Research Concepts and Measurement Levels

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Questions and Answers

What does involvement generally refer to in a marketing context?

Customer engagement with sales staff
Subject involvement with the product or the message (correct)
Involvement in competitor analysis
Involvement solely with product pricing

What factors influence the precise meaning of involvement?

The research context (correct)
The pricing strategy employed
The type of product and its market
Cultural differences among consumers

Involvement with which component could indicate a lower level of engagement?

The targeted audience
The medium (correct)
The message
The product

When may involvement refer to something other than the product itself?

When considering advertising strategies (D) Signup and view all the answers

What might subject involvement primarily indicate?

Active engagement with the product (B) Signup and view all the answers

What is the primary purpose of a concept in research?

To express an abstract idea by generalizing from particulars (C) Signup and view all the answers

How is a concept formed according to the provided content?

By generalizing from specifics and summarizing related observations (D) Signup and view all the answers

Which of the following correctly defines a construct in research?

A concept with specific, measurable characteristics (C) Signup and view all the answers

What is NOT a characteristic of a concept as described?

It relates solely to specific observations (D) Signup and view all the answers

Why is summarizing related observations important in forming concepts?

It aids in building a foundation for theoretical frameworks (C) Signup and view all the answers

What is the role of independent variables in research?

They are altered by the researcher to observe outcomes. (C) Signup and view all the answers

How do dependent variables relate to independent variables?

Their values are affected by the changes in independent variables. (A) Signup and view all the answers

Which statement correctly describes independent and dependent variables?

Independent variables are manipulated while dependent variables are measured. (C) Signup and view all the answers

Which of the following is an example of a dependent variable?

The test scores of students after a teaching intervention. (C) Signup and view all the answers

In an experiment, if a researcher changes the amount of fertilizer used, what type of variable is this?

Independent variable (C) Signup and view all the answers

What type of variable is generally considered in mass media research?

Continuous variables (A) Signup and view all the answers

What is the relationship between the measures and the underlying variable in mass media research?

Discrete measures represent continuous variables (B) Signup and view all the answers

Which statement is true regarding measures in mass media research?

Most measures are discrete assessments of continuous variables (B) Signup and view all the answers

Why might discrete measures be used in research despite underlying continuous variables?

Discrete measures are easier to manage statistically (A) Signup and view all the answers

Which characteristic is often associated with variables measured in mass media research?

They tend to be discrete representations of continuous aspects. (D) Signup and view all the answers

What is the weakest form of measurement among the four levels of measurement?

Nominal level (D) Signup and view all the answers

Which level of measurement is more advanced than nominal but less advanced than interval?

Ordinal level (B) Signup and view all the answers

Which of the following levels of measurement allows for meaningful comparison of intervals?

Interval level (A) Signup and view all the answers

Which level of measurement has a true zero point?

Ratio level (A) Signup and view all the answers

Which of the following levels does NOT allow the ranking of data?

Nominal level (A) Signup and view all the answers

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Study Notes

Concepts and Constructs

A concept is an abstract idea formed by generalizing from observations.
The meaning of a concept depends on the research context. For example, "involvement" can refer to a subject's engagement with a product, message, or medium.
Independent variables are manipulated by the researcher, while dependent variables are observed and their change depends on the independent variables.
Many measures in mass media research are discrete measures of continuous variables. This means the underlying variable is continuous, even if the measurement is in categories.