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MKTG 440 > MKTG 440 Exam 2 > Flashcards

MKTG 440 Exam 2 Flashcards

1
Q

Measurement

A

Rules for assigning numbers to objects to represent quantities of attributes.

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2
Q

Nominal Scale

A

numbers are assigned to objects or classes of objects solely for the purpose of identification
-mode

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3
Q

Ordinal Scale

A

numbers are assigned to data on the basis of some order of objects

  • median
  • mode
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4
Q

Interval Scale

A

the numbers assigned legitimately allow the comparison of the size of the differences among and between the numbers

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5
Q

Ratio Scale

A

Measurement that has a natural, or absolute zero and therefore allows the comparison of absolute magnitudes of the numbers

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6
Q

Systematic Error

A

Error in measurement that is known as constant error since it affects the measurement in a constant way. (personality, response styles, wording of questions, methods of admin)

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7
Q

Validity

A

The degree to which a measure measures what it is supposed to measure.
-As systematic and/or random error increases, validity of a measure decreases

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8
Q

Reliability

A

The degree to which a measure is consistent across time, evaluators, and the items forming the scale.

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9
Q

Performance of objective

A

People are most likely to recount things that are consistent with their attitudes

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10
Q

Self-report

A

Direct questioning; most common approach

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11
Q

Graphic-rating scale

A

Place an X to reflect perceptions

  • “Unlimited” number of response categories
  • Continuous scale
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12
Q

Itemized-ratings scale

A

List of items, options to choose perceptions for each item

  • Limited number of response categories
  • 5 to 9 categories
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13
Q

Summated-ratings scale

A

Likert Scale

-degree of agreement or disagreement

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14
Q

Semantic-rating scale

A

selection between a set of bipolar adjectives or phrases

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15
Q

Comparitive-ratings scale

A

Divide X number of points between attributes.

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16
Q

Constant-sum method

A

Divide 100 points among five areas

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17
Q

Response set bias

A

All negative, neutral, positive.

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18
Q

Reverse scaling

A

a technique in which some of the items on a multi-item scale are written so that the most positive responses are at the opposite end of the scale from where they would normally appear

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19
Q

Global measure

A

to provide an overall assessment of an object or phenomenon, typically using one or two items

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20
Q

Composite measure

A

provide a comprehensive assessment of an object or phenomenon, with items to assess all relevant aspects or dimensions

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21
Q

Filter question

A

Are you the person that makes decisions?

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22
Q

Telescoping Error

A

If the respondent did something a long time ago, they feel like they did it recently, but memory may not be as accurate

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23
Q

Recall loss

A

Can’t remember when they did it

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24
Q

Randomized-response model

A

Initial “benchmark” study

-second survey, 200 respondents, flip a coin and answer the question, coin won’t be known to researcher.

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25
Q

Multichotomous question

A

respondents are asked to choose the alternative that most closely reflects their position on a subject

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26
Q

Response order bias

A

an error that occurs when the response to a question is influenced by the order in which the alternatives are presented

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27
Q

Split-ballot technique

A

A technique in which on phrasing is used for a question in half of the questionnaires while an alternate phrasing is used in the other half

28
Q

Leading question

A

Do you believe that Sontai Airlines should stop airing its misleading advertisements?

29
Q

Assumed consequences

A

When a question is not framed to clearly state the consequences and this generates different responses from individuals who assume different consequences

30
Q

Double-barreled question

A

Asking one question after another

31
Q

Funnel Approach

A

Start with broad questions, then get more specific towards end

32
Q

Question order bias

A

tendency for earlier questions on a questionnaire to influence respondents’ answers to later questions

33
Q

Branching question

A

Ask questions based off of other questions or answers

34
Q

Pretest

A

use of questionnaire on a trial basis in a small pilot study to determine how well the questionnaire works

35
Q

Census

A

type of sample plan where data are collected from or about each member of a population

36
Q

Sample

A

selection of a subset of elements from a larger group of objects

37
Q

Population

A

all cases that meet designated specifications for a group

38
Q

Incidence

A

percent of general population or group that qualifies for inclusion in the population

39
Q

Parameter

A
  • characteristic or measure of a population

- True value

40
Q

Statistic

A

A characteristic or measure of a sample

41
Q

Sampling error

A

difference between results obtained from sample and results that would have been obtained had info been gathered from population

  • decreased by increasing sample size
  • can be estimated
  • usually less troublesome than other kinds of errors
42
Q

Sampling frame

A

List of population elements from which a sample will be drawn

  • customer database
  • telephone directories
  • lists developed by data compilers
43
Q

Probability sample

A

has some chance to be selected

44
Q

Non-probability sample

A

doesn’t have a chance to be selected

  • convenience
  • judgement
  • quota
45
Q

Sequential sample

A

sample formed on the basis of a series of successive decisions

46
Q

Convenience sample

A

right place at the right time

47
Q

Judgement sample

A

population elements are handpicked because they are expected to serve the research purpose
-non-probability

48
Q

Snowball sample

A

a judgement sample that relies on the researcher’s ability to locate and initial set of respondents with the desired characteristics

49
Q

Quota sample

A

certain important characteristics of the population are represented proportionately in the sample

  • non-probability
  • Better sense of overall geodemographic distribution (gender, income, etc.)
50
Q

Simple random sample

A

each unit included in the population has a known and equal chance of being in the sample

51
Q

Systematic sample

A

sample in which every x element in the population is selected for the sample pool after a random start

52
Q

Sampling interval

A

k= Number in the sampling frame/Total sampling elements-k

53
Q

Total sampling elements (TSE)

A

The number of population elements that must be drawn from the population and included in the initial sample pool in order to end up with the desired sample size

54
Q

Stratified sample

A

Same within the group

Different between the groups

55
Q

Cluster sample

A

Different within the group

Same between the groups

56
Q

Precision

A

Degree of acceptable error in an estimate of a population parameter

57
Q

Confidence

A

Degree to which the researcher can feel assured that an estimate approximates the true value

58
Q

3 Factors researchers must take into account when selecting a sample size

A

Variance
Precision
Confidence

59
Q

How to calculate a sample size when estimating means and proportions?

A

means
n=z^2/H^2 (o^2)

sample size = z-score/half-precision * (variance)

proportions

n= z-score / H^2 * estimated population proportion (1-estimated population proportion)

60
Q

What way does the size of the population influence the size of the sample?

A

it doesn’t

-variance is the only thing that may indirectly affect it.

61
Q

What are non statistical methods of determining the sample size for a project?

A
  • Secondary data
  • Other info
  • Depending on analysis type
62
Q

Random error

A

error in measurement due to temporary aspects of the person or measurement situation and which affects the measurement in irregular ways. (mood, state of health, fatigue, situation in which measure is taken)

63
Q

Physiological reaction

A

a measure of intensity but not necessarily level of favorability

64
Q

Steps in questionnaire development.

A

1) specify what info
2) determine admin method
3) Determine content of individual questions
4) Determine form of response to each question
5) Determine form of response to each question
6) Determine question sequence
7) Determine physical characteristics of questionnaire
8) Develop recruiting message or script
9) Reexamine steps 1-8 and revise if necessary
10) pretest questionnaire and revise if necessary

65
Q

Technique used by researchers to handle to get respondents to cooperate

A
  • randomized response technique
  • Place sensitive questions near the end
  • Include a counter biasing statement
  • Ask about how others might feel
  • Ask for general rather than specific info
66
Q

Wording issues

A 
Simple words
Avoid ambiguous words
Avoid leading questions
Avoid Unstated Alternatives
Avoid assumed consequences

MKTG 440 (2 decks)

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