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24 Cards in this Set
- Front
- Back
Measurement |
an integrative process of determining the intensity (or amount) of information about constructs, concepts, or objects |
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construct |
a hypothetical variable made up of a set of component responses or behaviors that are thought to be related |
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construct development |
an integrative process in which researchers determine what specific data should be collected for solving the defined research problem |
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scale measurement |
the process of assigning possible responses to a question about a particular object or construct
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scale points |
designated degrees of intensity assigned to the responses in a given questioning or observation method |
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four basic scale levels |
nominal ordinal interval ratio |
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nominal scale |
the type of scale in which the questions require respondents to provide only some type of descriptor as the raw response |
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ordinal scale |
a scale that allows a respondent to express relative magnitude between the answers to a question |
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interval scale |
a scale that demonstrates absolute differences between each scale point |
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ratio scale |
a scale that allows the researcher not only to identify the absolute differences between each scale point but also to make comparisons between the responses |
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scale reliability |
refers to the extent to which a scale can reproduce the same or similar measurement results in repeated trials >> techniques: test-restest equivalent form |
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scale validity
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assess whether a scale measures what it is supposed to measure. >> 4types: face, content, convergent, discriminant |
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discriminatory power |
the scale's ability to discriminate between the categorical scale responses (points ) |
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scales that measure attitudes and behaviors |
Likert scale semantic differential scale behavioral intention scale |
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Likert scale |
an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental belief or behavioral belief statement about a given object |
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semantic differential scale |
a unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object |
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behavioral intention scale |
a special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame |
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non-comparative rating scale |
a scale format that requires a judgment without reference to another object, person, or concept |
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comparative rating scales |
a scale format that requires a judgement comparing one object, person, or concept against another on the scale |
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graphic rating scales |
a scale measure that uses a scale point format that presents the respondent with some type of graphic continuum as the set of possible raw responses to a given question |
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rank-order scales |
these allow respondents to compare their own responses by indicating their first, second, third preferences etc.. |
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constant sum scales |
requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones. |
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single item scale |
a scale format that collects data about only one attribute of an object or construct |
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multiple item scale |
a scale format that simultaneously collects data on several attributes of an object or construct >> clear wording |