Chapter 11 and 12

Question 1

Levels of Measure (5)

Answer 1

1 Nominal - lowest level, only names it
2 Ordinal - places a category in order or rank
3 Interval - Not only the order but how far apart the order is. We know distance
4 Ratio - value zero is meant to mean “no amount” an observable thing that can vanish or be present

Question 2

What are the secrets to constructing a good cover letter?

Answer 2

AKA first contact with potential survey respondents
endorsements or partnership of trusted orgs
state the purpose of the research
indicate participation is voluntary
Indicate if it is anonymous or confidential (response rates are better)
State at least 3 times it is the respondent’s opinion that are important
state low responses damage the quality of the sample

Question 3

What does it mean for a questionnaire item to be mutually exclusive and exhaustive?

Answer 3

Mutually exclusive: a response fits into only one response category
Exhaustive: a category for every response

Question 4

double-barreled questions

Answer 4

One question that has two separate questions in it that may have two separate responses.

Question 5

What are checklists?

Answer 5

nominal variables
provides categories from which respondents
can choose

Question 6

What are ranking scales?

Answer 6

1. ordinal variables
2. place items in order of importance.
3. incorporate several considerations that must be made into one question, which makes them difficult for respondents

Question 7

What are Likert scales? Should you attach numbers to Likert scales?

Answer 7

1. ordinal
2. respondents choose a location along
   a continuum that best fits their opinion
3. The scale is symmetrical with one half a
   negative mirror image of the other
   and neutral midpoint.
4. Adding numbers is problematic because
   you can’t tell if the respondent is reacting
   to the terms (which are ordinal) or
   the numbers (which are interval).

Question 8

What are frequency scales?

Answer 8

1. interval or ratio

2. measures behaviors and events

Question 9

What are Semantic differential scales?

Answer 9

1. interval
2. respondents locate their opinions and
   feelings along a series of continua
3. The end points on each continuum are
   adjectives or modifiers that are opposite
   in meaning.