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Marketing Research > Quiz3excel > Flashcards

Quiz3excel Flashcards

1
Q

Which scale is pictured?

A

Graphic Rating Scales

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2
Q

What is the process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules for representing quantities or qualtiies of attributes?

A

Measurement

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3
Q

What is a rule in marketing research?

A

A guide, method, or command that tells a researcher what todo

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4
Q

What are the four basic levels of measurement?

A

Nominal scales, ordinal scales,interval, and ratio

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5
Q

Which scale partitions data into categories that are mutally exclusive

A

Nominal

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6
Q

Which scale is used to indicate rank order?

A

Ordinal

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7
Q

Which scale has an absolute zero?

A

Ratio

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8
Q

What are two sources of measurements errors?

A

Systematic errors (faults in measurement instrument or process) and random errors (error transient in nature)

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9
Q

What is a measurement scale that provides consistent results over time and is free from random error?

A

Reliability

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10
Q

Wich basic level of measurement does marketing research use most often?

A

Interval

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11
Q

What are three ways to assess reliability?

A

Test Retest Reliability (repeating measurement using same instrument),Equivalent form reliability, and Internal Consistency (Split-half technique

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12
Q

What is the degree to which what a researcher was trying to measure was actually measured?

A

Validity

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13
Q

What are three forms of validity?

A

Face, Content, and Criterion-Related

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14
Q

What is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment?

A

Attitude

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15
Q

What are three components of Attitudes?

A

Affective (feelings), Cognitive (awareness and knowledge), and Behavioral (buying intentions/behaviors)

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16
Q

What type of scale shows graphic coninuum typically anchored by two extremes?

A

Graphic rating scales

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17
Q

What type of scale has respondents select from a limited number of ordered categories rather than placing a check mark

A

Itemized

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18
Q

What type of scale has respondents compare two or more items and rank each item?

A

Rank order scale

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19
Q

What type of scale has the respondent pick one of two objects in a set based on stated criteria?

A

Paired Comparisons

20
Q

Which scale has the respondent divide a given number,typically 100, among two or more attributes?

A

Constant Sum Scales

21
Q

Which scale begins with determinig a concept to be rated and then selected oppposite pairs of words or phrases are rated on a scaled?

A

Semantic Differential Scales

22
Q

Which scale requires respondent to rate on a scale ranging, often from +5 to -5, how closely and in what direction?

A

Stapel Scale

23
Q

What scale is a series of statements that express either a favorable or unfavorable attitude toward concept and respondent asked level of agreement or disagreement?

A

Likert Scales

24
Q

Which scale is used to measure a respondent’s intention to buy or not buy a product?

A

Purchase intent scales

25
Q

What is a set of questions designed to generate data necessary for accomplishing the objectives of the research project?

A

Questionaire

26
Q

What is the pivotal role of a questionaire?

A

Positioned between survey objectives and respondents’ information and translates objectives into specific questions to solicit information

27
Q

What are some criterion for good questionaires?

A

Does it provide necessary decision-making information, does it consider respondents, does it meet editing, coding, and processing requirements

28
Q

What is the first step in the questionaire design process?

A

Determining survey objectives, resources, and constraints

29
Q

What do you do after you determine survey objectives, resources, and constraints?

A

Determine the data collection method (internet, personal interviews, telephone, mail?)

30
Q

What are the three question response formats?

A

Open-ended, close-ended, and scaled-response questions

31
Q

What are open-eneded questions?

A

Questions that the respondents replies in her or his own words

32
Q

Close- ended questions require respondents to_____?

A

Choose from a list of answers

33
Q

What are two types of close-ended questions?

A

Dichotomous and multiple choice

34
Q

What is a dichotomous question?

A

Close-ended question that asks the respondens to choose between two answers (yes or no, agree disagree)

35
Q

What is a close-ended question in which the response choices are designed to capture the intensity of the respondent’s feeling?

A

Scaled-response

36
Q

What do you need to consider when deciding the question wording?

A

Clearness, avoid bias, consider respondent’s ability to answer question and willingness to answer question

37
Q

What do you need to avoid when asking questions?

A

Avoid unncessary questions, complexity, leading and loaded questions, ambiguity, double-barreled, making assumptions, and burdensome questions

38
Q

What should you begin with in a questionaire?

A

Question that obtains a respondent’s interest

39
Q

What kind of question should you ask first, middle, and strategic points?

A

general first, work questions in middle, and prompters at strategic points

40
Q

What are some reasons to do a pretest?

A

Discover problems remaining, isnsure members know what is being asked, give interviewers a “trial run” assess length of time it takes to complete questionaire

41
Q
A

Likert Scale

42
Q
A

Itemzied Rating Scales

43
Q
A

Stapel Scales

44
Q
A

Paired Comparisons

45
Q
A

Semantic Differential

Marketing Research (6 decks)

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