Using a Scale, a Researcher Determines That the Brand Attitudes

question 43

Multiple Choice

Using a scale, a researcher determines that the brand attitudes for Volvo are very positive (6.5 on a 7 point scale) . Using the same scale for the same population, another researcher discovers that the brand attitudes for Volvo are very negative (2.2 on the same scale) . This indicates that there was some problem with the scale being used. This problem is a problem related to:

• A)scale reliability.
• B)scale validity.
• C)scale comprehension.
• D)scale assess ability.
• E)scale stability.