Measurement & scaling
Name the four characteristics of the marketing research scales:
Description, Order, Distance and Origin
Name one of the mentioned examples of comparative scales
Paired comparisons, rank order, constant sun scales or q-sort
What are the three types of Itemised rating scales?
Likert, Semantic Differential, Stapel
What are the three major factors involved when using a scale evaluation
Reliability, validity and generalisability
Who are the characters that could potentially die in the main fight of Breaking Dawn pt.2? (Not the Vulturi)
Carlise, Jasper, Seth & Leah
Name the four primary scales of measurement
Nominal scale, Ordinal scale, Interval scale and Ratio scale
Main disadvantage of the constant sum scaling method?
The participants may not understand the instructions and put incorrect numbers that don’t add 100
What is the first decision that the researcher must make when creating an Itemised rating scale?
Number of scale categories
These are the most common types of mathematically derived scales
What are the names of the Ikea meme monkeys?
Lupe and Joaquin
Which one of the four characteristics of marketing research scales is the most basic?
The Description characteristic
Main difference between comparative scales and non-comparative scales
Comparative scales involves direct comparison while in non comparative scales each stimulus is scaled independently
What is the third step to develop a multi-item scale?
Select a reduced set of items based on qualitative judgement
Name at least 3 requirements for a good rating scale
Minimal response bias, interpretation and understanding, discrimating power, ease of administration, ease of use by participants, credibility, usefulness of results
Name one song from the Reputation album by Taylor Swift
(Double points if it's Amaranta's favorite)
Ready for it, End game, I did something bad, Don't blame me, *Delicate*, Look what you made me do, So it goes, Gorgeous, Getaway car, King of my heart, DWOHT, Dress, TIWWCHMT, CIWYW, New years day
True or False: Does the objects’ order in a nominal scale represent a hierarchy?
False
Which of the scales is known as graphic rating scale?
Continuous rating scale
What are examples of a construct?
Brand loyalty, product involvement, satisfaction.
Name at least 4 validity approaches
Content, criterion, concurrent, predictive, construct, convergent, discriminant, nomological
Name the 5 all-time Champions League goal scorers
Cristiano Ronaldo, Lionel Messi, Robert Lewandowski, Raúl González, Karim Benzema
In which primary scale of measurement are the units of measurement arbitrary?
In the interval scale
What is conjoint analysis?
A technique that attempts to determine the importance that costumers give to a certain attribute of a product.
What is the difference between a semantic differential scale and a Stapel scale?
The difference between semantic differential and Stapel scale, is that semantic differential has a neutral point, and the Stapel scale hasn´t.
What are the five factors to determine which scaling technique is best for your type of investigation
Level of information desired, capabilities and willingness of participants, characteristics of the stimulus objects, method of administration, context and cost
Name all of the Avengers that took part in the fight against Thanos in the Endgame movie (28)
Ant-Man, Black Panther, Black Widow, Captain America, Captain Marvel, Doctor Strange, Drax, Falcon, Gamora, Groot, Hawkeye, Hulk, Iron Man, Mantis, Nebula, Okoye, Pepper Potts, Rocket Racoon, Scarlet Witch, Shuri, Spider-man, Star-Lord, Thor, Valkyrie, Wasp, War-Machine, Winter Soldier, Wong