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Exam 9: Measurement and Scaling: Non Comparative Scaling Techniques

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Question 51

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The scale development process is an iterative one.

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Question 52

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Reliability refers to the extent to which a scale produces valid results if repeated measurements are made.

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Question 53

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When choosing a scaling technique,which of the following factors should be considered?

The ________ is confusing and difficult to apply.It is the least used of the itemized scales.

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

Respondents using a non-comparative scale employ whatever rating standard seems appropriate to them.

When determining the number of scale categories to use in a non-comparative itemized rating scale,the nature of the object is relevant.

The size of the correlation coefficient,a common measure of relationship between variables in itemized rating scales,is influenced by the number of scale categories.The correlation coefficient increases with a reduction in the number of categories.

Typically,each Likert scale item has seven response categories,ranging from "strongly disagree" to "strongly agree."

The New York City Transit used Likert scales to determine people's perceptions of the subway system and address their concerns,leading to increased ridership.

Reliability is assessed by determining the proportion of random variation in a scale.

Sears is: Powerful -:-:-:-:-X-:-:-: Weak Unreliable -:-:-:-:-:-X-:-: Reliable The above scale is an example of a ________ scale.

A scale designed to measure store image would be considered inadequate if it omitted any of the major dimensions (quality,variety,assortment of merchandise,etc. ) .This inadequacy would be reflected in the ________ of the scale.

The semantic differential is a five-point rating scale with endpoints associated with bipolar labels that have semantic meaning.

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

Discuss coefficient alpha and how its value might be inflated.

The negative adjective or phrase sometimes appears at the left side of the scale and sometimes at the right.This controls the tendency of some respondents,particularly those with very positive or negative attitudes,to mark the right-or-left-hand sides without reading the labels.

Although the mean is most often used as a summary statistic with semantic differential scale data,there is some controversy as to whether the data obtained should be treated as an interval scale.

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.