmoment correlations of ten Likert items with the total scores are as follows

ItemProductmoment correlation

A.92

B.01

C.01

D.05

E.70

F.92

G.98

H.70

I.85

J.02

Which of the above statements are the best for inclusion in a scale?

a.A, E, H, I

b.C, D, F, G

c.B, J

d.A, B, E, H, I, J

e.A, E, F, G, H, I

e59.Which of the following pairs is not appropriate for anchoring a semantic differential scale item in a marketing application?

a.goodbad

b.unbelievablebelievable

c.able to attract attentionunable to attract attention

d.fluffyhard

e.all of the above could be used

c60.The semantic differential adjective pair "helpfulunhelpful" is an example of the

dimension.

a.potency

b.activity

c.evaluation

d.structural

e.none of the above

e61.The Stapel scale is

a.a modification of the semantic differential which uses bipolar pairs, has numbered points on the scale and uses 8 scale positions

b.a modification of the semantic differential which frees the researcher from the need for item analysis

c.a modification of the semantic differential which is unipolar, has 7 scale positions and points are numbered on the scale

d.an eightpoint rating scale

e.unipolar, has 10 scale positions and points on the scale are numbered

a62.The Stapel scale

a.requires that adjectives or descriptive phrases be treated separately instead of simultaneously as bipolar pairs.

b.frees the researcher from the need for item analysis.

c.differs from the semantic differential in one characteristic only, 10 scale positions are employed to capture the responses rather than the 7 positions of the semantic differential scale.

d.is the most popular scale used in marketing, primarily because it combines the advantages of the semantic differential and Likert scales.

e.none of the above.

c63.Comparative rating scales

a.differ from graphic and itemized scales in that judgments are made independently with comparative scales.

b.allow for the evaluation of favorability of individual objects.

c.are typically better than graphic or itemized rating scales in eliminating halo effects.

d.a and b.

e.a, b, and c.

d64.Comparative rating scales differ from graphic and itemized scales in that

a.the categories are ordered.

b.judgments are made independently.

c.relative independent judgments are made.

d.relative judgments are involved.

e.the "halo effect" is a problem.

a65.Which of the following is FALSE?

a.A Likert scale is an example of a comparative rating scale.

b.A semantic differential scale is an example of an itemized scale.

c.When using graphic rating scales, individuals indicate their rating by placing a check at the appropriate point on a line that runs from one extreme of the attribute to the other.

d.Itemized scales are similar to graphic scales in that individuals make their judgments independently.

e.Comparative scales involve relative judgments.

e66.Which of the following is TRUE?

a.Likert and semantic differential scales are examples of itemized rating scales.

b.An advantage of graphic rating scales is that they allow a researcher to make fine distinctions in attitude measurement.

c.The distinguishing feature of an itemized scale is that the possible response categories are limited in number, compared with the graphic rating scale.

d.For graphic scales to be effective, it is advisable to avoid extreme end statements and to have descriptive statements close to their numerical points.

e.They are all true.

b67.Which of the following does not impact the type of scales needed in a research situation?

a.the planned method of administration of the questionnaire

b.the number of questionnaires to be distributed

c.the nature of the problem

d.the characteristics of respondents

e.All of the above impact the type of scale

c68.Which of the following is TRUE?

a.The constant sum scale is an example of an itemized rating scale.

b.A Likert scale is an example of a comparative rating scale.

c.A semantic differential scale is an example of an itemized scale.

d.a and b.

e.a, b, and c.

d69.Which of the following is FALSE?

a.While the level of measurement is not overly important from a statistical point of view, the level of measurement is crucial for interpretation of results.

b.A halo effect occurs when there is carryover from one judgment to another in the scaling procedure.

c.Item analysis is a procedure whereby each test item is evaluated to determine whether that item effectively discriminates among subjects and therefore should be included in the final version of the instrument.

d.By establishing the reliability of a scale, a researcher also establishes its validity.

e.The validity of a scale is always an inference.