W7&8 ppt Flashcards
Is the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way.
Measurement
___________________ can be thought of as a generalized idea that represents something of meaning
Concept
A device providing a range of values that correspond to different vales in a concept being measures.
Scales
represent the most elementary level of measurement
Nominal scales
allow things to be arranged in order based on how much of some concept they possess.
Ordinal scales
have both nominal and ordinal properties, but they also capture information about differences in quantities of a concept
Interval scales
represent the highest form of measurement
ratio scales
assigns a value to an object for identification or classification purposes only. the value can be, but does not have to be, a number because no quantities are being represented. in this sense, a ________________is truly a qualitative scale.
nominal scales
allow things to be arranged in order based on how much of some concept they possess. in other words, an ___________________________ is a ranking scale.
ordinal scales
Ordinal scales allow things to be arranged in order based on how much of some concept they possess. in other words, an ordinal scale is a _______________.
ranking scale
In fact, we often use the term rank order to describe an __________________
ordinal scales
have both nominal and ordinal
properties, but they also
capture information about
differences in quantities of
a concept.
Interval Scales
represent the highest form of measurement in that they have all the properties of interval scales with the additional attribute of representing absolute quantities.
Ratio scales
provide iconic measurement.
Ratio scales
are those that take on only one of a finite number of values.
Discrete Measure
A _________________ is most often
used to represent a classification
variable.
Discrete Measure
— discrete scale–
Therefore, _____________ do not represent intensity of measures, only membership.
Discrete Measure
–Discrete scale–
- Yes - or - No Response
- Disagree - Neutral - Agree
are example of ____________
Discrete Measure
A ___________________ is one that takes one of a set of particular values. These could be qualitative values (for example, different breeds…
Discrete measure
are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept.
Continuous Measure
A ______________ is one that is defined in terms of a real number.
It could fall anywhere in a particular range of values, though …
Continuous Measure
A scale created by simply summing (adding together) the response to each item making up the composite measure.
Summated scales
are continuous measures.
Ratio measures
means that the value assigned for a response is treated oppositely from the other items.
Reverse Coding
Thus, on a 5-point scale, the values are reversed as follows:
* 5 becomes 1
* 4 becomes 2
* 3 stays 3
* 2 becomes 4
* 1 becomes 5
Reverse coding
A measurement task that requires respondents to rank order a small number of stores, brands, or objects on the basis of overall preference or some characteristic of the stimulus.
Ranking
- A measurement task that
requires respondents to estimate the magnitude of a characteristic or quality that a brand, store, or object possesses.
Rating
A measurement task that
presents a respondent with several objects or product concepts and requires the
respondent to arrange the objects into piles or classify the product concepts.
Sorting
- A measurement task that
identifies preferences by requiring respondents to choose between two or more alternatives.
Choice
- What should be asked?
- How should questions be phrased?
- In what sequence should the questions be
arranged? - What questionnaire layout will best serve the
research objectives? - How should the questionnaire be pretested?
- Does the questionnaire need to be revised?
is example of what ___________________
QUESTIONNAIRE DESIGN
Creating good measures involves both writing good questions and organizing them to form the questionnaire. _______________ is a multistage process that …
Questionnaire design
A questionnaire is relevant to the
extent that all information collected addresses a research question that will help the decision maker address the current business problem.
Questionnaire Relevancy
Consider how wide or narrow a range you’ll include in your response items, and their relevance to your
Questionnaire Relevancy
Asking a wrong question or an
irrelevant question is a common pitfall.
Questionnaire Relevancy
means that the information
is reliable and valid.
Accuracy
While experienced researchers generally believe that questionnaires should use simple, understandable, unbiased, unambiguous, and nonirritating words, no step-by-step procedure for ensuring accuracy in question writing
can be generalized across projects.
Accuracy
Survey accuracy is the extent to which a questionnaire result represents the attribute being measured in the group of interest or population.
Questionnaire Accuracy
Questions that pose
some problem and ask respondents to answer in their own words.
Open-Ended Response Questions
- What names of local banks can you think of?
- What comes to mind when you look at this advertisement?
- In what way, if any, could this product be changed or
improved? - I’d like you to tell me anything you can think of, no matter
how minor it seems.
Open-Ended Response Questions
Questions in which respondents are given specific, limited alternative responses and asked to choose the one closest to their own viewpoint.
Fixed-Alternative Questions
- Did you use any commercial feed or supplement for livestock or poultry in 2024?
Box- (/) Yes
Box- (-) No
Fixed-Alternative Questions
Would you say that the labor quality in Japan is higher, about the same, or not as good as it was 10 years ago?
Box- (-) Higher
Box- (/) About the same
Box- (-) Not as good
Fixed-Alternative Questions
- A fixed- alternative question that requires the respondent to choose one of two alternatives.
- Did you have any overnight travel for work-related activities last month?
Box- (/) Yes
Box- (-) No
Simple-Dichotomy (Dichotomous) Question
A fixed-alternative question that requires the respondent to choose one response from among multiple alternatives.
- Please give us some information about your flight.
In which section of the aircraft did you sit?
__First class
__Business class
__Coach class
Determinant-Choice Question
- A fixed- alternative question that asks for an answer about
general frequency of occurrence. - How frequently do you watch MTV?
__Every day
__2– times a week
__ Less than once a week
__5–6 times a week
__ Once a week
__ Never
Frequency-Determination Question
A fixed-alternative question that allows the respondent to provide multiple answers to a single
question by checking off items.
Checklist Question
- Please check which, if any, of the following sources of information about investments you regularly use.
__Personal advice of your broker(s)
__Brokerage newsletters __Brokerage research reports __Investment advisory service(s) __Conversations with other investors
__None of these
__Other (please specify) __________
Checklist Question
Type of Fixed-Alternative Questions
- Simple-Dichotomy (Dichotomous) Question
- Determinant-Choice Question
- Frequency-Determination Question
- Checklist Question
Several similar questions
arranged in a grid format.
Multiple-Grid Question
TRADITIONAL QUESTIONNAIRES
Multiple-Grid Question
In an Internet questionnaire, a circular icon, resembling a button, that activates one response choice and deactivates others when a respondent clicks on it.
Radio Button
In an Internet questionnaire, a space-saving device that reveals responses when they are needed but otherwise hides them from view.
Drop-Down Box
In an internet questionnaire, small graphic boxes, next to
answers, that a respondent
clicks on to choose an answer; typically, a check mark or an X appears in the box when the respondent clicks on it.
C h e c k B o x e s
- In an Internet questionnaire,
boxes where respondents can type in their own answers to
open-ended questions.
Open-Ended Boxes
In an Internet questionnaire,
boxes that appear at selected points and contain information or
instructions for respondents.
Pop-Up Boxes
Examples:
- Male / Female
- Private Industry / Government
owned - Location
NUMERICAL OPERATIONS:
COUNTING
DESCRIPTIVE STATISTICS:
- FREQUENCY
- MODE
NOMINAL SCALES
Examples:
- RANK YOUR THREE FAVOURITE INFLUENCER.
*HOW SATISFIED ARE YOU WITH YOUR EMPLOYER? - Location
- VERY UNSATISFIED
- UNSATISFIED
- NEUTRAL
- SATISFIED
- VERY SATISFIED
NUMERICAL OPERATIONS:
* COUNTING
* ORDERING
DESCRIPTIVE STATISTICS:
- FREQUENCY
- MODE
- MEDIAN
- RANGE
ORDINAL SCALES
Examples:
- 100-POINT JOB PERFORMANCE EVALUATION
*TRAINING EFFECTIVENESS RATINGS - JOB SATISFACTION SURVEYS
NUMERICAL OPERATIONS:
* COMMON ARITHMETHIC OPERATIONS
DESCRIPTIVE STATISTICS:
- FREQUENCY
- MODE
- MEDIAN
- RANGE
- MEAN
- VARIANCE
- STANDARD DEVIATION
INTERVAL SCALES
Examples:
- DELIVERY TIME
- TRANSPORTATION COSTS
- FUEL CONSUMPTION
NUMERICAL OPERATIONS:
* ALL ARITHMETIC OPERATIONS
DESCRIPTIVE STATISTICS:
- FREQUENCY
- MODE
- MEDIAN
- RANGE
- MEAN
- VARIANCE
- STANDARD DEVIATION
RATIO SCALES
- SHOW
WHAT TYPE OF SCALE MEASUREMENT?
NOMINAL
- SHOW
- PLACE
- WIN
WHAT TYPE OF SCALE MEASUREMENT?
ORDINAL
- SHOW
(20 SECONDS) - PLACE
(1.0 SECOND) - WIN
WHAT TYPE OF SCALE MEASUREMENT?
INTERVAL
1 MINUTE 59 2/5 SECONDS FOR 1 1/4 MILE
WHAT TYPE OF SCALE MEASUREMENT?
RATIO
Mathematical and Statistical Analysis of Scale
1- STRONGLY DISAGREE
2. DISAGREE
3. NEUTRAL
4.- AGREE
5. - STRONGLY AGREE
EXAMPLE OF WHAT ____________
Continuous measures
Mathematical and Statistical Analysis of Scale
- Yes - or - No Response
- Disagree - Neutral - Agree
EXAMPLE OF WHAT ____________
Discrete Measure
Computing Scale Values
- 5 becomes 1
- 4 becomes 2
- 3 stays 3
- 2 becomes 4
- 1 becomes 5
EXAMPLE OF WHAT ____________
Reverse coding
1- 2 - 3- 4- 5
EXAMPLE OF WHAT ____________
RATING
41352
;
12345
EXAMPLE OF WHAT ____________
SORTING
OPTION A
OPTION B
EXAMPLE OF WHAT ____________
CHOICE
