Midterm

Question 1

Steps for measuring things

Answer 1

Identify attributes you want to measure

Identify measurement scale appropriate for what you want to measure

Question 2

What are the four types of scales

Answer 2

Nominal
Ordinal
Interval
Ratio

Question 3

Nominal scale characteristics

Answer 3

Numbers are individual identification (Ex: SSN, locker numbers)

Central tendency: mode

Question 4

Ordinal scale

Answer 4

Numbers are assigned on the basis of some order of objects (Ex: rank your top 5 restaurants)

Central tendency: mode, median

Question 5

Interval scale definition

Answer 5

Assigned numbers legitimately allow the comparison of size of the difference among members

Central tendency: mode, median, mean

Question 6

What two things can we learn from interval scale

Answer 6

Which brand is preferred over another

Is the brand liked or disliked

Question 7

Ratio scale

Answer 7

Scale has a natural zero and allows comparison of absolute magnitude if the numbers

Central tendency: mode, median, mean, geometric mean

Question 8

Most popular way to measure things that can be seen or touched

Answer 8

Self reports

Question 9

Self report attitude measures: itemized rating scale

Answer 9

Respondent selects from a limited number of response categories that typically reflect increasing amounts of attribute being measured

Question 10

What is the likert scale?

Answer 10

Number of statements are written related to the issue in question and then participants express how much they agree or disagree

Average or add across items

Question 11

Semantic differential scale

Answer 11

Pairs of bipolar words or phrases that can be used to describe the object

Analyzed using
Snake diagram
Average across respondents

Question 12

Graphic ratings scale

Answer 12

Like itemized rating scale, but respondents mark their answer on a line

Question 13

Comparative rating scale

Answer 13

Requires participants to make their ratings as a series of relative judgments rather than independent assessments

Constant sum method: divide a set of points among two or more attributes
Good for eliminating halo effect
Better for measuring importance

Question 14

Number of scale positions

Answer 14

5-9
Odd allows for neutral position
Even forces people to express a positive or negative opinion

Question 15

Purchase intent scales

Answer 15

Used to estimate potential market share

Important with new product development

Question 16

Top box score

Answer 16

Add percentage of people who they definitely or probably would buy

Question 17

Multi attribute attitude scale

Answer 17

Instead of asking people whether they will purchase, you can model their purchase likelihood
Beliefs about your products attributes
Importance of those attributes

Question 18

What does multi attribute attitude scale data tell you?

Answer 18

Learn attitude about our brand

Attributes that most need to be improved

Question 19

Net promoter score

Answer 19

Based on business wisdom that customer recommendations are the best thing for out business

Question 20

NPS = % of promoters - % of dissuaders

Answer 20

Yes