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(Solution document) Comment on the validity and reliability of the following: A respondent's report of an intention to subscribe to Consumer Reports is highly reliable....


1. Comment on the validity and reliability of the following: 

a. A respondent's report of an intention to subscribe to Consumer Reports is highly reliable. A researcher believes this constitutes a valid measurement of dissatisfaction with the economic system and alienation from big business.

b. A general-interest magazine claimed that it was a better advertising medium than television programs with similar content. Research had indicated that for a soft drink and other test products, recall scores were higher for the magazine ads than for 30-second commercials.

c. A respondent's report of frequency of magazine reading consistently indicates that she regularly reads Good House-keeping and Gourmet and never reads Cosmopolitan.

2. Indicate whether the following measures use a nominal, ordinal, interval, or ratio scale:


a. Prices on the stock market

b. Marital status, classified as "married" or "never married"

c. A yes/no question asking whether a respondent has ever 

been unemployed

d. Professorial rank: assistant professor, associate professor, or 

professor

e. Grades: A, B, C, D, or F

 







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