Marketing Research Chapter 10

If researcher wish to compare six brands of HDTVs on the basis of quality, how many paired comparisons will be necessary?

15

____ definitions translate conceptual definitions into measurement scales.

operational

A person's weight is best described as being measured on a(n) ____ scale.

ratio

"I plan to buy a new DVD player sometime in the next three months" is an aspect of which component of an attitude?

behavioral

A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often. This is best described as a(n) ____ scale.

category

Age, gender, brand loyalty, and corporate culture are all examples of ____.

concepts

Which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range?

continuous measure

Which type of validity is another way of expressing internal consistency?

convergent validity

Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?"

criterion validity

All of the following can be measured using ratio scales EXCEPT ____.

gender

____ is the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

measurement

When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements, what type of scale is being used?

non-forced-choice

A respondent is given a list of four local shopping malls and asked to put them in order, from the one he most likes to shop at to the one he least likes to shop at. This is a(n) ____ task.

ranking

Which type of scale is regarded as the highest form of measurement?

ratio

Which of the following is an indicator of a measure's internal consistency?

reliability

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels

reverse coding

Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept?

scale

A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed?

split-half

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply adding up the responses to each item making up the composite measure. This composite measure is called a(n) ____.

summated scale

Which characteristic is a key difference between ratio and interval scales?

absolute zero

"I hate asparagus" is an example of which component of an attitude toward asparagus?

affective

A(n) ____ is a single characteristic or fundamental feature of an object, person, situation, or issue.

attribute

In which type of scale is a neutral point, or point of indifference, at the center of the scale?

balanced

Which attitude component represents a person's awareness and knowledge of the matter?

cognitive

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?

composite measure

Which of the following refers to concepts measured with multiple variables?

construct

Measures that can take on only one of a finite number of values are called ____.

discrete measures

When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity.

face

Which of the following is a discrete measure?

nominal sales

A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card. The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize. This is a ____ task.

sorting