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18 Cards in this Set
- Front
- Back
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measurement |
integrative process of determining intensity or amount of information about concepts or objects |
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construct |
hypothetical variable made up of a set of component responses or behaviors that are though to be related |
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construct development |
researchers determine what specific data should be collected for solving the defined research problem |
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scale measurement |
process of assigning descriptors to represent the range of possible responses to a question about a particular object |
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scale points |
designated degrees of intensity assigned to responses in a given questioning or observation method |
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nominal scale |
question require respondents to provide only some type of descriptor as the raw response |
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ordinal scale |
allows respondent to express relative magnitude between answer to a question |
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interval scale |
demonstrates absolute differences between each scale point |
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ratio scale |
allows researcher to identify absolute differences between each scale point but also to make comparisons between the responses |
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discriminatory power |
scale's ability to discriminate between categorical scale responses (points) |
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Likert scale |
asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object |
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semantic differential scale |
caputre person's attitutdes or feelings about a given object |
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behavioral intention scale |
designed to capture likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in future |
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noncomparative rating scale |
requires judgment without reference to another object |
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comparative rating scale |
requires judgment comparing on object against another on the scale |
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rank order scales |
allow respondents to compare their own responses by indicating their preferences |
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constant sum scales |
require respondent to allocate given number of points among each separate attribute or feature relative to all other listed ones |
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single item scale |
collects data about only one attribute of object |
