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1 | |
All of the following statements are true about attitudes, EXCEPT: |
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| | A) | Attitudes are learned |
| | B) | Attitudes change frequently |
| | C) | Attitudes have a positive or negative valence |
| | D) | Attitudes can be formed for objects, people, and ideas |
| | E) | Attitudes are state-of-the-mind construct |
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2 | |
A commonly used attitude scale format is named after: |
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| | A) | Solomon Semant |
| | B) | Regina Semant |
| | C) | Rensis Likert |
| | D) | Peugeot Polar |
| | E) | Ortinau Scalia |
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3 | |
Likert scales are good at capturing which aspect(s) of a person's attitude? |
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| | A) | Cognitive component |
| | B) | Affective component |
| | C) | Conative component |
| | D) | Behavioral component |
| | E) | All of the above |
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4 | |
Likert scales are relatively easy to administer with any of the following survey methods EXCEPT: |
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| | A) | Telephone surveys |
| | B) | Mail surveys |
| | C) | Online surveys |
| | D) | Self-administered surveys |
| | E) | Mall-intercept surveys |
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5 | |
In the absence of extreme intensity descriptors (such as "dependable" instead of "extremely dependable") for semantic differential scales, one runs the risk of lacking which of the following properties in such scales? |
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| | A) | Origin |
| | B) | Order |
| | C) | Assignment |
| | D) | Intensity |
| | E) | Distance |
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6 | |
When using this scale design, researchers have to be extremely careful and make sure that they are using truly extreme bipolar descriptors for their scale items: |
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| | A) | Graphic rating scale |
| | B) | Paired comparison scale |
| | C) | Semantic differential scale |
| | D) | Staple scale |
| | E) | Performance rating scale |
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7 | |
These types of scales have been shown to be good predictors of consumers' choices of frequently purchased and durable consumer goods. |
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| | A) | Behavior scan scales |
| | B) | State-of-mind scales |
| | C) | Future scan scales |
| | D) | Behavior intention scales |
| | E) | Free choice scales |
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8 | |
A marketing major learns about performance rating scales in her marketing research class. Upon graduation, she joins a marketing research firm. In that firm, a performance rating scale could be called by any of these names EXCEPT: |
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| | A) | Staple scale |
| | B) | Itemized rating scale |
| | C) | Monadic scale |
| | D) | Composite scale |
| | E) | Category scale |
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9 | |
All of the following are examples of non-comparative scales, EXCEPT: |
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| | A) | Graphic rating scales |
| | B) | Performance rating scales |
| | C) | Staple scales |
| | D) | Smiling Face descriptor scales |
| | E) | Constant sum scales |
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10 | |
Which of the following variables does not require a multiple-item scale design? |
|
| | A) | attitude towards a brand |
| | B) | attitude towards an ad |
| | C) | purchase history |
| | D) | credibility of a celebrity spokesperson |
| | E) | trustworthiness of a celebrity spokesperson |
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11 | |
A researcher wants to study an automobile's performance rating among current users. He divides performance into five domains (trouble-free, MPG rating, comfort of ride, workmanship, and responsiveness). He next develops a scale to measure performance and uses this scale to measure performance in all five domains. This scale is most closely an example of: |
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| | A) | Formative composite scales |
| | B) | Reflective composite scales |
| | C) | Constant component sum scales |
| | D) | Rank-order scales |
| | E) | Single-item scales |
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12 | |
Attitudes are state-of-being constructs. |
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| | A) | True |
| | B) | False |
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13 | |
Likert scales are not a measure of feeling or emotions. |
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| | A) | True |
| | B) | False |
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14 | |
Semantic differential scales allow for the simultaneous collection of cognitive and affective data. |
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| | A) | True |
| | B) | False |
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15 | |
Skip questions are also referred to as conditional or branching questions. |
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| | A) | True |
| | B) | False |