Chapter 8 Understanding Measurement, Developing Questions, and Designing the Questionnaire

Question 1

_________ is defined as determining a description or the amount of some characteristic of an object that is of interest to the researcher.

Answer 1

measurement

Question 2

________ are the specific features or characteristics of an object that can be used to distinguish it from another object.

Answer 2

Properties

Question 3

__________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited,

Answer 3

objective properties

Question 4

__________ cannot be directly observed because they are mental constructs such as a person’s attitude or intentions.

Answer 4

subjective properties

Question 5

___________ is designing questions and response formats to measure the subjective properties of an object.

Answer 5

scale development

Question 6

_________ are observable and tangible.

Answer 6

Objective properties

Question 7

__________ are unobservable and intangible, and they must be translated onto a rating scale via scale development.

Answer 7

Subjective properties

Question 8

__________ are defined as those that use only labels; that is, they possess only the characteristic of description.

Answer 8

Nominal measures

Question 9

_______ scales label objects.

Answer 9

Nominal

Question 10

_________ permit the researcher to rank order the respondents or their responses.

Answer 10

Ordinal measures

Question 11

_______ scales indicate only relative size differences between objects.

Answer 11

Ordinal

Question 12

__________ are those in which the distance between each level is known.

Answer 12

Scale measures

Question 13

_________ 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.

Answer 13

Ratio scale

Question 14

______ scales have a true zero point.

Answer 14

Ratio

Question 15

________ measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit.

Answer 15

Interval scale

Question 16

_______ scales are used to measure unobservable constructs.

Answer 16

Interval

Question 17

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.

Answer 17

workhorse

Question 18

Marketing researchers use ________ scales rather than inventing new ones for each research project.

Answer 18

standard

Question 19

_______ 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.

Answer 19

Likert scale

Question 20

The _______ scale format measures intensity of agreement or disagreement.

Answer 20

Likert

Question 21

__________ 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

Answer 21

lifestyle inventory

Question 22

A _______ inventory measures a person’s activities, interests, and opinions (AIOs) with a Likert scale.

Answer 22

lifestyle

Question 23

A specialized interval scale format that has sprung directly from the problem of translating a person’s qualitative judgments into metric estimates is the __________.

Answer 23

semantic differential scale

Question 24

The ___________ scale is a good way to measure a brand, company, or store image.

Answer 24

semantic differential

Question 25

_________ which is a general feeling about a store or brand that can bias a respondent’s impressions on its specific properties

Answer 25

halo effect,

Question 26

When using a semantic differential scale, you should control for the ________

Answer 26

halo effect.

Question 27

With a ___________, a researcher can plot the average evaluation on each set of bipolar descriptors.

Answer 27

semantic differential scale

Question 28

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.

Answer 28

Stapel scale

Question 29

A _______ scale has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint.

Answer 29

Stapel

Question 30

______ scales have user-friendly grab-and-move features that enable a respondent to indicate an amount with a drag of his or her cursor.

Answer 30

Slider

Question 31

________ 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.

Answer 31

Basic

Question 32

What does NOIR stand for?

Answer 32

Nominal Ordinal Interval Ratio

Question 33

_____ let respondents indicate a star rating, including half-stars if desired.

Answer 33

Stars

Question 34

_____ sliders incorporate animated clip art of various objects, coupled with a slider.

Answer 34

Graphic

Question 35

Use a _______ response option when you think respondents have a valid “no opinion” response.

Answer 35

neutral

Question 36

A _______ scale is “balanced,” as it has equal amounts of positive and negative positions, and typically it has “no opinion” or “neutral” separating the negative and positive sides,

Answer 36

symmetric interval

Question 37

_________ scale, which has mainly degrees of positive positions,

Answer 37

nonsymmetric interval

Question 38

Use _______ sense in deciding whether to use a completely symmetric scale.

Answer 38

common

Question 39

Researchers tend to rely on “_________” scale formats.

Answer 39

tried-and-true

Question 40

With a ________ measure, a respondent responds in the same or very similar manner to an identical or near-identical question.

Answer 40

reliable

Question 41

Validity, on the other hand, refers to the accuracy of the measurement: It is an assessment of the exactness of the measurement relative to what actually exists. A ______ measure is truthful.

Answer 41

valid

Question 42

________ measures obtain identical or very similar responses from the same respondent, while valid measures obtain truthful responses.

Answer 42

Reliable

Question 43

A __________ is the vehicle used to present the questions the researcher wants respondents to answer.

Answer 43

questionnaire

Question 44

A __________ serves six key functions: (1) It translates the research objectives into specific questions asked of respondents; (2) It standardizes those questions and the response categories, so that every participant responds to identical stimuli; (3) By its wording, question flow, and appearance, it fosters cooperation and keeps respondents motivated throughout the interview; (4) It serves as an enduring record of the research; (5) Depending on the data collection mode used, a questionnaire can speed up the process of data analysis; and (6) Finally, it contains the information on which reliability and validity assessments may be made.

Answer 44

questionnaire

Question 45

__________ is a systematic process that requires the researcher to go through a series of considerations.

Answer 45

Questionnaire design

Question 46

________ occurs when the question’s wording or format influences the respondent’s answer.

Answer 46

Question bias

Question 47

Marketing researchers take great care in developing research questions that measure 1,2,3,4

Answer 47

(1) attitudes, (2) beliefs, (3) behaviors, and (4) demographics because they desire reliable and valid responses.

Question 48

___________ involves selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.

Answer 48

Question development

Question 49

Some words, when taken _______, introduce question bias.

Answer 49

literally

Question 50

__________ amounts to scrutinizing the wording of a question to ensure that question bias is minimized and the question is worded so that respondents can understand it and respond to it with relative ease

Answer 50

Question evaluation

Question 51

We strongly advise ensuring that the question is 1,2,3,4:

Answer 51

(1) focused, (2) simple, (3) brief, and (4) crystal clear

Question 52

The researcher uses ________ to scrutinize for question bias in each possible question.

Answer 52

question evaluation

Question 53

Specifically, the question should not be 1,2,3,4:

Answer 53

(1) leading, (2) loaded, (3) double-barreled, or (4) overstated.

Question 54

A _________ gives a strong cue or expectation as to what answer to provide,41 and therefore creates biased responses.

Answer 54

leading question

Question 55

a _________ has buried in its wording a sneaky presupposition, or it might make reference to supposedly universal beliefs or rules of behavior.

Answer 55

loaded question

Question 56

Do not use loaded questions that have _________

Answer 56

unjustified assumptions.

Question 57

A __________ is really two questions posing as one

Answer 57

double-barreled question

Question 58

Do not use ______ that ask two questions at the same time.

Answer 58

double-barreled questions

Question 59

An ______ places undue emphasis on some aspect of the topic

Answer 59

overstated question

Question 60

Do not use overstated questions with wording that _________ the case.

Answer 60

overemphasizes

Question 61

_______, or whether the questions “look right” to someone which expertise in questionnaire design.

Answer 61

face validity

Question 62

_________ is the arrangement or “flow” of statements and questions that make up a questionnaire.

Answer 62

Questionnaire organization

Question 63

______________ pertains to the introduction and arrangement of questions on the questionnaire.

Answer 63

Questionnaire organization

Question 64

_________ sets the stage; it is what a potential respondent reads or hears before he or she begins answering survey questions

Answer 64

introduction

Question 65

The _________ should indicate to respondents how they were selected.

Answer 65

introduction

Question 66

__________, the sponsoring company is identified,

Answer 66

undisguised survey

Question 67

The decision to use a ________ depends on the survey’s objectives, possible influence with knowledge of the client, or desire not to alert competitors of the survey.

Answer 67

disguised survey

Question 68

a _____, the sponsor’s name is not divulged to respondents.

Answer 68

disguised survey

Question 69

__________ are offers to do something for the respondent to increase the probability that the respondent will participate in the survey.

Answer 69

Incentives

Question 70

________ in which the respondent is not known and therefore is assured that neither the respondent’s name nor any identifying designation will be associated with his or her responses.

Answer 70

anonymity,

Question 71

________ which means that the respondent’s name is known by the researcher but is not divulged to a third party, namely the client.

Answer 71

confidentiality

Question 72

___________ are used to identify respondents who do not meet the qualifications necessary to take part in the research study.

Answer 72

Screening questions

Question 73

_________ pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire

Answer 73

Question flow

Question 74

A ________ is a set of questions that pertain to a particular topic, say, for instance, demographic questions

Answer 74

question block

Question 75

__________ are simple and easy-to-answer questions that are used to get respondents interested and to demonstrate the ease of responding to the research request.

Answer 75

Warm-up questions

Question 76

_________ are statements or questions that are used to let the respondent know that changes in question topic or format are about to happen

Answer 76

Transitions

Question 77

___________ affects which question will be answered next.

Answer 77

skip question

Question 78

More __________ and _______ questions should be placed deep in the questionnaire.

Answer 78

complicated and difficult-to-answer

Question 79

________ which almost always include demographic questions, are used to classify respondents into various groups for analysis purposes.

Answer 79

Classification questions,

Question 80

Arranging questions into a ________ sequence will enhance respondent participation.

Answer 80

logical

Question 81

________________ refers to survey software that allows researchers to use computer technology to develop and disseminate questionnaires, and to retrieve and analyze data gathered by the questionnaire

Answer 81

Computer-assisted questionnaire design

Question 82

_____________ is easy, fast, friendly, and flexible.

Answer 82

Computer-assisted questionnaire design

Question 83

_____________ have question types, question libraries, real-time data capture, and downloadable datasets.

Answer 83

Computer-assisted questionnaire design programs

Question 84

________ lets the questionnaire designer direct the online survey to skip questions based on answers given to previous questions

Answer 84

Skip logic

Question 85

________ is similar to skip logic, and the survey displays or asks questions that are appropriate based on the respondent’s prior answers.

Answer 85

Display logic

Question 86

_______ or using numbers associated with question response options to facilitate data analysis after the survey has been conducted.

Answer 86

coding,

Question 87

___________ question that asks respondents to select more than one item from a list of possible responses.

Answer 87

all that apply”

Question 88

The codes for an “________” question are set up as though each possible response was answered with “yes” or “no.”

Answer 88

all that apply

Question 89

A _________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched.

Answer 89

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