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
The classification of Noncompartive Rating Scales
Continuous Rating Scales
Itemized Rating Scales
A question with “Probably the worst to Probably the best” is an example of
Continuos Rating Scale
Very Dissatisfied, Dissatisfied, Neither Dissatisfied nor Satisfied, Satisfied, Very Satisfied.. this is example of what type of rating scale
Itemized
Unipolar ten-point scale, -5 to +5, without a neutral point (zero)
Stapel Scale
Seven-point scale with bipolar labels
Semantic Differential
__________ can be defined as the extent to which measures are free from random error.
Reliability
_________ is a subjective but systematic evaluation of how well the content of a scale represents the measurement task at hand.
Validity
