9&10 Flashcards
3 Main types of response format questions
Open-ednded
Categorical
Metric
_____________ means assigning numbers or other symbols to characteristics of objects according to certain pre-specified rules.
Measurement
___________ involves creating a continuum upon which measured objects are located.
Scaling
___________ scale serve only as labels or tags for identifying and classifying objects
Nominal
____________ scale captures the relative extent to which objects possess some characteristic
Primary
Numbers on football players uniforms, country names, and phone numbers are ____________ scales
Nominal
Quality rankings; rankings of teams in a tournament
Ordinal
Attitudes; opinions; index numbers are examples of ______ scale
Interval
Age; income; costs; sales; market shares are ________ scale
Ratio
What are the types of scaling techniques
Comparative Scales
Non comparative Scales
_______ Involve the direct comparison of stimulus objects and data must be interpreted in relative terms and have only ordinal or rank order properties.
Comparative Scales
In __________ scale each object is scaled independently of the others in the stimulus set.
Non-comparative Scales
3 Types of Comparative Scales
Paired Comparison
Rank Order
Constant Sum
_______ scale requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects.
Linker Scale
When ask “Please circle the number on the following scale that best describes this class:” is a ______ sacal. Use for Brand Perception Studies
Semantic Differential Scale
