1 The process of assigning a "number" to a set of data points is called:

a. convergent validity.
b. a category scale.
c. measurement.
d. discriminant validity.
2 What is the following: "Rate the quality of our company's product on a scale from 1 to 10,
where 1 = very poor and 10 = very good"?

a. A correspondence rule
b. Internal consistency
c. An index measure
d. Construct validity
3 When several variables are used to measure some concept, the result is called a(n):

a. outlier.
b. construct.
c. sensitivity.
d. reliability.
4 What type of statement is the following: "Use a stopwatch to measure the shopping time from
when a customer enters the supermarket front door until this customer leaves this door of the
supermarket"?

a. Construct
b. Composite measure
c. Index measure
d. Operational definition
5 What type of scale is used when a St. Louis Cardinals' pitcher has the number 12 on the back
of his jersey during a game?

a. Ordinal scale
b. Nominal scale
c. Interval scale
 d. Ratio scale
6 When an M.B.A. graduate receives a letter telling her the rank in the graduation class of
M.B.A.s that she received based on her grade-point average, what type of scale is this?

a. Nominal scale
b. Classificatory scale
c. Face validity scale
d. Rank-order
7 When a researcher asks customers to indicate their preference for six shopping malls in St.
Louis by assigning a 1 to their first choice and 6 to their last choice, what type of scale is being used?

a. Nominal
b. Ratio
c. Rank-order
d. Interval
8 What type of scale is used when a St. Louis TV weatherman says: "The temperature today
had a high of 78 degrees"?

a. Interval scale
b. Ratio scale
c. Nominal scale
d. Rank-order scale
9 When a student looks in her wallet and discovers that she is out of cash, what type of scale is
this student using?

a. Interval
b. Rank-order
c. Ratio
d. Nominal
10 When registered voters in St. Louis are called by phone and asked: "Do you think the Mayor
of St. Louis is doing a good job as Mayor?", and are asked to answer: "Yes" or "No," what type of
measure is being used?

a. Interval
 b. Ratio
c. Rank-order
d. Discrete
11 What type of measure is a ratio scale?

a. Discontinuous
b. Discrete
c. Correspondence
d. Continuous
12 When subjects have their attitudes measured several times, and the attitudes remain very
consistent, we say that this attitude scale is:

a. reliable.
b. valid.
c. high in face validity.
d. high in content validity.
13 The "split-half method" measures:

a. face validity.
b. content validity.
c. construct validity.
d. reliability.
14 To the extent that a measuring instrument reflects the "true value" of the concept being
measured, we say that this instrument is:

a. reliable.
b. valid.
c. low in face validity.
d. low in construct validity.
15 On a measure of "brand loyalty," when the researcher asks herself: "Do these questions really
measure brand loyalty?", what type of validity is being considered?

a. Convergent validity
b. Discriminant validity
c. Face validity
d. Sensitivity