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Marketing Research
notes need to study
8
Marketing
Undergraduate 4
03/04/2013

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Cards

Term
Nominal
Definition
- focus on requiring respondents to provide some type of DESCRIPTOR as the raw response
Please indicate your current marital status- check married, single, single never married, and widow
Modes and frequency distributions
Term
Ordinal
Definition
- allows respondent to express relative magnitude between the raw responses to a question
Which one statement best describes your opinion of an Intel PC processor
Lower than AMD’s PC processor
About the same
Higher than
Plus modes and frequency distributions
Term
Interval
Definition
- demonstrate the absolute differences between each scale point
How likely are you to recommend the Santa Fe Grill to a friend?
Definitely will not Definitely Will
1 2 3 4 5 6 7
means and estimated standard deviations as the sample statistic
Term
Ratio
Definition
allow for the identification of absolute differences between each scale point and absolute comparisons between raw responses
Please circle the number of children under 17 years of age currently living in your house
01234567 if more than 7 please specify
means and estimated standard deviations as the sample statistic
Term
Likert Scale
Definition
ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object
Term
Semantic Differential Scale
Definition
unique bipolar ordinal scale format that captures a person’s attitudes and or feelings about a given object
Term
behavioral intention scale
Definition
- 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
Term
comparative scales
Definition
- format that requires a judgment comparing one object, person, or concept against another on the scale
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