mktg 465 final 04S measurement

Question 1

what kind of scale has no obvious relation between the quantity of the construct being measured and the numerical value assigned to it?

Answer 1

nominal

Question 2

implying that the numbers assigned to objects are classifying them but have no true numeric meaning

Answer 2

nominal “namesake”

Question 3

what kind of scale can order the data but the numbers do not imply absolute quantities or equal intervals?

Answer 3

ordinal scale

Question 4

what kind of scale has equal intervals between points to show relative change and the intervals have meaning?

Answer 4

interval scale

Question 5

what kind of scale has a meaningful zero point so that magnitudes can be compared, and the zero value indicates absence of a construct?

Answer 5

ratio scale

Question 6

what are the 4 steps to measure marketing constructs?

Answer 6

specify construct domain, generate a universe of statements describing the construct, establish measurement criteria, assess accuracy and stability of the construct measures.

Question 7

state the central idea of concept under study

Answer 7

specify construct domain

Question 8

the observable characteristics to be measured, make a list.

Answer 8

generate a universe of statements describing the construct

Question 9

process for assigning value to the construct

Answer 9

establish measurement criteria

Question 10

what type of rating requires a categorical response anchored by polar opposite descriptives?

Answer 10

descriptive rating

Question 11

what type of rating requires a numerical response anchored by polar opposite descriptives?

Answer 11

numerical rating

Question 12

the degree to which a measure appears to assess what it is supposed to assess, a judgement call of the researcher

Answer 12

face validity

Question 13

a matter of judgement supported by academic literature, previous studies

Answer 13

content validity

Question 14

what are the 2 dimensions of reliability?

Answer 14

repeatability and internal consistency

Question 15

consistency within/between groups of questions comprising the scale

Answer 15

internal consistency

Question 16

replication to determine similarity between two separate administrations of the scale

Answer 16

repeatability

Question 17

the ability of the same instrument to produce consistent results when used a second time under identical conditions

Answer 17

test-retest

Question 18

ability to produce similar results using different samples

Answer 18

equivalent sample

Question 19

what are the 2 measures of repeatability?

Answer 19

test re-test, equivalent sample

Question 20

what are the 2 measures of internal consistency

Answer 20

split-half technique and equivalent form

Question 21

the ability to produce similar results using two instruments as similar as possible to measure the same object

Answer 21

equivalent form

Question 22

dividing into two the total set of measurement items and correlating the results

Answer 22

split-half technique

Question 23

what measures internal consistency and is the mean correlation of all possible ways of splitting a set of items in half?

Answer 23

coefficient alpha

Question 24

at what level is cronbach’s alpha or coefficient alpha reliable?

Answer 24

over 0.6