EXAM 3 - MARKETING RESEARCH
QUESTIONS AND COMPLETE SOLUTIONS.
non-comparative,scales,,ANS,--,Respondents,evaluate,only,one,object,at,a,time
-,referred,to,as,monadic,scales,
-,interval/ratio
Non-comparative,techniques,consist,of,__________,and,_________,rating,scales.,,ANS,-
continuous;,itemized
continuous,rating,scale,,ANS,-
respondents,rate,the,objects,by,placing,a,mark,at,the,appropriate,position,on,a,line,that,runs,from,one,
extreme,of,the,criterion,variable,to,the,other
Perception,Analyzer,,ANS,-provides,continuous,measurement,of,"gut,reaction"
itemized,rating,scales,,ANS,--
,the,respondents,are,provided,with,a,scale,that,has,a,number,of,brief,descriptions,associated,with,each
,category,
-,respondents,are,required,to,select,the,specified,category,that,best,describes,the,object,being,rated
-,likert,,semantic,,and,stapel,scales
Likert,Scale,,ANS,--,5,point,scale
-,strongly,disagree,to,strongly,agree
,semantic,scale,,ANS,--,is,a,7-point,rating,scale
-,bipolar,labels
Stapel,Scale,,ANS,--,(-5,to,+5),,so,10-point,rating,scale
-,unipolar,rating,scale,
-,no,neutral,point,(no,zero)
Basic,Noncomparative,Scales,(Chart),,ANS,-
number,of,categories,,ANS,-
although,there,is,no,single,,optimal,number,,traditional,guidelines,suggest,that,there,should,be,betwee
n,five,and,nine,categories
balanced,versus,unbalanced,,ANS,-in,general,,the,scale,should,be,balanced,to,obtain,objective,data
odd,or,even,number,of,categories,,ANS,-
if,a,neutral,or,indifferent,scale,response,is,possible,for,at,least,some,of,the,respondents,,an,odd,numbe
r,of,categories,should,be,used
forced,versus,nonforced,,ANS,-
In,situations,where,the,respondents,are,expected,to,have,no,opinion,,the,accuracy,of,data,may,be,impr
oved,by,a,Non,forced,scale.
verbal,description,,ANS,-
An,argument,can,be,made,for,labeling,all,or,many,scale,categories.,The,category,descriptions,should,be
,located,as,close,to,the,response,categories,as,possible.
physical,form,,ANS,-a,number,of,options,should,be,tried,and,the,best,one,selected
, Balanced,and,Unbalanced,scales,,ANS,-
Some,commonly,used,scales,in,marketing,,ANS,-
True,Score,Model,,ANS,-provides,a,framework,for,understanding,the,accuracy,of,measurement
xo,=,xt,+,xs,+,xr
where
xo,=,the,observed,score,or,measurement,
xt,=,the,true,score,of,the,characteristic,
xs,=,systematic,error
xr,=,random,error
reliability,,ANS,-
can,be,defined,as,the,extent,to,which,measures,are,free,from,random,error,,xr.,If,xr,=,0,,the,measure,is
,perfectly,liable
-,test,once,&,test,again
test-retest,reliability,,ANS,-
respondents,are,administered,identical,sets,of,scale,items,at,two,different,times,and,the,degree,of,simi
larity,between,the,two,measurements,is,determined
-,ex:,SAT,score,the,first,attempt,and,second,attempt,(assuming,test,is,the,same,questions)
alternative,forms,reliability,,ANS,-
two,equivalent,forms,of,the,scale,are,constructed,and,the,same,respondents,are,measured,at,two,diffe
rent,times,,with,a,different,form,being,used,each,time.
-
,form,A,and,B,(containing,different,questions,but,same,concepts),are,given,a,week,apart,to,the,same,gr
oup,of,students,and,the,result,of,each,is,measured
QUESTIONS AND COMPLETE SOLUTIONS.
non-comparative,scales,,ANS,--,Respondents,evaluate,only,one,object,at,a,time
-,referred,to,as,monadic,scales,
-,interval/ratio
Non-comparative,techniques,consist,of,__________,and,_________,rating,scales.,,ANS,-
continuous;,itemized
continuous,rating,scale,,ANS,-
respondents,rate,the,objects,by,placing,a,mark,at,the,appropriate,position,on,a,line,that,runs,from,one,
extreme,of,the,criterion,variable,to,the,other
Perception,Analyzer,,ANS,-provides,continuous,measurement,of,"gut,reaction"
itemized,rating,scales,,ANS,--
,the,respondents,are,provided,with,a,scale,that,has,a,number,of,brief,descriptions,associated,with,each
,category,
-,respondents,are,required,to,select,the,specified,category,that,best,describes,the,object,being,rated
-,likert,,semantic,,and,stapel,scales
Likert,Scale,,ANS,--,5,point,scale
-,strongly,disagree,to,strongly,agree
,semantic,scale,,ANS,--,is,a,7-point,rating,scale
-,bipolar,labels
Stapel,Scale,,ANS,--,(-5,to,+5),,so,10-point,rating,scale
-,unipolar,rating,scale,
-,no,neutral,point,(no,zero)
Basic,Noncomparative,Scales,(Chart),,ANS,-
number,of,categories,,ANS,-
although,there,is,no,single,,optimal,number,,traditional,guidelines,suggest,that,there,should,be,betwee
n,five,and,nine,categories
balanced,versus,unbalanced,,ANS,-in,general,,the,scale,should,be,balanced,to,obtain,objective,data
odd,or,even,number,of,categories,,ANS,-
if,a,neutral,or,indifferent,scale,response,is,possible,for,at,least,some,of,the,respondents,,an,odd,numbe
r,of,categories,should,be,used
forced,versus,nonforced,,ANS,-
In,situations,where,the,respondents,are,expected,to,have,no,opinion,,the,accuracy,of,data,may,be,impr
oved,by,a,Non,forced,scale.
verbal,description,,ANS,-
An,argument,can,be,made,for,labeling,all,or,many,scale,categories.,The,category,descriptions,should,be
,located,as,close,to,the,response,categories,as,possible.
physical,form,,ANS,-a,number,of,options,should,be,tried,and,the,best,one,selected
, Balanced,and,Unbalanced,scales,,ANS,-
Some,commonly,used,scales,in,marketing,,ANS,-
True,Score,Model,,ANS,-provides,a,framework,for,understanding,the,accuracy,of,measurement
xo,=,xt,+,xs,+,xr
where
xo,=,the,observed,score,or,measurement,
xt,=,the,true,score,of,the,characteristic,
xs,=,systematic,error
xr,=,random,error
reliability,,ANS,-
can,be,defined,as,the,extent,to,which,measures,are,free,from,random,error,,xr.,If,xr,=,0,,the,measure,is
,perfectly,liable
-,test,once,&,test,again
test-retest,reliability,,ANS,-
respondents,are,administered,identical,sets,of,scale,items,at,two,different,times,and,the,degree,of,simi
larity,between,the,two,measurements,is,determined
-,ex:,SAT,score,the,first,attempt,and,second,attempt,(assuming,test,is,the,same,questions)
alternative,forms,reliability,,ANS,-
two,equivalent,forms,of,the,scale,are,constructed,and,the,same,respondents,are,measured,at,two,diffe
rent,times,,with,a,different,form,being,used,each,time.
-
,form,A,and,B,(containing,different,questions,but,same,concepts),are,given,a,week,apart,to,the,same,gr
oup,of,students,and,the,result,of,each,is,measured
