Justify treating seven- point likert scale as interval

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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 maga- zine 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. How is it that business researchers can justify treating a seven- point Likert scale as interval?

Reference no: EM132229780

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