Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques

Marketing Research: An Applied Orientation, 6e (Malhotra)
Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques
1) A noncomparative scale is one of two scaling techniques in which each stimulus object is
scaled independent of the other objects in the stimulus set.
Answer: TRUE
Diff: 2 Page Ref: 273
LO : 1
2) Noncomparative scaling techniques are comprised of continuous and itemized rating scales.
Answer: TRUE
LO : 1
3) Non-comparative scales are often referred to as monadic scale.

Answer: TRUE
LO : 1
4) Respondents using a non-comparative scale employ whatever rating standard seems

appropriate to them.
Answer: TRUE
LO : 1
5) 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.
Answer: TRUE
LO : 1
6) In an itemized rating scale, the respondents are provided with a scale that has a number or
brief description associated with each category.
Answer: TRUE
LO : 1
7) Itemized rating scales are widely used in marketing research and form the basic components
of more complex scales.
Answer: TRUE
LO : 1
1
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
8) Typically, each Likert scale item has seven response categories, ranging from "strongly
disagree" to "strongly agree."
Answer: FALSE
Diff: 2 Page Ref: 276-277
LO : 1
9) Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

Answer: TRUE
AACSB: Analytic Skills
LO : 1
10) Profile analysis involves determining the average respondent ratings for each item.
Answer: TRUE
LO : 1
11) The Likert scale is also referred to as a summated scale.

Answer: TRUE
LO : 1
12) 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.
Answer: TRUE
LO : 1
13) The semantic differential is a five-point rating scale with endpoints associated with bipolar
labels that have semantic meaning.
Answer: FALSE
LO : 1
14) Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to

7 scale.
Answer: TRUE
LO : 1
15) 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.
Answer: TRUE
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2
16) The Stapel scale is usually presented horizontally.
Answer: FALSE
LO : 1
17) An advantage of the Stapel scale is it can be administered over the telephone.
Answer: TRUE
LO : 1
18) Of the three itemized rating scales considered, the semantic differential scale is used the
least.
Answer: FALSE
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19) 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.
Answer: FALSE
LO : 2
20) The smaller the number of scale categories, the finer the discrimination among stimulus
objects that is possible.
Answer: FALSE
LO : 2
21) When determining the number of scale categories to use in a non-comparative itemized
rating scale, the nature of the object is relevant.
Answer: TRUE
LO : 2
22) When determining the number of scale categories to use in a non-comparative itemized
rating scale, if individual responses are of interest, or the data will be analyzed by sophisticated
statistical techniques, five or more scale categories may be required.
Answer: FALSE
AACSB: Reflective Thinking
LO : 2
3
23) The Likert scale is a balanced rating scale with an odd number of categories and a neutral
point.
Answer: TRUE
LO : 2
24) A forced rating scale forces the respondents to express an opinion because "no opinion" or
"no knowledge" options are not provided.
Answer: TRUE
LO : 2
25) In situations where the respondents are expected to have no opinions, as opposed to simply
being reluctant to disclose it, the accuracy of data may be improved by a non-forced scale that
includes a "no opinion" category.
Answer: TRUE
LO : 2
26) It has been found that providing a verbal description for each scale category consistently
improves the accuracy or reliability of the data.
Answer: FALSE
LO : 2
27) Non-comparative itemized rating scales with strong adjectives as anchors (1=generally
disagree, 7=generally agree) result in less variable and more peaked response contributions.
Answer: TRUE
LO : 2
28) The number of scale categories used in noncomparative itemized scales is fixed at five.
Answer: FALSE
LO : 2
29) A construct is the theory being measured.

Answer: FALSE
LO : 2
30) The scale development process is an iterative one.

Answer: TRUE
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4
31) XO = XT + XS + XR represents the pure score model.
Answer: FALSE
LO : 3
32) Reliability refers to the extent to which a scale produces valid results if repeated
measurements are made.
Answer: FALSE
LO : 3
33) Systematic sources of error do have an adverse impact on reliability because they affect the
measurement in a constant way and do not lead to inconsistency.
Answer: TRUE
LO : 3
34) Reliability can be defined as the extent to which measures are free from random error, XR.
Answer: TRUE
LO : 3
35) Reliability is assessed by determining the proportion of random variation in a scale.

Answer: TRUE
LO : 3
36) In alternative-forms reliability, the same respondents are measured at two different times
with an equivalent scale form being administered each time.
Answer: TRUE
LO : 3
37) With alternative forms reliability, a low correlation may reflect either an unreliable scale or
nonequivalent forms.
Answer: TRUE
LO : 3
38) An important property of coefficient alpha is that its value tends to decrease with an increase
in the number of scale items.
Answer: FALSE
LO : 3
5
39) Coefficient alpha assists in determining whether the averaging process used in calculating
coefficient beta is masking any inconsistent items.
Answer: FALSE
LO : 3
40) Perfect validity requires that there be no measurement error, therefore:

(XO = XT, XR = 0, XS = 0).
Answer: TRUE
LO : 3
41) Given its subjective nature, content validity alone is a sufficient measure of the validity of a
scale.
Answer: FALSE
LO : 3
42) Construct validity is the simplest and easiest type of validity to establish.
Answer: FALSE
LO : 3
43) Using several scale items to measure the characteristic of interest provides more accurate
measurement than a single-item scale.
Answer: TRUE
LO : 3
44) The semantic differential scale may be said to be pan-cultural or free of cultural bias.
Answer: TRUE
AACSB: Multicultural and Diversity
LO : 3
45) The researcher can bias the scales by either biasing the wording of the statements (Likert
type scales), the scale descriptors, or other aspects of the scale.
Answer: TRUE
AACSB: Ethical Reasoning
LO : 3
6
46) In a ________, 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.
A) semantic differential scale
B) Likert scale
C) continuous rating scale
D) Stapel scale
Answer: C
LO : 1
47) How would you rate Sears as a department store?
Version 1
Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best
Version 2
Probably the worst - - - - - - I - - - - - - - - - - - - - - - - - - - Probably the best
0 10 20 30 40 50 60 70 80 90 100
The above scales are all examples of a ________.

A) continuous rating scale
B) Stapel scale
C) Semantic differential scale
D) Likert scale
Answer: A
LO : 1
48) Scores assigned to continuous rating scales by the researcher are typically treated as
________ data.
A) nominal
B) ordinal
C) ratio
D) interval
Answer: D
LO : 1
49) Which non-comparative scale has the advantage of being easy to construct and the
disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?
B) Likert scale
D) Stapel scale
Answer: C
LO : 1
7
50) Which scale is not an itemized rating scale (Table 9.1 in the text)?
A) Stapel scale
B) semantic differential scale
C) Likert scale
D) continuous rating scale
Answer: D
LO : 1
51) Which of the following statements does not pertain to non-comparative scales?
A) Noncomparative scales are often referred to as monadic scales.
B) Respondents using a non-comparative scale employ whatever rating standard seems
appropriate.
C) Data must be interpreted in relative terms and have only ordinal or rank order properties.
D) Non-comparative techniques consist of continuous and itemized rating scales.
Answer: C
LO : 1
52) A ________ is a measurement scale with five response categories ranging from "strongly
disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement
or disagreement with each of a series of statements related to the stimulus objects.
B) Likert scale
D) Stapel scale
Answer: B
LO : 1
53) The author of your text and his colleagues have developed a scale for measuring Internet
users' information privacy concerns. The Awareness (of Privacy Practices) scale uses seven-
point scales anchored with "strongly disagree" and "strongly agree." This is an example of a
________.
B) Stapel scale
C) semantic differential scale
D) Likert scale
Answer: D
LO : 1
8
54) Neither
agree
Strongly nor Strongly
disagree Disagree disagree Agree agree
1. Sears has poor in-store service 1 2X 3 4 5
2. I like to shop at Sears. 1 2X 3 4 5
The above scale is an example of a ________.

B) Stapel scale
D) Likert scale
Answer: D
LO : 1
55) Which non-comparative scale is analyzed using profile analysis?

A) Likert scale
B) semantic differential scale
C) Stapel scale
D) all of the above
Answer: D
LO : 1
56) Which itemized rating scale takes longer to complete than other itemized rating scales
because respondents have to read each statement?
B) Likert scale
D) Stapel scale
Answer: B
LO : 1
57) The Likert scale has several advantages. Which of the following is not an advantage?
A) It does not require a pretest of the adjectives or phrases to ensure bipolarity.
B) Respondents readily understand how to use the scale.
C) It is suitable for mail, telephone, or personal interviews.
D) It is easy to construct and administer.
Answer: A
LO : 1
9
58) A ________ is a seven point rating scale with endpoints associated with bi-polar labels that
have semantic meaning.
B) Likert scale
D) Stapel scale
Answer: A
LO : 1
59) Sears is:

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

A) continuous rating
B) Stapel
C) semantic differential
D) Likert
Answer: C
LO : 1
60) The ________ is known for its versatility and is very popular with marketing researchers.
B) Stapel scale
D) Likert scale
Answer: C
LO : 1
61) A ________ is a scale for measuring attitudes that consists of a single adjective in the middle
of an even-numbered range of values, from -5 to +5, without a neutral point (zero).
B) Likert scale
D) Stapel scale
Answer: D
LO : 1
10
62) Which scale asks the respondent to indicate how accurately or inaccurately each term
describes the object by selecting an appropriate numerical response category?
B) Stapel scale
D) Likert scale
Answer: B
LO : 1
63) The data obtained by using a Stapel scale can be analyzed in the same way as a ________.
B) Constant sum scale
D) Ranking scale
Answer: C
LO : 1
64) The ________ is confusing and difficult to apply. It is the least used of the itemized scales.
B) Stapel scale
D) Likert scale
Answer: B
LO : 1
65) Which of the following statements is not a consideration when making non-comparative
itemized rating scale decisions?
A) the number of scale categories to use
B) forced versus non-forced choice
C) the order of the scale questions
D) balanced versus unbalanced scales
Answer: C
LO : 2
11
66) Which statement is not true if deciding on the number of scale categories to use in a non-
comparative itemized rating scale?
A) Traditional guidelines suggest that the appropriate number of categories should be seven plus
or minus two: between five and nine.
B) The smaller the number of scale categories, the finer the discrimination among stimulus
objects that is possible.
C) If the respondents are not very knowledgeable or not involved with the task, fewer categories
should be used.
D) How the data are to be analyzed and used should also influence the number of categories.
Answer: B
LO : 2
67) Which statement is true if deciding on the number of scale categories to use in a non-
comparative itemized rating scale?
A) If the respondents are interested in the scaling task and are knowledgeable about the objects, a
larger number of categories may be employed.
B) Space limitations may restrict the number of categories in mail questionnaires.
C) If telephone interviews are involved, many categories may confuse the respondents.
D) All of the statement above are true.
Answer: D
LO : 2
68) Which statement is not true when deciding on whether to use balanced or unbalanced scales
when developing a non-comparative itemized rating scale?
A) The scale should be balanced to obtain objective data.
B) In a balanced scale, the number of favorable and unfavorable categories are equal.
C) If the distribution of responses is likely to be skewed, either positively or negatively, a
balanced scale with more categories in the direction of skewness may be appropriate.
D) If an unbalanced scale is used, the nature and degree of unbalance in the scale should be taken
into account in data analysis.
Answer: C
LO : 2
12
69) Which statement is not true when deciding on whether to use an odd or even number of
categories when developing a non-comparative itemized rating scale?
A) With an odd number of categories, the middle scale position is generally designated neutral or
impartial.
B) The decision to use an odd or even number of categories depends on whether some of the
respondents may be neutral on the response being measured.
C) A rating scale with an even number of categories should be used if the researcher wants to
force a response.
D) All of the above statements are true.
Answer: D
LO : 2
70) Deciding whether to present scales as vertical or horizontal is related to which of the non-
comparative itemized rating scale decisions?
A) number of scale categories
B) physical form or configuration
C) odd or even number of categories
D) nature and degree of verbal description
Answer: B
LO : 2
71) The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are
commonly used when studying the ________ construct (Table 9.3 in the text).
A) attitude
B) satisfaction
C) purchase frequency
D) purchase intent
Answer: A
LO : 2
72) The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are
commonly used when studying the ________ construct (Table 9.3 in the text).
A) attitude
B) satisfaction
C) purchase frequency
D) purchase intent
Answer: C
LO : 2
13
73) ________ is the first step in developing a multi-item scale. ________ is the last step.
A) Generate an initial pool of items; Prepare the final scale
B) Develop a theory; Prepare a final scale
C) Develop a theory; Develop a purified scale
D) Generate an initial pool of items; Develop a purified scale
Answer: B
LO : 2
74) A multi-item scale should be evaluated for accuracy and applicability. This involves an
assessment of all of the following except ________.
A) reliability
B) generalizability
C) stability
D) validity
Answer: C
LO : 2
75) Validity can be assessed by examining all of the following except ________.
A) item validity
B) content validity
C) criterion validity
D) construct validity
Answer: A
LO : 3
76) ________ is the variation in the information sought by the researcher and the information
generated by the measurement process employed.
A) Systematic error
B) Measurement error
C) Random error
D) Variable error
Answer: B
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14
77) Which of the following is not an approach to assess multi-item scale reliability?
A) test-retest reliability
B) construct reliability
C) alternative forms reliability
D) internal consistency reliability
Answer: B
LO : 3
78) XO = XT + XS + XR
In the true score model shown above, XT represents ________.
A) random error
B) the observed score or measurement
C) the true score of the characteristic
D) systematic error
Answer: C
LO : 3
79) Situational factors, such as the lack of clarity of the scale, including the instructions or the
items themselves, and analysis factors, such as differences in scoring and statistical analysis are
both ________ in measurement.
A) random error
B) potential sources of reliability
C) potential sources of error
D) systematic error
Answer: C
LO : 3
80) ________ represents stable factors that affect the observed score in the same way each time
the measurement is made, such as mechanical factors (see Fig. 9.6 in the text).
A) Systematic error
C) Random error
D) Variable error
Answer: A
LO : 3
15
81) ________ is not constant. It represents transient factors that affect the observed score in
different ways each time the measurement is made, such as transient personal or situational
factors.
A) Systematic error
C) Random error
D) Variable error
Answer: C
LO : 3
82) ________ is the extent to which a scale produces consistent results if repeated measurements
are made on the characteristic.
A) Validity
B) Generalizability
C) Reliability
D) None of the above
Answer: C
LO : 3
83) A measure is perfectly reliable if ________.

A) XO = 0
B) XT = 0
C) XS = 0
D) XR = 0
Answer: D
LO : 3
84) ________ 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) Internal consistency reliability
B) Split-half reliability
C) Test-retest reliability
D) Alternative-forms reliability
Answer: C
LO : 3
16
85) In ________ the degree of similarity between two measurements is determined by computing
a correlation coefficient. The higher the correlation coefficient, the greater the reliability.
A) test-retest reliability
B) internal consistency reliability
C) coefficient alpha
D) coefficient beta
Answer: A
LO : 3
86) There are several problems associated with the test-retest approach to determining reliability.
If measuring respondents' attitude toward low-fat milk may cause them to become more health
conscious and develop a more positive attitude toward low-fat milk, then there is a problem with
________.
A) the time interval between testing
B) the initial measurement altering the characteristic being measured
C) it being impossible to make repeated measurements
D) the first measurement having a carryover effect to the second or subsequent measurements
Answer: B
LO : 3
87) Which of the following is not a problem with alternative-forms reliability?

A) The results will depend on how the scale items are split.
B) It is time consuming and expensive to construct an equivalent form of the scale.
C) It is difficult to construct two equivalent forms of a scale.
D) Both B and C are correct.
Answer: A
LO : 3
88) ________ is an approach for assessing the internal consistency of the set of items when
several items are summated in order to form a total score for the scale.
Answer: A
LO : 3
17
89) ________ 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.
Answer: B
LO : 3
90) ________ is a measure of internal consistency reliability that is the average of all possible
split-half coefficients resulting from different splittings of the scale items.
A) Coefficient delta
B) Coefficient alpha
C) Coefficient beta
D) Coefficient eta
Answer: B
LO : 3
91) ________ is the extent to which differences in observed scale scores reflect true differences
among objects on the characteristics being measured, rather than systematic or random errors.
A) Validity
B) Generalizability
C) Reliability
Answer: A
LO : 3
92) ________ is a type of validity, sometimes called face validity, that consists of a subjective
but systematic evaluation of the representativeness of the content of a scale for the measuring
task at hand.
A) Construct validity
B) Content validity
C) Criterion validity
D) Internal consistency validity
Answer: B
LO : 3
18
93) 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.
A) construct validity
B) content validity
C) criterion validity
D) internal consistency validity
Answer: B
LO : 3
94) ________ is a type of validity that examines whether the measurement scale performs as
expected in relation to other variables selected as meaningful criteria.
B) Content validity
Answer: C
LO : 3
95) ________ is assessed when the data on the scale being evaluated on the criterion variables
are collected at the same time.
A) Convergent validity
B) Predictive validity
C) Concurrent validity
D) Discriminant validity
Answer: C
LO : 3
96) To assess ________, a type of criterion validity, the researcher collects data on the scale at
one point in time and data on the criterion variables at a future time.
A) convergent validity
B) predictive validity
C) concurrent validity
D) discriminant validity
Answer: B
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19
97) ________ is a type of validity that addresses the question of what construct or characteristic
the scale is measuring. An attempt is made to answer theoretical questions of why a scale works
and what deductions can be made concerning the theory underlying the scale.
B) Content validity
Answer: A
LO : 3
98) ________ is a measure of construct validity that measures the extent to which the scale
correlates positively with other measures of the same construct.
B) Discriminant validity
C) Nomological validity
D) Concurrent validity
Answer: A
LO : 3
99) ________ is a type of construct validity that assesses the extent to which a measure does not
correlate with other constructs from which it is supposed to differ.
Answer: B
LO : 3
100) ________ is the a type of validity that assesses the relationship between theoretical
constructs. It seeks to confirm significant correlations between the constructs as predicted by
theory.
Answer: C
LO : 3
20
101) Which statement is not true regarding the relationship between reliability and validity?
A) If a measure is perfectly valid, it is also perfectly reliable.
B) Unreliability implies invalidity.
C) If a measure is perfectly reliable, it is perfectly valid.
D) Reliability is a necessary, but not sufficient, condition for validity.
Answer: C
LO : 3
102) ________ is the degree to which a study based on a sample applies to a universe of
generalizations.
A) Validity
B) Generalizability
C) Reliability
Answer: B
LO : 3
103) Which statement about generalizability is not true?

A) The set of all conditions of measurement over which the investigator wishes to generalize is
the universe of generalizations.
B) In generalizability studies, measurement procedures are designed to investigate the universes
of interest by sampling conditions of measurement from each of them.
C) To generalize to other universes, facet theory procedures must be employed.
D) Traditional reliability methods can be viewed as single-facet generalizability studies.
Answer: C
LO : 3
104) When choosing a scaling technique, which of the following factors should be considered?
A) the capabilities of the respondents
B) the levels of information needed (nominal, ordinal, interval, or ratio)
C) the method of administration
D) all of the above
Answer: D
LO : 3
21
105) When developing scales for international research, the researcher must pay special attention
to details that can make the measurement instrument specific to the country in which the
instrument will be used. Which of the following should be of concern to the marketing
researcher when developing scales for international research?
A) Special attention should be devoted to determining equivalent verbal descriptors in different
languages and cultures.
B) Scale endpoints and the verbal descriptors should be employed in a manner that is consistent
with the culture.
C) It is critical to establish the equivalence of scales and measures used to obtain data from
different countries.
D) All of the above are correct.
Answer: D
AACSB: Multicultural and Diversity
LO : 4
106) A researcher developed scales using a 7-point scale with anchor descriptors of "horrible"
and "good." This researcher has created an ethical violation in the area of ________.
A) generalizability
B) bias
C) validity
D) none of the above
Answer: C
AACSB: Ethical Reasoning
LO : 5
22

Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques

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Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques

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Marketing Research: An Applied Orientation, 6e (Malhotra)

Chapter 9 Measurement and Scaling: Noncomparative Scaling Techniques

3) Non-comparative scales are often referred to as monadic scale.

4) Respondents using a non-comparative scale employ whatever rating standard seems

9) Likert scale analysis can be conducted on an item-by-item basis (profile analysis).

11) The Likert scale is also referred to as a summated scale.

14) Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to

29) A construct is the theory being measured.

30) The scale development process is an iterative one.

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

40) Perfect validity requires that there be no measurement error, therefore:

47) How would you rate Sears as a department store?

The above scales are all examples of a ________.

The above scale is an example of a ________.

55) Which non-comparative scale is analyzed using profile analysis?

59) Sears is:

The above scale is an example of a ________ scale.

83) A measure is perfectly reliable if ________.

87) Which of the following is not a problem with alternative-forms reliability?

103) Which statement about generalizability is not true?

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