Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Mktg 3350 chapter 9
Vocab
| Question | Answer |
|---|---|
| Measurement | The assignment of numbers or other symbols to charachteristics of objects according to certain prespecified rules |
| Scaling | The generation of a continuum upon which measured objects are located |
| Description | The unique labels or descriptors that are used to designate each value of the scale. All scales possess description |
| Order | The relative sizes or positions of the descriptors; it is denoted by descriptors such as (greater than, less than, or equal to) |
| Distance | The absolute differences between the scale descriptors are known and can be used in units |
| Origin | A unique or fixed beginning or true zero point of a scale |
| Nominal Scale | A scale whose numbers serve only as labels or tags for identifying and classifying objects. (1=male, 2-female) |
| Ordinal Scale | A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. Thus it is possible to determine whether an object has more or less of a characteristic than some other object. |
| Interval Scale | A scale in which the numbers are used to rank objects such that numerically equal distances on the scale represent equal distances in the characteristics being measured. (Poor 1 2 3 4 Excellent) |
| Ratio Scale | This is the highest level of measurement. It allows the researcher to identify or classify objects, rank-order the objects and compare intervals or differences. It also is meaningful to compute ratios and scale values. (household income $_______) |
| Comparative Scales | Scaling technique in which there is direct comparison of stimulus objects with one another. (do you perfer coke or pepsi) |
| Noncomparative Scales | scaling techniques in which each stimulus object is scaled independently of the others (rank your preference of coke on a scale of 1-7) |
| Paired Comparison | A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. (data obtained in an ordinal nature)(used with physical products(<5 brands)) |
| Rank Order Scaling | A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. |
| Constant Sum Scaling | A comparative tecchnique in which respondents are required to allocate a constant sume of unites such as points, among a ste of stimulus objects with respect to some criterion. ( |
Created by:
moses2434
Popular Marketing sets