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Marketing Research > Measurement Process (W10) > Flashcards

Measurement Process (W10) Flashcards

1
Q

Sampling errors

A

Random error

Systematic error

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2
Q

Systematic error

A

Measurement

Sample design

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3
Q

Measurement error

A
  • Processing error
  • Response bias
  • Nonresponse bias
  • Measurement instrument bias
  • Interviewer error
  • Surrogate information error
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4
Q

Sample design error

A
  • Selection error
  • Population specification error
  • Frame error
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5
Q

Random error

A

because of chance variation (difference between the sample value and the true value of the population mean); cannot be eliminated but reduced by increasing sample size

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6
Q

Systematic error

A

results from mistakes or problems in the research design or from flaws in the execution of the sample design.

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7
Q

Frame error

A
  • Results from using an incomplete or inaccurate sampling frame ; sample drawn may not be a true cross section of the target population
  • Can be minimized by getting the best sampling frame possible and doing preliminary quality control checks
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8
Q

Population specification error

A

• Results from an incorrect definition of the population or universe from which the sample is to be selected• Can be reduced or minimized only by more careful consideration and definition of population of interest

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9
Q

Selection error

A
  • Occurs when sampling procedures are incomplete or improper or when appropriate selection procedures are not properly followed
  • Can be minimized by developing selection procedures that will ensure randomness and by developing quality control checks
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10
Q

Surrogate information error

A
  • Results from a discrepancy between the information needed to solve a problem and that sought by the researcher; problem with defining research problem
  • Can be minimized by paying more attention to specification of the types of information required to fulfill research objectives
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11
Q

Interviewer error

A
  • Results from the interviewer’s influencing –consciously or unconsciously- the answers of the respondents; falsify door to door survey respondents
  • Minimized by careful interviewer selection and training; quality control checks to monitor interviewers
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12
Q

Measurement instrument bias

A
  • Results from the design of the questionnaire or measurement instrument; leading questions; recording errors
  • Minimized by careful questionnaire design and pretesting
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13
Q

Input error

A
  • Results from the incorrect input of information into a computer file or database; wrong button clicked
  • Can be minimized by using software checks to find illogical response patterns or improperly scanned machine-scored questionnaires
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14
Q

Nonresponse bias

A
  • Results from a systematic difference between those who do and those who do not respond to a measurement instrument
  • Minimize error by shortening questionnaire; making questionnaire more respondent friendly; doing callbacks, providing incentives, contacting people when they are more likely at home
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15
Q

Response bias

A
  • Results from the tendency of people to answer a question incorrectly through either deliberate falsification or unconscious misrepresentation
  • Minimize by paying special attention to research design; might make the respondent look uninformed or deal with sensitive issues should be modified.
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16
Q

Measurement scale

A

assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules

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17
Q

Reasons for assigning numbers to a measurement scale

A

for statistical analysis

universal communication

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18
Q

Rules for assigning number of characteristics

A

must be isomorphic (one-to-one correspondence between the numbers and characteristics being measured)
standardized

19
Q

Measurement process

A 
identify the concept of interest 
develop a construct 
create a constitutive defintiion 
develop an operational definition 
create a measurement scale 
evaluate the reliability and validity of the scale 
if evaluation is satisfactory use the scale 
research findings
20
Q

Concept

A

an abstract idea generalized from particularly facts; category of thought used to group sense data together as if they were all the same

21
Q

Construct

A

specific types of concepts that exist at a higher levels of abstraction than do everyday concepts

22
Q

Constitutive definition

A

a statement of the meaning of the central idea or concept under study

23
Q

Operational definition

A

specifies which observable characteristics will be measured and the process for assigning a value to the concept

24
Q

Scale

A

a set of symbols or numbers so constructed that the symbols or numbers that can be assigned by a rule to the individuals (or their behaviours or attitudes) to whom the scale is applied

25
Q

Characteristics definitions the level of measurement of a scale

A

Description - labels e.g. male/ female - agree/ disagree
Order - e.g. rank in order of preference
Distance - difference in units e.g. 5-1
Origin - fixed beginning

26
Q

Primary scales of measurement

A

nominal
ordinal
interval
ratio

27
Q

nominal

A

scales that partition data into mutually exclusive and collectively exhaustive categories e.g. choose a supermarket Asda/ Morrisons

28
Q

Ordinal

A

scales that maintain the labelling characteristics of nominal scales and have the ability to order data
• Numbers indicate the relative positions of the objects but not the magnitude of differences between them
e.g. ranking service

29
Q

Interval

A

scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative amounts
e.g. attitudes

30
Q

Ratio

A

scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically
e.g. age/ income

31
Q

Sources of measurement differences causing error

A 
Difference in... 
characteristic
personal factors 
situation factors 
administering survey
32
Q

Accessing the validity of a measurement instrument

A

Face validity
content validity
criterion-related validity
construct validity

33
Q

Face validity

A

o The degree to which a measurement instrument seems to measure what is supposed, to as judged by researchers

34
Q

Content validity

A

o The degree to which measurement items represent the universe of the concept under study

35
Q

Criterion-related validity

A

o The degree to which a measurement instrument can predict a variable that is designed a criterion
predictive/ concurrent validity

36
Q

Predictive validity

A

the extent to which a future level of a criterion variable can be predicted by a current measurement on a scale

37
Q

Concurrent validity

A

the extent to which a criterion variable measured at the same point in time as the variable of interest can be predicted by the measurement instrument

38
Q

Construct validity

A

o The degree to which a measurement instrument confirms a hypothesis created from a theory based on the concepts under study
Convergent/ discrimination validity

39
Q

Convergent validity

A

The degree of association among different measurement instruments that purport to measure the same concept

40
Q

Discrimination validity

A

A measure of the lack of association among constructs that are supposed to be different

41
Q

Reliability

A

degree to which measures are free from random error and therefore provide consistent data
test-retest reliability
equivalent for reliability
internal consistency reliability

42
Q

Test-retest reliability

A

ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible

43
Q

Equivalent for reliability

A

ability of two very similar forms of an instrument to produce closely correlated results

44
Q

Internal consistency reliability

A

ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon

Marketing Research (10 decks)

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