21. When properly constructed, a major advantage of the __________ : 1260279.
21. When properly constructed, a major advantage of the __________ scale is its ability to discriminate differences in the direction and intensity of attitudes
A) semantic differential
B) paired comparison
C) q-sort
D) rank order
22. _________ are excellent for assessing brand personality or image, can be quickly answered by respondents, tend to have reliable results, and can eliminate problems that can occur with question phrasing when using itemized or Likert scales
A) semantic differential
B) paired comparison
C) q-sort
D) rank order
23. Semantic differential scale questions can be classified as:
A) interval
B) nominal
C) ordinal
D) ratio
24. The _________scale uses only one anchor and both a positive and negative numeric scale.
A) semantic differential
B) paired comparison
C) stapel
D) Likert
25. One of the challenges of the _________ scale is choosing bipolar anchors
A) semantic differential
B) paired comparison
C) stapel
D) Likert
26. __________ list a series of statements and respondents are asked to indicate their level of agreement or disagreement with each statement.
A) semantic differential
B) paired comparison
C) stapel
D) Likert
27. Likert scale questions can be classified as:
A) interval
B) nominal
C) ordinal
D) ratio
28. Likert scales take the form of
A) comparative scales
B) non-comparative scales
C) both of the above
D) none of the above
29. Most marketing researchers recommend scales with __________ as being optimal
A) 3 to 5 points
B) 5 to 7 points
C) 8 points
D) 10 points
30. ________ is the degree with which one variable changes with another
A) causation
B) correlation
C) codetermination
D) cotermination
31. In developing scales to be used in other countries, a literal translation from one language to another language can:
A) yield scales that may actually have a different meaning
B) not carry the same connotation
C) both of the above
D) none of the above
32. The _________ is best defined as a systematic form of response bias in which international subjects “report more intense emotions” when answering questions in English, as opposed to when they answer the same questions in their native language.
A) anchor contraction effect
B) language referent bias
C) Sino-Asiatic referent
D) Hofstede effect
33. Working with established scales improves _______ of the construct being measured
A) reliability
B) validity
C) both of the above
D) none of the above
34. Cronbach alpha reliability scores _______ are considered good scales.
A) below .05
B) below .07
C) above .70
D) above .95
21. When properly constructed, a major advantage of the __________ : 1260279
