Survey Methods: Measurement & Scale + Ch8

Question 1

Quantifying the qualitative steps

Answer 1

1. Identify and develop construct
2. Define construct (eg: operationally: how do you measure it?)
3. Develop a measurement scale
4. Test and evaluate the measurement scale

Question 2

6 qualitative concepts that can be quantified (BPRIBE)

Answer 2

Brand awareness
Patience
Risk attitude
Implicit attitude
Brand loyalty
Extroversion

Question 3

Conceptual definition

Answer 3

Description at a theoretical level

Question 4

Operational definition

Answer 4

Translation into observable phenomena

Question 5

Brand loyalty definition

Answer 5

Consumers’ emotional attachment to a brand

Question 6

Risk attitude

Answer 6

Propensity for taking or avoiding situations with probabilities of good and bad outcomes
Popular measurement is balloon test

Question 7

Measuring personality traits (big 5 model OCEAN)

Answer 7

Openness to experience (curiosity, imagination, flex)
Conscientiousness (discipline, organization)
Extraversion (outgoing, upbeat)
Agreeableness (sympathetic, trusting, considerate)
Neuroticism (negative feelings)

Question 8

Project Implicit

Answer 8

Implicit social cognition - “thoughts and feelings outside of conscious awareness and control”
Goal is to “educate the public about hidden biases and to provide a virtual lab for collecting data on the internet”

Question 9

Implicit Association Test (IAT)

Answer 9

Tests the unconscious biases and beliefs

Question 10

Reliability (2 criteria)

Answer 10

Ability to provide consistent data

Scale does not meet criteria if the the answer is no:
Test-retest
Internal consistency

Question 11

Test-retest

Answer 11

Does the scale give similar results over time?

Question 12

Internal consistency

Answer 12

Do different versions or portions of the scale give similar results?

Question 13

Validity (6 criteria)

Answer 13

Measuring intended target

Scale meets criteria (yes):
Face validity
Content validity

Scale does not meet criteria (no):
Concurrent validity
Predictive validity
Convergent validity
Discriminant validity

Question 14

Face validity

Answer 14

Does the scale seem appropriate for what its supposed to measure?

Question 15

Content validity

Answer 15

Does the scale include the right questions and exclude the wrong ones?

Question 16

Concurrent validity

Answer 16

Is the scale correlated with current related behaviours?

Question 17

Predictive validity

Answer 17

Does the scale predict future behaviour?

Question 18

Convergent validity

Answer 18

Is the scale measuring the same thing as similar scales?

Question 19

Discriminant validity

Answer 19

Is the scale measuring something different from different scales?

Question 20

2 measures that describe categorical variables

Answer 20

Nominal
Ordinal

Question 21

2 measures that describe numerical variables

Answer 21

Interval
Ratio

Question 22

Nominal measures

Answer 22

Describing categories that can only be categorized

Math: count, mode, freq

eg: gender

Question 23

Ordinal measures

Answer 23

Describes ordered categories, but numerical measures are limited as its still categorical

Math: count, mode, freq, median

eg: WTP, asking income range

Question 24

Interval scales

Answer 24

Describing numerical variables

Math: count, mode, freq, median, mean, standard dev

eg: WTP, exact income input, temperature

Question 25

Ratio scales

Answer 25

Describing numerical values + having a true zero

Math: count, mode, freq, mean, standard dev, percent diff

eg: 0kg = lack of weight
eg: 0 degrees C is not ratio, but interval. There is no lack of temp

Question 26

Graphic rating

Answer 26

Continuum anchored by extremes
eg: Yuck - Awesome

Question 27

Itemized rating

Answer 27

Limited number of ordered categories on a scale
eg: Yuck - meh - good - awesome

Question 28

Semantic differential scale

Answer 28

Interval scale that translates a person’s qualitative judgements into metrics that estimates is the semantic differential scale (good way to measure brand image)

Question 29

Stapel scale

Answer 29

Numbers that range from a minus end to a corresponding plus end with or without a zero as the midpoint