Marketing Research Exam 2 Study Guide Questions And Answers
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Course
N547
Institution
N547
CHAPTER 8 BASIC CONCEPTS IN MEASUREMENT - ANS We are measuring properties-- sometimes called characteristics, attributes, or qualities--- of objects
Know the definition and examples of objects - ANS measuring by properties
EX: consumers, brand, stores, advertisements, product, comp...
Marketing Research Exam 2 Study Guide
Questions And Answers
CHAPTER 8 BASIC CONCEPTS IN MEASUREMENT - ANS We are measuring properties--
sometimes called characteristics, attributes, or qualities--- of objects
Know the definition and examples of objects - ANS measuring by properties
EX: consumers, brand, stores, advertisements, product, company, person
Know the definition and examples of objective properties - ANS *Physical features*
Measurement should be a simple process if you measure by physically verifiable
characteristics-- *observable and tangible*
EX: age, income, number of bottles purchased, store last visited
Know the definition and examples of subjective properties - ANS *Persons attitudes and
intentions*
cannot be directly observed because they are mental constructs such as a persons attitude or
intentions--- *unobservable and intangible*
Not an easy task to ask respondents to translate their feelings or opinions onto a measurement
continuum.
Scale Development - ANS process of developing a *rating* scale format that is clear and
used identically by respondents--- designing questions and responses to measure subjective
properties of an object.
Nominal
Be able to recognize each given survey question or response option examples. - ANS
Those that use only labels; *they posses only the characteristics of description.* Answers
involve; Yes, No, Agree, Disagree
EX: race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer.
EX: Indicate your gender. ______ Male ______ Female
,Are you planning on purchasing a new car in the next 6 months? _____ Yes _____ No ______
Unsure
Have you seen Delta Airlines Advertisements in the past week? ____ Yes _____ No
Ordinal
Be able to recognize each given survey question or response option examples. - ANS permit
the researcher to *rank order* of the respondents or their responses---- Indicate only relative
size differences among objects: greater than, less than, or equal to
EX: Please rank each brand in terms of preference. Place "1" by first choice and "2" for second
choice and so on
_____ 3 musketers
_____ Baby Ruth
_____ Milky Way
For each pair of grocrey stores circle the one you would most likely patronize
Kroger VS Publix
Plubix VS A&P
A&P VS Kroger
In your opinion would you say the prices ar Walmart are
_____ Higher than sears
_____ About the same as Sears
_____ Lower than Sears
Interval
Be able to recognize each given survey question or response option examples. - ANS a type
of scale measurement rating scales for subjective purposes--- usually defined as one scale unit.
Answers involve; numbers of units, "extremely friendly", "Very friendly", "Somewhat friendly",
"very unfriendly" and so on..
EX: A coffee brand rated 3 is only 1 unit away from the other brand rated 4.
EX: Please rate each of the following in terms of overall performance; circle one number for
each
Not enjoyable very enjoyable
Big Bang Th. 1 2 3 4 5 6 7 8 9 10
Mad Men 1 2 3 4 5 6 7 8 9 10
ratio measures (Scale Measures)
, Be able to recognize each given survey question or response option examples. - ANS a true
zero origin exists--- *such as an actual number* of purchases in a certain time period, dollars
spent, miles traveled, number of children in household or years of college education (dollars,
time, years)
EX: Please indicate your Age
______ Years old
Approximately how many times in the last month have yo purchase something over $5 in price
at 7-11?
0 1 2 3 4 5 More (specify:_____)
Types of Measurements - ANS Nominal
ordinal
interval
ratio
Interval Scales commonly used in Marketing Research - ANS -Linkert
-Semantic differential
-Life Style Inventory
Be able to recognize Likert - ANS measures intensity of agreement or disagreement.
With this scale it is best to use "flat" or plain statements and let the respondent indicate the
intensity if his or her feelings by using the agree-disagree response continuum.
Be able to recognize semantic differential - ANS A specialized interval scale format that has
sprung directly from the problem of translating a persons qualitative judgements into metric
estimates.
*Focuses on the measurement of the meaning of an object, concept, person, or experience.*
A good way to measure a brand, company, or store image.
EX: Zig Zag survey
Be able to recognize lifestyle inventory - ANS measures a persons activities, interests, and
opinions about stores and products with a linkert scale (measures unique way of living)
EX: "I shop a lot for specials"
"I prefer to pay for purchases with my debit card"
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