In ____, the value assigned for a response takes on a value ...

[gonzo233]

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels.
 a. reverse coding
  b. indexing
  c. alpha coding
  d. convergence

Question 2

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply adding up the responses to each item making up the composite measure. This composite measure is called a(n) ____.
 a. derived scale
  b. additive scale
  c. summated scale
  d. primary scale

[dantucker]

Answer to Question 1

A

Answer to Question 2

C