BUS 5113 Research Methods Chapter 6

Do we test for construct and pragmatic (predictive) validity before or after we used the questionnaire to collect data from respondents?

After!

True/False: The Likert scale is an rank-order scale

False: True/False: The Likert scale is an itemized rating scale

True/False: multiplicity of attitudes - only some of which are consistent with the attitude concerning the object in question.

False: Multiplicity of attitudes - numerous attitudes, and not all attitudes will be consistent with a specific behavior.

True/False: in Step 4 in the 7 steps of the measuring process, one must conduct validity tests

False: Step 1: Determine the Construct(s) of Interest Step 2: Specify the Construct's Domain Step 3: Establish Operational Definitions Step 4: Collect Data to Test Measurements Step 5: Purify the Measures Step 6: Conduct Validity Tests Step 7: Analyze Research Findings

True/False: in the 7 steps of the measuring process, one conducts the validity tests before establishing the operational definitions.

False: Step 1: Determine the Construct(s) of Interest Step 2: Specify the Construct's Domain Step 3: Establish Operational Definitions Step 4: Collect Data to Test Measurements Step 5: Purify the Measures Step 6: Conduct Validity Tests Step 7: Analyze Research Findings

True/False: Steps of the measuring process are: Step 1: Determine the Construct(s) of Interest Step 2: Establish Operational Definitions Step 3: Specify the Construct's Domain Step 4: Collect Data to Test Measurements Step 5: Purify the Measures Step 6: Conduct Validity Tests Step 7: Analyze Research Findings

False: Step 2: Specify the Construct's Domain Step 3: Establish Operational Definitions

True/False: Choices that confront the researcher using a rank-order scale include the number of item statements and scale points, odd or even number points and the use of "don't know" and "no opinion" responses

False: These choices confront researchers using an ITEMIZED rating scale

True/False: We need to determine how successful we were in establishing measures that did correctly reflect the quantities of those attributes of our constructs of interest. This is done in Step 5 of the 7 steps of the measuring process.

False: the validity test is Step 6

True/False: Validity is assessed by examining three different types of validity: Test-retest, Alternative form and Internal consistency

False: these are ways to test reliablity, not validity

True/False: Steps 5 & 6 both measure data trustworthiness as binary yes/no conclusions

False: they are in matters of degree

True/False: in Step 3 in the 7 steps of the measuring process, one must specify the construct's domain

False: this is Step 2

True/False: continuous variables are those that can be identified separated into entities and counted

False: this is a discrete variable

True/False: Reliability is the extent to which differences among respondents reflect TRUE differences.

False: this is the definition for Validity

True/False: A valid measure is one that consistently generates the same result over repeated measures.

False: this is the definition of a reliable measure

In the 7 steps of the measuring process, what two ways are data analyzed that are not to determine the findings of the research, but to determine if the process used to collect data generates trusted results?

Step 5: Reliability Step 6: Validity

True/False: A buying center consists of everyone involved in a buying action

True

True/False: A reliable measure is one that consistently generates the same result over repeated measures.

True

True/False: Attitudes are one of the most frequently measured constructs of business researchers. It is believed that there is a close connection between the way a person thinks (attitude) and what they are likely to do (behavior).

True

True/False: Choices that confront the researcher using an itemized rating scale include the number of item statements and scale points, odd or even number points and the use of "don't know" and "no opinion" responses

True

True/False: Marketers focus on attributes instead of behavior because: 1. Marketers may not have access to observation of or reporting of a person's behavior. 2. Sometimes the behavior cannot be reported because it has not yet occurred. 3. Attitudes, under certain circumstances, are reasonably good predictors of behavior.

True

True/False: Most measures fall into one of these three categories: 1. States of being - age, sex, income, education, etc. 2. Behavior - purchase patterns, brand loyalty, etc. 3. States of mind - attitudes, preferences, personality, etc.

True

True/False: Multiplicity of attitudes - numerous attitudes, and not all attitudes will be consistent with a specific behavior.

True

True/False: Multiplicity of behaviors - only some of which are consistent with the attitude concerning the object in question.

True

True/False: Researchers are interested in generating information which leads to knowledge, which leads to better decisions.

True

True/False: Researchers have developed scales that are believed to capture the quantity or intensity of the construct's attribute. These include itemized (likert), rank-order, comparative, semantic and stapel scales.

True

True/False: Steps of the measuring process are: Step 1: Determine the Construct(s) of Interest Step 2: Specify the Construct's Domain Step 3: Establish Operational Definitions Step 4: Collect Data to Test Measurements Step 5: Purify the Measures Step 6: Conduct Validity Tests Step 7: Analyze Research Findings

True

True/False: The Likert scale is an itemized rating scale

True

True/False: The scale classification of a measure determines the appropriate statistical procedure to use in analyzing the data gathered through the measurement process.

True

True/False: Types of reliability measures include Test-Retest, Alternative Form and Internal Consistency

True

True/False: Validity is assessed by examining three different types of validity: content, predictive/pragmatic and construct

True

True/False: We develop operational definitions for two types of variables: discrete and continuous

True

True/False: in Step 1 in the 7 steps of the measuring process, one determines the construct(s) of interest

True

True/False: in Step 3 in the 7 steps of the measuring process, one must establish operational definitions

True

True/False: in Step 4 in the 7 steps of the measuring process, one uses operationalized measures to collect data from the target market. We need this data to help determine if the methods used to collect that data are good.

True

True/False: in Step 5 in the 7 steps of the measuring process, it is decided which item statements are keepers and which should be rejected from the final item list by conducting reliability tests.

True

True/False: in Step 5 in the 7 steps of the measuring process, one uses the data collected in the previous step to determine which items in original list of operationalized items are reliable; to purify the measures

True

True/False: in Step 6 in the 7 steps of the measuring process, a validity test is conducted to determine how much faith we will place in the results of our research; did we actually measure what we were trying to measure?

True

True/False: in Step 7 in the 7 steps of the measuring process, after the developed measures had been deemed reliable and valid, we are ready to analyze the data to achieve the objectives of the research study.

True

True/False: in the 7 steps of the measuring process, one purifies the measures after collecting data to test measurements.

True

True/False: operational definitions of our constructs must be established to move them from the world of abstract concepts into the empirical world where we can measure them.

True

True/False: we cannot directly observe a construct

True

True/False: if a third value can fall between two other variables, then it is a continuous variable

True Examples: temperature, distance, time

To measure the same subjects at two different points in time under approximately the same conditions and compare results. If there was no change in the measurement of the object, a reliable measuring device would generate some results. Issues: respondents may not respond the same time in each test. a. Test-retest reliability b. Alternative form c. Internal consistency

a. Test-retest reliability

The buying center role of those who actually complete the exchange process for a family or organization: a. buyers b. deciders c. influencers d. deciders

a. buyers

The tricomponent model includes (select all that apply): a. cognitive component b. conative component c. cognizant component d. affective component e. behavioral component

a. cognitive component b. conative component d. affective component

Also, known as a constant-sum scale, this scale requires respondents to divide a fixed number of points, usually 100, among items according to their importance to the respondent. The result provides researchers with some understanding of the magnitude of the difference between the items importance to the respondent. Allocating points becomes more difficult with a large number of items, therefore ten items are generally considered the maximum limit. a. comparative rating scale b. interval scale c. itemized rating scale d. Likert scale

a. comparative rating scale

Abstract constructions that are of interest to researchers. Some examples of interest to business researchers are customer satisfaction, heavy users, channel conflict, brand loyalty and marketing orientation. a. construct b. operational definition c. reliability d. validity

a. construct

The extent to which it provides adequate coverage of the topic under study. a. content validity b. predictive validity c. construct validity d. pragmatic validity

a. content validity

The extent to which it provides adequate coverage of the topic under study. Rests on the ability to adequately cover the most important attributes of the concept being measured. IT is testing to determine how well we have specified the domain of our construct. A common method of testing for it is to ask experts to judge whether the item statements are what they purport to be. a. content validity b. predictive/pragmatic validity c. construct validity

a. content validity

Type of construct validity where if measures converge when they are supposed to measure the same thing. When two independent methods of measuring the same construct converge as expected, then we have some degree of __________ validity. a. convergent validity b. discriminant validity

a. convergent validity

A five or seven-point questionnaire where a respondent is to choose between 7 for "strongly agree" to 1 "strongly disagree" is an example of: a. itemized rating scales b. rank-order scales c. comparative rating scales d. semantic differential scales e. stapel scales

a. itemized rating scales

A five-point itemized rating scale with specific descriptors for the scale points; determine the strength of someone's attitude, positive or negative, toward an object by summing their scores for each of the item statements. a. likert scale b. ordinal scale c. rank-order scale d. itemized rating scale e. ratio scale

a. likert scale

The attention to identifying and satisfying customer needs, integration of effort by all areas of the organization to satisfying those needs, and focusing on the means by which an organization can achieve its goals most efficiently while satisfying those needs: a. marketing orientation b. market orientation

a. marketing orientation

Produces categorical data rather than the metric data derived from more advanced scales. Can be expressed with binary numbers, words, figures, letters or other symbols. Can recognize differences in kind, but not in degree. Tend to oversimplify reality.: a. nominal scale b. ordinal scale c. interval scale d. ratio scale

a. nominal scale

Which scale is being described here: ØIs the lowest level of measurement ØMeasures difference in kind (male, female) ØConsidered as a qualitative classification ØThey oversimplify reality ØMODE is the central tendency measure permitted a. nominal scale b. ordinal scale c. interval scale d. ratio scale

a. nominal scale

Which scale of measurement is described here: Results: classification of variables Sample Question: Which brand do you own? A ____ B____ C____ D ____ Measure of Central: Mode a. nominal scale b. ordinal scale c. interval scale d. ratio-scale

a. nominal scale

A reliability measurement; measure the same object at two different points. a. test-retest reliability b. alternative form c. internal consistency

a. test-retest reliability

Measurement is to attach number to: a. the attributes of an object b. the object

a. the attributes of an object

The buying center role of those who actually use the product are: a. users b. gatekeepers c. influencers d. deciders

a. users

The extent to which differences found among respondents using a measuring tool reflect true differences among respondents: a. validity b. measurement c. operational definition d. reliability

a. validity

If you have at least two equivalent measuring forms, researchers can administer one form and then two weeks later administer the alternative form. Correlating the results provides a measure of the reliability of the forms. a. Test-retest reliability b. Alternative form c. Internal consistency

b. Alternative form

A reliability measurement; this can overcome some deficiencies of the test-retest; if you have at least two equivalent measuring forms, researchers can administer one form and then two weeks later administer the alternative form. Correlating the results provides a measure of the reliability of the forms. a. test-retest reliability b. alternative form c. internal consistency

b. alternative form

Type of construct validity where if two measures diverge as expected, then we have some degree of ______________ validity. a. convergent validity b. discriminant validity

b. discriminant validity

A specified sphere of activity or knowledge is a: a. gatekeeper b. domain c. market d. operational definition

b. domain

The buying center role of those who control the flow of information or access to decision-makers: a. users b. gatekeepers c. influencers d. deciders

b. gatekeepers

The systematic gathering of information on customers and competitors, both present and potential, the systematic analysis of the information for the purpose of developing marketing knowledge, and the systematic use of such knowledge to guide strategy recognition, understanding, creation, selection, implementation and modification. a. marketing orientation b. market orientation

b. market orientation

Rules for assigning numbers to objects in such a way as to represent quantities of attributes is: a. cognitive component b. measurement c. operational definition d. validity

b. measurement

The process of obtaining data which can be analyzed; to assess the characteristics of an object; involves a system of logical decision rules whose standard is a scale. a. domain b. measurement c. operational definition d. ordinal

b. measurement

Goes a step further than the nominal scale to introduce a direction of difference. If measurement can be ordered so that one item has more than, less than, some property when compared to another item, measurement is said to be a: a. nominal scale b. ordinal scale c. interval scale d. ratio scale

b. ordinal scale

The scale used in ranking items such as best, or second best, that reveals a position but not a degree. Example would be a favorite vacation destination ranked. It may be determined that Florida ranks first, the Rocky Mountains second and New England third, but it is not clear if all three are relatively close in desirability or if Florida is much more desirable and the Rockies and New England are distant second and third choices. a. nominal scale b. ordinal scale c. interval scale d. ratio-scale

b. ordinal scale

Which scale is being described here: ØIntroduces a direction of difference ØUsed frequently in rankings (best, second best) ØRankings reveal position but not degree ØMEDIAN is the central tendency a. nominal scale b. ordinal scale c. interval scale d. ratio scale

b. ordinal scale

Which scale of measurement is described here: Results: order of variables Sample Question: Rank your preference for stores: First ____ Second____ Third ____ Measure of Central: Median a. nominal scale b. ordinal scale c. interval scale d. ratio-scale

b. ordinal scale

The success of measures used for estimating purposes. Correlation of the independent and dependent variables is often used to test to see if it works: a. content validity b. predictive validity c. construct validity d. pragmatic validity

b. predictive validity OR d. pragmatic validity

The success of measures used for estimating purposes. The measure has _____________ validity if it works. Correlation of the independent and dependent variables is often used to test to see if it works. a. content validity b. predictive/pragmatic validity c. construct validity

b. predictive/pragmatic validity

A questionnaire where the respondent was asked to assign numbers to a list of sporting events in terms of most to least desirable to attend (1 = most desirable, 2 = second most desirable, etc.) is an example of: a. itemized rating scales b. rank-order scales c. comparative rating scales d. semantic differential scales e. stapel scales

b. rank-order scales

Involves the use of different samples of respondents to determine reliability of measures. Ways to assess it includes: 1. use a split-half technique, which involves giving the measuring instrument to all the respondents, then randomly dividing them into halves and comparing the two halves. High correlation represents good reliability. 2. Use a statistical test such as Cronbach's alpha for intervally scaled data. Low correlation means the item statement should be removed from the instrument. Cronbach's alpha is a common test done in Step 5. 3. KR-250 for nominally scaled data. Low correlation means the item statement should be removed from the instrument. a. Test-retest reliability b. Alternative form c. Internal consistency

c. Internal consistency

A questionnaire where the respondent were asked to allocate 100 points among items listed such that the allocation represents the importance of each item in their choice of a product is an example of: a. itemized rating scales b. rank-order scales c. comparative rating scales d. semantic differential scales e. stapel scales

c. comparative rating scales

Involves the desire to measure or infer the presence of abstract characteristics for which no empirical validation seems possible. Attitude scales, aptitude tests, personality tests all fall in this category. Assessed on how well the measurement tool measures constructs that have theoretically defined models as an underpinning. a. content validity b. predictive/pragmatic validity c. construct validity

c. construct validity

Involves the desire to measure or infer the presence of abstract characteristics for which no empirical validation seems possible: a. content validity b. predictive validity c. construct validity d. pragmatic validity

c. construct validity

The buying center role of those who influence the choice of product or supplier by providing information: a. users b. gatekeepers c. influencers d. deciders

c. influencers

A reliability measurement; uses different samples of respondents to determine reliability of measurements. a. test-retest reliability b. alternative form c. internal consistency

c. internal consistency

A scale that indicates a difference, a direction of difference, and a magnitude of difference with the amount expressed in constant scale units. Example: Temperature. The difference between 20° and 30° represents the same difference and direction as the difference between 100° and 110°. It has an arbitrary origin, where there is no natural origin or zero point from which the scale derives. Think Fahrenheit vs Celcius. a. nominal scale b. ordinal scale c. interval scale d. ratio-scale

c. interval scale

A scale with two features: (1) a unit of measurement, and (2) an arbitrary origin. The arbitrary origin means there is no natural origin or zero point from which the scale derives. a. nominal scale b. ordinal scale c. interval scale d. ratio scale

c. interval scale

Which scale is being described here: ØUnit of measurements ØArbitrary origin (temperature)-no natural origin ØIndicates difference, a direction of difference, and magnitude of difference ØARITMETHIC MEAN is the most common measure of central tendency a. nominal scale b. ordinal scale c. interval scale d. ratio scale

c. interval scale

Which scale of measurement is described here: Results: Differences in variables Sample Question: The salespeople were friendly. Strongly Agree ____ Agree ____ Neutral ____ Disagree ____ Strongly Disagree ____ Measure of Central: Mean a. nominal scale b. ordinal scale c. interval scale d. ratio-scale

c. interval scale

Indicates what observable attributes of the construct will be measured and the process that will be used to attach numbers to those attributes as to represent the quantity of the attributes: a. cognitive component b. measurement c. operational definition d. reliability

c. operational definition

Indicates what observable attributes will be measured a. domain b. measurement c. operational definition d. ordinal

c. operational definition

A disadvantage for the ____________ scale is that it appears without the researcher knowing his or her location on a like-dislike continuum. Data analysis is limited to those procedures permissible for such ordinal data. Respondents actual first choice may not have been included on the list, but researchers would not know this. a. itemized scale b. likert scale c. rank-order scale d. nominal scale

c. rank-order scale

An advantage for the _____________ scale is that it is easy for respondent to understand and respond to, and it is a realistic representation of choice behavior (some objects would be purchased before others according to _____________). a. itemized scale b. likert scale c. rank-order scale d. nominal scale

c. rank-order scale

The respondent puts objects in an order of some variable under study (such as an order of liking, preference, intention to buy, or quality) generating ordinal data. a. likert scale b. ordinal scale c. rank-order scale d. itemized rating scale e. ratio scale

c. rank-order scale

The buying center role of those who actually make the choice of product or supplier: a. buyers b. gatekeepers c. influencers d. deciders

d. deciders

The points on the scale are itemized, with a description of the scale point provided: a. likert scale b. ordinal scale c. rank-order scale d. itemized rating scale e. ratio scale

d. itemized rating scale

This scale has a natural origin. Zero means a complete absence of the property being measured. Properties measured include weight, height, distance, speed, and sales. a. nominal scale b. ordinal scale c. interval scale d. ratio scale

d. ratio scale

Which scale is being described here: ØMost advanced level of measurement ØHas a natural origin ØZero means a complete absence of the measured property ØIncludes weight, height, distance, speed, and sales ØMEAN and GEOMETRIC MEAN are the central tendencies used a. nominal scale b. ordinal scale c. interval scale d. ratio scale

d. ratio scale

Advanced scale with a natural origin. Zero means a complete absence of the property being measured. Examples: weight, height, distance, speed and sales a. nominal scale b. ordinal scale c. interval scale d. ratio-scale

d. ratio-scale

Which scale of measurement is described here: Results: Absolute magnitude of differences in variables Sample Question: What was your sales volume by store last year? Store A $____ Store B $____Store C $____ Measure of Central: Geometric Mean a. nominal scale b. ordinal scale c. interval scale d. ratio-scale

d. ratio-scale

A measure that consistently generates the same result over repeated measures: a. cognitive component b. measurement c. operational definition d. reliability

d. reliability

A seven-point scale using pairs of adjectives or phrases that are opposite in meaning. Each pair of adjectives measure a different dimension of the concept, and respondents choose one of the seven scale positions that most closely reflect their feelings. a. ordinal scale b. rank-order scale c. ratio scale d. semantic differential scale

d. semantic differential scale

A questionnaire where the respondent chooses one of seven scale positions that most closely reflects their own feelings between one of two opposite adjectives/phrases [Clean 1 2 3 4 5 6 7 Dirty] is an example of: a. itemized rating scales b. rank-order scales c. comparative rating scales d. semantic differential scales e. stapel scales

d. semantic differential scales

Scale used as a substitute for the semantic differential when it is difficult to construct pairs of bipolar adjectives; respondents would be instructed to circle positive or negative numbers for when the adjective increasingly accurately describes their experience. a. rank-order scale b. ratio scale c. semantic differential scale d. stapel scale

d. stapel scale