Chapter 7 Vocab

Question 1

Measurement

Answer 1

Is the process of assigning intensity to the information about constructs, concepts, and objects.

Question 2

What is a construct?

Answer 2

An abstract idea or concept formed in a person’s mind.

Question 3

What are Characteristics?

Answer 3

The variables that collectively define the concept and make it possible to measure it.

Question 4

Brand Equity

Answer 4

The value a customer places on a named branded vs. the same product with a nonexistent brand.

Question 5

5 Components of Brand Equity

Answer 5

1. Performance
2. Social Image
3. Value
4. Trustworthiness
5. Attachment

Question 6

Scale Measurement

Answer 6

Assigns a set of scale descriptors to represent range of possible responses about the object or construct.

Question 7

What are the four basic scale levels?

Answer 7

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

Question 8

What are the properties of scale measurements?

Answer 8

1. Assignment
2. Order
3. Distance
4. Origin

Question 9

Nominal Scales

Answer 9

Focus on only requiring a respondent to provide some type of descriptor as the raw response.

Question 10

Ordinal Scales

Answer 10

Allow the respondent to express “relative magnitude” between the raw responses to a question.

Question 11

Interval Scales

Answer 11

Demonstrate the absolute differences between each scale point.

Question 12

Ratio Scales

Answer 12

Allow for the identification of absolute differences between each scale point, and absolute comparisons between raw responses.

Question 13

Scale Reliability

Answer 13

Extent to which a scale can reproduce the same or similar measure result in repeated trials.

Question 14

4 Steps in designing high-quality scales

Answer 14

1. Understand the research problem
2. Establish detailed data requirements
3. Identifying and developing constructs
4. Selecting the appropriate measurement of scale

Question 15

Central Tendencies

Answer 15

Mode, Mean, Median

Question 16

Dispersion

Answer 16

Frequency Distribution, Range, and Standard Deviations

Question 17

Frequency Distribution

Answer 17

How many times in total each response was given.

Question 18

Range

Answer 18

Group responses into subgroups with lower and upper boundaries.

Question 19

Standard Deviations

Answer 19

Degree of variation in data, allows translation into normal curve.

Question 20

What are the 7 steps in the scale/construct development process?

Answer 20

1. Identify + define construct
2. Create initial pool of attribute statements
3. Assess and select reduced set of items
4. Design scales + pretest
5. Complete statistical analysis
6. Refine and purify scales
7. Complete final scale evaluation

Question 21

Likert Scale

Answer 21

A scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral statements about a given object

Question 22

Semantic Differential Scale

Answer 22

A unique bipolar (good/bad/like/dislike) scale format that captures a person’s attitudes and feelings about a given object.

Question 23

Behavioral Intention Scale

Answer 23

A special time of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame.

Question 24

Scale Measurement Issues

Answer 24

1. Single or Multiple Item Scales
2. Clear Wording
3. Screening Questions
4. Skip Questions