Noncomparative scales involve independently rating individual objects rather than comparing objects. They can be either continuous scales that use numbers or itemized scales like Likert scales that use categories. Itemized scales are commonly used in surveys and include Likert, semantic differential, and graphic rating scales. Reliability and validity are important concepts in evaluating measurement scales, with reliability ensuring consistency and validity demonstrating the scale is actually measuring the intended construct.

1. Measurement and Scaling: Noncomparative...
Multiple Choice
1 . The type of scaling technique in which each stimulus object is scaled
independently of the other objects in the stimulus set is called a:[Hint]
comparative scale
noncomparative scale
rank order scale
constant sum scale
2 . Mark is watching sample television commercials and is coloring in a picture of a
thermometer (with no degree markings) to indicate how "hot" or "cold" he feels
toward each ad. Mark is using a __________ scale. [Hint]
Likert
semantic differential
Stapel
graphic rating
3 . Zed is filling out a survey in which he circles a number between one and five to
indicate his level of agreement or disagreement with a series of statements
about environmental safety. Zed's survey is using __________ scales. [Hint]
Likert
semantic differential
Stapel
graphic rating
4 . Arun is looking at the new package design for Doritos chips. He is filling out a
survey with a series of 7-point scales that ask him to rate the package on
descriptors such as bright/dull, bold/weak, and convenient/inconvenient. Arun's
survey is using __________ scales.[Hint]
Likert
semantic differential
Stapel
graphic rating
5 . Olessia is rating the brand image of Exxon. Her survey presents her with a

2. series of adjectives and Olessia can indicate the "match" between Exxon and
the word by giving a rating of anywhere between plus five and minus five.
Olessia's survey is using __________ scales. [Hint]
Likert
semantic differential
Stapel
graphic rating
6 . Which type of itemized rating scale would be best for assessing the image of a
brand, product, or company? [Hint]
Likert
semantic differential
Stapel
graphic rating
7 . Which type of noncomparative scale is best to administer over the
telephone? [Hint]
Likert
semantic differential
Stapel
graphic rating
8 . Marketing researchers must make a number of decisions when constructing
itemized rating scales. These include all of the followingexcept: [Hint]
The number of response categories should be between five and nine
categories
In general, the scale should be balanced (endpoints ranging from
"extremely important" to "extremely unimportant," but not from "excellent"
to "fair")
Scale categories should be labeled with a verbal description (such as
"weak" and "strong"
Scale items should be worded so respondents must indicate an opinion
9 . Tampa General Hospital is conducting a patient food satisfaction survey. Their
questionnaire asks respondents to rate the food (from excellent to unacceptable)
on taste, temperature, texture, variety, quality, and nutrition. This is an example
of a __________ scale. [Hint]

3. single-item
multi-item
continuous
nominal
10
.
The type of error that affects measurement in a constant way and represents
stable factors that affect the observed score in the same way each time the
measurement is made is: [Hint]
systematic error
random error
total measurement error
scale error
11
.
Reliability of a measurement scale can be determined by all of the following
methods except: [Hint]
test-retest
alternative-form
internal consistency
discriminant
12
.
You have developed a measurement scale for your marketing research class.
The rest of the class reviews the scale along with your instructor. Additionally, a
professional researcher looks at your scale, and all parties agree that all the
items on the scale are relevant for measuring the construct of interest. This
agreement demonstrates: [Hint]
discriminant
criterion
nomological
face or content
13
.
A study has shown that "macho" brands of cigarettes are more preferred by
those individuals whose self-concept is more macho. The results of the study
verify the original theory. This finding demonstrates __________ validity. [Hint]
discriminant
criterion

4. nomological
face or content
14
.
Each of the following statements accurately assesses the relationship between
reliability and validity except: [Hint]
If a measure is perfectly valid, it is also perfectly reliable
If a measure is perfectly reliable, it is also perfectly valid
If a measure is unreliable, the measure is also invalid
Reliability is a necessary, but not sufficient, condition for validity
15
.
Bell Helicopter has constructed a questionnaire for its customers who own
multiple brands of helicopters. The first question asks, "On a scale from 1 to 7,
where 1 is Outstanding and 7 is Fair, evaluate the quality of the most recent Bell
Helicopter you have purchased. Now rate the quality of your Eurocopter on a
scale from 1 to 7, where 1 is Good and 7 is Horrible. Finally, rate the quality of
your Sikorsky Helicopter on a scale from 1 to 7, where 1 is Good and 7
is Horrible." This survey has an ethical measurement problem of: [Hint]
unbalanced scales
forced-choice scales
wrong number of categories
lack of verbal description

5. Measurement and Scaling: Noncomparative...
True or False
1 . Noncomparative scales are broadly classified as either continuous or
itemized. [Hint]
True
False
2 . Noncomparative scales are often called monadic scales because only one
object is evaluated at a time. [Hint]
True
False
3 . Iviana is filling out a survey. One of the questions asks, "On a scale from one to
five, where 1 = extremely important and 5 = not at all important, please indicate
the number that best represents your rating of the importance of bed turndown
service in a hotel?" This question is an example of a continuous scale. [Hint]
True
False
4 . Commonly used itemized rating scales include Likert, semantic differential,
Stapel, and continuous. [Hint]
True
False
5 . Li is filling out a survey and has been given a scale where 1 = strongly agree, 2
= somewhat agree, 3 = neither agree nor disagree, 4 = somewhat disagree, and
5 = strongly disagree. Li's scale is a Likert itemized rating scale. [Hint]
True
False

6. 6 . A scale that asks a respondent to rate an object based on pairs of opposite
adjectives (such as strong/weak) is using a Stapel scale.[Hint]
True
False
7 . Jan has been asked to rate a model used in an advertisement. Jan has been
provided with a series of adjectives, and must indicate how much or how little
the model represents each descriptive term (from +5 to -5). Jan is using a Stapel
scale. [Hint]
True
False
8 . One of the advantages of a Likert scale is that it can be used extensively in
telephone surveys. [Hint]
True
False
9 . A balanced scale has an even number of intervals (such as a ten-point rating
scale). [Hint]
True
False
10
.
A survey asks Pati if she thinks ferrets make good pets. Pati is not familiar with
ferrets and would like to indicate that the question is not applicable, but there is
no option for that response. Instead, Pat circles "3" which indicates neutral. Pati
is answering a forced-choice rating scale. [Hint]
True
False

7. 11
.
Marketing researchers who wanted to evaluate the concept of "Service Quality"
came up with a battery of questions to try and measure that concept. For
example, many questions about reliability, timeliness of response, empathy,
credibility, and friendliness were asked. After extensive measurement, the scale
was "purified" to eliminate several questions that did not seem to indicate
service quality. The resulting questionnaire could be considered a multi-item
scale. [Hint]
True
False
12
.
Total measurement error is the sum of systematic error and random error. [Hint]
True
False
13
.
Professor Lafferty gave a multiple-choice test to her marketing research class,
but a few students cheated and the test had to be thrown out. Professor Lafferty
constructed a makeup exam for the next class that was entirely essay questions.
For the majority of the students (except for the suspected cheaters), their scores
on the multiple-choice test were about the same as their scores on the essay
test. This similar scoring indicates test-retest reliability. [Hint]
True
False
14
.
A commonsense evaluate of a scale to see if a scale seems to measure all the
dimensions of the construct or variable of interest is called content validity. [Hint]
True
False
15
.
In a measurement scale, perfect validity implies perfect reliability because the
absence of measurement error implies that no random error is present. [Hint]

8. True
False