Chapter 8 Flashcards
What is measurement and properties in measurement?
Measurement: determining a description or amount of
some property of an object
Properties: features of an object that can be used to distinguish it from other objects
- Objective properties: observable + tangible
- Subjective properties: unobservable and intangible, must be translated onto rating scale
What are 3 types of measures?
- Nominal: scales label objects
Ex. Indicate your Gender (a. Male or b. Female) - Ordinal: scales indicate relative size differences
between objects.
Ex. Rank each brand in terms of preference - Scale measures: distance between each level is known
- Interval scales are used to measure unobservable
constructs.
Ex. Rate each TV show based on enjoyment
American Idol (1, 2, 3, 4, 5)
- Ratio scales have a true zero point
Ex. Indicate your age ___ years
What is the Likert scale?
Likert scale is a interval scale commonly used by marketing researchers. Respondents indicate their degree of agreement or disagreement on a symmetric agree–disagree scale for a series of statements.
- The Likert scale format measures intensity of agreement or disagreement.
What is a semantic differential scale?
- Semantic differential scale is a rating scale used to measure attitudes and opinions of respondents toward object, person, event, idea
- Uses bipolar adjectives like good-bad on continuum
- One concern is the halo effect: a general overall feeling about a brand or store could bias responses on its specific properties.
What is the stapel scale?
Stapel scale relies on positive and negative numbers, typically ranging from +5 to −5. The scale may or may not have a neutral zero.
What is difference between symmetric and non-symmetric interval scales?
Symmetric interval scale is “balanced”, has equal amounts of positive and negative positions. Also has “no opinion” or “neutral” separating both sides.
Non-symmetric interval scale has degrees of positive positions, would be more appropriate because people don’t think in degrees of negative importance.
Define what reliability and validity are in measurement
Reliability: respondent responds in same or similar manner to an identical or nearly identical measure
Validity: accuracy or exactness of the measurement
What are the 5 key functions of a questionnaire?
- Translates research objectives into specific questions asked of respondents
- Standardizes questions and response categories so every participant responds to identical stimuli
- Serves as record of the research
- Depending on data collection mode used, like online, a questionnaire can speed up the process of data analysis
- Contains the information on which reliability and validity assessments may be made
What is the questionnaire design process?
- Determine what and how to measure (identify constructs’ properties and type of measure for each)
↓ - Decide on wording (word each question using dos and avoiding don’ts)
↓ - Organize questionnaire (write introduction, put questions in order, use skip logic as needed)
↓ - Finalize and launch (get client approval, pretest, code, launch)
- Must minimize question bias (ability of question wording to influence respondent answers)
What is questionnaire development? What should questions measure (4 things)
Questionnaire development is selecting appropriate response formats and wording questions that
are understandable, unambiguous, and unbiased
Marketing researchers should develop research questions that measure
- Attitudes
- Beliefs
- Behaviours
- Demographics
What are the 4 do’s of question wording?
- The question should be focused on a SINGLE ISSUE or topic.
- The question should be BRIEF
- The question should be grammatically SIMPLE.
- The question should be CRYSTAL CLEAR
What are the 4 don’ts of question wording?
- Don’t LEAD the respondent to particular answer
- Don’t use LOADED wording (wording has a sneaky presupposition)
- Don’t use a “DOUBLE-BARRELED” question (2 diff questions in one)
- Don’t use words that overstate the case
Define questionnaire organization
Questionnaire organization is the sequence of statements and questions that make up a questionnaire
– Well-organized questionnaires motivate respondents to be conscientious and complete.
– Poorly organized questionnaires discourage respondents and may cause them to stop answering questions in the middle of the survey
What are incentives and 2 forms of incentives?
Incentives are offers to do something for respondent to increase the probability they will participate in the survey
1. Anonymity - respondent is not known or identified
2. Confidentiality - respondent’s identity not divulged to client or third party
What is skip/display logic?
Skip logic: allows questionnaire designer direct the online
survey to ask questions based on previous answers
Display logic: same as skip logic
