SOLVED

31) Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because: A) it violates the statistical assumption of symmetry B) it creates an odd number C) it allows respondents to hide their feelings D) it creates a problem in trying to code the scale items E) it creates a problem in terms of how you value the neutral point in the calculation of statistics 32) Using symbols or pictures to indicate various degrees of a response would be used in which type of scaled-response question format? A) graphic rating scale B) pictorial rating scale C) stapel scale D) itemized rating scale E) visual degree scale 33) Which of the following was NOT mentioned in the textbook with respect to the term “workhorse scales?” A) they are synthetic metric scales B) they do the bulk of the measurement work in marketing research C) Likert is an example D) categorical multiple-choice is an example E) it is not good practice to invent a novel scale format over a workhorse scale 34) This scale consists of 5 points and there are labels only on each end of the 5-point continuum. This is an example of a(n): A) End-labeled 5-point scale B) 5-point unanchored scale C) summated scale D) graphic rating scale E) anchored 5-point scale 35) Reader’s Digest conducts an annual survey across 18 different European countries and asks respondents to rate brands across 30 product categories. The questions ask the consumers to rate the brands from 1 to 5 on each of the following: quality, value, strong image, and understanding consumer needs. This is an example of a(n): A) anchored scale. B) unanchored scale. C) summated scale. D) stapel scale. E) graphic intensity scale. 36) Which of the following best illustrates the concept of reliability of measurement? A) the tendency to respond in the same manner to different questions B) the respondent answers in the same or in a very similar manner to an identical or near-identical question C) the ability to repeat the same response time and again with different questions D) a measure that is truthful E) a measurement that is always valid 37) If a question is designed to measure a construct, for example, “intentions to buy a new product,” and the question appears to ask this in a straightforward manner, the measurement would be said to have: A) reliability B) validity C) face validity D) external reliability E) internal reliability 38) Validity is best illustrated by which of the following statements? A) accuracy or truthfulness of the measurement B) the extent to which the reliability coefficient approaches C) the ability to repeat measurements D) tendency to respond in the same manner to different questions E) tendency to respond in the same manner to the same questions 39) A study was conducted with teens and young adults to try and determine a digital entertainment construct. They were asked a series of dual-choice questions on whether or not they owned a particular device, like a Wii or iPod. The respondents were to “check all that apply.” All the positive responses were added to stand as the metric measure for the construct. The researcher was using a(n): A) summated scale B) lifestyle inventory C) 2-point Likert scale D) staple scale E) anchored scale 40) In a survey for ACME Power Co., the researcher asked the following questions: “What is your gender? Male-Female” and “How much do you estimate your monthly electric bill to be? $________.” How would you classify, in order, these two questions in terms of the type of scale each represents? A) closed-ended; scaled B) closed-ended; semantic C) categorical; natural D) categorical; metric E) closed-ended; metric