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22 Cards in this Set
- Front
- Back
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presents no response options to the respondent
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open ended question
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provides options on the questionnaire that can be answered quickly and easily
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close-ended question
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uses scale developed or adapted by the researcher to measure the attributes of some construct under study
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scaled-response question
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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 |
unprobed open-ended question
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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 |
Probed open-ended question
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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 |
Dichotomous close-ended question
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those that use only labels
- check all brands you would consider purchasing - abercrombie & fitch - hollister - ruehl's - aeropostale - american eagle - marc ecko |
nominal scales
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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 |
ordinal scales
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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 |
interval scales
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ones in which a true zero exists
- please indicate your age x ----- years |
ratio scales
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one that is typically composed of a small number of distinct values or categories such as "male" vs. "female" or "married" vs. "single" vs. "widowed"
-nominal -ordinal |
categorical scale
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composed of numbers or labels that have an underlying measurement continuum
-interval -ratio |
metric scale
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respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements
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likert scale
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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
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lifestyle inventory
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specialized scaled-response question format that has sprung directly from the problem of translating a person's qualitative judgments into quantitative estimates
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semantic differential scale
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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
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face validity
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respondents responds in the same or a similar manner to an identical or nearly identical measure
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reliability
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truthfulness of responses to a measure
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validity
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refers to the use of a unique descriptor, or label, to stand for each designation in the scale
-yes,no -agree,disagree |
description
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refers to the relative sizes of the descriptors
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order
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when absolute differences between the descriptors are known and may be expressed in units
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distance
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if there is a unique beginning or true zero point for the scale
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origin
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