The following is a measurement scale for Skepticism toward Advertising

Think about an example for each of the following scales. Please use your own example and not the textbook examples (so I’ll know you really understand the material). Please be sure to provide a detailed question with the choice options. You will not receive full credit for vague and unclear examples.

a nominal scale

an ordinal scale

an interval scale

a ratio scale

The following is a 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 on your standing on this scale (what does this rate means).

  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.