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mkt research 2
exam 2 cards
| Term | Definition |
|---|---|
| measurement | process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities of attributes |
| rule | guide, method, or command that tells a researcher what to do |
| constructs | specific types of concepts that exist at higher levels of abstraction |
| constitutive definition | statement of the meaning of the central idea or concept under study, establishing its boundaries; also known as theoretical or conceptual |
| operational definition | statement of precisely which observable characteristics will be measured and the process for assigning a value to the concept |
| scale | set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals (or their behaviors or attitudes) to whom the scale is applied |
| nominal scales | scales that partition data into mutually exclusive and collectively exhaustive categories |
| ordinal scales | scales that maintain the labeling characteristics of nominal scales and have the ability to order data |
| ratio scales | scales that have the characteristics of interval scales plus a meaningful zero point so that magnitudes can be compared arithmetically |
| reliability | degree to which measures are free from random error and, therefore, provide consistent data |
| test-retest reliability | ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible tot he original conditions |
| stability | lack of change in results from test to retest |
| equivalent form reliability | ability of two very similar forms of an instrument to produce closely correlated results |
| internal consistency reliability | ability of an instrument to produce similar results when instructed to produce similar results when used on different samples during the same time period to measure a phenomenon |
| split-half technique | method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results |
| validity | degree to which what the researcher was trying to measure what is supposed to measure |
| face validity | degree to which a measurement seems to measure what it is supposed to measure |
| content validity | representativeness or sampling adequacy of the content of the measurement instrument |
| criterion-related validity | degree to which a measurement instrument can predict a variable that is designated a criterion |
| predictive validity | degree to which a future level of a criterion variable can be forecast by a current measurement scale |
| concurrent validity | degree to which another variable, measured at the same point in time as the variable of interest, can be predicted by the measurement instrument |
| construct validity | degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct |
| converging validity | degree of correlation among different measurement instruments that purport to measure the same construct |
| discriminant validity | measure of the lack of association among constructs that are supposed to be different |
| attitude | enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person's environment |
| scaling | procedures for assigning numbers (or other symbols) to properties of an object in order to impart some numerical characteristics to the properties in question |
| unidimensional scales | scales designed to measure only one attribute of a concept, respondent, or object |
| multidimensional scales | scales designed to measure several dimensions of a concept, respondent, or object |
| graphic rating scales | measurement scales that include a graphic continuum, anchored by two extremes |
| itemizing rating scales | measurement scales in which the respondent selects an answer from a limited number of ordered categories |
| noncomparative scales | measurement scales in which judgement is made without reference to another object, concept, or person |
| rank-order scales | measurement scales in which the respondent compares two or more items and ranks them |
| comparative scales | measurement scales in which one object, concept, or person is compared with another on a scale |
| paired comparison scale | measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria |
| constant sum scales | measurement scales that ask for the respondent to divide a given number of points, (typically 100) among two or more attributes, based on their importance to him or her |
| semantic differential scales | measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; then means of the responses are then plotted as a profile or image |
| stapel scales | measurement scales that require the respondent to rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept |
| likert scales | measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study |
| purchase intent scales | scales used to measure respondent's intention to buy or not to buy a product |
| balanced scales | measurement scales that have the same number of positive and negative categories |
| nonbalanced scales | measurement scales that are weighted toward one end or the other of the scale |
| determinant attitudes | those consumer attitudes most closely related to preferences or to actual purchase decisions |
| questionnaire | set of questions designed to generate the data necessary to accomplish the objectives of the research project also called an interview schedule or survey instrument |
| coding | process of grouping and assigning numeric codes to the various responses to a question |
| survey objectives | outline of the decision making information sought through the questionnaire |
| open-ended questions | questions to which the respondent replies in her or his own words |
| closed-ended questions | questions that require the respondent to choose from a list of answers |
| dichotomous questions | closed-ended questions that ask the respondent to choose between two answers |
| multiple-choice questions | closed-ended questions that ask the respondent to choose among several answers; also called multichotomous questions |
| scaled-response | closed-ended questions in which the response choices are designed to capture the intensity of the respondents feeling |
| clarity in wording | achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target groups and asking only one question at a time |
| respondent biasing | leading questions that give away the research goal or sponsor identity |
| respondent's question-answering ability | factors affecting this ability include lack of required information, forgetfulness, or incomplete recall ability |
| respondent's willingness to answer | embarrassing, sensitive, or threatening questions or questions divergent from respondent's self image may cause them to refuse to answer |
| screeners | questions used to identify appropriate respondents |
| prompters | short encouraging statements to rebuild respondent interest |
| necessary questions | pertain directly to the stated survey objectives or are screeners, interest generators, or required transitions |
| approval by managers | managerial review and approval after questionnaire drafting to prevent false starts and expensive later redrafts |
| pretest | trial run of a questionnaire |
| supervisor's instructions | written directions to the field service firm on how to conduct the survey |
| field management companies | firms that provide such support services as questionnaire formatting, screener writing, and coordination of data collection |
| questionnaire costs and profitability | factors affecting costs and profits include overestimating, overbidding, incidence rate, roadblocks to completed interviews, and premature interview terminations |
| sampling | process of obtaining information from a subset of a larger group |
| population | entire group of people about whom information is needed; is also called universe or population of interest |
| sample | subset of all the members of a population of interest |
| census | collection of data obtained from or about every member of the population of interest |
| sampling frame | list of population elements from which units to be sampled can be selected or a specified procedure for generating such a list |
| random-digit dialing | method of generating lists of telephone numbers at random |
| probability samples | samples in which every element of the population have been selected in a nonrandom manner |
| nonprobability samples | samples in which specific elements from the population have been selected in a nonrandom manner |
| sample size | the identified and selected population subset for the survey, chosen because it represents the entire group |
| population parameter | a value that accurately portrays or typifies of a complete population, such as average age or income |
| sampling error | error that occurs because the sample selected is not perfectly representative of the population |
| nonsampling error | all error other than sampling error; also called measurement error |
| simple random sample | probability sample selected by assigning a number to every element of the population and then using a table of random numbers to select specific elements for inclusion in the sample |
| systematic sampling | probabilty sampling in which the entire population is numbered and elements are selected using a skip interval |
| stratified sample | probability sample that is forced to be more representative through simple random sampling of mutually exclusive and exhaustive subsets |
| proportional allocation | sampling in which the number of elements selected from a stratum is directly proportional to the size of the stratum relative to the size of the population |
| disproportional or optimal, allocation | sampling in which the number of elements taken from a given stratum is proportional to the relative size of the stratum and the standard deviation of the characteristic under consideration |
| cluster sample | probability sample in which the sampling units are selected form a number of small geographic areas to reduce datacollection costs |
| multistage area sampling | geographic areas selected for national or regional surveys in progressively smaller population units, such as countries, then residential blocks, then homes |
| convenience sampling | nonprobability samples based on using people who are easily accessible |
| judgement samples | nonprobability samples in which the selection criteria are based on the researcher's personal judgement about representativeness of the population under study |
| quota samples | nonprobability samples in which quotas based on demographic or classification factors selected by the researcher are established for population subgroups |
| snowball samples | nonprobability samples in which additional respondents are selected based on referrals from initial respondents |
Created by:
hraudsep