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Questions and Answers

What is the first step in the measurement process?

Creating a list of topics to be measured (correct)

Developing specific indicators

Operationalizing the questions

Choosing measurement scales

Which of the following is NOT a type of construct that marketers can measure?

Demographic constructs

Behavioral constructs

Mystic constructs (correct)

Psychographic constructs

What is an example of a behavioral construct?

Opinion on sustainability

Frequency of purchase (correct)

Attitudes towards a brand

Income level

What is the purpose of pretesting a survey?

To check for clarity and feasibility of questions Signup and view all the answers

In the survey example regarding Lego, what major change did the company implement as a result?

Removed gender labels from products Signup and view all the answers

Which scale is best suited for measuring attitudes and opinions?

Interval scale Signup and view all the answers

What is a significant factor to consider when operationalizing questions?

Using clear and specific language Signup and view all the answers

What should marketers focus on when measuring psychographic constructs?

Consumer attitudes and beliefs Signup and view all the answers

What is the primary characteristic of a nominal scale?

Serves as labels for classification only Signup and view all the answers

Which of the following scales can measure constructs with an absolute zero point?

Ratio scale Signup and view all the answers

What type of scale is used when respondents rank their preferences for a list of brands?

Ordinal scale Signup and view all the answers

Which scale type provides information about the degree of agreement with a statement?

Likert scale Signup and view all the answers

What is a key feature of an interval scale?

Has no meaningful zero point Signup and view all the answers

Which of these statements best describes the semantic differential scale?

Utilizes bipolar adjectives on a scale Signup and view all the answers

In market research, what is the main advantage of using graphic rating scales?

Offers visual representation of responses Signup and view all the answers

What type of information can be derived from using an interval scale compared to a nominal scale?

Equal intervals of measurement Signup and view all the answers

Which type of scale would be used to assess how likely customers are to recommend a product on a scale from 0 to 100?

Interval scale Signup and view all the answers

What is a key characteristic of a nominal scale?

It uses labels for categories without a meaningful order. Signup and view all the answers

Which of the following is an example of an ordinal scale?

Classifying respondents as 'satisfied', 'neutral', or 'dissatisfied' Signup and view all the answers

Why should ambiguous unit of measurement be avoided in survey questions?

It can cause confusion and misinterpretation. Signup and view all the answers

What is a primary reason for utilizing an interval scale instead of an ordinal scale?

Interval scales allow for consistent differences between points. Signup and view all the answers

Which example best illustrates a ratio scale?

Measuring time taken to complete a task in minutes Signup and view all the answers

What should be avoided when designing survey questions for clarity?

Using technical jargon Signup and view all the answers

Which type of question is characterized by the ability to provide an absolute zero?

Ratio question Signup and view all the answers

Study Notes

Measurement

Involves turning a concept into a measure that can be observed empirically.
Marketers measure demographics, psychographics, behaviors, and biological traits.
Needs a clear list of topics to be measured, questions, scales, and a draft review by a team.

Scale Types

Nominal: Numbers are labels. Examples: Gender, whether or not a shopper frequents a specific store.
Ordinal: Has the properties of the nominal scale, but adds order. Examples: Ranking brand preference, small to large.
Interval: Has the properties of the ordinal scale, but measures constructs in equal intervals. Examples: Rating product quality on a scale of 1 to 5.
Ratio: Has the properties of the interval scale, plus an absolute zero point. Examples: How many movies watched per week.

Choosing Scales for Market Research

Graphic rating scales: Visual representation of a scale.
Likert scales: Measures attitudes by having respondents indicate agreement or disagreement with statements.
Semantic differentials: Uses a series of seven-point bipolar rating scales, anchored by opposite adjectives.

Questionnaire Design

Bad Example: Ambiguous questions, technical jargon, double negatives, long questions, multiple questions in one.
Good Example: Clear, concise language, specific wording, and easy to understand questions.

Pro Tips for Surveys

Use Qualtrics online platform to create surveys.
Test your survey with a small group before launching it, to identify any issues.

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Description

This quiz covers the essential concepts of measurement in market research, exploring different scale types used for data collection including nominal, ordinal, interval, and ratio scales. Learn how to effectively choose and apply these scales to gather accurate insights on demographics and consumer behavior.

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