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Marketing Research > Chapter 7 > Flashcards

Chapter 7 Flashcards

1
Q

what are the scales of measurement?

A

-ratio
- interval
-ordinal
-nominal

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2
Q

What is nominal scale?

A

 Measurement in which numbers are assigned to objects or classes of objects solely for the purpose
of identification
 Responses are used to identify belonging to category

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3
Q

What is an example of nominal scale?

A

 What is your Gender?
1) Female 2) Male
 Did you purchase a car in the past year?
1) Yes 2) No

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4
Q

What is an ordinal scale?

A

 Measurement in which numbers are assigned to data on the basis of some order (e.g., more
than, greater than) of objects, e.g.; ranking
 Also take on the properties of nominal scale (identification)

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5
Q

What is an example of an ordinal scale?

A

 Brand Preference: Rank the following mascara brands (1=Most preferred, 4=Least
preferred)
__ Clinique
__ Cover Girl
__ Estee Lauder
__ Maybelline

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6
Q

What is an interval scale?

A

 Measurement in which the assigned numbers legitimately allow the comparison of the
size of the differences among and between numbers
 Also take on the properties of nominal (identification) and ordinal (rank order) scales

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7
Q

What is an example of an interval scale?

A

Brand Attitude: What is your feeling toward each of the following mascara brands
(1=Negative, 5=Positive)?
Clinique 1 2 3 4 5
Cover Girl 1 2 3 4 5
Estee Lauder 1 2 3 4 5
Maybelline 1 2 3 4 5

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8
Q

What is a ratio scale?

A

Measurement that has a natural, or absolute, zero and therefore allows the
comparison of absolute magnitudes of the numbers
 Also take on the properties of nominal (identification), ordinal (rank order), and
interval (rating) scales

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9
Q

What is an example of a ratio scale?

A

Units Sold: How many cases of each of the following mascaras were sold last
month?
Clinique_____ cases
Cover Girl _____ cases
Estee Lauder_____ cases
Maybelline _____ cases

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10
Q

What is the difference between ordinal data and ratio data?

A

ordinal data cannot determine the exact amount and ratio data can be put into categories

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11
Q

How can attitudes, perceptions, and preferences be measured?

A

Most of the time they are assessed via respondent self-reports
 A communication method is employed and respondents are asked for their
evaluations (i.e., attitudes) with regard to an attitude object

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12
Q

Two most common scale types are both at the interval level of
measurement:

A

Likert Scale (Summated-Rating Scale)
 Semantic-Differential Scale

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13
Q

What are likert scales?

A

statements with a scale from strongly disagree to strongly agree.

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14
Q

What is semantic differential scales?

A

Two adjectives and you rate how close one is to another. Example unreliable ** reliable

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15
Q

What is a graphics rating scale?

A

Asking someone to place an x or check mark to determine how important something is to them.

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16
Q

What is a constant sum comparative ratings scale?

A

asking them to divide poiints up into what is most important to them

17
Q

What is a composite measure?

A

a measure that
includes multiple items that assess
different dimensions

18
Q

How many items should a composite
measure include?

A

As many as it takes to fully capture the concept
being measured (the researcher should use
their best judgment)

19
Q

What is reliability?

A

refers to the degree to which the scale produces consistent
results. It is the ability of a measure to obtain consistent scores for the
same variable across time, across different evaluators or across the items
forming the measure. Example target bullets are bunched but far from target

20
Q

What is validity?

A

refers to the ability of a measure to assess the right
construct/phenomena/trait. Example target bullets are in the center

21
Q
A

Ordinal

22
Q
A

nominal

23
Q
A

Ratio

24
Q
A

Interval

25
Q

What type of scale is this?

A

Graphics Rating Scale

26
Q

What type of scale is this?

A

Semantic Differential Scale

27
Q

What type of scale is this?

A

Constant Sum Comparative Scale

28
Q

What type of scale is this?

A

Semantic Differential Scale

29
Q

What type of scale is this?

A

Likert Scale

Marketing Research (10 decks)

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