Chapter 6 Market AS Midterm

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Questions and Answers

What is the purpose of providing a scale of 1 to 5 in survey questions?

To represent possible responses

How can a vague theoretical definition affect research questions?

It can lead to incorrect research question answers

What does an operational definition specify?

Observable characteristics to be measured

In the context of the text, what is meant by 'construct'?

An abstract idea formed by combining elements Signup and view all the answers

Why might not all variables in marketing be operationally defined in measurable terms?

Because some marketing concepts are abstract or subjective Signup and view all the answers

What could happen if researchers have differing operational definitions for the same construct?

Research findings will be inconsistent Signup and view all the answers

What does discriminate validity refer to in measurement scales?

Measuring uniqueness of a variable Signup and view all the answers

In scaling, what is the purpose of sorting?

To arrange and classify Signup and view all the answers

What is the key feature of a unidimensional scaling approach?

Measures only one dimension of a concept Signup and view all the answers

Which scaling approach involves measuring multiple dimensions of a concept, respondent, or object?

Multi-dimensional scaling Signup and view all the answers

What type of responses do we usually seek when trying to understand attitudes in verbal responses?

Align on the basis of preference Signup and view all the answers

What type of data is categorical or qualitative with no sense of order?

Nominal Data Signup and view all the answers

Which scale has the characteristics of ordinal scales with equal intervals between points?

Interval Scale Signup and view all the answers

What type of error is caused by a fault in the measurement instrument or process?

Systematic Error Signup and view all the answers

Which method of testing validity measures the ability of the measure to correlate with other standard measures?

Criterion Validity Signup and view all the answers

What is used to summarize nominal data?

% Signup and view all the answers

Which scale enables researchers to identify differences separating two different items?

Interval Scale Signup and view all the answers

What type of data has mutually exclusive and collectively exhaustive categories?

Nominal Data Signup and view all the answers

What should be reduced to increase the validity of a measure?

Systematic Errors Signup and view all the answers

What does reliability refer to?

Degree of freedom from random error Signup and view all the answers

What scale maintains labelling characteristics of nominal scales but has the ability to order data?

Ordinal Data Signup and view all the answers

What is the primary purpose of using scaling in research?

To assign numbers to properties of an object for quantification Signup and view all the answers

In the context of attitudes, which scaling approach would be most appropriate for measuring both price sensitivity and tastes?

Multi-dimensional scaling Signup and view all the answers

Which action is typically associated with the 'sorting' process in scaling?

Arranging and classifying data Signup and view all the answers

What does 'discriminate validity' refer to in the context of measurement scales?

The uniqueness of a measure Signup and view all the answers

What does a theoretical (constitutive or conceptual) definition establish?

The boundaries of the central idea or concept under study Signup and view all the answers

How does an operational definition contribute to research?

Specifies observable characteristics to measure a concept Signup and view all the answers

What is the purpose of specifying observable characteristics in an operational definition?

To assign a value to a concept Signup and view all the answers

Which type of definition assigns meaning to a construct based on observable characteristics?

Operational definition Signup and view all the answers

How does a vague theoretical definition impact research questions?

It results in varied operational definitions for the same construct Signup and view all the answers

What is the key difference between nominal and ordinal data?

Ordinal data have labels that maintain order, while nominal data do not have a sense of order. Signup and view all the answers

What is the purpose of a ratio scale in measurement?

To measure and compare items based on equal intervals and ratios. Signup and view all the answers

How do random errors differ from systematic errors in reliability and validity?

Systematic errors are constant, while random errors are caused by random issues. Signup and view all the answers

In testing reliability, what does the 'test and re-test' method aim to establish?

The stability of results when using the same test instrument in similar conditions. Signup and view all the answers

What does criterion testing validity examine in a measure?

The correlation with other standard measures or established criteria. Signup and view all the answers

Why is face validity considered the weakest form of validity testing?

'Face' validity relies on subjective evaluations by researchers. Signup and view all the answers

Study Notes

Measurement Scales

Nominal Data: categorical or qualitative descriptions, no sense of order, stored as words or text, and summarized using frequency or percentage
Ordinal Data: scales that maintain labeling characteristics of nominal scales, able to order data, and summarized using rank or order
Interval Scale: scales that have characteristics of ordinal scales, equal intervals between points, and enable researchers to identify differences between items
Ratio Scale: interval scale with a rational zero, enables researchers to identify ratios between items, and examples include age and income

Reliability and Validity

Reliability: degree to which measures are free from random error, provide consistent data, and have internal consistency
Validity: degree to which what the researcher was trying to measure was actually measured
Systematic errors: caused by a fault in the measurement instrument or process, constant error
Random errors: caused by random issues, and reduce validity
Testing Reliability: test and re-test, equivalent form, internal consistency
Testing Validity: face, content, criterion, and construct

Measurement Process

Assign numbers or labels to persons, objects, or events
Follow specific rules for representing quantities or qualities
Examples: questions in a survey with a scale of 1 to 5 for possible responses
Theoretical definition: statement of the meaning of the central idea or concept, establishing its boundaries
Operational definition: specifies which observable characteristics will be measured and the process for assigning a value to a concept

Scaling Approaches

Unidimensional: measures only one dimension of a concept, respondent, or object
Multi-dimensional: measures several dimensions of a concept, respondent, or object
Rank-order Scale: uses comparative scaling, and asks respondents to rank objects in order of preference

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