Exam 3 Marketing Research

Question 1

The Concept of Measurement

Answer 1

Measurement in marketing research refers to the process of assigning numbers or symbols to objects, individuals, or events according to specific rules, to represent the quantity or quality of certain attributes. For example, when assessing customer satisfaction, researchers might assign a “5” to indicate “very satisfied” and a “1” for “very dissatisfied.” This process enables researchers to quantify subjective concepts, making them analyzable and comparable across groups.

Question 2

There are four key levels of measurement

Answer 2

nominal, ordinal, interval, and ratio scales.

Question 3

Nominal Scale

Answer 3

This is the most basic level, where numbers serve only as labels without any quantitative value. An example would be assigning “1” to male and “2” to female. These numbers cannot be ranked or measured against each other; they merely categorize.

Question 4

Ordinal Scale

Answer 4

In this scale, the numbers indicate order or rank, but the intervals between ranks are not equal. For instance, in a customer satisfaction survey, responses might range from “1 = very satisfied” to “5 = very dissatisfied.” Although we know that 1 is better than 2, we can’t say how much better.

Question 5

Interval Scale

Answer 5

This scale includes order and equal intervals between values, but lacks a true zero. A common example is temperature in Celsius. A 30°C day is not “twice as hot” as a 15°C day because the scale is not based on an absolute zero point.

Question 6

Ratio Scale

Answer 6

This is the most informative scale, including all the features of an interval scale plus a true zero point. Examples include age, income, and number of products purchased. With ratio scales, we can say that someone earning $60,000 earns twice as much as someone earning $30,000.

Question 7

Construct

Answer 7

is an abstract idea that cannot be measured directly, such as brand loyalty or motivation

Question 8

Construct validity

Answer 8

refers to the extent to which a test truly measures the construct it intends to measure.

Question 9

Conceptual Definition

Answer 9

A clear explanation of what the construct means. For example, brand loyalty might be defined as the likelihood of consistently choosing the same brand over competitors.

Question 10

Operational Definition

Answer 10

Describes how the construct will be measured. For instance, brand loyalty might be measured by the number of repeat purchases in a six-month period.

Question 11

Reliability

Answer 11

Ensures the measurement is consistent across time and different situations. If a survey yields similar results for the same person over multiple occasions, it’s reliable.

Question 12

Validity

Answer 12

Ensures the measurement reflects the actual concept being studied. A test of brand loyalty is valid if it really assesses loyalty and not something else, like brand awareness.

Question 13

Attitude

Answer 13

is a person’s enduring evaluation—positive or negative—about an object, person, or issue. In marketing, attitudes are crucial for predicting consumer behavior

Question 14

Likert Scale

Answer 14

Respondents rate their agreement with statements on a scale (e.g., “Strongly Agree” to “Strongly Disagree”). A question might be, “I am loyal to Brand X,” with options ranging from 1 to 5.

Question 15

Semantic Differential Scale

Answer 15

Uses bipolar adjectives (e.g., “Expensive – Inexpensive”) to rate a product. A respondent might rate a brand from 1 (very expensive) to 7 (very inexpensive).

Question 16

Staple Scale:

Answer 16

A single word is placed in the center, and respondents rate it on a scale from -3 to +3. For example, “Reliable +3 to -3” would ask consumers to rate how reliable a brand is.

Question 17

Randomized Response Technique (RRT)

Answer 17

is a method used to gather honest responses to sensitive or potentially embarrassing questions. It involves introducing a random element that allows the respondent to answer truthfully while maintaining anonymity.
For example, a respondent may be instructed to flip a coin in private: if heads, they answer “yes” regardless of the truth; if tails, they answer truthfully. Since the researcher does not know the result of the coin flip, they cannot determine an individual’s true answer, but the aggregate data reveals truthful patterns.
This technique is particularly useful for studying behaviors like tax evasion or drug use.

Question 18

Non-probability sampling

Answer 18

refers to sampling techniques where not all members of the population have a known or equal chance of being included. While often less rigorous, these methods can be more practical in exploratory research.

Question 19

Convenience Sampling

Answer 19

Selecting participants who are easy to reach, such as surveying people at a mall.

Question 20

Judgmental (Purposive) Sampling

Answer 20

Participants are selected based on the researcher’s judgment of who will be most useful, such as choosing experienced customers for a product review panel.

Question 21

Quota Sampling

Answer 21

Ensuring the sample reflects certain characteristics of the population. For example, making sure 50% of the sample is female to match the population demographics.

Question 22

Snowball Sampling

Answer 22

Involves existing participants recruiting others. This is often used for hard-to-reach groups, such as individuals in underground economies or specialized medical conditions.

Question 23

Probability sampling

Answer 23

means that each member of the population has a known, non-zero chance of being selected. This type of sampling is critical for generalizing results to the broader population and allows for statistical analysis.

Question 24

Simple Random Sampling:

Answer 24

Every member has an equal chance of selection.

Question 25

Systematic Sampling:

Answer 25

: Selecting every nth person from a list.

Question 26

Stratified Sampling

Answer 26

Dividing the population into subgroups (strata) and sampling from each.

Question 27

Cluster Sampling

Answer 27

Dividing the population into clusters (e.g., cities or schools) and randomly selecting entire clusters.

Question 28

Snowball sampling

Answer 28

is a non-probability technique where initial subjects help recruit future subjects. This is often used when studying hidden or hard-to-reach populations. For example, when researching underground music communities, the researcher might start with one known member and ask them to refer others. The sample “snowballs” as more participants are added. While this method is useful, it can lead to bias, as participants tend to recruit people similar to themselves. This comprehensive understanding of measurement, scale types, construct validity, attitude measurement, and sampling methods will help you navigate the critical components of marketing research with clarity and precision.