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Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

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Question 51

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Given its subjective nature, content validity alone is a sufficient measure of the validity of a scale.

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Question 52

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Which statement is true if deciding on the number of scale categories to use in a non-comparative 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.

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Question 53

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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.

Which scale asks the respondent to indicate how accurately or inaccurately each term describes the object by selecting an appropriate numerical response category?

A measure is perfectly reliable if ________.

A multi-item scale should be evaluated for accuracy and applicability. This involves an assessment of all of the following except ________.

________ is assessed when the data on the scale being evaluated on the criterion variables are collected at the same time.

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.

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

An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.

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

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.

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

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text) .

The smaller the number of scale categories, the finer the discrimination among stimulus objects that is possible.

When determining the number of scale categories to use in a non-comparative itemized rating scale, the nature of the object is relevant.

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

Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

Which statement is not true when deciding on whether to use balanced or unbalanced scales when developing a non-comparative itemized rating scale?

________ is the degree to which a study based on a sample applies to a universe of generalizations.