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Flashcards in Quiz3excel Deck (45)
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1

Which scale is pictured?

Graphic Rating Scales

2

What is the process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules for representing quantities or qualtiies of attributes?

Measurement

3

What is a rule in marketing research?

A guide, method, or command that tells a researcher what todo

4

What are the four basic levels of measurement?

Nominal scales, ordinal scales,interval, and ratio

5

Which scale partitions data into categories that are mutally exclusive

Nominal

6

Which scale is used to indicate rank order?

Ordinal

7

Which scale has an absolute zero?

Ratio

8

What are two sources of measurements errors?

Systematic errors (faults in measurement instrument or process) and random errors (error transient in nature)

9

What is a measurement scale that provides consistent results over time and is free from random error?

Reliability

10

Wich basic level of measurement does marketing research use most often?

Interval

11

What are three ways to assess reliability?

Test Retest Reliability (repeating measurement using same instrument),Equivalent form reliability, and Internal Consistency (Split-half technique

12

What is the degree to which what a researcher was trying to measure was actually measured?

Validity

13

What are three forms of validity?

Face, Content, and Criterion-Related

14

What is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person's environment?

Attitude

15

What are three components of Attitudes?

Affective (feelings), Cognitive (awareness and knowledge), and Behavioral (buying intentions/behaviors)

16

What type of scale shows graphic coninuum typically anchored by two extremes?

Graphic rating scales

17

What type of scale has respondents select from a limited number of ordered categories rather than placing a check mark

Itemized

18

What type of scale has respondents compare two or more items and rank each item?

Rank order scale

19

What type of scale has the respondent pick one of two objects in a set based on stated criteria?

Paired Comparisons

20

Which scale has the respondent divide a given number,typically 100, among two or more attributes?

Constant Sum Scales

21

Which scale begins with determinig a concept to be rated and then selected oppposite pairs of words or phrases are rated on a scaled?

Semantic Differential Scales

22

Which scale requires respondent to rate on a scale ranging, often from +5 to -5, how closely and in what direction?

Stapel Scale

23

What scale is a series of statements that express either a favorable or unfavorable attitude toward concept and respondent asked level of agreement or disagreement?

Likert Scales

24

Which scale is used to measure a respondent's intention to buy or not buy a product?

Purchase intent scales

25

What is a set of questions designed to generate data necessary for accomplishing the objectives of the research project?

Questionaire

26

What is the pivotal role of a questionaire?

Positioned between survey objectives and respondents' information and translates objectives into specific questions to solicit information

27

What are some criterion for good questionaires?

Does it provide necessary decision-making information, does it consider respondents, does it meet editing, coding, and processing requirements

28

What is the first step in the questionaire design process?

Determining survey objectives, resources, and constraints

29

What do you do after you determine survey objectives, resources, and constraints?

Determine the data collection method (internet, personal interviews, telephone, mail?)

30

What are the three question response formats?

Open-ended, close-ended, and scaled-response questions