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Mktg 3350 chapter 10
vocab
| Question | Answer |
|---|---|
| Measurement | is the assignment of a number from 1 to 3 to each respondent based on their attitude toward department stores (1=unfavorable, 2=neutral, 3=favorable). |
| Scaling | is placing the respondents on an attitude scale from 1 to 3. |
| Description | refers to the unique labels designated to each value of the scale. All scales possess description. Descriptors: 1=Female, 2=Male |
| Order | refers to the relative sizes or positions of the descriptors. E.g. Order of a respondent’s preference for athletic shoe brands, (most preferred listed first): |
| Distance | means that absolute differences between the scale descriptors can be expressed in units. |
| Origin | means that the scale has a fixed beginning or true zero point. |
| Nominal Scale | Objects are assigned to mutually exclusive, labeled categories. The numbers serve only as labels for identifying and classifying objects. |
| Ordinal Scale | Rank objects to indicate the relative extent to which the objects possess some characteristic. Can determine whether an object has more or less of a characteristic than some other object, but not how much more or less. |
| Interval Scale | Numbers are assigned to objects such that numerically equal distances on the scale represent equal values in the characteristic being measured. Differences between objects can be compared. The location of the zero point is not fixed. |
| Ratio Scale | A type of interval scale with a fixed origin (an absolute zero point). Ratios of scale values are meaningful. |
| The amount of information obtained increases in the following order: | nominal, ordinal, interval, ratio scale. |
| Comparative scales | direct comparison of stimulus objects with one another. Comparative scale data have only ordinal or rank order properties. |
| Noncomparative scales | each object is scaled independently of the others in the stimulus set. The resulting data are generally interval or ratio scaled. |
| Paired Comparison Scaling | A respondent is presented with two objects and asked to select one according to some criterion. Can research a maximum of 5 brands. |
| Rank Order Scaling | Respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. |
| Constant Sum Scaling | Respondents allocate a constant sum of units, such as 100 points, to attributes of a product to reflect their importance. |
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moses2434
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