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Chapter 07 - Measurement and Scaling

Chapter 07
Measurement and Scaling

Multiple Choice Questions

1. Which of the following is true of measurement?

A. As part of the measurement process, researchers assign labels to phenomena they measure
but do not assign numbers to them.
B. As part of the measurement process, researchers assign numbers to phenomena they
measure but do not label them.
C. The goal of the construct development process is to precisely measure each construct.
D. It is the process of developing methods to systematically characterize information about
persons, events, ideas, or objects of interest.
E. The process of measurement begins with scale measurement followed by construct
development.
Answer: D
Difficulty: Medium
Page: 158

2. A _____ is a hypothetical variable made up of a set of component responses or behaviors

that are thought to be related.
A. scale point
B. construct
C. relationshipCoefficient alpha
D. statistical parameter
E. non-bipolar descriptor
Answer: B
Difficulty: Easy
Page: 159

3. Which of the following statements about constructs is true?

A. They are directly measured.
B. They are made up of a combination of several unrelated indicator variables.
C. Construct development primarily involves measuring each construct.
D. They are an observable concept.
E. Construct development begins with an accurate definition of the purpose of the study.
Answer: E
Difficulty: Medium
Page: 160

4. The scale measurement process primarily:

A. determines how to precisely measure each construct.
B. identifies what is to be measured.
C. defines what is to be measured.
D. defines the purpose of a study.

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Chapter 07 - Measurement and Scaling

E. identifies the characteristics that define the concept studied in a research.

Answer: A
Difficulty: Medium
Page: 160

5. A researcher designs his questionnaire in such a way that a respondent can communicate
his/her intensity of like/dislike for a product by circling an appropriate number from the
response options that go from 1 to 7 (where 1 is "Strongly disagree" and 7 is for "Strongly
agree"). These numbers (1 to 7) are commonly referred to as:
A. construct points.
B. scale portions.
C. scale points.
D. construct ordinals.
E. scale ratios.
Answer: C
Difficulty: Medium
Page: 161

6. A professor wants to determine the male-female ratio in his college. He designs a

questionnaire in which a respondent only needs to choose between two choices, male and
female. The scale used by the professor is an example of the _____ scale.
A. ordinal
B. nominal
C. ratio
D. interval
E. Likert
Answer: B
Difficulty: Medium
Page: 162

7. Which of the following is true of an ordinal scale?

A. It cannot measure quantitative data.
B. It can be used to determine the absolute difference between rankings.
C. It allows responses to be rank-ordered in a hierarchical pattern.
D. It is less powerful than a nominal scale.
E. It enables researchers to make absolute comparisons between responses.
Answer: C
Difficulty: Medium
Page: 162

8. Which of the following statements is true about interval scales?

A. They can measure absolute differences between scale points.
B. The standard deviation cannot be calculated for interval scales.
C. They are the highest level scale.
D. They do not allow for comparison between measured objects.
E. They are less powerful than ordinal scales.

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Chapter 07 - Measurement and Scaling

Answer: A
Difficulty: Medium
Page: 163

9. Which of the following statements is true about ratio scales?

A. They cannot measure quantitative data.
B. They cannot be used to determine the absolute difference between rankings.
C. They are the most basic and least powerful scale design.
D. They are less powerful than nominal scales.
E. They enable researchers to make absolute comparisons between responses.
Answer: E
Difficulty: Medium
Page: 164

10. In a(n) _____, the scale questions are divided into two parts equally and the resulting
parts’ scores are correlated against one another.
A. split-half test
B. test-retest reliability technique
C. equivalent form technique
D. nominal scale
E. ordinal scale
Answer: A
Difficulty: Easy
Page: 166

11. Internal consistency specifically refers to the:

A. extent to which a scale can reproduce the same measurement results in repeated trials.
B. degree to which the individual questions of a construct are correlated.
C. degree to which the respondents give similar responses.
D. degree to which a specific investigated issue leads the respondent to give a socially
expected response.
E. level of preparation required to create an appropriate environment for the respondents
participating in a research.
Answer: B
Difficulty: Easy
Page: 166

12. A measurement scale should:

A. use complex sentence construction.
B. not have negative descriptors.
C. be internally consistent.
D. not have discriminatory power.
E. not include a neutral descriptor.
Answer: C
Difficulty: Medium
Page: 166

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Chapter 07 - Measurement and Scaling

13. Using a scale, a researcher determines that the brand attitudes for Volvo are very positive
(6.5 on a 7-point scale). Using the same scale for the same population, another researcher
discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale). This
indicates that there was some problem with the scale being used. This problem is most likely
to be related to:
A. scale reliability.
B. scale validity.
C. face validity.
D. discriminant validity.
E. convergent validity.
Answer: E
Difficulty: Medium
Page: 167

14. A scale that has a neutral descriptor but has a larger number of response options on one
side, either positive or negative, is referred to as a(n) _____ scale.
A. unbalanced
B. free-choice, even-point
C. forced-choice, even-point
D. forced-choice, odd-point
E. free-choice, odd-point
Answer: A
Difficulty: Easy
Page: 168

15. The _____ represents the distance between the largest and smallest response.
A. mean
B. standard deviation
C. range
D. median
E. frequency distribution
Answer: C
Difficulty: Easy
Page: 170

16. If there is significant variation among subjects regarding their attitudes toward a given
brand, this variance will be reflected most clearly in which of the following measures?
A. Mean
B. Median
C. Mode
D. Standard deviation
E. Frequency distribution
Answer: D
Difficulty: Medium
Page: 170

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Chapter 07 - Measurement and Scaling

17. Which of the following types of scales asks the respondent to state his/her agreement or
disagreement with a series of statements about a specific brand in terms of a 5-point scale
ranging from “strongly agree” to “strongly disagree”?
A. Likert scale
B. Semantic differential scale
C. Paired-comparison scale
D. Constant sum scale
E. Numerical scale
Answer: A
Difficulty: Medium
Page: 171

18. Which of the following is true about a semantic differential scale?

A. It is a type of nominal scale.
B. It cannot capture a person's attitudes or feelings about a given object.
C. Only the endpoints of the scale are labeled.
D. It is not possible to calculate the mean for each attribute.
E. It is a type of ratio scale.
Answer: C
Difficulty: Medium
Page: 173

19. Which of the following is the strongest predictor of future behavior?

A. A person's stated attitudes
B. A person's past behavior
C. A person's stated purchase intentions
D. A person's exposure to advertisements for a product
E. A person's stated dislike for competing products
Answer: B
Difficulty: Medium
Page: 175

20. A researcher working at Arcade Inc. is interested in finding out people's perception of
Arcade’s prices and quality relative to those of its top market rival. Given this objective,
which of the following would prove to be most efficient?
A. Graphic rating scale
B. Single-item scale
C. Comparative rating scale
D. Nominal scale
E. Likert scale
Answer: C
Difficulty: Medium
Page: 175

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Chapter 07 - Measurement and Scaling

21. Which of the following statements about graphic rating scales is true?
A. They are a type of comparative rating scales.
B. They are recommended for use with adults only.
C. They cannot be used to collect emotional data.
D. They do not contain narrative descriptors.
E. They use a scaling descriptor format.
Answer: E
Difficulty: Medium
Page: 175

22. Rank-order rating scales:

A. are easy to use in traditional or computer-assisted telephone interviews, and are especially
effective if the number of items being asked is more than six or seven.
B. incorporate a scale point format that allows respondents to compare objects by indicating
their order of preference.
C. can collect more than ordinal data structures, helping the researcher to learn about the
intensity or reasoning of the respondents.
D. present the respondent with some type of descriptive graphic continuum as the set of
possible raw responses to a given question.
E. allow respondents to compare their responses against that of others.
Answer: B
Difficulty: Easy
Page: 176

23. Which of the following types of scales typically requires the respondent to allocate a
given number of points, usually 100, among each separate attribute or feature relative to all
the other listed ones?
A. Nominal scales
B. Rank-order scales
C. Constant-sum scales
D. Graphic rating scales
E. Behavioral intention scales
Answer: C
Difficulty: Easy
Page: 176

24. The difference between a single-item scale and a multiple-item scale is that a:
A. single-item scale involves collecting data about only one attribute of the object being
investigated.
B. multiple-item scale is a type of nominal scale.
C. single-item scale simultaneously collects data on several attributes of a construct.
D. single-item scale provides more than one possible response to its respondents.
E. multiple-item scale cannot collect ordinal data.
Answer: A
Difficulty: Medium
Page: 178

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Chapter 07 - Measurement and Scaling

25. Which of the following statements is true regarding the various scale measurement
issues?
A. The researcher should avoid using specific terms and instead use general, broad words.
B. The researcher should use "leading" phrases.
C. The researcher should give clear and simple instructions.
D. The researcher should ensure that scale descriptors have minimal discriminatory power.
E. The researcher should use double-barreled items.
Answer: C
Difficulty: Medium
Page: 179

True/False Questions

26. The goal of the construct development process is to precisely identify and define what is
to be measured.
Answer: True
Difficulty: Medium
Page: 159

27. At the heart of construct development is the need to determine exactly what is to be
measured.
Answer: True
Difficulty: Medium
Page: 161

28. A feature is an abstract construct if it can be directly measured using physical

characteristics.
Answer: False
Difficulty: Easy
Page: 161

29. A nominal scale enables respondents to express relative magnitude between the answers
to a question and responses can be rank-ordered in a hierarchical pattern.
Answer: False
Difficulty: Medium
Page: 162

30. Ordinal scales can be used to determine the absolute difference between rankings.
Answer: False
Difficulty: Medium
Page: 162-163

31. For interval scales, it is not possible to calculate mean and standard deviation.
Answer: False
Difficulty: Medium

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Chapter 07 - Measurement and Scaling

Page: 163

32. Random error produces inconsistency in scale measurements that lead to lower scale
reliability.
Answer: True
Difficulty: Medium
Page: 165

33. Validity is a measure of accuracy in measurement.

Answer: True
Difficulty: Easy
Page: 166

34. The more scale points, the lesser the discriminatory power of the scale.
Answer: False
Difficulty: Medium
Page: 168

35. The median is the arithmetic average of all the data responses.
Answer: False
Difficulty: Easy
Page: 170

36. A Likert scale cannot measure attitudes and behavior.

Answer: False
Difficulty: Easy
Page: 171

37. Semantic differential scales typically use an odd number of scale points.
Answer: True
Difficulty: Easy
Page: 173

38. In a well-designed semantic differential scale, the individual scales should be truly
bipolar.
Answer: True
Difficulty: Medium
Page: 173

39. Behavioral intention scales are difficult to construct.

Answer: False
Difficulty: Easy
Page: 174

40. A comparative rating scale is used when the objective is to have a respondent express
his/her attitudes, behavior, or intentions about a specific object.

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Chapter 07 - Measurement and Scaling

Answer: False
Difficulty: Easy
Page: 175

41. A graphic rating scale is a type of comparative rating scale.

Answer: False
Difficulty: Easy
Page: 175

42. Only ordinal data can be obtained using rank-order scales.

Answer: True
Difficulty: Medium
Page: 176

43. Constant-sum scales should preferably use more than seven attributes.
Answer: False
Difficulty: Medium
Page: 177

44. Age is an example of a single-item scale.

Answer: True
Difficulty: Medium
Page: 178

45. The number of dimensions of the construct influences the decision to use a single-item
versus a multiple-item scale.
Answer: True
Difficulty: Medium
Page: 178

Essay Questions

46. Discuss the difference between a concrete variable and an abstract construct.
Answer: A concrete variable can be directly observed whereas an abstract construct must be
indirectly measured. An example of a concrete variable is a person's age or income. An
example of an abstract construct is a person's personality or intelligence.
Difficulty: Medium
Page: 159-161

47. A researcher measures the temperature (in degree Fahrenheit) inside a grocery store at
which the customers feel most comfortable. Suggest a scale that the researcher can use. Why
is it not possible to use the ratio scale in this case?
Answer: The researcher can use the nominal scale, ordinal scale, as well as the interval scale.
However, the ratio scale cannot be used in this case. Given that the zero F temperature is not a
true zero, the scale can never be a ratio scale. For example, it will be erroneous to say that

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Chapter 07 - Measurement and Scaling

64°F is twice as warm as 32°F. To see the fallacy of this argument, simply convert these two
temperature points into degree Celsius and you will find that the argument falls apart.
Difficulty: Hard
Page: 162-164

48. What are the requirements of designing measurement scales?

Answer: Designing measurement scales requires (1) understanding the research problem, (2)
establishing detailed data requirements, (3) identifying and developing constructs, and (4)
selecting the appropriate measurement scale.
Difficulty: Medium
Page: 167

49. Discuss the measurement problems associated with the semantic differential scale pole
descriptors.
Answer: Descriptors used to express the two ends of the scale should be true bipolar ends of
the scale. The scale is not valid if bipolar ends lack the expression of extreme intensity
associated with end poles. The scale design might not allow for significant magnitudes to
exist between two pole descriptions.
Difficulty: Medium
Page: 173

50. What are the two factors that drive the use of multiple-item scales in research?
Answer: If the construct under study is multidimensional, then these unique dimensions have
to be captured using a multiple-item scale. Also, multiple-item scales generally have more
reliability and validity compared to those of single-item scales.
Difficulty: Medium
Page: 178-179

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