Term
|
Definition
| Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a persons environment |
|
|
Term
|
Definition
| proceedures for assigning numbers to properties of an object in order to impart some numerical characteristics to properties in question |
|
|
Term
|
Definition
| scales designed to measure only one attribute of a concept, respondent or object |
|
|
Term
|
Definition
| scales designed to measure several dimensions |
|
|
Term
|
Definition
measurement scales that include a graphic continuum, anchored by two extremes
Something you use when you think it may be difficult for the respondent to give you the results you are looking for. |
|
|
Term
|
Definition
| measurement scales in which the respondent selects an answer from a limited number of ordered categories |
|
|
Term
|
Definition
| judgement is made without reference to another object |
|
|
Term
|
Definition
| respondent compares two or more items and ranks them |
|
|
Term
|
Definition
| one thing is pared with another on a scale |
|
|
Term
|
Definition
| "card sorts", rank order scale |
|
|
Term
|
Definition
| ask respondent to pick one of two objects in a set based on something |
|
|
Term
|
Definition
Attributes based on their importance to the person - Dividing a given number of points among 2 or more attributes based on their importance.
Constant sum must add to 100 and gives the variance between the options |
|
|
Term
| semantic differential scales |
|
Definition
| examines strengths and weaknesses, rank between two opposite pairs of words used to describe a concept. |
|
|
Term
|
Definition
| rate from +5 to -5 how closely and in what direction a descriptor adjective fits a given concept |
|
|
Term
|
Definition
interval scale- A scale in which the respondent specifies a level of agreement or disagreement with statements that express a favorable or unfavorable attitude toward the concept under study.
very common |
|
|
Term
|
Definition
| measures a respondent's intention to buy or not buy |
|
|
Term
|
Definition
| Begins with 10-point scale on likelyhood to recommend. Next difference between two opinions compared |
|
|
Term
|
Definition
| same number of positive and negative categories |
|
|
Term
|
Definition
| weighted towards one end or the other of the scale |
|
|
Term
|
Definition
| consumer attitudes most closely related to preferences or to actual purchase decisions |
|
|
Term
|
Definition
multiple choice questions. limited number of answer options
usually can be answered "yes" or "no" |
|
|
Term
|
Definition
lets people aswer how they seem fit
"tell me about yourself" |
|
|
