MR#6_Scales and measurement

The four basic scale characteristics are nominal, order, distance and origin.

• True

• False

When a ________ scale is used for the purpose of identification, there is a strict one-to-one correspondence between the numbers and the objects.

• nominal

• ordinal

• interval

• ratio

If a scale has the description characteristic, it also has order.

• True

• False

________ are one of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.

• Preference scales

• Comparative scales

• Non-comparative scales

• None of the above

Constant sum scale data are sometimes treated as metric.

• True

• False

The disadvantages of comparative scaling includes all of the following except ________.

• the resulting data are generally assumed to be interval or ratio scaled

• the inability to generalize beyond the stimulus objects scaled

• the ordinal nature of the data

• None of the above are disadvantages.

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.

• True

• False

The Likert scale has several advantages. Which of the following is not an advantage?

• It does not require a pretest of the adjectives or phrases to ensure bipolarity.

• Respondents readily understand how to use the scale.

• It is suitable for mail, telephone, or personal interviews.

• It is easy to construct and administer.

The Likert scale is also referred to as an evaluation scale.

• True

• False

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).

• semantic differential scale

• Likert scale

• continuous rating scale

• Stapel scale