Quiz3excel Flashcards
Which scale is pictured?
Graphic Rating Scales
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?
Measurement
What is a rule in marketing research?
A guide, method, or command that tells a researcher what todo
What are the four basic levels of measurement?
Nominal scales, ordinal scales,interval, and ratio
Which scale partitions data into categories that are mutally exclusive
Nominal
Which scale is used to indicate rank order?
Ordinal
Which scale has an absolute zero?
Ratio
What are two sources of measurements errors?
Systematic errors (faults in measurement instrument or process) and random errors (error transient in nature)
What is a measurement scale that provides consistent results over time and is free from random error?
Reliability
Wich basic level of measurement does marketing research use most often?
Interval
What are three ways to assess reliability?
Test Retest Reliability (repeating measurement using same instrument),Equivalent form reliability, and Internal Consistency (Split-half technique
What is the degree to which what a researcher was trying to measure was actually measured?
Validity
What are three forms of validity?
Face, Content, and Criterion-Related
What is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person’s environment?
Attitude
What are three components of Attitudes?
Affective (feelings), Cognitive (awareness and knowledge), and Behavioral (buying intentions/behaviors)
What type of scale shows graphic coninuum typically anchored by two extremes?
Graphic rating scales
What type of scale has respondents select from a limited number of ordered categories rather than placing a check mark
Itemized
What type of scale has respondents compare two or more items and rank each item?
Rank order scale
What type of scale has the respondent pick one of two objects in a set based on stated criteria?
Paired Comparisons
Which scale has the respondent divide a given number,typically 100, among two or more attributes?
Constant Sum Scales
Which scale begins with determinig a concept to be rated and then selected oppposite pairs of words or phrases are rated on a scaled?
Semantic Differential Scales
Which scale requires respondent to rate on a scale ranging, often from +5 to -5, how closely and in what direction?
Stapel Scale
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?
Likert Scales
Which scale is used to measure a respondent’s intention to buy or not buy a product?
Purchase intent scales
What is a set of questions designed to generate data necessary for accomplishing the objectives of the research project?
Questionaire
What is the pivotal role of a questionaire?
Positioned between survey objectives and respondents’ information and translates objectives into specific questions to solicit information
What are some criterion for good questionaires?
Does it provide necessary decision-making information, does it consider respondents, does it meet editing, coding, and processing requirements
What is the first step in the questionaire design process?
Determining survey objectives, resources, and constraints
What do you do after you determine survey objectives, resources, and constraints?
Determine the data collection method (internet, personal interviews, telephone, mail?)
What are the three question response formats?
Open-ended, close-ended, and scaled-response questions
What are open-eneded questions?
Questions that the respondents replies in her or his own words
Close- ended questions require respondents to_____?
Choose from a list of answers
What are two types of close-ended questions?
Dichotomous and multiple choice
What is a dichotomous question?
Close-ended question that asks the respondens to choose between two answers (yes or no, agree disagree)
What is a close-ended question in which the response choices are designed to capture the intensity of the respondent’s feeling?
Scaled-response
What do you need to consider when deciding the question wording?
Clearness, avoid bias, consider respondent’s ability to answer question and willingness to answer question
What do you need to avoid when asking questions?
Avoid unncessary questions, complexity, leading and loaded questions, ambiguity, double-barreled, making assumptions, and burdensome questions
What should you begin with in a questionaire?
Question that obtains a respondent’s interest
What kind of question should you ask first, middle, and strategic points?
general first, work questions in middle, and prompters at strategic points
What are some reasons to do a pretest?
Discover problems remaining, isnsure members know what is being asked, give interviewers a “trial run” assess length of time it takes to complete questionaire
Likert Scale
Itemzied Rating Scales
Stapel Scales
Paired Comparisons
Semantic Differential
