Quiz3excel

Question 1

Which scale is pictured?

Answer 1

Graphic Rating Scales

Question 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?

Answer 2

Measurement

Question 3

What is a rule in marketing research?

Answer 3

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

Question 4

What are the four basic levels of measurement?

Answer 4

Nominal scales, ordinal scales,interval, and ratio

Question 5

Which scale partitions data into categories that are mutally exclusive

Answer 5

Nominal

Question 6

Which scale is used to indicate rank order?

Answer 6

Ordinal

Question 7

Which scale has an absolute zero?

Answer 7

Ratio

Question 8

What are two sources of measurements errors?

Answer 8

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

Question 9

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

Answer 9

Reliability

Question 10

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

Answer 10

Interval

Question 11

What are three ways to assess reliability?

Answer 11

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

Question 12

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

Answer 12

Validity

Question 13

What are three forms of validity?

Answer 13

Face, Content, and Criterion-Related

Question 14

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

Answer 14

Attitude

Question 15

What are three components of Attitudes?

Answer 15

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

Question 16

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

Answer 16

Graphic rating scales

Question 17

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

Answer 17

Itemized

Question 18

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

Answer 18

Rank order scale

Question 19

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

Answer 19

Paired Comparisons

Question 20

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

Answer 20

Constant Sum Scales

Question 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?

Answer 21

Semantic Differential Scales

Question 22

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

Answer 22

Stapel Scale

Question 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?

Answer 23

Likert Scales

Question 24

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

Answer 24

Purchase intent scales

Question 25

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

Answer 25

Questionaire

Question 26

What is the pivotal role of a questionaire?

Answer 26

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

Question 27

What are some criterion for good questionaires?

Answer 27

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

Question 28

What is the first step in the questionaire design process?

Answer 28

Determining survey objectives, resources, and constraints

Question 29

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

Answer 29

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

Question 30

What are the three question response formats?

Answer 30

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

Question 31

What are open-eneded questions?

Answer 31

Questions that the respondents replies in her or his own words

Question 32

Close- ended questions require respondents to\_\_\_\_\_?

Answer 32

Choose from a list of answers

Question 33

What are two types of close-ended questions?

Answer 33

Dichotomous and multiple choice

Question 34

What is a dichotomous question?

Answer 34

Close-ended question that asks the respondens to choose between two answers (yes or no, agree disagree)

Question 35

What is a close-ended question in which the response choices are designed to capture the intensity of the respondent's feeling?

Answer 35

Scaled-response

Question 36

What do you need to consider when deciding the question wording?

Answer 36

Clearness, avoid bias, consider respondent's ability to answer question and willingness to answer question

Question 37

What do you need to avoid when asking questions?

Answer 37

Avoid unncessary questions, complexity, leading and loaded questions, ambiguity, double-barreled, making assumptions, and burdensome questions

Question 38

What should you begin with in a questionaire?

Answer 38

Question that obtains a respondent's interest

Question 39

What kind of question should you ask first, middle, and strategic points?

Answer 39

general first, work questions in middle, and prompters at strategic points

Question 40

What are some reasons to do a pretest?

Answer 40

Discover problems remaining, isnsure members know what is being asked, give interviewers a "trial run" assess length of time it takes to complete questionaire

Question 41

Answer 41

Likert Scale

Question 42

Answer 42

Itemzied Rating Scales

Question 43

Answer 43

Stapel Scales

Question 44

Answer 44

Paired Comparisons

Question 45

Answer 45

Semantic Differential