Marketing Research Chapter 9 Vocab

  1. Noncomparative Scale
    One of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
  2. Continuous Rating Scale
    Also referred to as a graphic rating scale, this measurement scale has the respondents rate the object by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
  3. Itemized Rating Scale
    A measurement scale having numbers and/or brief descriptions associated with each category. The categories are ordered in terms of scale position.
  4. Likert Scale
    A measurement scale with five response categories ranging from "strongly disagree" to "strongly disagree" to "strongly disagree," which requires respondents to indicated a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.
  5. Semantic Differential
    A 7-point rating scale with endpoints associated with bipolar labels that have semantic meaning.
  6. Stapel Scale
    A scale for measuring attitudes that consists of a single adjectives in the middle of an even-numbered range of values, from -5 to +5 without a neutral point (zero)
  7. Multi-item Scales
    A multi-item scale consists of multiple items, where an item is a single question or statement o be evaluated.
  8. Construct
    A specific type of concept that exists at a higher level of abstraction than do everyday concepts.
  9. Measurement Error
    The variation in the information sought by the researcher and the information generated by the measurement process employed.
  10. True Score Model
    A mathematical model that provides a framework for understanding the accuracy of measurement.
  11. Systematic Error
    Systematic error affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made.
  12. Random Error
    Measurement error that arises from random changes or differences in despondents or measurement situations.
  13. Reliability
    The extent to which a scale produces consistent results if repeated measurements are made on the characteristic.
  14. Test-Retest Reliability
    An approach for assessing reliability in which respondents are administered identical sets of scale items at two different times under as nearly equivalent conditions as possible.
  15. Alternative-Forms Reliability
    An approach for assessing reliability that requires two equivalent forms of the scale to be constructed and then the same respondents are measured at two different times.
  16. Internal Consistency Reliability
    An approach for assessing the internal consistency of the set of times when several items are summated in order to form a total score for the scale.
  17. Split-half Reliabiity
    A form of internal consistency reliability in which the items constituting the scale are divided into two halves and the resulting half scores are correlated.
  18. Coefficient Alpha
    A measure of internal consistency reliability that is the average of all possible split-half coefficients resulting from different splittings of the scale items.
  19. Validity
    The extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors.
  20. Content Validity
    A type of validity sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.
  21. Criterion Validity
    A type of validity, sometimes called face validity, that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.
  22. Construct Validity
    A type of validity that addresses the question of what construct or characteristic the scale is measuring. An attempt is made to answer theoretical questions of why a scale works and what deductions can be made concerning the theory underlying the scale.
  23. Convergent Validity
    A measure of construct validity that measures the extent to which the scale correlates positively with other measures of the same construct.
  24. Discriminant Validity
    A type of construct validity that assesses the extent to which a measure does not correlate with other constructs from which it is supposed to differ.
  25. Nomological Validity
    A type of validity that assesses the relationship between the theoretical construct. It seeks to confirm significant correlations between the constructs as predicted by theory.
  26. Generalizability
    The degree to which a study based on a sample applies to a universe of generalization.
Card Set
Marketing Research Chapter 9 Vocab
Chapter 9 Vocab