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Exam 10: Measurement and Scaling: Noncomparative Scaling Techniques

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Question 1

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According to the text, an alternative approach to pan-cultural scales is to ________.

A) use only open-ended questions
B) avoid survey research and do only qualitative interviews
C) use demographic questions only
D) use continuous rating scales
E) use descriptors the respondents provide themselves

F) None of the above
G) B) and C)

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Question 2

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A disadvantage of which of the following itemized rating scales is confusion and difficulty to application?

A) Likert scale
B) semantic differential
C) Stapel scale
D) continuous rating scale
E) random scales

F) None of the above
G) A) and E)

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Question 3

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Which scale is not an itemized rating scale?

A scale with an equal number of favorable and unfavorable categories is called a(n) ________.

________ is a form of internal consistency reliability in which the items constituting the scale are divided into two halves, and the resulting half scores are correlated.

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.

A(n) ________ is a rating scale that requires the respondents to express an opinion since a "no opinion" option is not provided.

According to the text, total measurement error is determined by multiplying systematic error with random error.

An approach for assessing reliability, which requires two equivalent forms of the scale to be constructed and then measures the same respondents at two different times using the alternate forms, is called alternative-form reliability.

All the noncomparative scales that we have discussed in this chapter can be easily implemented in social media except the Stapel scale that has to be presented vertically.

Test-retest reliability is an approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.

A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position.

Which of the following is a type of validity that examines whether the measurement scale performs as expected in relation to other variables selected as meaningful criteria?

________ is used to assess the reliability of a summated scale and refers to the consistency with which each item represents the construct of interest.

According to the text, researchers may assess validity using coefficient validity.

Scales are only presented horizontally.

Random reliability is a popular approach for assessing reliability.

Social media should not be used to make rating-scale decisions; such decisions should be based only on theoretical considerations.

Scores assigned to continuous rating scales by the researcher are typically treated as ________ data.

Explain how continuous rating scales can be easily implemented on the Internet.