Chapter 6: The Concept of Measurement & Attitude Scales

Question 1

The measurement process

Answer 1

1. identify the concept of interest
2. Develop a construct
3. A constitutive defintion
4. An operation definition
5. A measurement scale
6. Evaluate the reliability & validity of the scale
7. Utlizes the scale
8. Research findings

Question 2

Measurement

Answer 2

The process of assigning numbers of labels to persons, objects, or events in accordance with specific rules for representing quantities of qualities of attributes

Question 3

Rule

Answer 3

A guide, method, or command that tells a researchers what to do

Question 4

Step 1: Identify the concept of interest

Answer 4

The measurement process begins with the identification of the concept of interest, an abstract idea generalized from particular facts

Question 5

Step 2: Develop a construct

Answer 5

A specific type of concept that exists at a higher level of abstraction

Question 6

Step 3: Define the concept constitutively

Answer 6

A statement of the meaning of the central idea of concept under study, establishing its boundaries; also known as theoretical or conceptual definition

Question 7

Step 4: Define the concept operationally

Answer 7

A statement of precisely which observable characteristics will be measured and the process for assigning a value to the concept

Question 8

Step 5: Develop a measurement scale

Answer 8

A set of symbols or numbers so constructed that they symbols or numbers can be assigned by a rule to the individuals (or their behaviours or attitudes) to whom is scale is applied

Question 9

4 levels of measurement

Answer 9

1. Nominal level
2. Ordinal level
3. Interval level
4. Ratio level

Question 10

Nominal scales

Answer 10

Scales that partition data into mutually exclusive and collectively exhaustive categories

Question 11

Ordinal scales

Answer 11

Scales that maintain the labeling characteristic of nominal scales and have the ability to order data

Question 12

Interval scales

Answer 12

Scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative amounts, they may include an arbitrary zero point

Question 13

Ratio scales

Answer 13

Scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically

Question 14

Step 6: Evaluate the reliability & validity of the measurement scale

Answer 14

An ideal marketing research study would provide information that is accurate, precise, and lucid. Errors can be random or systemic (caused by human error)

Question 15

Reliability

Answer 15

The degree to which measures free from random error and, therefore, provide consistent data