Mkt 232 Chapter 10

Front 1

seeks no additional information from the respondent

EX: what was your reaction to the Song DVD player advertisement you last saw on television?

Pros: allows recipient to use his or her own words
Cons: Difficult to code and interpret. Respondents may not give complete answers

Back 1

Unprobed open-ended question

Front 2

presents no response options to the respondent

Back 2

open-ended question

Front 3

interviewer asks for additional information to encourage the respondent to provide information beyond the initial and possibly superficial first comments

EX: Did you have any other thoughts or reactions to the advertisement?

Pros: elicits complete answers
Cons: Difficult to code and interpret

Back 3

Probed open-ended question

Front 4

has only two response options, such as yes or no

EX: Do you agree or disagree with the statement 'Song DVD players are better than Panasonic DVD players'"

Pros: simple to administer and code.
Cons: may oversimplify response options

Back 4

Dichotomous close-ended question

Front 5

uses more than two options/answers for each response

EX: If you were to buy a DVD player tomorrow, which brand would you be most likely to purchase? Would it be:
a. Panasonic
b. General Electric
c. Sony
d. JVC
e. Some other brand

Pros: allows for broad range of possible responses. simple to administer and code
Cons: may alert respondents to response options of which they were unaware. Must distinguish "pick one" from "pick all that apply"

Back 5

Multiple category closed-ended question

Front 6

scale may be purely numerical or only the endpoints of the scale are identified

EX: on a scale of 1 to 7, how would you rate the Sony DVD player on ease of operation?

Pros: Allows for degree of intensity/feelings to be expressed. Simple to administer and code
Cons: Respondents may not relate well to the scale

Back 6

Unlabeled scaled-response question

Front 7

uses a scale chosen by the researcher to measure the attributes of some construct under study

EX: Do you disagree, strongly disagree, agree, or strongly agree with the statement 'Song DVD players are a better value than General Electric DVD players'"

Pros:allows for degree of intensity/ feelings to be expressed. simple to administer and code. Respondents can relate to the scale
Cons: scale may be unfamiliar or have more levels than respondents can relate to easily

Back 7

labeled scaled-response question

Front 8

determining how much of a property is possessed by an object

Back 8

measurement

Front 9

specific features or characteristics of an object that can be used to distinguish it from another object
- objective properties- physically verifiable
- subjective properties - cannot be directly observed

Back 9

property

Front 10

the consumer

Back 10

object

Front 11

physically verifiable characteristics such as age, income, number of bottles purchased, store last visited.

are observable and tangible

Back 11

objective properties

Front 12

unobservable and intangible onto a rating scale through the process of scale development
- mental constructs such as a person's attitude or intentionss

Back 12

subjective properties

Front 13

description, order, distance, and origin

Back 13

scale characteristics

Front 14

use of a descriptor, or label, to stand for each "unit" on the scale
- yes, no, male, female, etc.

Back 14

description

Front 15

relative sizes of the descriptors are known allowing us to say one is "greater/less than" the other.

Back 15

order

Front 16

differences between the descriptors are known
- there is a 10 degree difference between 90 and 100 degrees

Back 16

distance

Front 17

there is a true, natural zero
- there is a zero level of dollars, market share, sales.

Back 17

origin

Front 18

those that use only labels
- check all brands you would consider purchasing
- abercrombie & fitch
- hollister
- ruehl's
- aeropostale
- american eagle
- marc ecko

Back 18

nominal scales

Front 19

those with which the researcher can rank-order the respondents or responses
- please rank each brand in terms of your preference
- abercrombie & fitch
- hollister
- ruehl's
- aeropostale
- american eagle
- marc ecko

Back 19

ordinal scales

Front 20

those in which the distance between each descriptor is equal
- please rate each brand on a 1-7 scale in terms of its overall performace, with 1= very poor and 7= very good
- nike
- puma
- reebok
- new balance

Back 20

interval scales

Front 21

ones in which a true zero exists
- please indicate your age
x ----- years

Back 21

ratio scales

Front 22

the scale affects what may or may not be said about the property being measured
- if you wish to calculate an average, you must use an interval or ratio scale
- if you have a nominal or ordinal scale, you must summarize the results with a percentage or frequency distribution

Back 22

why the level of a measurement scale is important

Front 23

respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements

Back 23

likert scale

Front 24

psychographics inventory- which takes into account the avlues and personality traits of people as reflected in their unique activities, interests, and opinions (AIOs) toward their work, leisure time, and purchases

Back 24

lifestyle inventory

Front 25

specialized scaled-response question format that has sprung directly from the problem of translating a person's qualitative judgments into quantitative estimates

Back 25

semantic differential scale

Front 26

when a researcher develops questions for his or her questionnaire, he or she uses an intuitive form of judgment to evaluate the validity of each question

Back 26

face validity

Front 27

respondents responds in the same or a similar manner to an identical or nearly identical measure

Back 27

reliability

Front 28

truthfulness of responses to a measure

Back 28

validity