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

With the Likert scale,it is best to use"flat"or plain statements and let the respondent indicate the intensity of his or her feelings by using the agree-disagree response continuum position.

A researcher seeks to ________,which is defined as the ability of a question's wording or format to influence respondents' answers.

Ordinal scales indicate only relative size differences among objects: greater than,less than,or equal to.

It is unwise to take a questionnaire designed for online administration and simply let the questionnaire design system present it in mobile device format.

It is common for a questionnaire designed by one employee of the research company to then be given to a colleague who understands questionnaire design for a thorough inspection for question bias as well as face validity.

Marketing researchers use standard scales rather than inventing new ones for each research project,which are often referred to as"workhorse scales."

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

Define reliability and validity.How can something be reliable yet not be valid?

A ________ is easily recognized,as it has numbers that range from a minus end to a corresponding plus end,with or without a zero as the midpoint.

________ are used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request.

Computer-assisted questionnaire design refers to software that allows users to use computer technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by the questionnaire.

________ are physically verifiable characteristics such as age,income,number of bottles purchased,store last visited,and so on.

Marketing researchers use standard scales rather than inventing new ones for each research project.Discuss and differentiate among the Likert scale,semantic differential scale,and the Stapel scale.Why should the scale fit the construct?

With a reliable measure,a respondent responds in the same or very similar manner to an identical or near-identical question.

________,or other questions that require some degree of mental activity,such as evaluating choices,voicing opinions,recalling past experiences,indicating intentions,or responding to"what if"questions,are placed deeper in the survey.

Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect:

Beginning with the research budget in mind,the researchers rely on"constructs,"or standard marketing concepts,and develop a mental vision of how each construct will be measured.

The term"coding"means:

Because many marketing stimuli have meanings,mental associations,or connotations,the ________ works well when the marketing researcher is attempting to determine brand,store,or other images.