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Exam 11: Attitude Measurement

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Question 1

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The ranking task in rank-order scales corresponds to the process that a buyer goes through when making direct comparisons among available alternatives.

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Question 2

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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.

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C

Question 3

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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.

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

The three components of attitudes are the cognitive component, the affective component, and the liking component.

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.

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.

The numbers used to rank objects on an interval scale represent unequal increments of the attributes being measured.

A test-retest or parallel forms approach will help determine a) construct validity b) concurrent validity c) reliability d) face validity e) none of the above

With an interval scale, it is possible to say how many times greater or smaller one object is than another.

Comparisons of absolute magnitude are possible with an interval scale.

The affective component of an attitude summarizes a person's overall feelings toward an object.

The action component refers to a person's

If a researcher needs to make comparisons of absolute magnitude, a ratio scale must be used.

Generalizability refers to the ease of scale administration and interpretation in different research settings and situations.

What component of attitude would be measured by the following question: "What airlines do you know of that fly from San Francisco to Denver?"

Construct validity can be considered before discriminant and convergent validity have been established

The following is an example of an interval scale.

___________ is the process of creating a continuum on which the objects are located according to the amount of measured characteristic that the object possesses.

The ability to discriminate among meaningful differences in attitudes is sensitivity.