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
