45. A major advantage of a paired comparison scale is that it is typically easier for respondents to choose among two items than to rank a series of items

A) True

B) False

46. Paired comparison questions can be classified as interval data.

A) True

B) False

47.Graphical rating scales are a non-comparative scale that allows respondents to place a response anywhere on a continuous line.

A) True

B) False

48. Most itemized rating scales produce ordinal data because it is assumed there is equal distance between each of the categories or items in the response.

A) True

B) False

49. Most semantic differential scales have 10 points.

A) True

B) False

50. When properly constructed, a major advantage of the semantic differential scale is its ability to discriminate differences in the direction and intensity of attitudes.

A) True

B) False

51. The Likert scale uses only one anchor and both a positive and negative numeric scale.

A) True

B) False

52. One of the challenges of the stapel scale is choosing bipolar anchors.

A) True

B) False

53. Likert questions  list a series of statements and respondents are asked to indicate their level of agreement or disagreement with each statement.

A) True

B) False

54. Most marketing researchers recommend scales with 5 to 7 points.

A) True

B) False

55. Semantic differential scales are more prone to response bias when compared with Likert scales.

A) True

B) False

56. The best statistical tool to measure a scale’s validity is Cronbach alpha.

A) True

B) False