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40 Cards in this Set
- Front
- Back
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What are the 4 primary scales of measurement?
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Nominal, Ratio, Interval, ordinal
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What is a nominal scale?
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uses numbers as labels for classifying objects. I.e. social security numbers, gender, or football jersey numbers. Mutually exclusive and collectively exhaustive. Find mode (nonmetric scale)
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What is an ordinal scale?
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Determines rank but not the differences between the ranks. I.e. preference ranking. Find median (nonmetric scale)
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What is an interval scale?
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Differences between objects can be compared. I.e. attitudes, opinions, index numbers. Find range, mean, stan. dev. (metric scale)
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What is a ratio scale?
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zero point is fixed and values can be computed. I.e. age, income, sales. Find geometric mean. (metric scale)
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See page 247 for comparative scale examples
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See page 247 for comparative scale examples
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what is a continuous rating scale?
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place a mark on a continuous line. i.e. reaction to a TV commercial
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What are the itemized rating scales?
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likert, semantic differential, and stapel scale.
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What is a likert scale?
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Degree of agreement on a 1(strongly disagree) to 5 (strongly agree) scale. i.e. measure attitude
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What is a semantic differential scale?
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seven point scale with bipolar labels. i.e. brand, product, company images
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What is a stapel scale?
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unipolar 10 point scale. -5 to +5 without a zero. I.e. measure attitude and images.
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Examples of these scales starting on 262
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Examples of these scales starting on 262
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What are the decision factors for itemized rating scales?
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number of categories, balanced vs. unbalanced, odd vs. even # of categories, forced vs. nonforced, verbal description, physical form
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what are the guidelines for # of categories?
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should be b/w 5 - 9 categories
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what are the guidelines for balanced v. unbalanced
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scale should be balanced
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what is the guideline for odd v. even # of categories?
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odd is suggested if a a respondents' answers can be neutral
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what is the guideline for forced v. nonforced?
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no opinion - then nonforced
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what is the guideline for verbal description?
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label all or many of the scale categories
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what is the guideline for physical form?
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try several options and select best
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What is an unstructured question?
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open-ended question that is best used as 1st questions
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What are some aspects of structured question?
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Multiple choice, dichotomous (2 choices), and a scale. Easy to code and analyze
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How do you determine the wording of questions?
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define the issue, use simple words, use unambiguous words, avoiding leading
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What is a sampling frame?
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representation of the elements of the target population. List of directions for identifying the target population
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What are the elements of selecting a sample technique?
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non probability sampling and probability sampling.
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What is non probability sampling?
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relies on judgment of the researcher rather than chance with selection procdeure
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What is probability sampling?
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each element of the population has a fixed chance of being selected
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How do you code open-ended answers?
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similar responses are grouped and category codes are developed
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What are the options for missing responses?
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substitute a neutral value, casewise deletion, pairwise deletion
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What is casewise deletion?
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respondents with missing responses are discarded from analysis. i.e. 20% did not answer income, all will be excluded from income analysis
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What is pairwise deletion?
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still keep some of the responses that will help other areas, not omitted totally like casewise.
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What are the steps to hypothesis testing?
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1. formulate null and alternative
2. select appropriate test 3. collect date and test statistic 4. Reject or do not reject the null 5. Draw marketing conclusion pg.439!!! |
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What is cross tabulation?
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describes 2 or more categories simultaneously where the categories of 1 variable are cross classified with the categories of one more other variables.
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What is chi-square?
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Determines the statistical significance in a cross tabulation. Does an association exist between the variables.
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hypothesis testing related to association?
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values of homes are related to buyer's income
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hypothesis testing related to differences?
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people living in the suburbs have higher income than people living downtown
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When is it appropriate to use a t-test?
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used when standard deviation is unknown and sample is small. Can be conducted on the means of one or two samples of observations. WE USE INDEPENDENT T TESTS
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When is it appropriate to use a f-test?
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when it is not known whether the 2 populations have equal variances.
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ANOVA?
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examine the differences among means of 2 or more populations
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Roles of dependent and independent variables in ANOVA?
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Must have a metric dependent variable. Also one or more independent variables that are nonmetric.
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What is the pearson correlation?
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denoted by r, summarizes the strength and direction of association between 2 metric variables. Determine whether a linear or straight line relationship exists between X & Y
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