Marketing Research Exam 2 -- Chapter 7

Front 1

Define Measurement.

Back 1

Process of assigning intensity to the information about constructs, concepts and objects.

Front 2

Name the 2 tasks that are part of the Measurement Process.

Back 2

1) Construct Development

2) Scale Measurement

Front 3

Define Construct.

Back 3

Variable made up of a set of related responses or behaviors.

Front 4

Define Construct Development.

Back 4

Determining what specific data should be collected for solving the research problem.

Front 5

Name the 4 Basic Scale Levels.

Back 5

1) Nominal

2) Ordinal

3) Interval

4) Ratio

Front 6

Define Nominal Scale.

Back 6

Requires a person to provide some type of descriptor as the raw response. Measured by ONLY modes and freq dis.

Please indicate your martial status.
__Married __Single

Front 7

Define Ordinal Scale.

Back 7

Respondents express “relative magnitude” between responses to a question.

Measured by medians, ranges.

Which statement best described your opinion of Mr. Smith?
_____Higher that Mrs. Smith
_____ About the same as Mrs. Smith
_____Lower than Mrs. Smith

Front 8

Define Interval Scales.

Back 8

Demonstrate the absolute differences between each scale point.

Measured by sample means and estimated standard dev.

How likely are you to recommend the Santa Fe Grill to a friend?
(1) Def will not 2 3 4 Def will (5)

Front 9

Define Ratio Scales.

Back 9

Allow for the I.D. of absolute differences between each scale point, and absolute comparisons between responses.

Please circle the number of children under 17 years old currently living in your household.
0 1 2 3 4 5 6 (if more than 6 please specify __)

Front 10

Define Scale Reliability.

Back 10

The extent to which----a scale can reproduce the same or similar results in other trials.

Front 11

Define Validity.

Back 11

Measure of accuracy in measurement.

Front 12

Name the 5 Criteria for Scale Development.

Back 12

1) Understanding the questions

2) Discriminatory power of scale descriptors.

3) Balanced v. unbalanced scales

4) Forced or non-forced choice scales

5) Desired measure of central tendency and dispersion

Front 13

Define Discriminatory Power.

Back 13

The scale’s ability to discriminate between the scale responses.

Front 14

Define Measures of Central Tendency.

Back 14

Center of a distribution of responses, basic summary of stats.
Mean, median and mode.

Front 15

Define Measures of Dispersion.

Back 15

Describe how data is dispersed around a central value.
Freq distribution, range, standard deviation.

Front 16

List the 7 Steps of the Construct/Scale Development Process.

Back 16

1) Identify and define construct

2) Create initial pool of attribute statements

3) Assess and select reduced set of items

4) Design scales and pretest

5) Complete statistical analysis

6) Refine and purify scales

7) Complete final scale evaluation

Front 17

Define Likert Scale.

Back 17

Ordinal scale that asks respondents to indicate the extent to which they agree/disagree with a series of belief statements about an object.

Def agree ------Def disagree

Front 18

Define Semantic Differential Scale.

Back 18

Bipolar ordinal scale format that captures a person’s attitude or feelings about something.

Reliable _________ Unreliable

Front 19

Define Behavioral Intention Scale.

Back 19

Rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent.

Front 20

Define Noncomparative Rating Scale.

Back 20

Format that requires a judgment without reference to another object, person or concept.

Front 21

Define Comparative Rating Scale.

Back 21

Format that requires a judgment comparing one object, person or concept against another on the scale.

Front 22

Define Graphic Rating Scale.

Back 22

Uses a scale point formant that shows the respondent some type of graphic as the set of possible responses to a given question.

Front 23

Define Rank-Order Scale.

Back 23

Allows respondents to compare their own responses by indicating their 1st, 2nd, 3rd and 4th preferences.

Front 24

Define Constant Sum Scales.

Back 24

Requires respondents to allocate 100 points among many attributes or features based on their importance to the person.

Front 25

Name the 4 Scale Measurement Issues.

Back 25

1) Single-item / multiple-item scales

2) Clear wording

3) Screening questions

4) Skip questions

Front 26

Define Single-tem Scale.

Back 26

Scale format the collects data about only one attribute of an object or construct.

Front 27

Define Multiple-Item Scale.

Back 27

Scale format that collects data from many attributes at the same time.