Shared Flashcard Set

Details

MRKT- Petroski
Marketing final
23
Marketing
Undergraduate 4
11/27/2012

Additional Marketing Flashcards

 


 

Cards

Term
Measurement
Definition
The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rule to represent quantities or qualities of attributes.
Term
What is to be measured?
Definition
The measure is not the object, event, etc.
The measure is a representation of the object, etc.
Most likely, the measure is a representation of a single aspect of the object
Term
Requirements for measurement
Definition
Conceptual definition

Operational definition

Consistent, specific rules for assigning numbers or scales
Term
Conceptual Definition
Definition
A generalized idea about a class of objects, defined in terms of other concepts. Not directly measurable.
I.E brand loyalty, personality, social class,
Term
Operational Definition
Definition
Specifies the activities or operations necessary to measure the concept. Defined in terms of observables or directly measureable things, singly or as a composite. How do you operationalize Social Class? Occupation, source of income, education
How do you operationalize Innovativeness
Term
Rule of measurement
Definition
A Rule is a guide instructing us what to do, how to assign numbers. The operationalization helps specify the rules
A rule for measurement of Social Class:
Assign numbers 1 through 7 to individuals according to how educated they are: assign a 1 to those not having finished high school
Term
Concept: media skepticism/ Conceptual definition
Definition
Conceptual Definition: The degree to which individuals are skeptical toward the reality presented in the mass media. Media Skepticism varies across individuals, form those whoa re mildly skeptical and accept most of what they see and hear in the media, to those who completely discount and disbelieve the facts, values and portrayal of reality in the media.
Term
Concept: Media Skepticism // Operational Definition
Definition
Operational Definition Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true
Term
Scales
Definition
Any series of items which are progressively arranged according to value or magnitude into which an item can be placed according to its quantification.

A continuous spectrum or series of categories into which the item to be measured can be placed
Term
Types of scales
Definition
nominal, ordinal, interval, ratio,
Term
nominal scales
Definition
Implies “in name only”
Assign a number just as a means of identification, not to impart any ordering or differential magnitude, i.e., football jerseys

Where do you usually purchase music CDs or audio cassettes?
1. Music store 4. Membership 2. Department store 5. Other (specify) 3. Discount store

Sex: q Female q Male
Count or percentage, or mode can be performed. No means, medians, standard deviations
Term
Ordinal scales
Definition
implies order, rank, assigns magnitude in relative sense. fair, good, excellent...
Term
Interval scales
Definition
rank with equal distances between values. temperature, likert (agree strongly, agree, fair, disagree, disagree strongly)
Term
Ratio Scales
Definition
rank with equal distance between values and a real zero meaning zero.
Term
skipped questionnaire development
Definition
Term
sampling
Definition
characteristics of population
Term
sampling cost benefits
Definition
Prohibitive
Often unnecessary
adequate reliability from a sample
Term
probability sampling
Definition
Wherein all population members have a known chance of being selected
Term
systematic
Definition
Systematically spreads the sample through the list of population members
every tenth name in the phone book
sensitive to regularities in the list
Creating population lists problematic
proxies convenient, but are often incomplete
Term
Stratified
Definition
Subgroups of interest are identified, called strata
expectation of heterogeneity in response among strata
SRS of each strata are drawn and composited
Term
Cluster
Definition
Subgroups of interest are identified, called clusters (usually geographic)
expectation of homogeneity in response among clusters
sample by cluster, take census within chosen clusters
Term
Multistage
Definition
Takes a huge population and narrows it down through successive steps
Each step is a type of sample
May combine several of the types mentioned above
Proportional weighting
Term
Field editing
Definition
When?

Self-administered: when the survey is received
Interviewer-administered: at the end of the interview
Supporting users have an ad free experience!