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.
Question 2
What type of scale is the following?
South Koreans cars are of:
Poor ___________________ ___________________ ________ High
Quality Quality
a. Stapel scale
b. Likert scale
c. Temperature scale
d. Graphic-rating scale
e. Itemized rating scale
pH Scale
Apparent Magnitude Scale
The Apgar Scale
Pilot-scale Glass Distillation Column
The Geologic Time Scale
The Scale of the Very Small and Very Large: Powers of 10