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Chapter 7 Marketing Research
Terms in this set (17)
The resulting data from non-comparative scales are generally assumed to be ___________ scaled.
A scale measuring attitudes that consist of a single adjective in the middle of an even-numbered range of values is called a(n) __________ scale.
A scale with an equal number of favorable and unfavorable categories is called a __________ scale.
If a neutral option is possible for at least some of the respondents, an even number of categories should be used.
An unipolar rating scales with 10 categories numbered from -5 to +5 without a neutral point is a __________ scale.
Characteristics of the __________ scale:
-Respondents must read entire statement rather than a short phrase
-Number of scale points can vary
-Easy for respondent to understand
-Easy to construct
-Easy to administer
A noncomparative scale is often called a __________ scale.
One of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
Continuous rating scales are sometimes referred to as __________.
Graphic Rating Scales
A measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
Continuous Rating Scale
In ___________ means or median values for each item are calculated, plotted, and statistically analyzed.
When researcher requires an overall comparison of object the individual item scores can also be summed.
A 7 pt rating scale with end points associated with bipolar
A 7pt rating scale with end points associated with bipolar labels.
Semantic Differential Scale
A measurement scale with five response categories ranging from strongly disagree to strongly agree.
A rating scale that forces the respondents to express an opinion because a no optinion option is not provided.
Forced Rating Scale
The ability to detect subtle differences in the attitude or the characteristic being measured.
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