Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire Flashcards
_________ is defined as determining a description or the amount of some characteristic of an object that is of interest to the researcher.
measurement
________ are the specific features or characteristics of an object that can be used to distinguish it from another object.
Properties
__________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited,
objective properties
__________ cannot be directly observed because they are mental constructs such as a person’s attitude or intentions.
subjective properties
___________ is designing questions and response formats to measure the subjective properties of an object.
scale development
_________ are observable and tangible.
Objective properties
__________ are unobservable and intangible, and they must be translated onto a rating scale via scale development.
Subjective properties
__________ are defined as those that use only labels; that is, they possess only the characteristic of description.
Nominal measures
_______ scales label objects.
Nominal
_________ permit the researcher to rank order the respondents or their responses.
Ordinal measures
_______ scales indicate only relative size differences between objects.
Ordinal
__________ are those in which the distance between each level is known.
Scale measures
_________ measures are ones in which a true zero origin exists—such as an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education.
Ratio scale
______ scales have a true zero point.
Ratio
________ measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit.
Interval scale
_______ scales are used to measure unobservable constructs.
Interval
we will describe the basic interval scale formats that are most commonly used in marketing research. You will find these scale formats time and again on questionnaires; hence, we refer to them as _______ scales because they do the bulk of the measurement work in marketing research.
workhorse
Marketing researchers use ________ scales rather than inventing new ones for each research project.
standard
_______ in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree–disagree scale for each of a series of statements.
Likert scale
The _______ scale format measures intensity of agreement or disagreement.
Likert
__________ takes into account the values and personality traits of people as reflected in their unique activities, interests, and opinions (AIOs) toward their work, leisure time, and purchases
lifestyle inventory
A _______ inventory measures a person’s activities, interests, and opinions (AIOs) with a Likert scale.
lifestyle
A specialized interval scale format that has sprung directly from the problem of translating a person’s qualitative judgments into metric estimates is the __________.
semantic differential scale
The ___________ scale is a good way to measure a brand, company, or store image.
semantic differential
_________ which is a general feeling about a store or brand that can bias a respondent’s impressions on its specific properties
halo effect,
When using a semantic differential scale, you should control for the ________
halo effect.
With a ___________, a researcher can plot the average evaluation on each set of bipolar descriptors.
semantic differential scale
A _________ relies not on bipolar terms but on positive and negative numbers, typically ranging from +5 to −5, but sometimes from +3 to −3, depending on the discrimination abilities of respondents.
Stapel scale
A _______ scale has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint.
Stapel
______ scales have user-friendly grab-and-move features that enable a respondent to indicate an amount with a drag of his or her cursor.
Slider
________ sliders allow the respondent to drag an indicator on a bar or to drag the end of a bar to indicate the level of intensity.
Basic
What does NOIR stand for?
Nominal
Ordinal
Interval
Ratio
_____ let respondents indicate a star rating, including half-stars if desired.
Stars
_____ sliders incorporate animated clip art of various objects, coupled with a slider.
Graphic
Use a _______ response option when you think respondents have a valid “no opinion” response.
neutral