Measurement

Question 1

What is the normative scale?

Answer 1

• a measurement designed to make comparisons among other people on a contruct item, usually a rating scale where items are evaluated in isolation from other items

Question 2

What is the Ipsative scale?

Answer 2

• A measurement designed to compare items from the same person, usually a ranking or choice task, where items are explicitly evaluated on their relative attractiveness.

Question 3

What is rating?

Answer 3

Assigning a score to each item independently, usually on a scale.

Question 4

What is ranking?

Answer 4

Ordering a set of items from least to most prefferd

Question 5

What is sorting?

Answer 5

Grouping items into categories based on similarity or preference

Question 6

What is choice?

Answer 6

Selecting one or more items from a set, often simulating a real-life decision.

Question 7

What is a simple attitude scale?

Answer 7

• requires an indiidal to agree or disagree with a statment when responding to a single question

Question 8

What is the Likert Scale?

Answer 8

• A measure of attributes designed to allow respondents to rate how strongly they agree or disagree with carefully constructed statements

Question 9

What is the semantic differential scale?

Answer 9

• Measure of attitudes that consists of a series of seven point rating scale using bipolar adjectives at each end of the scale.

Question 10

What is a stapel scale?

Answer 10

The scale typically ranges from +5 to -5, without a zero. Respondents rate how well the single adjective describes a brand, product, or concept.
No Neutral

Question 11

What is the constant sum scale?

Answer 11

• respondents divide 100 to indicate the relative importance of attributes

Question 12

What is a graphic rating scale?

Answer 12

• Rating an object by choosing any point along a graphic continuum

Question 13

The 4 Parts to evaluating the measure?

Answer 13

• Practicality
• Sensitivity
• Reliability
• Validity

Question 14

What is reliability?

Answer 14

• Degree to which measures are free from random error and therefore yeild consistent results

Question 15

What is validity?

Answer 15

The ability of a scale to measure what was intended to be measured

Question 16

What is practicality?

Answer 16

Measures must be practical

Question 17

What is sensitivity?

Answer 17

A measurement instrumen’s ability to accurately measure variability in stimuli or responses