Student Center | instructor Center | information Center | Home

Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Attitude Scale Measurements Used in Survey Research

Multiple Choice Quiz


1	A learned predisposition t reaction some consistent positive or negative way to a given object, idea, or set of information is called a(n):
		A)	motive.
		B)	attitude.
		C)	construct.
		D)	stimulus.
		E)	cognition.


2	According to the ________________________ approach, attitudes result from the interaction between the person's beliefs, feelings and behavior.
		A)	composite
		B)	affect global
		C)	build-up
		D)	trilogy
		E)	cosmopolitan


3	Under the trilogy approach, the key elements and outcomes of learning are described as the:
		A)	cognitive component.
		B)	stimulus component.
		C)	affective component.
		D)	conative component.
		E)	objective component.


4	Which of the following is the only attitudinal component that may be observed?
		A)	cognitive component
		B)	stimulus component
		C)	objective component
		D)	affective component
		E)	conative component


5	The __________________________ model is a multiplicative—additive model that treats the attitude as a separate, indirectly derived composite measure of a person's combined thoughts for or against a given object.
		A)	trilogy
		B)	attitude-toward-behavior
		C)	attitude-toward-object
		D)	affect global
		E)	composite control


6	Which of the following approaches to attitude measurement gives equal emphasis to measuring both a person's beliefs and feelings toward the attributes of a specified object?
		A)	the attitude-toward-object model
		B)	the trilogy model
		C)	the affect global
		D)	the attitude-toward-behavior model
		E)	the composite control model


7	The X-Cel Corporation desires to employ the attitude-toward-behavior model to measure its customer's feelings toward its product. The firm should:
		A)	realize that this model is not capable of such measurements.
		B)	focus on using scale descriptors that emphasize the cognitive component.
		C)	focus on using scale descriptors that emphasize the behavioral component.
		D)	focus on using scale descriptors that emphasize the affective component.
		E)	understand that emotions have little to be with purchase behavior.


8	Which of the following accords the greatest weight to the impact of a person's feelings toward a given object?
		A)	the attitude-toward-behavior model
		B)	the affect global approach
		C)	the attitude-toward-object model
		D)	the trilogy approach
		E)	the cognitive composite approach.


9	The X-Cel Corporation often employs attitude measurement scales which offer responses which range from very satisfied to very dissatisfied. The firm is using the:
		A)	affect global approach.
		B)	trilogy approach.
		C)	attitude-toward-object approach.
		D)	attitude-toward-behavior approach.
		E)	cognitive composite approach.


10	The Likert scale:
		A)	is an ordinal scale.
		B)	may appear as either a free- or forced-choice scale.
		C)	employs agreement/disagreement descriptors.
		D)	captures only the cognitive components of attitude.
		E)	all of the above.


11	The ___________________________ scale is a unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object.
		A)	Likert
		B)	semantic differential
		C)	SUCI
		D)	polar
		E)	continual


12	A researcher should randomly mix the positions of positive and negative pole descriptors to avoid bias associated with:
		A)	the halo effect.
		B)	the aurora effect.
		C)	the semantic effect.
		D)	Likert
		E)	continuum effect


13	The X-Cel Corporation would like to assess the likelihood that consumers will purchase a new product it plans to introduce. The firm is most likely to seek to measure this factor by using a:
		A)	Likert scale.
		B)	semantic congruence scale.
		C)	behavior intention scale.
		D)	Suci scale.
		E)	affect intention scale.


14	A ________________________ scale is a simplified form of the semantic differential which employs a single descriptor centered between a numeric set of plus and minus descriptors.
		A)	graphic
		B)	Likert
		C)	performance
		D)	bi-polar
		E)	staple


15	Which of the following allows the respondent to directly indicate their relative preferences for alternative responses?
		A)	paired-comparison rating scales
		B)	rank-order rating scales
		C)	constant sums rating scales
		D)	single item scales
		E)	formative composite scale

2003 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Policy.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.