Exam 3: Measurement in Marketing Research

_______________ scales provide respondents with an explicit referent or example with which to compare while expressing their attitudes.

The zero point on an interval scale corresponds to the absence of the characteristic being measured in the empirical system.

Common situational factors that are potential sources of measurement error include

Explain the difference between a constitutive definition of a construct and an operational definition.

Because the zero on an interval scales is an arbitrary assignment,comparisons of absolute magnitudes or ratios is meaningless.

The simplest self-reporting scale is a(n)_______________,where the respondent's beliefs are classified in two or more categories.

_______________ involves understanding the theoretical rationale underlying the obtained measurement.

A limitation of rank-order scales is the lack of cross-scale comparability.

Discuss methods of attitude scaling,including the three categories of communication methods and the two categories of observation methods.

What are the components of measurement error and how do they relate to reliability and validity?

The most common statistical test used for nominally scaled variables is

All of the following are legitimate arguments for assigning numbers to the response categories of a verbal rating scale except

A nominal scale defines the ordered relationship among objects or events.

Which type of scale is being used if a respondent's age is measured by the question "How many years have elapsed since your 18th birthday?"

Measurement error is minimized when a direct correspondence exists between the number system and the marketing phenomena being measured.

_______________ involves correlating two different measurements of the same marketing phenomenon administered at the same point in time.

With a(n)_______________ scale,the absolute or natural zero point refers to the assignment of the number zero to the absence of the characteristic being measured.

In the measurement process,the _______________ consists of all quantities used to represent marketing phenomena.

A dummy variable is an ordinally scaled variable on that is coded "0" or "1."

In conducting international marketing research,evidence suggests that measures are fairly reliable across countries for "hard" variables,such as age and gender,but have limited reliability for "soft" variables,like lifestyle,product involvement,and attitudes.