WEEK 7&8 MEASUREMENT

Question 1

• Is the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way.

Answer 1

MEASUREMENT

Question 2

A _______ can be thought of as a generalized idea that represents something of meaning.

Answer 2

CONCEPT

Question 3

• A device providing a range of values that correspond to different values in a concept being measured.

Answer 3

SCALE

Question 4

TYPES OF SCALE MEASUREMENTS

Answer 4

NOMINAL SCALE
INTERNAL SCALE
ORDINAL SCALE
RATIO SCALE
DISCRETE MEASURE
CONTINUOUS MEASURE
SUMMATED SCALE
REVERSE CODING

Question 5

•Represent the most elementary level of measurement.

Answer 5

NOMINAL SCALE

Question 6

• Have both nominal and ordinal properties, but they also capture information about differences in quantities of a concept.

Answer 6

INTERNAL SCALES

Question 7

• 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.

Answer 7

ORDINAL SCALES

Question 8

•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.

Answer 8

RATIONAL SCALES

Question 9

• are those that take on only one of a finite number of values. A discrete scale is most often used to represent a classification variable. Therefore, discrete scales do not represent intensity of measures, only membership.
• is one that takes one of a set of particular values. These could be qualitative values.

Answer 9

DISCRETE MEASURE

Question 10

• are those assigning values anywhere along some scale range in a place that corresponds to the intensity of some concept. Ratio measures are continuous measures.

Answer 10

CONTINUOUS MEASURES

Question 11

TECHNIQUES FOR MEASURING ATTITUDE

Answer 11

RANKING
RATING
SORTING
CHOICE
QUESTIONNAIRE DESIGN

Question 12

• 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 characteristics of the stimulus.

Answer 12

RANKING

Question 13

• a measurement task that requires respondents ton estimate the magnitude of a characteristics or quality that a brand, store, or object possess.

Answer 13

RATING

Question 14

• 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 then product concepts.

Answer 14

SORTING

Question 15

• a measurement task that identifies preferences by requiring respondents to choose between two or more alternatives.

Answer 15

CHOICE

Question 16

• creating good measures involves both writing good questions and organizing them to form the questionnaire.

Answer 16

QUESTIONNAIRE DESIGN

Question 17

• means that the information is reliable and valid. 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.

Answer 17

ACCURACY

Question 18

• is the extent to which a questionnaire result represents the attribute being measured in the group of interest or population.

Answer 18

QUESTIONNAIRE ACCURACY

Question 19

• Questions that pose some problem and ask respondents to answer in their own words.

Answer 19

Open-Ended Response Questions

Question 20

• Questions in which respondents are given specific, limited alternative responses and asked to choose the one closest to their own viewpoint.

Answer 20

Fixed-Alternative Questions

Question 21

• A fixed- alternative question that requires the respondent to choose one of two alternatives.

Answer 21

Simple-Dichotomy (Dichotomous) Question

Question 22

• A fixed-alternative question that requires the respondent to choose one response from among multiple alternatives.

Answer 22

Determinant-Choice Question

Question 23

• A fixed- alternative question that asks for an answer about general frequency of occurrence.

Answer 23

Frequency-Determination Question

Question 24

• A fixed-alternative question that allows the respondent to provide multiple answers to a single question by checking off items.

Answer 24

Checklist Question

Question 25

LAY-OUT QUESTIONNAIRES

Answer 25

TRADITIONAL QUESTIONNAIRE
INTERNET QUESTIONNAIRE

Question 26

It is Traditional questionnaire
- Several similar questions arranged in a grid format.

Answer 26

Multiple-Grid Question

Question 27

INTERNET QUESTIONNAIRES

Answer 27

RADIO BUTTON
DROP-DOWN BOX
CHECK BOXES
OPEN ENDED BOXES
POP-UP BOXES

Question 28

• In an Internet questionnaire, a circular icon, resembling a button, that activates one response choice and deactivates others when a respondent clicks on it.

Answer 28

Radio Button

Question 29

• In an Internet questionnaire, a space-saving device that reveals responses when they are needed but otherwise hides them from view.

Answer 29

Drop-Down Box

Question 30

• 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.

Answer 30

Check Boxes

Question 31

– In an Internet questionnaire, boxes where respondents can type in their own answers to open-ended questions.

Answer 31

Open-Ended Boxes

Question 32

• In an Internet questionnaire, boxes that appear at selected points and contain information or instructions for respondents.

Answer 32

Pop-Up Boxes