Marketing Research Chapter 8 Vocab

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1. Measurement
The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules.
2. Scaling
The generation of a continuum upon which measured objects are located.
3. Description
The unique labels or descriptors that are used to designate each value of the scale. All scales possess description.
4. Order
The relative sizes or positions of the descriptors. Order is denoted by descriptors such as greater than, less than, and equal to.
5. Distance
The characteristic of distance means that absolute differences between the scale descriptors are known and may be expressed in units.
6. Origin
The origin characteristic means that the scale has a unique or fixed beginning or true zero point.
7. Nominal Scale
A scale whose numbers serve only as labels or tags for identifying and classifying objects. When used for identification there is a strict one-ton-one correspondence between the numbers and the objects.
8. Ordinal Scale
A ranking scale i which numbers are assigned to objects to indicated the relative extent to which some characteristics is possessed. thus it is possible to determine whether an object has more or less of a characteristic than some other object.
9. Interval Scale
A scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
10. Ratio Scale
The highest scale. It allows the researcher to identify or classify objects, rank-order the objects, and compare intervals or differences. It is also meaningful to compute ratios of scale values.
11. Comparative Scales
One of two types of scaling techniques in which there is direct comparison of stimulus objects with one another.
12. Non-comparitive Scales
One of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set.
13. Paired comparison scaling
A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion. The data obtained are ordinal in nature.
14. Transitivity of Preference
An assumption made in order to convert paired comparison data to rank order data. It implies that if brand A is preferred to brand B and brand B is preferred to brand C, then brand A is preferred to brand C.
15. Rank Order Scaling
A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion.
16. Constant Sum Scaling
A comparative scaling technique in which respondents are required to allocate a constant sum of units such as points, dollars, chits, stickers, or chips among a set of stimulus objects with respect to some criterion.
17. Q-Sort scaling
A comparative scaling technique that uses a rank order procedure to sort objects based on similarity with respect to some criterion.
 Author: aplee11 ID: 52872 Card Set: Marketing Research Chapter 8 Vocab Updated: 2010-12-02 17:28:33 Tags: Chapter Vocab Folders: Description: Chapter 8 Vocab Show Answers: