Chapter 7 Vocab Flashcards
Measurement
Is the process of assigning intensity to the information about constructs, concepts, and objects.
What is a construct?
An abstract idea or concept formed in a person’s mind.
What are Characteristics?
The variables that collectively define the concept and make it possible to measure it.
Brand Equity
The value a customer places on a named branded vs. the same product with a nonexistent brand.
5 Components of Brand Equity
- Performance
- Social Image
- Value
- Trustworthiness
- Attachment
Scale Measurement
Assigns a set of scale descriptors to represent range of possible responses about the object or construct.
What are the four basic scale levels?
- Nominal
- Ordinal
- Interval
- Ratio
What are the properties of scale measurements?
- Assignment
- Order
- Distance
- Origin
Nominal Scales
Focus on only requiring a respondent to provide some type of descriptor as the raw response.
Ordinal Scales
Allow the respondent to express “relative magnitude” between the raw responses to a question.
Interval Scales
Demonstrate the absolute differences between each scale point.
Ratio Scales
Allow for the identification of absolute differences between each scale point, and absolute comparisons between raw responses.
Scale Reliability
Extent to which a scale can reproduce the same or similar measure result in repeated trials.
4 Steps in designing high-quality scales
- Understand the research problem
- Establish detailed data requirements
- Identifying and developing constructs
- Selecting the appropriate measurement of scale
Central Tendencies
Mode, Mean, Median
Dispersion
Frequency Distribution, Range, and Standard Deviations
Frequency Distribution
How many times in total each response was given.
Range
Group responses into subgroups with lower and upper boundaries.
Standard Deviations
Degree of variation in data, allows translation into normal curve.
What are the 7 steps in the scale/construct development process?
- Identify + define construct
- Create initial pool of attribute statements
- Assess and select reduced set of items
- Design scales + pretest
- Complete statistical analysis
- Refine and purify scales
- Complete final scale evaluation
Likert Scale
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
Semantic Differential Scale
A unique bipolar (good/bad/like/dislike) scale format that captures a person’s attitudes and feelings about a given object.
Behavioral Intention Scale
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.
Scale Measurement Issues
- Single or Multiple Item Scales
- Clear Wording
- Screening Questions
- Skip Questions
