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
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