Podcast
Questions and Answers
What is the first step in the measurement process?
What is the first step in the measurement process?
Which of the following is NOT a type of construct that marketers can measure?
Which of the following is NOT a type of construct that marketers can measure?
What is an example of a behavioral construct?
What is an example of a behavioral construct?
What is the purpose of pretesting a survey?
What is the purpose of pretesting a survey?
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In the survey example regarding Lego, what major change did the company implement as a result?
In the survey example regarding Lego, what major change did the company implement as a result?
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Which scale is best suited for measuring attitudes and opinions?
Which scale is best suited for measuring attitudes and opinions?
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What is a significant factor to consider when operationalizing questions?
What is a significant factor to consider when operationalizing questions?
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What should marketers focus on when measuring psychographic constructs?
What should marketers focus on when measuring psychographic constructs?
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What is the primary characteristic of a nominal scale?
What is the primary characteristic of a nominal scale?
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Which of the following scales can measure constructs with an absolute zero point?
Which of the following scales can measure constructs with an absolute zero point?
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What type of scale is used when respondents rank their preferences for a list of brands?
What type of scale is used when respondents rank their preferences for a list of brands?
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Which scale type provides information about the degree of agreement with a statement?
Which scale type provides information about the degree of agreement with a statement?
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What is a key feature of an interval scale?
What is a key feature of an interval scale?
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Which of these statements best describes the semantic differential scale?
Which of these statements best describes the semantic differential scale?
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In market research, what is the main advantage of using graphic rating scales?
In market research, what is the main advantage of using graphic rating scales?
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What type of information can be derived from using an interval scale compared to a nominal scale?
What type of information can be derived from using an interval scale compared to a nominal scale?
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Which type of scale would be used to assess how likely customers are to recommend a product on a scale from 0 to 100?
Which type of scale would be used to assess how likely customers are to recommend a product on a scale from 0 to 100?
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What is a key characteristic of a nominal scale?
What is a key characteristic of a nominal scale?
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Which of the following is an example of an ordinal scale?
Which of the following is an example of an ordinal scale?
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Why should ambiguous unit of measurement be avoided in survey questions?
Why should ambiguous unit of measurement be avoided in survey questions?
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What is a primary reason for utilizing an interval scale instead of an ordinal scale?
What is a primary reason for utilizing an interval scale instead of an ordinal scale?
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Which example best illustrates a ratio scale?
Which example best illustrates a ratio scale?
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What should be avoided when designing survey questions for clarity?
What should be avoided when designing survey questions for clarity?
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Which type of question is characterized by the ability to provide an absolute zero?
Which type of question is characterized by the ability to provide an absolute zero?
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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.
Studying That Suits You
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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.
