Marketing Research - MKTG 330 Module 7
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Questions and Answers

What characterizes an interval scale that differentiates it from an ordinal scale?

  • It has meaningful distances between values. (correct)
  • It lacks a defined unit of measurement.
  • It provides categorical data with no inherent order.
  • It only measures qualitative differences.

Why does a score of 0 on an interval scale not signify the absence of the property being measured?

  • Because scores can only range from 1 to infinity.
  • Because zero is a universal standard across all scales.
  • Because the scale can contain arbitrary units of measurement. (correct)
  • Because interval scales measure only qualitative data.

Which of the following examples illustrates an interval scale?

  • Categorizing a survey response into positive and negative.
  • Ranking individuals from first to last in a race.
  • Measuring temperature in Fahrenheit. (correct)
  • Assigning medals based on performance.

In the analogy of temperature, what does the difference between 20°F and 40°F illustrate in terms of interval scale?

<p>A meaningful distance that quantifies temperature change. (D)</p> Signup and view all the answers

What is the main implication of the discrepancy in unit measurement between the GRE and GMAT scores?

<p>Scores cannot be compared directly due to differing scoring methods. (C)</p> Signup and view all the answers

Which of the following statements is NOT true about interval scales?

<p>They cannot be used for mathematical operations. (D)</p> Signup and view all the answers

How does the interval scale’s definition of zero differ from that of ratio scales?

<p>Zero in ratio scales truly indicates a lack of the measured attribute. (B)</p> Signup and view all the answers

Considering the example of Olympic medals, which statement illustrates a critical misunderstanding of ordinal scales?

<p>Ordinal scales can provide precise measurements. (C)</p> Signup and view all the answers

What does a 0 value represent in an interval scale?

<p>A reference point for value, not representing zero (B)</p> Signup and view all the answers

Which statement is true regarding the characteristics of interval data?

<p>You can compute averages and standard deviations with interval data. (C)</p> Signup and view all the answers

Why can't one express temperature ratios using Fahrenheit values?

<p>Because zero in Fahrenheit does not indicate absolute zero. (D)</p> Signup and view all the answers

Which statistical techniques can be applied to ordinal data?

<p>Calculation of mode and median (A)</p> Signup and view all the answers

What is one of the main properties that distinguishes ratio data from interval data?

<p>Ratio data has a true absolute zero that indicates nothingness. (A)</p> Signup and view all the answers

Which description correctly describes how to compute average values for interval data?

<p>The average is calculated regardless of outliers. (D)</p> Signup and view all the answers

If Spokane is registered at 0 °F and LA at 50 °F, what statement regarding their comparative temperature is correct?

<p>You cannot express their temperatures in ratio form. (A)</p> Signup and view all the answers

What is a key reason why you cannot say 'this temperature is three times hotter' using interval data?

<p>Because the zero point cannot represent a true absence. (B)</p> Signup and view all the answers

What distinguishes a ratio scale from an interval scale?

<p>A ratio scale has a true zero that indicates nothingness, while an interval scale does not. (B)</p> Signup and view all the answers

Which of the following best characterizes nominal data?

<p>Numbers serve as labels without any quantitative significance. (B)</p> Signup and view all the answers

When discussing age as a ratio scale, which statement is correct?

<p>It is valid to say one person is twice as old as another. (B)</p> Signup and view all the answers

What is a defining characteristic of an ordinal scale?

<p>It indicates rank ordering among items or responses. (D)</p> Signup and view all the answers

Why are ratios not meaningful in interval scales?

<p>They do not have a true zero point indicating absence of the attribute. (B)</p> Signup and view all the answers

Which example best exemplifies an interval scale?

<p>Temperature measured in Fahrenheit. (B)</p> Signup and view all the answers

In the context of student survey responses, how is the Likert scale defined?

<p>A scale that reflects degree of agreement or feelings using ordered categories. (D)</p> Signup and view all the answers

What is true regarding the measurement of weight using a ratio scale?

<p>Weight has a true zero and is measured in units like lbs or kg. (A)</p> Signup and view all the answers

What distinguishes Likert scale data from traditional ordinal data?

<p>It is treated as interval data for statistical analysis. (A)</p> Signup and view all the answers

Why might the distances between responses on a Likert scale be considered meaningless?

<p>They are subjective and vary from person to person. (D)</p> Signup and view all the answers

What is necessary to classify a scale as a Likert scale?

<p>The researcher must specify its usage as an interval scale. (C)</p> Signup and view all the answers

In what scenario might a Likert scale result interpretation be misleading?

<p>When respondents have different interpretations of scale points. (A)</p> Signup and view all the answers

How can researchers enhance the clarity of responses gathered via a Likert scale?

<p>By clarifying the meaning of each scale point. (C)</p> Signup and view all the answers

What is one main characteristic of data collected from a Likert scale?

<p>There is an underlying assumption regarding the scale's equal intervals. (C)</p> Signup and view all the answers

Which of the following is NOT a characteristic of an ordinal scale?

<p>It reflects true numerical differences. (D)</p> Signup and view all the answers

Which statement is true regarding the data interpretation from a Likert scale?

<p>Means and standard deviations are appropriate for analysis. (A)</p> Signup and view all the answers

Flashcards

Interval Scale

A scale that measures things on a fixed, meaningful distance between values. The difference between values is meaningful, but the zero point is arbitrary.

Interval Scale Example: Temperature

Temperature measurements using degrees Fahrenheit or Celsius are interval scales.

Interval Scale Example: Standardized Scores

Scores from standardized tests like the GMAT or GRE are interval scales.

Arbitrary Zero Point

In an interval scale, zero does not represent the absence of the thing being measured. It's a value on the scale.

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Meaningful Difference

The difference between values on an interval scale has a consistent meaning.

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Ordinal vs. Interval Scale

Ordinal scales rank items but do not indicate the distance between them, while interval scales do.

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Unit of Measurement

Interval scales have a specific unit of measurement (like degrees Celsius or test points) that determines the meaningful distance between values.

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Marketing Research Process

The steps involved in conducting marketing research, from defining the problem to reporting the results.

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Ratio Scale

A measurement scale with a true zero point, where ratios are meaningful.

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0°F and temperature

0°F is a temperature measurement, not a complete absence of heat.

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Ratio Data

Data that can be meaningfully compared using ratios.

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Interval Data and Ratios

Ratios cannot be accurately calculated on interval data.

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Meaning of 0 in Interval Scale

In an interval scale, 0 does not signify a complete absence of the attribute.

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Statistical Techniques (Nominal)

Techniques like percentage and mode that can be used on nominal data.

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Statistical Techniques (Ratio)

You can use statistical techniques for nominal and ordinal data, in addition to average and standard deviation.

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Ratio Scale Definition

A ratio scale has a true zero point, allowing for meaningful ratios between values. This means you can say one value is, for example, twice another.

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Ratio Scale Example

Age or weight are examples of ratio scales. You can say someone is 20 years old or 11 kilograms.

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Nominal Scale Definition

A nominal scale is used for categorizing data, and has no inherent order.

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Ordinal Scale Definition

An ordinal scale indicates rank orderings, but the differences between values aren't meaningful.

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Interval Scale Definition

An interval scale has meaningful differences between values, but it doesn't have a true zero point.

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Likert Scale

A type of ordinal scale commonly used to measure opinions or attitudes, often using statements with varying levels of agreement/disagreement.

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True Zero

A true zero point in a scale represents an absence of the attribute being measured.

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Meaningful Ratios

Ratios between values in a ratio scale are meaningful because they reflect actual proportions of the attribute.

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Ordinal Scale

A scale that ranks items in order, but the distances between ranks are not meaningful.

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Why is Likert scale treated as interval?

Because researchers assume the difference between "Strongly Disagree" and "Disagree" is comparable to the difference between "Agree" and "Strongly Agree", although there's no standard unit to measure this.

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When is a scale Likert?

Only the researcher can tell us if a scale is a Likert scale. They must explicitly state it.

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Reporting Likert Scale

When using a Likert scale, researchers should explicitly state that they used a Likert scale and provide the scale's anchor points (e.g., 1 = Strongly Disagree, 7 = Strongly Agree).

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Likert Scale Example

A typical Likert scale question might ask for an opinion on a statement using options like "Strongly Disagree", "Disagree", "Neutral", "Agree", and "Strongly Agree".

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Misuse of Likert Scale

Treating Likert scale data as ratio data (where zero means the absence of the thing measured) is incorrect, as it lacks a true zero point.

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Study Notes

Marketing Research - Module 7: Research Instrument II

  • Course: MKTG 330
  • Instructor: Danny Kim
  • Module focuses on research instruments
  • Extra credit opportunity available: Careers in Finance event on October 14th, Noon, Wolff Auditorium (0.5 points)
  • QR code at the entrance for event

Schedule

  • October 7th: Midterm 1
  • October 9th: No class (university holiday)
  • October 8th: Sampling Techniques I, CA7: Sampling (individual)
  • October 16th: Research Instrument I, Sampling Techniques II (Mini Case II assigned)
  • October 11th: Research Instruments II, No Class (Day of Cura Personalis)
  • October 21st: Oct 19/25th/28th (class dates)
  • October 23th: Survey design I, Mini Case II due
  • October 25th: Survey design II, CA8: Survey design (group)

Types of Scales

  • Recap of scales
  • Likert scale (specific type discussed further)

Marketing Research Process

  • Step 1: Map a business problem into a marketing problem.
  • Step 2: Translate the marketing problem into a research methodology.
  • Step 3: Design the research instrument.
  • Step 4: Devise a sampling plan.
  • Step 5: Collect data & clean data.
  • Step 6: Analyze data into information & report information.

Scale: (3) Interval Scale

  • Ordinal scales do not imply distance between evaluations.
  • Interval scales do imply distance between evaluations because they are based on a unit of measurement.
  • Examples include temperature (Fahrenheit or Celsius), standardized exam scores (like GMAT scores).
  • The value of '0' in an interval scale doesn't mean nothingness or a vacuum.
  • A Gold Medalist is not a larger value than a person without a medal. They are simply more successful in the sport/event
  • Cannot multiply or divide interval data or take ratios.
  • Statistical techniques such as percentages, mode, percentile, quartile, median, minimum, maximum, range, mean and standard deviation can be used.

Scale: (4) Ratio Scale

  • Ratio data is derived a ratio scale and inherits characteristics from nominal, ordinal, and interval scales.
  • Includes numerical values that can have a meaningful "0" value which indicates nothingness
  • Examples include age and weight.
  • Can multiply or divide ratio data/take ratios.

Review of Scales

  • Nominal: Labels, no numerical value (e.g., colors, brands)
  • Ordinal: Rank orderings, distance between values meaningless (e.g., ratings, rankings)
  • Interval: Unit of measurement but no true zero (e.g., temperature, standardized tests)
  • Ratio: Unit of measurement and true zero (e.g., height, weight)

Likert Scale

  • A type of ordinal scale.
  • Often presented as a questionnaire with rating options (e.g., strongly disagree to strongly agree).
  • Data from a Likert scale is often treated as interval data (even though it's technically ordinal).
  • Researchers need to explicitly identify it as a Likert scale for readers to understand its treatment from an ordinal scale to an interval scale.

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Gonzaga Marketing Research Module 7 PDF

Description

This quiz covers Module 7 of the MKTG 330 course, focusing on Research Instrument II. It explores various types of research instruments, including the use of scales like the Likert scale, and provides insights into the marketing research process. Prepare to demonstrate your understanding of these concepts and their application in real-world scenarios.

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