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4 - Marketing Research > Day 6+7 > Flashcards

Day 6+7 Flashcards

1
Q

Define reliability

A
  • An indicator of a measure’s internal consistency
  • A measure is reliable when different attempts at measuring something converge on the same result
  • When the measuring process provides reproducible results, the measuring instrument is reliable
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2
Q

Name 2 types of measuring reliability

A

1) Test-Retest (Stability)

2) internal Consistency (split-half or chronbachs alpha)

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3
Q

Describe the test-retest reliability

A

The test-retest method of determining reliability involves administering the same scale or measure to the same respondents at two separate times to test for stability

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4
Q

When is the test-retest reliability ensured?

A
  • If the measure is stable over time, the tests administered under the same conditions each time, should obtain similar results
  • > Represents a measure’s repeatability
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5
Q

How relates reliability to validity?

A
  • Good measures should be both precise (i.e., reliable) and accurate (i.e., valid).
  • Reliability is a necessary but insufficient condition for validity
  • A reliable scale may not be valid
  • A reliable but invalid instrument will yield consistently inaccurate results
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6
Q

Define internal consistency

A

Internal consistency assesses the correlation between multiple items in a test that are intended to measure the same construct

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7
Q

Describe the process of testing internal consistency

A
  • no repeating of test or involvement of other researches needed
  • Internal consistency of a multiple-item measure can be measured by correlating scores on subsets
  • survey questions with the sames intentions should have similar results and correlate strongly
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8
Q

Describe the split-half method to test internal consistency

A
  • Take half the items from the scale and checking them against the results from the other half
  • the answers to the two seperate halfs should be similar and correlate highly
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9
Q

Explain coefficient Alpha

A

Represents internal consistency by computing the average of all possible split-half reliabilities for a multiple item scale

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10
Q

What does coefficient alpha demonstrate?

A

whether or not the different items converge

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11
Q

Name the scale of consistency for coefficient alpha

A

0.80 - 0.96: very good reliability
0.70 - 0.80: good reliability
0.60 - 0.70: fair reliability
Below 0.60: poor reliability

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12
Q

Define validity

A
  • Validity is the accuracy of a measure

- Addresses the problem of whether a measure indeed measures what it is supposed to measure

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13
Q

What happens if a measure lacks validity?

A

any conclusions based on that measure are also likely to be faulty

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14
Q

Name 3 types of validity

A
  • Face (content) validity
  • Criterion validity
  • Construct validity
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15
Q

Explain face (content) validity

A

-refers to the subjective agreement among professionals that a scale logically reflects the concept being measured

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16
Q

Explain the criterion validity (concurrent)

A

-addresses the question: “Does my measure correlate with measures of similar concepts or known quantities?”

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17
Q

Explain construct variability

A

Exists when a measure reliably measures and truthfully represents a unique concept and consists of several components. The researcher should have a good, detailed description of the content domain.

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18
Q

Explain concurrent validity

A

In concurrent validity, we assess the operationalization’s ability to distinguish between groups that it should theoretically be able to distinguish between. For example, if we come up with a way of assessing brand loyalty, our measure should be able to distinguish between people who are loyal to a brand and those who are not.

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19
Q

Name components of construct validity

A
  • Face validity
  • Criterion validity
  • Convergent validity
  • Discriminant validity
  • Fit validity
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20
Q

Explain predictive (criterion) validity

A

In predictive validity, we assess the operationalization’s ability to predict something it should theoretically be able to predict. For instance, we might theorize that a measure of brand loyalty should be able to predict whether the person buy products of the brand.

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21
Q

Explain Convergent validity

A

In convergent validity, we examine the degree to which the operationalization is similar to (converges on) other operationalizations that it theoretically should be similar to. For instance, to show the convergent validity of loyalty to an American product, we might gather evidence that shows that the program is similar to other American products.

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22
Q

Explain Discriminant validity

A

In discriminant validity, we examine the degree to which the operationalization is not similar to (diverges from) other operationalizations that it theoretically should be not be similar to. For instance, to show the discriminant validity of loyalty to an American product, we might gather evidence that shows that the program is not similar to Chinese products.

23
Q

Elaborate the differences between reliability and validityE

A

A: The shots from the older gun are scattered ► low reliability
B: The shots from the newer gun are closely clustered and on target ► high reliability and validity
C: The shots from a newer gun are closely clustered but off target ► high reliability but low validity

24
Q

Define attitude

A

An enduring disposition to respond consistently in a given manner to various aspects of the world, including persons, events, and objects

25
Q

Name the 3 components of attitude

A

1) Affective component
2) Cognitive component
3) Behavioral component

26
Q

Describe the affective component of attitude

A

– expresses how much affinity someone has toward the relevant matter

27
Q

Describe the cognitive component of attitude

A

represents an individual’s awareness of the relevant matter

28
Q

Describe the behavioral component of attitude

A

-represents the action that corresponds to a certain type of attitude

29
Q

Definition of measurement

A

Measurement is the process of describing some property of a phenomenon of interest usually by assigning numbers in a reliable and valid way

30
Q

How does an researcher measure?

A

When numbers are used, the researcher must have a rule for assigning a number to an observation in a way that provides an accurate description

31
Q

Definition concepts

A

Generalized ideas that represent something of meaning
Examples:
age, sex, number of children are simple concepts
brand loyalty, personality and so on are more abstract

32
Q

Define operationalization

A

A process that involves identifying scales that correspond to variance in the concept

33
Q

Define scale

A

A range of values that correspond to different values in the concept being measured

34
Q

Why are levels of sales measurement important?

A

because it determines the mathematical comparisons that are allowed

35
Q

Name the four levels of sales measurement

A
  • Nominal
  • Ordinal
  • Interval
  • Ratio
36
Q

Define nominal scales

A

Represent the simplest type of scale and assign a value to an object for identification or classification purposes

37
Q

Give information on nominal scales

A
  • The value can be but does not have to be a number since no quantities are being represented
  • A qualitative scale
  • Useful even though they can be considered elementary
  • Marketing researchers use nominal scales quite often
38
Q

Name examples of nominal scales

A

Uniform numbers
Airport terminals
School bus numbers

39
Q

willkürlich

A

arbitrary

40
Q

Give information on ordinal scales

A

-Have nominal properties
-Allow things to be arranged based on how much of some concept they possess
Include ranking scales
-Are somewhat arbitrary

41
Q

Name an example for ordinal scales

A

-Example: “win,” “place,” and “show” in a horse race tells which horse was first, second, and third, but does not tell by how much a horse won

42
Q

Give information on interval scales

A
  • Have both nominal and ordinal properties
  • Capture information about differences in quantities of a concept
  • same interval between categories
  • Do not exactly represent some phenomenon
  • no natural zero point
43
Q

Name an example of interval scales

A
  • 20 °C is hotter than 10°C
  • no natural zero point
  • not allowed to multiplicate
  • 20°C is not two times hotter than 10 °C
44
Q

Give information on ratio scales

A
  • Represents the highest form of measurement
  • Have all the properties of interval scales with the additional attribute of representing absolute quantities
  • Represent absolute meaning
  • Provide iconic measurement
  • natural point zero
45
Q

What is the meaning of zero in ratio scales

A
  • Zero, therefore, has meaning in that it represents an absence of some concept
  • An absolute zero is a defining characteristic in determining between ratio and interval scales
46
Q

Name allowed numerical operations per level of scales measurement

A

Nominal: Counting
Ordinal: Counting and ordering
Interval: Common arithmetic operations
Ratio: all arithmetic operations

47
Q

Name examples for allowed numerical operations when using nominal scales

A

Counting: Frequencies, Mode

48
Q

Name examples for allowed numerical operations when using ordinal scales

A

Counting and Ordering: Frequencies, Mode, Median, Range

49
Q

Name examples for allowed numerical operations when using interval scales

A

Common arithmetic operations: mean, median, variance, standard deviation

50
Q

Name examples for allowed numerical operations when using ratio scales

A

all arithmetic operations: Mean, median, variance, standard deviation, dividing, multiplicating

51
Q

Name examples for interval scales

A
  • temperature

- performance rating of professors

52
Q

Name examples for ratio scales

A
  • salesvolume of salesperson (zero sales: natural zero)

- temoerature in °K (0 is 0)

53
Q

Name examples for ordinal scales

A
  • horserace

- level of education

4 - Marketing Research (5 decks)

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