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| process of assigning numbers of labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities of attributes. |
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| Guide, method, or command that tells a researcher what to do. |
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| 量表Set of symbols or numbers so constructed that the symbols or numbers can be assigned by a rule to the individuals(or their behaviors or attitudes) to whom the scale is applied. |
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| Scales that partition data into mutually exclusive互相排斥 and collectively exhaustive categories. |
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| Scales that maintain the labeling characteristics of nominal scales and have the ability to order data. |
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| Scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative amounts;they may include an arbitrary zero point. |
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| Scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically. |
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M:measuremet; A:complete accuracy
E:error |
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| degree to which measures are free from random error and, therefore, provide consistent data. |
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| Ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions. |
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| lack of change in results from test to retest. |
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| equivalent form reliability |
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| Ability of two very similar forms of an instrument to produce closely correlated results. |
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| internal consistency reliability |
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| Ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon. |
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| Method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results. |
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| The degree to which what the researcher was trying to measure was actually measured. |
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| Degree to which a measurement seems to measure what it is supposed to measure. |
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| Representativeness, or sampling adequacy, of the content of the measurement instrument. |
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| criterion-related validity效标效度 |
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| Degree to which a measurement instrument can predict a variable that is designated a criterion.反映的是测验预测个体在某种情境下行为表现的有效性程度。 |
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| degree to which a future level of a criterion variable can be forecast by a current measurement scale. |
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| Degree to which another variable, measured at the same point in time as the variable of interest, can be predicted by the measurement instrument. |
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| Degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct.指测验能够测量到理论上的构想或特质的程度，即测验的结果是否能证实或解释某一理论的假设、术语或构想，解释的程度如何。 |
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| Degree of correlation among different measurement instruments that purport to measure the same construct. |
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| Discriminant validity区分效度 |
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| Measure of the lack of association among constructs that are supposed to be different. |
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| procedures for assigning numbers(or other symbols）to properties of an object in order to impart some numerical characteristics to properties in question. |
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| unidimensional scales单维尺度 |
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| scales designed to measure only one attribute of a concept, respondent, or object. |
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| scales designed to measure several dimensions of a concept, respondent, or object. |
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| Measurement scales that include a graphic continuum, anchored by two extremes. |
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| itemized rating scales列举评级量表 |
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| measurement scales in which the respondent selects an answer from a limited number of ordered categories. |
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| measurement scales in which judgement is made without reference to another object, concept, or person. |
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| measurement scales in which the respondent compares two or more items and ranks them. |
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| measurement scales in which one object, concept, or person is compared with another on a scale. |
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| Measurement scale employing a sophisticated form of rank ordering using card sorts. |
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| measurement scales that ask the respondent to pick one of two objects in a set, based on some stated criteria. |
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| measurement scales that ask the respondent to divide a given number of points, typically 100, among two or more attributes, based on their importance to him or her. |
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| semantic differential scales |
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| measurement scales that examine the strengths and weaknesses of a concept by having the respondent rank it between dichotomous pairs of words or phrases that could be used to describe it; the means of the responses are then plotted as a profile, or image. |
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| measurement scales that require the respondent to rate, on a scale ranging from +5 to -5, how closely and in what direction a descriptor adjective fits a given concept. |
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| measurement scales in which the respondent specifies a level of agreement or disagreement with statements expressing either a favorable or an unfavorable attitude toward the concept under study. |
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| scales used to measure a respondent's intention to buy or not buy a product. |
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| Begins with a 10-point scale on likelihood to recommend. Next, the difference between promoters and dissuades is computed. |
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| Measurement scales that have the same number of positive and negative categories. |
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| measurement scales that are wighted toward one end or the other of the scale. |
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| Those consumer attitudes most closely related to preferences or to actual purchase decisions. |
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| Set of questions designed to generate the data necessary to accomplish the objectives of the research project; also called an interview schedule or survey instrument. |
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| Going through each questionnaire to ensure that skip patterns were followed and the required questions filled out. |
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| sequence顺序 in which questions are asked, based on a respondent's answer. |
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| the process of grouping and assigning numeric codes to the various responses to a question. |
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| outline of the decision making information sought through the questionnaire. |
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| questions to which the respondent replies in her or his own words. |
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| Questions that require the respondent to choose from a list of answers |
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| Dichotomous questions)两分问题 |
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| Closed-ended questions that ask the respondents to choose between two answers. |
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| multiple-choice questions |
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| closed-ended questions that ask the respondent to choose among several answers; also called multichotomous questions. |
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| scaled-response questions |
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| closed-ended questions in which the response choices are designed to capture the intensity of the respondent's feeling |
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| avoid ambiguous terminology, use reasonable, vernacular language adjusted to the target group, and ask only one question at a time. |
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| leading questions that give away the research goal or sponsor identity. |
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| respondent's question answering ability |
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| factors affecting this ability include lack of required information, forgetfulness, or incomplete recall ability. |
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| respondent's willing to answer |
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| embarrassing, sensitive, or threatening questions or questions divergent from respondent's selfimage may cause them to refuse to answer. |
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| questions used to identify appropriate respondents. |
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| short encouraging statements to rebuild respondent interest. |
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| pertain directly to the stated survey objectives or are screeners, interest generators, or required transitions. |
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| managerial review approval after questionnaire drafting to prevent false starts and expensive later redrafts. |
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| trial run of a questionnaire. |
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| supervisor's instructions |
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| written directoins to the field service firm on how to conduct the survey. |
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| field management companies |
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| firms that provide such support services as questionnaire formatting, screener writing, and coordination of data collection. |
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| questionnaire costs and profitability |
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| factors affecting costs and profits include overestimating, overbidding, incidence rate, roadblocks to completed interviews, and premature interview terminations. |
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| research approach in which one variable is manipulated操作 and the effect on another variable is observed. |
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| research designed to determine whether a change in one variable likely caused an observed change in another |
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| concomitant variation相从变动 |
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Definition
| statistical relationship between two variables |
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| appropriate time order of occurrence |
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| change in an independent variable occurred before an observed change in the dependent variable. |
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| elimination of other possible causal factors |
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| hard to prove that something else did not cause change in B. |
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| experiments conducted in a controlled setting |
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| tests conducted outside the laboratory in an actual environment, such as a marketplace. |
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| extent to which competing explanations for the experimental results observed can be ruled out排除 |
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| extent to which causal relationships measured in an experiment can be generalized to outside persons, settings, and times. |
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| history, maturation, instrument variation, selection bias, mortality, testing effects, and regression to the mean. |
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| intervention介入, between the beginning and end of an experiment, of outside variables or events that might change the dependent variable. |
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| changes in subjects occurring during the experiment that are not related to the experiment but which may affect subjects' response to the treatment factor. |
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| changes in measurement instruments that might affect measurements. |
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| systematic differences between the test group and the control group due to a biased selection process. |
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| loss of the test units or subjects during the course of an experiment, which may result in a nonrepresentativeness. |
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| effect that is a by-product of the research process itself. |
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| tendency of subjects with extreme behavior to move toward the average for that behavior during the course an experiment. |
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| random assignment of subjects to treatment conditions to ensure equal representation of subject characteristics. |
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| holding constant the value or level of extraneous variables throughout the course of an experiment |
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| use of the experimental design to control extraneous causal factors |
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| adjusting for the effects of confounded variables by statistically adjusting the value of the dependent variable for each treatment condition. |
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| test in which the researcher has control over and manipulates one or more independent variables. |
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| independent variable that is manipulated in an experiment |
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| effect of the treatment variable on the dependent variable. |
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| inclusion in a test of a group of respondents who are not normally there---for example, buyers from outside the test market who see an advertisement intended only for those in the test area and those in the test area and enter the area to purchase the product being tested. |
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| designs that offer little or no control over extraneous factors |
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| one-shot case study design |
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| pre-experimental design with no pretest observatoins, no control group, and an after measurement only. |
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| one-group pretest-posttest design |
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Definition
| pre-experimental design with pre- and postmeasurements but no control group. |
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| research using an experimental group and a control group, to which test units are randomly assigned. |
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| before and after with control group design |
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Definition
| true experimental design that involves random assignment of subjects or test units to experimental and control groups and pre- and postmeasurements of both groups. |
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| after-only with control group design |
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Definition
| true experimental design that involves random assignment of subjects or test units to experimental and conrol group, but no premeasurement of the dependent variable. |
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| studies in which the researcher lacks complete control over the scheduling of treatments or must assign respondents to treatments in a nonrandom manner. |
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| interrupted time-series design |
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| research in which repeated measurement of an effect "interrupts" previous data patterns. |
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Definition
| real world testing of a new product or some element of the marketing mix using an experimental or quasi- |
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| steps in a test market study |
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Definition
| define the objective-->select a basic approach-->develop detailed test procedures-->select test markets-->execute the plan-->analyze the test results |
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