Chapter 7- Measurement And Scale Constiction

Question 1

What is scaling?

Answer 1

Creating a continuum on which objects are located according to the amount of the measured characteristic they possess (putting numbers next to responses)

Question 2

What is easiest to measure? Height and weight or intelligence?

Answer 2

Height and weight-tangible

Question 3

In marketing research, we often measure what we call constructs, which is…

Answer 3

An abstract variable (non-tangible)

*usually unseeable things like interest & awareness, satisfaction, image, attitude, perception

Question 4

What is measurement?

Answer 4

Assigning numbers that reflect the amount of an attribute processed by an event, person or object

Question 5

What is validity?

Answer 5

The ability of a scale to measure what was intended to be measured

Question 6

What is reliability?

Answer 6

Measures that are consistent from one administration to the next

Question 7

What is sensitivity?

Answer 7

A measure’s ability to accurately measure variability in stimuli or responses

Question 8

What are the five steps in the measurement process?

Answer 8

1. Identify the construct of interest
2. Define the construct consecutively
3. Define the construct operationally
4. Develop the scale
5. Evaluate the scale

Question 9

What are the four scale types of levels of measurement?

Answer 9

Nominal, ordinal, interval, and ratio

Question 10

Does a nominal scale have an order characteristics?

Answer 10

No

Question 11

Does a nominal scale have an equal intervals characteristic?

Answer 11

No

Question 12

Does an ordinal scale have an order characteristic?

Answer 12

Yes

Question 13

Does an ordinal scale have an equal intervals characteristic?

Answer 13

No

Question 14

Does an ordinal scale have an absolute zero characteristic?

Answer 14

No

Question 15

Does an interval scale have an absolute zero?

Answer 15

No

Question 16

Does an interval scale have an order characteristic?

Answer 16

Yes

Question 17

Does an interval scale have an equal intervals characteristic?

Answer 17

Yes

Question 18

Does a ratio scale have an order characteristic?

Answer 18

Yes

Question 19

Does a ratio scale have an equal intervals characteristic?

Answer 19

Yes

Question 20

Does a ratio scale have an absolute zero characteristic?

Answer 20

Yes

Question 21

Essentially what is a nominal scale?

Answer 21

Categorization

Question 22

Essentially what is an ordinal scale?

Answer 22

Ranking

Question 23

What is an example of an interval scale?

Answer 23

Temperature – because it doesn’t have an absolute zero

Question 24

An absolute zero means…

Answer 24

No value-none of the property being measured exists

Question 25

It's 20°C twice as hot as 10°C?

Answer 25

No, because temperature isn't measured as an absence of heat

Question 26

Does the nominal scale have high or low power?

Answer 26

Low-power

Question 27

Does the ordinal scale has high or low power?

Answer 27

Higher power than nominal, but less power than interval and ratio

Question 28

Does the interval scale have high or low power?

Answer 28

Higher power than ordinal and nominal, but less power than ratio

Question 29

Does the ratio scale have a high or low power?

Answer 29

High-power

Question 30

How would an interval scale be informative to the client?

Answer 30

Where the distribution mostly lies

Question 31

What can't you measure with an ordinal scale?

Answer 31

Distance

Question 32

What will ensure that you're getting the most information you're able to get from the scale?

Answer 32

The more powerful of the scales