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Exam 7: Measurement and Scaling

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Question 51

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Constant sum scaling forces the respondent to discriminate among alternatives and also comes closer to resembling the shopping environment.

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Question 52

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The numbers assigned in a(n) ________ do not reflect relative amounts of the characteristic being measured.

A) nominal scale
B) ordinal scale
C) interval scale
D) ratio scale
E) random scale

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Question 53

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According to the text, interval scales are the simplest to use.

A major disadvantage of constant sum scaling is that it ________.

Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un) favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

What type of scale is this? Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable

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

Systematic error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made.

In a short essay, discuss issues related to the use of scale in international research.

According to the text, the constant sum should be considered an ordinal scale.

An itemized rating scale describes a measurement scale in which 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 of the following types of scales is described as a seven-point rating scale with end points associated with bipolar labels that have semantic meaning?

Which noncomparative scale is analyzed using profile analysis?

A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.

Which of the following is NOT recognized as a comparative scaling technique?

Nominal scales are used for classification and identification purposes only.

A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion is called ________.

A scale consisting of multiple items, in which an item is a single question or statement to be evaluated is called a multi-item scale.

Temperature scales such as Celsius and Fahrenheit are examples of interval scales.

A major disadvantage of comparative scales would be which of the following?