CH 3

Question 1

*measurement

Answer 1

assigning # or symbol in characteristics of objects according to specific rules

Question 2

1 to 1 correspondence

Answer 2

btw # and characteristics being measured standardizes rules to assign number and apply uniformity

Question 3

rules must not change

Answer 3

after object or time

Question 4

*scaling

Answer 4

erecting continue upon which measured objects created

Question 5

description

Answer 5

unique labels or descirptors

Question 6

order

Answer 6

relative size or position of descriptors

Question 7

distance

Answer 7

abolsute difference between scale descriptors

Question 8

orign

Answer 8

unique or fixed begning or true zero

Question 9

*nominal

Answer 9

labeling/scales that partition data into mutually exclusive and collectively exhaustive categories i.e. brand A B C

Question 10

*ordinal

Answer 10

heir achy (but can’t tell specifically how much more or how much less) i.e. rank orders, rank these things in order

Question 11

*interval

Answer 11

arbitrary no true zero equal distance correlation i.e. on a scale from 1 to 7..

Question 12

*ratio

Answer 12

meaningful zero, all stat techniques can be applies i.e. age or income level

Question 13

rationality

Answer 13

can tell how they relate zero (CAN TELL ONLY IN RATIO)

Question 14

**Comparative scales

Answer 14

involved direct comparison of two stimulus only ordinal properties (paired comparison, rank,

Question 15

*paired compairsion

Answer 15

two objects & asked to select one

Question 16

*rank order

Answer 16

several objects present and asked to order according to some criteria i.e. rank toothpaste

Question 17

*constant sum

Answer 17

constant sum of units i.e. 100 points of attributes

Question 18

*q-sort

Answer 18

sort relativity large amounts of objects into bins according to some criteria

Question 19

*itemized

Answer 19

scale w descriptors for each category

Question 20

*continuous

Answer 20

rate object by posing mark at appropriate position on line

Question 21

*likert

Answer 21

strongly dis to strongly agree scale - neutral most likely to switch brnads

Question 22

*sematic

Answer 22

seven point raitng

Question 23

*staple

Answer 23

vertical scale ten categories from -5 to 5

Question 24

*balanced scale

Answer 24

extremely good, v good, good, somewhat good, bad, v bad, extremely bad

Question 25

*unbalanced scale

Answer 25

extreme good, v good, bad, v bad

Question 26

develop multiple items scale

Answer 26

1. detemerine what u r going 2 measure 2. generate as many items as possible 3. ask experts to eval 4. determine attitudinal scale to be used 5. include items to validate scale 6. administer to initial sample (PRETEST) 7. Eval + refine items 8. optimize scale length

Question 27

itemized scale descions

Answer 27

categories, balanced, odd.even, physical form

Question 28

*reliability

Answer 28

event to which measures are free from random error

Question 29

*test-retest

Answer 29

same scale device, same sample, same conditions

Question 30

*alt-forms

Answer 30

btw 2 equivalent forms, but same subject

Question 31

split-half

Answer 31

btw equivalent group of items responses in multi item measurement device

Question 32

split-half

Answer 32

btw equivalent group of items responses in multi item measurement device

Question 33

internal consistency reliability

Answer 33

extent to which summated parts of scale are consistent about characteristics being measured

Question 34

coefficient alpha

Answer 34

average of all possible split half coefficents

Question 35

***validity

Answer 35

extent measurement free from systematic error

Question 36

content (face) validity

Answer 36

subjective but systematic eval of how well content represents measurement task at hand

Question 37

*citerion

Answer 37

reflects if scale performs as expected

Question 38

*construct

Answer 38

addresses construct of what the scale is measure i.e. brand loyalty

Question 39

*convergent validity

Answer 39

scales correlate positily

Question 40

*discriminate validit

Answer 40

scales do not correlate possitivly

Question 41

*nomological

Answer 41

scales correlate in theoretically predicted ways in the measure of the different but related constructs

Question 42

predictive validity

Answer 42

compares current w predicted measurements

Question 43

concurrent valdiity

Answer 43

compares two different measurements at the same point in time from the same theme

Question 44

if a measure is perfectly valid

Answer 44

it is also relaible

Question 45

if a measure is unrelaible

Answer 45

not valid

Question 46

reliable measuer

Answer 46

may or may not be valid

Question 47

**reliability is a necessity but

Answer 47

but not sufficient condition for validity

Question 48

select a scale based on

Answer 48

reliability, sensibility, geralizability, relevance