Test bank herman aguinis – performance management ch14
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Chapter 14—Attitude Measurement
TRUE/FALSE
1. A person's attitude toward Tide detergent can be directly observed.
ANS: F
Attitudes are latent, or hypothetical, constructs and because of this, they are not directly observable.
PTS: 1
REF: p. 315
NAT: AACSB: Reflective Thinking
2. Attitudes are thought to have three components: affective, cognitive, and behavioral.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 315
3. A person's knowledge about a brand is part of the affective component of that person's attitude toward
that brand.
ANS: F
The cognitive component represents a person’s awareness and knowledge of the brand.
PTS: 1
REF: p. 315
NAT: AACSB: Reflective Thinking
4. Researchers face a wide variety of choices in measuring attitudinal concepts.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 316
5. Ranking asks the respondent to estimate the magnitude or the extent to which some characteristic
exists.
ANS: F
This is a rating task.
PTS: 1
REF: p. 316
NAT: AACSB: Reflective Thinking
6.
Business researchers commonly use rating scales to measure attitudes.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 317
7. The category scale measures attitude with greater sensitivity than a two-point response scale.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 318
8. If a Likert scale statement is worded negatively, the scoring of this item needs to recoded so that its
score values are the opposite of the values of a statement that is positively worded.
ANS: T
PTS: 1
REF: p. 319
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
NAT: AACSB: Reflective Thinking
9. The semantic differential scale uses unlabeled response categories between two bipolar opposite
adjectives.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 320
10. Semantic differential scales can be scored by: -3, -2, -1, 0, +1, +2, +3
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 321
11. Business researchers generally assume that the semantic differential provides interval data.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 321
12. A perceptual map can be developed based on semantic differential data.
ANS: F
Image profiles are derived from semantic differential data.
PTS: 1
REF: p. 321
NAT: AACSB: Reflective Thinking
13. A Stapel scale measures both the direction and the intensity of the attitude at the same time.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 322
14. The Stapel scale is more difficult to administer in a phone interview than a semantic differential scale.
ANS: F
The Staple scale is easier to administer over the telephone.
PTS: 1
REF: p. 322
NAT: AACSB: Reflective Thinking
15. The fractional-point scale demands that respondents divide points among several attributes to indicate
their relative importance.
ANS: F
This is called a constant-sum scale.
PTS: 1
REF: p. 323
NAT: AACSB: Reflective Thinking
16. In a graphic rating scale, a respondent's score is the length in millimeters from one end of the scale to
the point marked on the scale by the respondent.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 324
17. A variation of the graphic ratings scale is the ladder scale.
ANS: T
PTS: 1
REF: p. 324
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
NAT: AACSB: Reflective Thinking
18. A Thurstone scale is widely used in business research because of its simplicity.
ANS: F
Its current popularity is low because the construction of a Thurstone scale is fairly complex process
that requires two stages, making it time-consuming and costly.
PTS: 1
REF: p. 325
NAT: AACSB: Reflective Thinking
19. Ranking measurements of attitudes provide interval data.
ANS: F
Ranking provides ordinal data.
PTS: 1
REF: p. 327
NAT: AACSB: Reflective Thinking
20. If a researcher wants to compare three brands of toothpaste on the basis of their flavor using the paired
comparison method, the researcher must ask each respondent to make three comparisons.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 327
21. Sorting tasks require that respondents indicate their attitudes or beliefs by arranging items on the based
of perceived similarity or some other attribute.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 328
22. A bipolar rating scale asks a respondent to rate a concept, such as a specific brand, in comparison with
a benchmark.
ANS: F
This is a comparative rating scale.
PTS: 1
REF: p. 329
NAT: AACSB: Reflective Thinking
23. A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 330
24. Researchers who accept the notion of forced-choice scales essentially argue that the respondents really
do have an attitude toward the items that they are asked about.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 330
25. Most psychological concepts are latent constructs generally require multiple items.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 331
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
MULTIPLE CHOICE
1. Which of the following is a basic component of an attitude?
a. cognitive component
b. affective component
c. behavioral component
d. all of the above
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 315
2. Which attitude component represents a person’s awareness and knowledge of the relative matter?
a. affective
b. cognitive
c. behavioral
d. personal
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 315
3. "I love my job" is an example of which component of an attitude toward one’s job?
a. affective
b. behavioral
c. cognitive
d. perceptive
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 315
4. Laurie believes a Honda Accord get 36 miles per gallon. This belief represents which component of an
attitude?
a. affective
b. behavioral
c. cognitive
d. personal
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 315
5. "I plan to buy a new DVD player sometime in the next three months" is an aspect of which component
of an attitude?
a. cognitive
b. affective
c. behavioral
d. personal
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 315
6. When a respondent is asked to place each shopping mall in a list of four local shopping malls in the
order in which she prefers to shop at each mall, this is an example of a _____ task.
a. rating
b. ranking
c. sorting
d. semantic differential
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 316
7. When a respondent is given a set of 3" x 5" cards containing the current advertising slogan for a brand
or product on each card and is asked to place the cards into two piles: (1) Recognize this slogan and
can identify the brand/product and (2) Do not recognize the slogan, this is an example of a _____ task.
a. rating
b. ranking
c. constant-sum
d. sorting
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 316
8. When a respondent is asked either to agree or to disagree with the statement: "The CEO is doing a
good job of managing the affairs of the corporation," this type of question produces _____ data.
a. ordinal
b. nominal
c. ratio
d. interval
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 317
9. When a respondent is asked: "How often, on the average, do you take a smoke break during working
hours?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes,
often, very often, this is an example of a _____ scale.
a. semantic differential
b. Likert
c. category
d. constant-sum
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 318
10. Which type of scale asks respondents to indicate their attitudes by checking how strongly they agree or
disagree with carefully constructed statements, ranging from very positive to very negative attitudes
toward some object?
a. constant-sum
b. Likert
c. Stapel
d. graphic rating
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 318
11. What type of scale is the following?
The current economic condition is favorable.
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
a. semantic differential
b. constant-sum
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
c. Thurstone
d. Likert
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 318
12. How many choices do researchers commonly use when using Likert scales?
a. two
b. three
c. five
d. ten
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 318
13. Which type of scale has respondents describe their attitude using a series of bipolar rating scales?
a. Likert
b. constant-sum
c. semantic differential
d. Thurstone
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 320
14. What type of scale is the following?
a.
b.
c.
d.
Contemporary : : : : : : Traditional
Likert
graphic rating
Thurstone
semantic differential
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 320
15. Which of the following is a graphic representation of semantic differential data for competing brands,
products, or stores to highlight comparisons?
a. image profile
b. category profile
c. Likert profile
d. comparative profile
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 321
16. What type of scale is the following when female shoppers are asked to rate Macy's department store in
terms of its women's apparel items?
Macy's
+3
+2
+1
Price
-1
-2
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
-3
a.
b.
c.
d.
semantic differential
Stapel
paired comparison
constant-sum
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 322
17. A type of scale that demands that respondents divide points among several attributes to indicate their
relative importance is called a:
a. constant-sum scale
b. Likert scale
c. Stapel scale
d. semantic differential
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 323
18. What type of scale is the following?
United Parcel Service (UPS) would like you to distribute 50 points among the
following in terms of how important each aspect is to you for your overnight
shipping needs:
_____ Accurate billing
_____ On-time delivery
_____ Price
a.
b.
c.
d.
Likert
paired comparison
Thurstone
constant-sum
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 323
19. What type of scale is the following?
Please an X at the position on the horizontal line that most reflects your feelings regarding the
atmosphere of this restaurant.
Modern _______________ Old-fashioned
a.
b.
c.
d.
graphic rating
Likert
linear
category
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 323
20. What type of scale is the following?
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
How likely are you to purchase a DVD player during the next six months?
____ Definitely will purchase
____ Probably will purchase
____ Might purchase
____ Probably will not purchase
____ Definitely will not purchase
a.
b.
c.
d.
Likert
behavioral intention
semantic differential
constant-sum
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 326
21. What type of measurement is the following?
I would like to know your overall opinion of two brands of athletic
shoes. They are Nike and New Balance. Overall, which of these two
brands -- Nike or New Balance-- do you think is the better one? Or
are both the same?
____ Nike is better
____ New Balance is better
____ They are about the same
a.
b.
c.
d.
semantic differential
Thurstone
paired comparison
constant-sum
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 327
22. If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired
comparisons will be necessary?
a. 3
b. 6
c. 15
d. 30
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 327
23. All of the following are practical decisions regarding the selection of a measurement scale EXCEPT:
a. Is a ranking, sorting, rating or choice technique best?
b. Should a single measure of an index measure be used?
c. How large should the sample size be?
d. How many scale categories or response positions are needed to accurately measure an
attitude?
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 329
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
24. Which type of scale is the following?
Now that you have driven your Toyota Camry for six months, how satisfied you are
with the car's gas mileage?
Very
Satisfied
a.
b.
c.
d.
7
6
5
4
3
2
1
Very
Dissatisfie
d
Thurstone
monadic rating
constant-sum
behavioral intention
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 329
25. What type of scales asks a respondent to rate a concept, such as a specific brand, in comparison with a
benchmark (i.e., a competing brand) explicitly used as a frame of reference?
a. comparative rating scale
b. monadic rating scale
c. semantic differential
d. ladder scale
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 329
26. In which type of scale is a neutral point, or point of indifference, at the center of the scale?
a. synergistic
b. symmetrical
c. unbalanced
d. balanced
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 330
27. Which type of scale is the following?
____
____
____
____
____
a.
b.
c.
d.
Very Satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Very dissatisfied
balanced
Thurstone
unbalanced
semantic differential
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 330
28. Which type of scale is the following?
____ Satisfied
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
____ Neither satisfied nor dissatisfied
____ Dissatisfied
____ Very dissatisfied
a.
b.
c.
d.
Thurstone
unbalanced
paired comparison
balanced
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 330
29. When a respondent is required to choose one of the fixed alternatives, what type of scale is being
used?
a. semantic differential
b. forced-choice
c. non-forced-choice
d. symmetric
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 330
30. When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements,
what type of scale is being used?
a. forced choice
b. Likert
c. semantic differential
d. non-forced-choice
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 330
COMPLETION
1. An enduring disposition to respond consistently to an aspect of the world is called a(n)
____________________.
ANS: attitude
PTS: 1
REF: p. 315
NAT: AACSB: Reflective Thinking
2. The component of attitude that represents the action that corresponds to a certain type of attitude is
a(n) ____________________ component.
ANS: behavioral
PTS: 1
REF: p. 315
NAT: AACSB: Reflective Thinking
3. When respondents are asked to rank order brands of cosmetics in terms of their prices (from high to
low), this is an example of a(n) ____________________ task.
ANS: ranking
PTS: 1
REF: p. 316
NAT: AACSB: Reflective Thinking
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
4. When respondents are asked to indicate the magnitude of a characteristic that a brand of toothpaste
has, this is an example of a(n) ____________________.
ANS: rating
PTS: 1
REF: p. 316
NAT: AACSB: Reflective Thinking
5. When respondents are asked whether they strongly agree, agree, are neutral, disagree, or strongly
disagree to a series of attitude items, this is an example of a(n) ____________________ scale.
ANS: Likert
PTS: 1
REF: p. 318
NAT: AACSB: Reflective Thinking
6. A(n) ____________________ scale measures attitudes by using 7-point rating scales that are anchored
at either end by polar opposite adjectives.
ANS: semantic differential
PTS: 1
REF: p. 321
NAT: AACSB: Reflective Thinking
7. A(n) ____________________ scale measures attitudes in both their direction and their intensity
simultaneously.
ANS: Stapel
PTS: 1
REF: p. 322
NAT: AACSB: Reflective Thinking
8. When respondents are asked to divide up a sum (e.g. 50 points) to indicate the relative importance of
features on a new car, this is an example of a(n) ____________________ scale.
ANS: constant-sum
PTS: 1
REF: p. 323
NAT: AACSB: Reflective Thinking
9. A scale that presents respondents with a graphic continuum is called a(n) ____________________
rating scale.
ANS: graphic
PTS: 1
REF: p. 323
NAT: AACSB: Reflective Thinking
10. A variation of the graphic rating scale is the ____________________ scale.
ANS: ladder
PTS: 1
REF: p. 324
NAT: AACSB: Reflective Thinking
11. A rating scale instrument similar to a semantic differential that measures the behavioral intentions of
subjects toward future actions is called a(n) ____________________.
ANS: behavioral differential
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
PTS: 1
REF: p. 327
NAT: AACSB: Reflective Thinking
12. When respondents are asked to choose among four brands of detergent in such a way that they are
asked to select the brand they prefer when each brand is compared with each other brand, this is a type
of ____________________ measurement.
ANS: paired comparison
PTS: 1
REF: p. 328
NAT: AACSB: Reflective Thinking
13. An attitude scale that asks respondents about a single concept by itself is called a(n)
____________________ rating scale.
ANS: monadic
PTS: 1
REF: p. 329
NAT: AACSB: Reflective Thinking
14. A fixed-alternative rating scale with an equal number of both positive and negative categories, with a
neutral point in the middle of the scale, is called a(n) ____________________ scale.
ANS: balanced
PTS: 1
REF: p. 330
NAT: AACSB: Reflective Thinking
15. A fixed-alternative rating scale that has an unequal number of positive and negative categories so that
the categories are "piled up" at one end of the scale is called a(n) ____________________ scale.
ANS: unbalanced
PTS: 1
REF: p. 330
NAT: AACSB: Reflective Thinking
ESSAY
1. Define attitude and explain why it is considered a hypothetical construct.
ANS:
An attitude is a social-psychological concept that can be defined as a relatively enduring
predisposition to respond consistently to various things including people, activities, events, and
objects. Attitudes are thought to have three components: affective, cognitive, and behavioral.
However, attitudes cannot directly be observed. Someone may have an attitude toward something, but
we cannot actually see this attitude. Rather, we can measure an attitude by making an inference based
on the way an individual response to multiple scale indicators. Because we can’t directly see these
phenomena, they are know as latent constructs, hypothetical constructs, or just simply constructs.
Thus, we attempt to measure such constructs through indirect indicators, such as verbal expression or
overt behavior.
PTS: 1
REF: p. 315
NAT: AACSB: Reflective Thinking| AACSB: Communication
2. Compare and contrast a Likert scale with a semantic differential scale.
ANS:
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
With a Likert scale, respondents indicate their attitudes by checking how strongly they agree or
disagree with carefully constructed statements. The scale results reveal the respondent’s attitude
ranging from very positive to very negative. Individuals generally choose from multiple response
alternatives such as strongly agree, agree, neutral, disagree, and strongly disagree. A semantic
differential is a scale type that has respondents describe their attitude using a series of bipolar rating
scales. Bipolar rating scales involve respondents choosing between opposing adjectives, such as
“good” and “bad,” “modern” and “old-fashioned,” or “clean” and “dirty.” Like Likert scales, a
numerical score can be assigned to each position on a semantic differential scale.
PTS: 1
REF: pp. 318-320
NAT: AACSB: Reflective Thinking| AACSB: Communication
3. Describe a constant-sum scale and discuss when a researcher might use this type of scale.
ANS:
A constant-sum scale demands that respondents divide points among several attributes to indicate
their relative importance. It requires respondents to understand that their response should total to the
number of points being allocated. This technique may be used for measuring brand preference and is
similar in approach to the paired-comparison method.
PTS: 1
REF: p. 323
NAT: AACSB: Reflective Thinking| AACSB: Communication
4. Explain how a researcher uses the paired comparison method and determine the number of paired
comparisons necessary to compare four brands.
ANS:
Paired comparison is a measurement technique that involves presenting the respondent with two
objects and asking the respondent to pick the preferred objects. More than two objects may be
presented, but comparisons are made in pairs. If a researchers wishes to compare four brands, six
comparisons will be necessary. This is determined with the following equation:
number of comparisons = [(n)(n-1)/2] = [(4)(4-1)/2] = 12/2 = 6
PTS: 1
REF: p. 328
NAT: AACSB: Reflective Thinking| AACSB: Communication
5. Define forced-choice rating scale and explain the advantage of using a non-forced-choice scale.
ANS:
A forced-choice rating scale is a fixed-alternative scale that requires respondents to choose one of the
fixed alternatives. A non-forced-choice scale is a fixed-alternative rating scale that provides a “no
opinion” category that allows respondents to indicate that they cannot say which alternative is their
choice. Asking this type of question allows the investigator to separate respondents who cannot make
an honest comparison from respondents who have had experience with the object of interest. The use
of forced-choice questions is associated with higher incidence of “no answer.”
PTS: 1
REF: pp. 330-331
NAT: AACSB: Reflective Thinking| AACSB: Communication
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
