mktg 465 final 04S measurement Flashcards
what kind of scale has no obvious relation between the quantity of the construct being measured and the numerical value assigned to it?
nominal
implying that the numbers assigned to objects are classifying them but have no true numeric meaning
nominal “namesake”
what kind of scale can order the data but the numbers do not imply absolute quantities or equal intervals?
ordinal scale
what kind of scale has equal intervals between points to show relative change and the intervals have meaning?
interval scale
what kind of scale has a meaningful zero point so that magnitudes can be compared, and the zero value indicates absence of a construct?
ratio scale
what are the 4 steps to measure marketing constructs?
specify construct domain, generate a universe of statements describing the construct, establish measurement criteria, assess accuracy and stability of the construct measures.
state the central idea of concept under study
specify construct domain
the observable characteristics to be measured, make a list.
generate a universe of statements describing the construct
process for assigning value to the construct
establish measurement criteria
what type of rating requires a categorical response anchored by polar opposite descriptives?
descriptive rating
what type of rating requires a numerical response anchored by polar opposite descriptives?
numerical rating
the degree to which a measure appears to assess what it is supposed to assess, a judgement call of the researcher
face validity
a matter of judgement supported by academic literature, previous studies
content validity
what are the 2 dimensions of reliability?
repeatability and internal consistency
consistency within/between groups of questions comprising the scale
internal consistency
replication to determine similarity between two separate administrations of the scale
repeatability
the ability of the same instrument to produce consistent results when used a second time under identical conditions
test-retest
ability to produce similar results using different samples
equivalent sample
what are the 2 measures of repeatability?
test re-test, equivalent sample
what are the 2 measures of internal consistency
split-half technique and equivalent form
the ability to produce similar results using two instruments as similar as possible to measure the same object
equivalent form
dividing into two the total set of measurement items and correlating the results
split-half technique
what measures internal consistency and is the mean correlation of all possible ways of splitting a set of items in half?
coefficient alpha
at what level is cronbach’s alpha or coefficient alpha reliable?
over 0.6
