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13 Cards in this Set
- Front
- Back
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the respondent is instructed to respond in his or her own words
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open ended response format
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calss for a number to be provided by the respondent or utilizes a scale developed by the researcher. answer is a number that expresses some quantity of the property being measured.
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metric response question
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determining the description or amount of some element of interest to the researcher.
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measurement
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the specific features or characteristics of an object that can be used to distinguish it from another object.
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properties
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when a researcher specifies the procedure to measure a property of an object, the procedure is referred to as an
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operational definition
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when a researcher specifies an operational definition for the measurement of a property of a construct, he or she explicitly identifies the scale's-------- --- -------, meaning that the researcher has decided whether the scale is to be open ended, categorical, or metric.
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level of measurement
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one where the possible responses are categories, meaning that the possible alternatives are labels that represent concrete and very different types of answers. ex. male or female
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categorical measure
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requires the respondent to think in terms of amounts or levels of the property being measured
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metric measure
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commonly used by marketing researchers and it is an instance where respondents are asked to indicate their degree fo agreement or dis agreement on a symmetric agree-disagree scale for each of a series of statements. captures intensity of their feelings.
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likert scale
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is another symmetric scale taht has sprung directly from the problem of translating a persons qualitative judgements into quantitative estimates.
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semantic differential scale
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basis for scale is numerical rather than verbal or visual; however, the purpose is the same as other scales, to obtain the degree of positive or negative feeling in the mind of respondent. numbers range from minus end to a corresponding plus end, typically include 0 as midpoint
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stapel scale
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a good substitute for a semantic differential scale as it is easier to construct because the research does not need to thik of bipolar adjectives for each attribute.
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stapel
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a non symmetric synthetic scale. instead of lables or numbers, a graphic rating scale uses symbols such as smiley faces, dollar signs, ect. that is appropriate to the construct being measured
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graphic rating scale
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