HC 5

Question 1

With what techniques can we measure self-reports?

Answer 1

-Thurstone scale
-Likert scale
-Osgood’s semantic differential

Question 2

What are some observational measures?

Answer 2

-Observe behaviour
-Facial muscular acitivity
-Physiological measures (special)

Question 3

What are some indirect measures?

Answer 3

-Error-choice method
-Projective techniques
-List experiment

Question 4

What are some reactive measures?

Answer 4

-Present attitude object and record response

Question 5

What are some non-reactive measures?

Answer 5

Observe traces.

Question 6

What do implicit measures measure?

Answer 6

There is no awareness and no control of the response. It infers attitude from the automatic response. Changing it, does not change behaviour and some studies have low reliability and validity.

Question 7

What is the net promotor score?

Answer 7

Measuring attitudes in marketing. Point scale with a statement about a brand or product.

Question 8

What is the Becker-DeGroot-Marschak method?

Answer 8

Individuals report their bids for an item. Price is randomely drawn. If the bid is higher than the price, they will buy it, if lower than not.

Question 9

What is the choise-based conjoint analysis?

Answer 9

Participant makes several choices between products with specified attributes. They may vary across choices.