Which type of scaled-response format contains bipolar words such as high/low, hot/cold, wet/dry, ...

Which type of scaled-response format contains bipolar words such as high/low, hot/cold, wet/dry, continuous/discontinuous, and so on?
 a. Semantic-differential scale
  b. Stapel scale
  c. Likert scale
  d. Graphic-rating scale
  e. None of the above.

Question 2

The __________ adjective pair helpful unhelpful is used in a(n) __________ scale.
 a. anchored, summated-ratings
  b. anchored, semantic differential
  c. bipolar, semantic-differential
  d. bipolar, snake
  e. None of the above.

Question 3

When using the semantic differential technique, researchers
 a. watch for observable responses from subjects.
  b. ask subjects to memorize facts for future recall.
  c. utilize word-association and sentence completion tests.
  d. generate a list of bipolar adjectives or phrases.
  e. calculate a total score for each subject by averaging the scores across items.

Question 4

To assess attitudes toward seatbelt laws, researchers asked respondents to memorize facts pertaining to both sides of the issue, such as the number of fatal accidents where seatbelts were not used and the various injuries that can be caused by seatbelts worn in car wrecks. This technique of attitude scaling is called
 a. observation of behavior.
  b. self-report.
  c. indirect technique.
  d. physiological reaction.
  e. performance of objective tasks.

Question 5

If a questionnaire says Universities that offer small classes are better places to learn effectively: (choose one)
  1 ____ Strongly disagree
  2 ____ Disagree
  3 ____ Neither agree nor disagree
  4 ____ Agree
  5 ____ Strongly agree
  The researcher would be using which of the following scales.
 a. Stapel scale
  b. Likert scale
  c. Temperature scale
  d. Graphic-rating scale
  e. Itemized rating scale

Question 6

A person scoring 78 out of 100 possible on a Likert scale indicates
 a. The person has a favorable attitude toward the object.
  b. The person has an unfavorable attitude toward the object.
  c. The person is neutral toward the object.
  d. The person has a favorable attitude when compared to the average score of 60.
  e. The person's attitude is twice as favorable as a person's whose score was 39.

Question 7

Which of the following statements about Likert summated ratings scales is FALSE?
 a. The Likert scale is one of the most widely used attitude-scaling techniques in marketing research.
  b. The subject indicates his or her degree of agreement or disagreement with each statement.
  c. Researchers anchor only the endpoints of the scale.
  d. A total score for each subject can be calculated by adding or averaging the scores across items.
  e. Subjects can indicate the intensity of their feelings.