Marketing Research Exam 2

Front 1

Casualty (ordinary meaning)

Back 1

x causes y

Front 2

Casualty (scientific meaning)

Back 2

x is one of the many possible causes of y

Front 3

3 conditions of casualty

Back 3

1. Concomitant variation

2. Time Order of Occurrence of Variables

3. Elimination of other casual factors.

Front 4

concomitant variation

Back 4

the extent to which a cause, X and an effect, Y occur together under the hypothesis that is under consideration

Front 5

Time Order of Occurrence of Varialbes

Back 5

the causing event must occur either before or simultaneously with the effect.

Front 6

Absence of Other possible Casual Factors

Back 6

the factor or variable being investigated should be the only possible casual explanation.

Front 7

two types of validity

Back 7

1.internal validity

2. external validity

Front 8

Internal validity

Back 8

measures the accuracy of an experiment.

measures if the independent variable actually caused the effect of the dependent variable.

Front 9

external validity

Back 9

determines can the results found in an experiment be generalized

Front 10

3 classifications of eperimental design

Back 10

1. pre-experimental

2. true experimental

3. statistical design

Front 11

pre-experimental designs

Back 11

designs that lack randomization

Front 12

True experimental designs

Back 12

a subject is randomly assigned to a group

Front 13

Statistical design

Back 13

experiments that allow for statistical control and analysis

Front 14

measurement

Back 14

assigning numbers to characteristic according to set rules

Front 15

scaling

Back 15

a continuum which measured objects are located

Front 16

4 primary scales of measurement

Back 16

1. nominal

2. ordinal

3. interval

4. ratio

Front 17

nominal

Back 17

numbers are only used as label or tags for identifying objects.

Front 18

ordinal

Back 18

numbers are used to indicate relative position of an object.

Front 19

interval

Back 19

numbers are used to compare difference between objects

Front 20

ratio

Back 20

fixed absolute zero, can be used to compute

Front 21

comparative scales

Back 21

objects are evaluated in relation to each other

Front 22

non-comparative

Back 22

objects are independently evaluated

Front 23

paired comparison scaling

Back 23

respondent is presented with two objects and asked to select one according to some criterion.

Front 24

rank-oreder scaling

Back 24

respondent is presented with multiple objects and is asked to put them in order/rank

Front 25

constant sum scaling

Back 25

respondent is asked to allocate a sum of units

Front 26

continuous rating scale

Back 26

place a mark on a continuous line

Front 27

itemized rating scale

Back 27

respondents are provided with a scale that has a number/brief description attached

Front 28

Likert scale

Back 28

respondents indicates a degree of agreement

Front 29

semantic differential scale

Back 29

7 point rating scale with bipolar labels

Front 30

Stapel scale

Back 30

unipolar rating scale, numbered from -5 to 5+

Front 31

3 objectives of Questionnaires

Back 31

1. translate information into questions a respondent can and will answer

2. must uplift and motivate respondant to get involved

3. minimize response error

Front 32

10 step questionnaire design process

Back 32

1. specify info needed

2. specify type of interviewing method

3. determine the content of individual questions

4. overcome respondants inabilty/willingness to answer questions

5. decide question structure

6. determine question wording

7. arrange question in proper order

8 choose form/layout

9. reproduce questionnaire

10. pretest questionnaire