Discussion Question #2
Discussion Question #2 Make sure you respond to this question AFTER you read Chapter 10 and the PPT. This is an application type of question that will help you and me understand whether or not you have internalized the material on measurement scales.
1. Define and provide an example for EACH of the following scales. Be sure to specify the question and possible answers. For example:
Nominal scale:
Do you like ice cream
a. Yes
b. No
Please use your own example and not the textbook examples (so I'll know you really understand the material):
a. a nominal scale b. an ordinal scale c. an interval scale d. a ratio scale
2. The following is the measurement scale for Skepticism toward Advertising. Try to fill it out and calculate YOUR own rate (based on the explanation provided in the chapter--page 333 Exhibit 13.6 Computing a Composite Scale). Make sure you circle the numbers the closest possible to your opinion (in other words: try to avoid social desirability or any biases when you rate your answers). After you get a number (your own rate on Skepticism toward Advertising), try to provide an interpretation of your standing on this scale (what does this rate mean).
1 Strongly Agree
2 Disagree
3 Neutral
4 Agree
5 Strongly Agree
We can depend on getting the truth in most advertising
1 2 3 4 5
The aim of advertising is to inform consumers
1 2 3 4 5
I believe Advertising is informative
1 2 3 4 5
Advertising is generally truthful
1 2 3 4 5
Advertising is a reliable source of information about the quality and performance of products
1 2 3 4 5
Advertising is truth well told
1 2 3 4 5
In general, advertising presents a true picture of the product being advertised
1 2 3 4 5
I feel I have been accurately informed after viewing most advertisements
1 2 3 4 5
Most advertising provide consumers with essential information
1 2 3 4 5
Again--both exercises are of an application orientation, I think it will help you understand the material by doing/practicing. Let's see how it works for you. Again, respond only AFTER you have read the material.
Enjoy...
BOOK: https://reader2.yuzu.com/reader/books/9780357463703/pageid/286