Business Research Methods 11th

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 Chapter 11
Measurement

Multiple Choice Questions

1. Measurement in research consists of assigning numbers to _____ in compliance with a set

of rules.
A. events
B. objects
C. properties
D. activities
E. all of the above

2. A _____ is a scheme for assigning numbers of symbols to represent aspects of the event
being measured.
A. measurement tool
B. mapping rule
C. ruler
D. scale
E. property

3. What is the goal of measurement in research?

A. To reflect both quantitative and qualitative concepts
B. To provide the highest-quality, lowest error data for data analysis
C. To describe, explain, and make predictions based on the information
D. To attach meaning to symbols
E. To specify the empirical information needed

4. A(n) _____ defines a variable in terms of specific measurement criteria.

A. operational definition
B. empirical definition
C. measurement rule
D. mapping rule
E. conceptual definition
5. Which of the following is not an example of an object?
A. Attitude
B. Furniture
C. Dog
D. Class affiliation
E. Weight

6. Weight, height, and temperature are all types of _____.

A. objects
B. physical properties
C. psychological properties
D. constructs
E. mapping rules

7. Attitudes are a type of _____.

A. object
B. physical property
C. psychological property
D. social property
E. mapping rule

8. Socioeconomic class affiliation is a type of _____.

A. object
B. physical property
C. psychological property
D. social property
E. mapping rule
9. Which characteristic of mapping rules refers to the numbers used to group or sort responses
when no order to the numbers exists?
A. Classification
B. Order
C. Distance
D. Origin
E. Exclusivity

10. Which characteristic of mapping rules refers to ordered numbers in which one number is
greater than, less than, or equal to another number?
A. Classification
B. Order
C. Distance
D. Origin
E. Exclusivity

11. Order, one of the four characteristics of mapping rules, refers to _____.
A. the use of ordered numbers such that two is less than three but greater than one
B. the use of numbers used to group or sort responses when no order to the numbers exists
C. the use of a series of numbers in which each number is an equal distance from the next
D. the use of a series of numbers with a unique origin indicated by the number zero
E. the use of a number that is not used again

12. Which characteristic of mapping rules refers to a series of numbers in which each number
in the series is an equal distance from the next number?
A. Classification
B. Order
C. Distance
D. Origin
E. Exclusivity
13. Distance, one of the four characteristics of mapping rules, refers to _____.
A. the use of ordered numbers such that two is less than three but greater than one
B. the use of numbers used to group or sort responses when no order to the numbers exists
C. the use of a series of numbers in which each number is an equal distance from the next
D. the use of a series of numbers with a unique origin indicated by the number zero
E. the use of a number that is not used again

14. Origin, one of the four characteristics of mapping rules, refers to _____.
A. the use of ordered numbers such that two is less than three but greater than one
B. the use of numbers used to group or sort responses when no order to the numbers exists
C. the use of a series of numbers in which each number is an equal distance from the next
D. the use of a series of numbers with a unique origin indicated by the number zero
E. the use of a number that is not used again

15. Which characteristics of data are exhibited by the variable, gender?

A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

16. LeBron James wears the number 23 on his jersey. Which of the following characteristics
is exhibited by this number?
A. Distance
B. Order
C. Classification
D. Origin
E. Exclusivity
17. To ride the roller coaster ride at an amusement park, customers must report their weight to
the ride attendant. Which of the following characteristics are exhibited by weight?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

18. Attendance at raceways most recent two races have hit attendance records with 60,000
present at one and 65,000 present at another. Which of the following characteristics are
exhibited by these attendance measures?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

19. The record low in Buffalo, New York for February 16this 20 degrees below 0. Which of
the following characteristics are exhibited by this temperature?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

20. The New York Times Dining Section rates the restaurants it reviews using a system such
that one star means good, two stars means very good, three stars means excellent, and four
stars means extraordinary. Which of the following characteristics are exhibited by this rating
scheme?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity
21. A nominal scale contains _____.
A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error

22. In a survey of football fans, each respondent is asked to indicate whether they have ever
attended an NFL game. This question can be categorized as a(n) _____ scale.
A. ratio
B. interval
C. ordinal
D. nominal
E. semantic differential

23. When the groups are mutually exclusive and collectively exhaustive, nominal scales must
be limited to _____ groups.
A. two
B. three
C. five
D. ten
E. there is no limit

24. When analyzing nominal data, which measure of central tendency is appropriate?
A. mean
B. mode
C. median
D. range
E. dispersion
25. _____ describes how scores cluster or scatter in a distribution.
A. Mode
B. Mean
C. Median
D. Dispersion
E. Range

26. An ordinal scale contains _____.

A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error

27. The New York Times Dining Section rates the restaurants it reviews using a system such
that one star means good, two stars means very good, three stars means excellent, and four
stars means extraordinary. This is a type of _____ scale.
A. ratio
B. interval
C. ordinal
D. nominal
E. semantic differential

28. The appropriate measure of central tendency for an ordinal scale is the _____.
A. mode
B. mean
C. median
D. range
E. dispersion
29. An interval scale contains _____.
A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error

30. Calendar time is expressed on a(n) _____ scale while minutes, hours, and days are
expressed on a(n) _____ scale.
A. nominal, ordinal
B. ordinal, interval
C. interval, ratio
D. ordinal, ratio
E. nominal, interval

31. Which measure of central tendency is appropriate for interval scales?

A. Mode
B. Mean
C. Median
D. Range
E. Dispersion

32. The _____ is the midpoint of a distribution.

A. mode
B. median
C. mean
D. range
E. dispersion
 In the results of the most recent exam taken in the business research class, the average score
was a 74.4. More students earned a 78 than any other score and half the grades were above 72
and half the grades were below 72.

33. What is the mode for the business research exam scores?
A. 74.4
B. 78
C. 72
D. 50
E. Between 50 and 100

34. What is the median for the business research exam scores?
A. 74.4
B. 78
C. 72
D. 50
E. Between 50 and 100

35. What is the arithmetic mean for the business research exam scores?
A. 74.4
B. 78
C. 72
D. 50
E. Between 50 and 100

36. A ratio scale contains _____.

A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error
37. The population of a city is an example of _____ data.
A. ratio
B. interval
C. nominal
D. ordinal
E. dispersed

38. Random error in measurement is the error that occurs _____.

A. erratically
B. due to bias
C. systematically
D. due to sampling
E. none of the above

39. The effects of fatigue, boredom, and social class on the measurement of an object are all
errors originating from the _____.
A. situational factors
B. respondent
C. interviewer
D. instrument
E. sample

40. Differences in respondent responses associated with where the interview took place, such
as at the mall, in a home, or over the telephone are errors originating from the _____
associated with the study.
A. situational factors
B. respondent
C. interviewer
D. instrument
E. sample
41. _____ is the extent to which a measurement tool actually measures what we wish to
measure.
A. Reliability
B. Validity
C. Practicality
D. Significance
E. Standardization

42. _____ is the extent to which a measurement is accurate and precise.

A. Reliability
B. Validity
C. Practicality
D. Significance
E. Standardization

43. Which of the following types of validity refers to the extent to which measurement scales
provide adequate coverage of the investigative questions?
A. External
B. Content
C. Criterion-related
D. Construct
E. Discriminant

44. An attitude scale that correctly forecasts the outcome of a purchase decision has _____
validity.
A. discriminant
B. content
C. face
D. concurrent
E. predictive
45. Convergent validity and discriminant validity are components of _____ validity.
A. external
B. internal
C. criterion-related
D. construct
E. content

46. Which type of validity refers to the degree to which scores on one scale correlate with
scores on other scales designed to assess the same construct?
A. Predictive
B. Concurrent
C. Convergent
D. Discriminant
E. Content

The U.S. News and World Report is assessing the reliability of its measure of academic
reputation used in its annual ranking of colleges and universities. To do so, it administers the
same questions on academic reputation to its sample of academic administrators in March and
again in June.

47. Which type of test is used in the U.S. News and World Report example to assess
reliability?
A. Split-half
B. Test-retest
C. Cronbach's alpha
D. Parallel forms
E. None of the above
48. Which statistical technique listed below would be used to compare the results of the
March survey to the results of the June survey in the U.S. News and World Report's
assessment of reliability?
A. Mean
B. Dispersion
C. Correlation
D. Regression
E. ANOVA

49. If the U.S. News and World Report seeks to assess equivalence of alternate forms of
measuring academic reputation, it should utilize a _____ type of test.
A. test-retest
B. Cronbach's alpha
C. parallel forms
D. split-half
E. KR20

50. In the U.S. News and World Report study of school rankings, academic reputation is
measured with five questions about each university. Which test will assess the extent to which
those five items reflect academic reputation?
A. Test-retest
B. Cronbach's alpha
C. Parallel forms
D. Split-half
E. KR20
Essay Questions

51. What are the four characteristics of mapping rules? Which of the four types of data
corresponds with the possible combinations of these characteristics? Provide an example for
each.

52. Name the four sources of error in measurement and provide an example for each.

53. Explain the three characteristics of a good measurement tool.

54. What are the three dimensions of reliability? For each dimension, explain its meaning.
What type of test can be used to assess each dimension?
Chapter 11 Measurement Answer Key

Multiple Choice Questions

1. Measurement in research consists of assigning numbers to _____ in compliance with a set

of rules.
A. events
B. objects
C. properties
D. activities
E. all of the above

Level: easy

2. A _____ is a scheme for assigning numbers of symbols to represent aspects of the event
being measured.
A. measurement tool
B. mapping rule
C. ruler
D. scale
E. property

Level: easy

3. What is the goal of measurement in research?

A. To reflect both quantitative and qualitative concepts
B. To provide the highest-quality, lowest error data for data analysis
C. To describe, explain, and make predictions based on the information
D. To attach meaning to symbols
E. To specify the empirical information needed

Level: moderate
4. A(n) _____ defines a variable in terms of specific measurement criteria.
A. operational definition
B. empirical definition
C. measurement rule
D. mapping rule
E. conceptual definition

Level: moderate

5. Which of the following is not an example of an object?

A. Attitude
B. Furniture
C. Dog
D. Class affiliation
E. Weight

Level: easy

6. Weight, height, and temperature are all types of _____.

A. objects
B. physical properties
C. psychological properties
D. constructs
E. mapping rules

Level: moderate

7. Attitudes are a type of _____.

A. object
B. physical property
C. psychological property
D. social property
E. mapping rule

Level: easy
8. Socioeconomic class affiliation is a type of _____.
A. object
B. physical property
C. psychological property
D. social property
E. mapping rule

Level: easy

9. Which characteristic of mapping rules refers to the numbers used to group or sort responses
when no order to the numbers exists?
A. Classification
B. Order
C. Distance
D. Origin
E. Exclusivity

Level: moderate

10. Which characteristic of mapping rules refers to ordered numbers in which one number is
greater than, less than, or equal to another number?
A. Classification
B. Order
C. Distance
D. Origin
E. Exclusivity

Level: moderate
11. Order, one of the four characteristics of mapping rules, refers to _____.
A. the use of ordered numbers such that two is less than three but greater than one
B. the use of numbers used to group or sort responses when no order to the numbers exists
C. the use of a series of numbers in which each number is an equal distance from the next
D. the use of a series of numbers with a unique origin indicated by the number zero
E. the use of a number that is not used again

Level: moderate

12. Which characteristic of mapping rules refers to a series of numbers in which each number
in the series is an equal distance from the next number?
A. Classification
B. Order
C. Distance
D. Origin
E. Exclusivity

Level: moderate

13. Distance, one of the four characteristics of mapping rules, refers to _____.
A. the use of ordered numbers such that two is less than three but greater than one
B. the use of numbers used to group or sort responses when no order to the numbers exists
C. the use of a series of numbers in which each number is an equal distance from the next
D. the use of a series of numbers with a unique origin indicated by the number zero
E. the use of a number that is not used again

Level: moderate

14. Origin, one of the four characteristics of mapping rules, refers to _____.
A. the use of ordered numbers such that two is less than three but greater than one
B. the use of numbers used to group or sort responses when no order to the numbers exists
C. the use of a series of numbers in which each number is an equal distance from the next
D. the use of a series of numbers with a unique origin indicated by the number zero
E. the use of a number that is not used again

Level: moderate
15. Which characteristics of data are exhibited by the variable, gender?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

Level: moderate

16. LeBron James wears the number 23 on his jersey. Which of the following characteristics
is exhibited by this number?
A. Distance
B. Order
C. Classification
D. Origin
E. Exclusivity

Level: moderate

17. To ride the roller coaster ride at an amusement park, customers must report their weight to
the ride attendant. Which of the following characteristics are exhibited by weight?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

Level: moderate
18. Attendance at raceways most recent two races have hit attendance records with 60,000
present at one and 65,000 present at another. Which of the following characteristics are
exhibited by these attendance measures?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

Level: moderate

19. The record low in Buffalo, New York for February 16this 20 degrees below 0. Which of
the following characteristics are exhibited by this temperature?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

Level: moderate

20. The New York Times Dining Section rates the restaurants it reviews using a system such
that one star means good, two stars means very good, three stars means excellent, and four
stars means extraordinary. Which of the following characteristics are exhibited by this rating
scheme?
A. Classification only
B. Classification and order
C. Classification, order, and distance
D. Classification, order, distance, and origin
E. Classification, order, distance, origin, and exclusivity

Level: difficult
21. A nominal scale contains _____.
A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error

Level: easy

22. In a survey of football fans, each respondent is asked to indicate whether they have ever
attended an NFL game. This question can be categorized as a(n) _____ scale.
A. ratio
B. interval
C. ordinal
D. nominal
E. semantic differential

Level: moderate

23. When the groups are mutually exclusive and collectively exhaustive, nominal scales must
be limited to _____ groups.
A. two
B. three
C. five
D. ten
E. there is no limit

Level: moderate
24. When analyzing nominal data, which measure of central tendency is appropriate?
A. mean
B. mode
C. median
D. range
E. dispersion

Level: moderate

25. _____ describes how scores cluster or scatter in a distribution.

A. Mode
B. Mean
C. Median
D. Dispersion
E. Range

Level: easy

26. An ordinal scale contains _____.

A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error

Level: easy
27. The New York Times Dining Section rates the restaurants it reviews using a system such
that one star means good, two stars means very good, three stars means excellent, and four
stars means extraordinary. This is a type of _____ scale.
A. ratio
B. interval
C. ordinal
D. nominal
E. semantic differential

Level: moderate

28. The appropriate measure of central tendency for an ordinal scale is the _____.
A. mode
B. mean
C. median
D. range
E. dispersion

Level: moderate

29. An interval scale contains _____.

A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error

Level: easy
30. Calendar time is expressed on a(n) _____ scale while minutes, hours, and days are
expressed on a(n) _____ scale.
A. nominal, ordinal
B. ordinal, interval
C. interval, ratio
D. ordinal, ratio
E. nominal, interval

Level: difficult

31. Which measure of central tendency is appropriate for interval scales?

A. Mode
B. Mean
C. Median
D. Range
E. Dispersion

Level: easy

32. The _____ is the midpoint of a distribution.

A. mode
B. median
C. mean
D. range
E. dispersion

Level: easy

In the results of the most recent exam taken in the business research class, the average score
was a 74.4. More students earned a 78 than any other score and half the grades were above 72
and half the grades were below 72.
33. What is the mode for the business research exam scores?
A. 74.4
B. 78
C. 72
D. 50
E. Between 50 and 100

Level: easy

34. What is the median for the business research exam scores?
A. 74.4
B. 78
C. 72
D. 50
E. Between 50 and 100

Level: easy

35. What is the arithmetic mean for the business research exam scores?
A. 74.4
B. 78
C. 72
D. 50
E. Between 50 and 100

Level: easy
36. A ratio scale contains _____.
A. mutually exclusive and collectively exhaustive categories as well as the property of order,
but not distance or unique origin
B. the properties of order, classification, and equal distance between points but no unique
origin
C. mutually exclusive and collectively exhaustive categories, but without the properties of
order, distance, and origin
D. the properties of classification, order, equal distance, and unique origin
E. the four major sources of error

Level: easy

37. The population of a city is an example of _____ data.

A. ratio
B. interval
C. nominal
D. ordinal
E. dispersed

Level: moderate

38. Random error in measurement is the error that occurs _____.

A. erratically
B. due to bias
C. systematically
D. due to sampling
E. none of the above

Level: moderate
39. The effects of fatigue, boredom, and social class on the measurement of an object are all
errors originating from the _____.
A. situational factors
B. respondent
C. interviewer
D. instrument
E. sample

Level: easy

40. Differences in respondent responses associated with where the interview took place, such
as at the mall, in a home, or over the telephone are errors originating from the _____
associated with the study.
A. situational factors
B. respondent
C. interviewer
D. instrument
E. sample

Level: easy

41. _____ is the extent to which a measurement tool actually measures what we wish to
measure.
A. Reliability
B. Validity
C. Practicality
D. Significance
E. Standardization

Level: moderate
42. _____ is the extent to which a measurement is accurate and precise.
A. Reliability
B. Validity
C. Practicality
D. Significance
E. Standardization

Level: moderate

43. Which of the following types of validity refers to the extent to which measurement scales
provide adequate coverage of the investigative questions?
A. External
B. Content
C. Criterion-related
D. Construct
E. Discriminant

Level: moderate

44. An attitude scale that correctly forecasts the outcome of a purchase decision has _____
validity.
A. discriminant
B. content
C. face
D. concurrent
E. predictive

Level: difficult
45. Convergent validity and discriminant validity are components of _____ validity.
A. external
B. internal
C. criterion-related
D. construct
E. content

Level: moderate

46. Which type of validity refers to the degree to which scores on one scale correlate with
scores on other scales designed to assess the same construct?
A. Predictive
B. Concurrent
C. Convergent
D. Discriminant
E. Content

Level: moderate

The U.S. News and World Report is assessing the reliability of its measure of academic
reputation used in its annual ranking of colleges and universities. To do so, it administers the
same questions on academic reputation to its sample of academic administrators in March and
again in June.

47. Which type of test is used in the U.S. News and World Report example to assess
reliability?
A. Split-half
B. Test-retest
C. Cronbach's alpha
D. Parallel forms
E. None of the above

Level: moderate
48. Which statistical technique listed below would be used to compare the results of the
March survey to the results of the June survey in the U.S. News and World Report's
assessment of reliability?
A. Mean
B. Dispersion
C. Correlation
D. Regression
E. ANOVA

Level: difficult

49. If the U.S. News and World Report seeks to assess equivalence of alternate forms of
measuring academic reputation, it should utilize a _____ type of test.
A. test-retest
B. Cronbach's alpha
C. parallel forms
D. split-half
E. KR20

Level: moderate

50. In the U.S. News and World Report study of school rankings, academic reputation is
measured with five questions about each university. Which test will assess the extent to which
those five items reflect academic reputation?
A. Test-retest
B. Cronbach's alpha
C. Parallel forms
D. Split-half
E. KR20

Level: moderate

Essay Questions
51. What are the four characteristics of mapping rules? Which of the four types of data
corresponds with the possible combinations of these characteristics? Provide an example for
each.

The four characteristics of mapping rules are classification, order, distance, and origin. The
four types of data are nominal, ordinal, interval, and ratio. Nominal data have the
characteristic of classification. Gender (male or female) is an example of nominal data.
Ordinal data have the characteristics of classification and order. The ratings of restaurants is
an example of ordinal data. Interval data have the characteristics of classification, order, and
distance. Temperature is an example of interval data. Ratio data have the characteristics of
classification, order, distance, and origin. Age, in absolute terms, is an example of ratio data.

Level: moderate

52. Name the four sources of error in measurement and provide an example for each.

The four sources of error are the respondent, situational factors, the measurer and the
instrument. The respondent can create error due to stable characteristics like personality and
due to temporary factors such as boredom. The situation can also affect measurement. For
instance, one concern in conducting telephone interviews with mobile telephones is that the
location of the respondent cannot be controlled. The interviewer can also distort responses by
rewording, paraphrasing, or reordering questions. Finally, the instrument itself may be
defective.

Level: moderate

53. Explain the three characteristics of a good measurement tool.

The three characteristics of a good measurement tool are validity, reliability, and practicality.
Validity means that the test measures what we actually want to measure. Reliability has to do
with the accuracy and precision of the measurement procedure. Practicality has to do with the
economics, convenience, and interpretability of the measurement tool.

Level: easy
54. What are the three dimensions of reliability? For each dimension, explain its meaning.
What type of test can be used to assess each dimension?

The three dimensions of reliability are stability, equivalence, and internal consistency.
Stability refers to the consistency of results over repeated measures. Equivalence refers to the
degree of consistency in results when measures are made by different investigators or with
different samples or instruments. Internal consistency ensures that the items used in
measurement are homogeneous. To assess stability, one uses the test-retest technique.
Equivalence is assessed using a parallel forms examination of alternate forms of the same
measure. Cronbach's alpha is used to assess internal consistency.

Level: difficult