Exam 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire

________ measures are rating scales for subjective properties where,for adjacent levels,the distance is normally defined as one scale unit.

________ is an assessment of the exactness of a measurement relative to what actually exists.

When a researcher is attempting to measure attitudes,opinions,evaluations,beliefs,impressions,perceptions,feelings,and intentions on a continuum,the researcher is using a type of:

The data files from a computer-assisted questionnaire software program can be downloaded at the researcher's discretion;however,different formatting options,including SPSS-readable files,may not be available.

Researchers normally avoid asking screening questions at the beginning of a survey since the interview will begin with a negative tone,perhaps causing the person to think the questionnaire will be asking any number of personal questions,and object to taking part.

An actual number of purchases in a certain time period,dollars spent,miles traveled,number of children in the household,or years of college education are examples of:

Questionnaire design companies are cognizant of the public's reluctance to take part in surveys,so partner with panel companies and integrate panel sample access into their questionnaire design websites

Why do marketing researchers take great care in developing research questions that measure attitudes,beliefs,behaviors,and demographics?

Using numbers associated with question response options to facilitate data analysis after the survey has been conducted is known as:

Answers that involve yes-no,agree-disagree,or any other instance in which the descriptors cannot be differentiated except qualitatively,are examples of ordinal measures.

While not documented by research,most researchers feel that a single word can make a difference in how study participants respond to a question.

Any self-administered survey qualifies for anonymity as long as the respondent does not indicate his or her identity and provided the questionnaire does not have any covert identification tracing mechanism.

Scale measures are those in which the direction between each level is known.

The type of scale that might measure the degree a person is price-conscious,fashion-conscious,an opinion giver,a sports enthusiast,child oriented,home centered,or financially optimistic is:

Regardless of whether or not the questionnaire is designed for online administration,there are two steps remaining: precoding and pretesting.

The focus of the semantic differential is on the measurement of the meaning of an object,concept,person,or experience.

If the answer is"Yes"to the question,"Did you order a Papa John's Pizza delivery for your family in the past month?"the respondent will be directed to several questions about Papa John's Pizza,but if the answer is"No,"these questions will not be asked.This is an example of:

Beginning with the research objectives,the researcher identifies the ________ and decides what type of measure to use for each one.

Questionnaire organization is the sequence or"flow"of statements and questions that make up a questionnaire.Why is questionnaire organization a critical concern? Discuss the issue of question flow as an important part of the process.

A specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates is the: