Test Bank

CHAPTER 11 Attitude Measurement

True- False

1. Attitudes are mental states in individuals that structure the way

they perceive their environment and guide the way they respond to

it.

2. One of the reasons for measuring attitudes instead of behavior is

that attitudes are believed to be precursors of behavior.

3. The three components of attitudes are the cognitive component, the

affective component, and the liking component.

4. The cognitive component of an attitude represents a person's

information about an object.

5. A similarity judgment belongs to the liking component of an

attitude.

6. The affective component of an attitude summarizes a person's overall

feelings toward an object.

7. The action or intentions component of an attitude refers to

person's expectations of future behavior toward an object.

8. The choice between different measurement scales, such as the ordinal

or interval scale, depends on the personal preference of the

researcher. The interpretation of data from the various scales is

the same.

9. The classification of respondents by marital status is an example of

an ordinal scale.

10. The only arithmetic operation that a researcher can do with

nominal scale is a count of the number of responses in each

category.

11. An ordinal scale is obtained by ranking objects with regard to some

common variable.

12. The researcher who uses an ordinal scale can compute and interpret

mean score.

13. The numbers used to rank objects on an interval scale represent

unequal increments of the attributes being measured.

14. A Fahrenheit temperature scale is an example of an interval scale.

15. Money is an example of a ratio-scaled variable. Zero represents none

of the variables, and $200 is twice as much as $100.

16. If a researcher needs to make comparisons of absolute magnitude,

ratio scale must be used.

17. With an interval scale, it is possible to say how many times greater

or smaller one object is than another.

18. The itemized category scale is the most widely used by marketing

researchers.

19. In general, a "don't know" category should be provided whenever

respondents may have insufficient experience to make a meaningful

judgment.

20. Comparative scales do not have a common reference point.

21. An even number of categories is preferred when a respondent can

legitimately adopt a neutral position.

22. The ranking task in rank-order scales corresponds to the process

that a buyer goes through when making direct comparisons among

available alternatives.

23. An attitude measure can adequately represent a characteristic or variable if it

correlates or converges with other supposed measures of that variable

24. In paired comparisons, objects to be ranked are presented two at

time.

25. One of the limitations of paired comparisons is that comparing two

items at a time is seldom the way in which choices are made in the

marketplace.

26. Constant sum scales are used when many objects are involved because

respondents find it easy to sum to one hundred.

27. A Likert scale is also called a summated scale because the scores on

individual items or statements are summed to produce a total score

for each respondent.

28. An assumption of the Likert scaling method is that each item or

statement measures some aspect of a single common factor.

29. The objective of item analysis in the Likert scaling method is to

choose items that least discriminate among those with favorable and

unfavorable attitudes.

30. The maximum summated score for a 20-item Likert scale (five

categories for each item) is 100.

31. Profile analysis is also called the method of equal-appearing

intervals because the objective is to obtain a unidimensional scale

with interval properties.

32. Thurstone scales are also known as the method of equal appearing intervals,

since the aim is to obtain a unidimensional scale with interval properties.

33. "Sweet-not sweet" is an example of a bipolar semantic differential

scale, while "sweet-sour" is an example of a monopolar scale.

34. The midpoint on a bipolar semantic differential scale is a neutral

point.

35. In semantic differential scaling, negative or unfavorable poles are

always placed on the right-hand side.

36. One of the advantages of profile analysis is the ease of

interpretation of the profiles of a large number of brands and many attributes.

37. Construct validity can be considered before discriminant and convergent validity

have been established

38. The development of semantic differential scales requires some

exploratory work to make sure that all important attributes are included.

39. Associative scaling answers the question of how consumers make

tradeoffs when there are several important dimensions and no

alternative is clearly superior.

40. Virtually any attitude scaling technique can be adapted to the

measurement of any attitude component.

41. Measurement can be defined as a standardized process of assigning

numbers or other symbols to certain characteristics of the objects

of interest according to pre-specified rules.

42. Scaling is the process of creating a continuum on which objects are

located according to the amount of the measured characteristic that

the object possesses.

43. Comparisons of absolute magnitude are possible with an interval

scale.

44. The advantage of a comparative scale is that the reference point is

clear; hence, uniform reference point is possible.

45. The advantage of a Q sort scaling is that a small number of groups

or piles can be used to increase the reliability of the results.

46. The funny faces scale is an example of a pictorial scale.

47. Profile analysis is an application of the semantic differential

scale.

48. In continuous rating scales, the 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.

49. An attitude measure is valid if it measures what it is supposed to

measure.

50. The ability to discriminate among meaningful differences in

attitudes is sensitivity.

51. Generalizability refers to the ease of scale administration and

interpretation in different research settings and situations.

52. Relevancy refers to how relevant the attitude measure is in the

present study.

53. Mathematically, reliability can be represented as the product of

validity and relevancy.

Multiple Choice

1. Dividing a fixed number of units among product categories to reflect relative

preference is using a method called

1. paired comparison scaling
2. constant sum scaling
3. Thurstone scaling
4. interval scaling
5. none of the above
6. A test-retest or parallel forms approach will help determine
7. construct validity
8. concurrent validity
9. reliability
10. face validity
11. none of the above
12. When dealing with an interval scale such as Fahrenheit temperature, it is

correct to say

a) the difference between 90 and 30 is three times the difference between 40 and 20

b) 60 is three times as hot as 20

c) both a and b are correct

d) none of the above are correct

1. If a scale is successful in measuring what it is supposed to measure, it is said to be
2. robust
3. generalizable
4. reliable
5. valid
6. Consider the following multi-attribute result from a comparison of two attributes

of Toyota Camry c Importance of Attributes Rating of Attributes

Max rating is 7 Max rating is 7

Min rating is 1 Min rating is 1

Attribute Selleck Redford Selleck Redford

High gas mileage 7 4 3 5

Low price 3 4 7 2

There is no ideal point since more is always viewed as better. If the model is correct, the overall

rating of the two persons on the Camry should be:

Selleck Redford

1. 28 42
2. 20 15
3. 42 28
4. 42 29
5. 43 28

6. Itemized category sales may include

1. scales in which only the polar categories are labeled
2. scales in which a judgement comparison is not required
3. scales in which the respondent is forced to make a choice or

is given a provision to indicate “don’t know”

1. scales in which the favorable and unfavorable categories are equal
2. all of the above

7. What component of the attitude would be measured by the following question?

“What airlines do you know of that fly from San Francisco to Denver?”

1. The cognitive component
2. The affective component
3. The liking component
4. The action component
5. None of the above

8. The scaling that permits most sophisticated statistical analysis is

1. nominal scaling
2. ordinal scaling
3. interval scaling
4. ratio scaling

9. The criterion of whether the results can or cannot be verified is used when

discriminating between monadic and comparative scaling

1. interval and ratio scales
2. judgmental and valuation scaling
3. strong and weak data

10. The question - “ Jane Fonda is the best actress I have ever seen “ strongly

agree -------------strongly disagree is an example of a _______________ scale.

1. Thurstone
2. Guttman
3. Semantic differential
4. Likert
5. Stapel

11. How many paired comparisons are possible given 9 stimulus objects ?

1. 54
2. 48
3. 36
4. 45

12. Data on company’s actual sales would be scaled as ________ for analysis.

1. nominal
2. ordinal
3. interval
4. ratio
5. any of the above

13. Which one of the following is not a component of attitudes?

1. cognitive
2. affective
3. conative
4. proactive

14. Which one of the following is not a part of consumer knowledge?

1. how much a product costs
2. where to buy
3. attitude towards a brand

d) when to buy

15. Which of the following is not a reason that market researchers are

likely to use measurements of attitude in place of behavior?

a. It is easier to ask attitude questions than to observe and

interpret behavior.

b. Attitude measurements can be used to diagnose or to explain

issues of interest to researchers.

c. It is always better to ask about attitudes than to observe actual

behavior.

d. Attitudes are believed to be the precursors of behavior.

e. All of these are reasons for this.

16. What component of attitude would be measured by the following

question: "What airlines do you know of that fly from San Francisco

to Denver?"

a. The cognitive component

b. The affective component

c. The liking component

d. The action component

e. None of the above

17. In nominal scales

a. the researcher obtains a ranking of objects with respect to

common factor.

b. the location of the zero point is fixed.

c. it is possible to say how many times greater or smaller one

object is than another.

d. objects are assigned to mutually exclusive categories, but there

is no necessary relationship between categories

e. none of the above.

18. In ordinal scales

a. there is no order implied between scale categories.

b. arithmetic operations are limited to statistics such as the

median or mode.

c. arithmetic operations include the computation of the mean.

d. it is possible to make comparisons of absolute magnitude.

e. none of the above.

19. Which of the following is true of interval scales?

a. There is a fixed zero point, where zero denotes the absence of

the attribute being measured.

b. Arithmetic operations are limited to statistics such as the

median or mode.

c. The numbers used to rank objects represent equal increments of

the attribute being measured.

d. There is no necessary relationship between scale categories.

e. None of the above.

20. Ratio scales

a. make possible the comparison of absolute magnitudes.

b. do not have a fixed zero point.

c. can only be used to calculate the median or mode.

d. give no information on how much difference there is between

objects.

e. none of the above.

21. Itemized category scales may include

a. scales in which all of the categories are labeled or only the

polar categories are labeled.

b. scales in which a judgment comparison is required.

c. scales in which the respondent is forced to make a choice or is

given a neutral point.

d. scales in which the favorable and unfavorable categories are

unbalanced.

e. all of these.

22. The ideal number of scale categories is

a. always an even number.

b. two or three.

c. an odd or even number, but always with a neutral point.

d. more than nine.

e. none of the above.

23. Paired comparisons are an example of

a. constant sum scales.

b. Thurstone scales.

c. the associative scaling technique.

d. rank-order scales.

e. none of the above.

24. The most attractive feature of the constant sum scale is

a. its use of bipolar and monopolar adjectives.

b. its ability to accommodate a large number of objects or

attributes.

c. the quasi-interval nature of the scale.

d. its suitability for telephone interviewing.

e. none of the above.

25. On a 20-item Likert scale, where "1" means "strongly unfavorable"

and "5" means "strongly favorable," one respondent has a total score

of 62 toward Brand Y. A researcher could conclude that

a. the respondent has a better-than-average attitude toward Brand Y.

b. the respondent has a positive attitude toward Brand Y because his

score exceeds 50.

c. the respondent has a negative attitude toward Brand Y because his

score exceeds 50.

d. the respondent's attitude is too hard to determine because his

score of 62 is very close to 50.

e. none of the above.

26. Likert scales

a. are also called the method of equal-appearing intervals because

the objective is to obtain a unidimensional scale with interval

properties.

b. are also called summated scales because the scores on individual

items or statements are summed to produce a total score for each

respondent.

c. are generally hard to construct and administer.

d. require a neutral midpoint at the center of each scale.

e. none of the above.

27. Semantic differential scales can be used

1. to compare the images of competing products.

2. without doing exploratory research to develop the scales.

3. as long as group means do not need to be computed.

a. 1

b. 2

c. 3

d. 1 and 3

e. 1, 2, and 3

28. One of the difficulties in profile analysis is that

1. it cannot be used to make visual comparisons of the images of different products.

2. it is intuitively hard to grasp and statistically complicated to implement.

3. the attributes used may not be independent of each other

and may be measuring the same dimension.

a. 1

b. 2

c. 3

d. 2 and 3

e. none of the above

29. Stapel scales

a. are a simplified version of semantic differential scales.

b. use only one pole, rather than two.

c. are especially suited to telephone interviewing.

d. are easy to administer.

e. all of these.

30. Which of the following is true about associative scaling?

1. The technique cannot be used when sequential decision processes are involved.

2. The technique cannot be used for telephone interviewing.

3. The technique is best suited to understand shifts in competitive positions.

a. 1

b. 2

c. 3

d. 1 and 2

e. none of the above

31. The researcher's choice of an attitude measure scale should be guided by

a. the specific information that is required to satisfy the research objective.

b. compatibility between the scale and the structure of a respondent's attitude.

c. budget constraints.

d. the adaptability of the scale to the data collection method.

e. all of these.

32. The measure of a person's overall feelings toward an object,

situation, or person on a like-dislike or favorable-unfavorable

scale is called the

a. affective component or liking component.

b. action component.

c. cognitive component.

d. none of the above.

33. The action component refers to a person's

a. overall feelings toward an object.

b. knowledge about an object.

c. expectations of future behavior.

d. preferences to an object.

e. none of the above.

34. ___________ is the process of creating a continuum on which the

objects are located according to the amount of measured

characteristic that the object possesses.

a. Measurement

b. Scaling

c. Attitude measure

d. Rating

e. None of the above

35. A thermometer scale is a type of

a. pictorial scale.

b. semantic differential scale.

c. Stapel scale.

d. constant sum scale.

e. none of the above.

36. If a researcher needs to make comparisons of absolute magnitude,

________ scale must be used.

a. pictorial scale.

b. semantic differential scale.

c. ratio scale.

d. constant sum scale.

e. none of the above.

37. The following is an example of an ordinal scale.

a. classification of respondents by marital status

b. ranking brands of frozen vegetables according to quality

c. Fahrenheit temperature scale.

d. number of buses seen on a given route.

e. none of the above.

38. The following is an example of an interval scale.

a. classification of respondents by marital status

b. ranking brands of frozen vegetables according to quality

c. Fahrenheit temperature scale.

d. number of buses seen on a given route.

e. none of the above.

39. For a measurement process to be standardized,

1. there must be a one-to-one correspondence between the symbol and the object

characteristic being measured.

2. rules for assignment must be invariant over time

3. rules for assignment must be invariant over objects being measured.

a. 1

b. 2

c. 3

d. 1 and 2

e. 1, 2, and 3