Measurement and Scaling: Noncomparative Scaling Techniques
True/False Questions
1. Comparative techniques are comprised of continuous and itemized rating scales.
(False,
2. In an itemized rating scale, the respondents are provided with a scale that has a
number or brief description associated with each category.
(True,
3. Typically, each Likert scale item has seven response categories, ranging from
“strongly disagree” to “strongly agree.”
(False,
4. The semantic differential is a five-point rating scale with endpoints associated with
bipolar labels that have semantic meaning.
(False,
5. An advantage of the Stapel scale is it can be administered over the telephone.
(True,
6. When determining the number of scale categories to use in a non-comparative
itemized rating scale, the nature of the object is relevant.
(True,
7. The Likert scale is a balanced rating scale with an odd number of categories and a
neutral point.
(True,
8. In situations where the respondents are expected to have no opinions, as opposed to
simply being reluctant to disclose it, the accuracy of data may be improved by a nonforced scale that includes a “no opinion” category.
(True,
Multiple Choice Questions
41. In a _____, respondents rate the objects by placing a mark at the appropriate position
on a line that runs from one extreme of the criterion variable to the other.
a. semantic differential scale
b. Likert scale
c. continuous rating scale
d. Stapel scale
(c,
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42. Scores assigned to continuous rating scales by the researcher are typically treated as
_____ data.
a. nominal
b. ordinal
c. ratio
d. interval
(d,
46. Which scale is not an itemized rating scale?
a. Stapel scale
b. semantic differential scale
c. Likert scale
d. continuous rating scale
(d,
47.
Neither
agree
Strongly
nor
Strongly
disagree Disagree disagree Agree agree
1. Sears has poor in-store service.
1
2X
3
4
5
2. I like to shop at Sears.
1
2X
3
4
5
The above scale is an example of a _____.
a. continuous rating scale
b. Stapel scale
c. semantic differential scale
d. Likert scale
(d,
48. Which itemized rating scale takes longer to complete than other itemized rating scales
because respondents have to read each statement?
a. semantic differential scale
b. Likert scale
c. continuous rating scale
d. Stapel scale
(b,
49. Sears is:
Powerful —:—:—:—:-X-:—:—: Weak
Unreliable —:—:—:—:—:-X-:—: Reliable
The above scale is an example of a _____ scale?
a. continuous rating scale
b. Stapel scale
c. semantic differential scale
d. Likert scale
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(c,
58. Which statement is not true when deciding on whether to use an odd or even number
of categories when developing a non-comparative itemized rating scale?
a. With an odd number of categories, the middle scale position is generally
designated neutral or impartial.
b. The decision to use an odd or even number of categories depends on whether
some of the respondents may be neutral on the response being measured.
c. A rating scale with an even number of categories should be used if the researcher
wants to force a response.
d. All of the above statements are true.
(d,
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