Shared Flashcard Set

Details

MKT Research
CH. 10
24
Advertising
Undergraduate 3
02/16/2011

Additional Advertising Flashcards

 


 

Cards

Term
Measurement
Definition
Process of assigning numbers or labels to persons, objects, or events in accordance with speciic rules for representing quantities or qualities of attributes.
Term
Rule
Definition
Guide, method or command that tells a researcher what to do.
Term
Constructs
Definition
Specific types of concepts that exist at higher levels of abstraction.
Term
Constitutive Definition
Definition
Statement of the meaning of the central idea or concept under study, establishing its boundaries; also known as theoretical, or conceptual, definition.
Term
Operational Definition
Definition
Statement of precisely which observable characteristics will be measured and the process for assigning a value to the concept.
Term
Scale
Definition
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.
Term
Nominal Scales
Definition
Scales that partition data into mutually exclusive and collectively exhaustive categories.
Term
Ordinal Scales
Definition
Scales that maintain the labeling characteristics of nominal scales and have the ability to order data.
Term
Interval Scales
Definition
Scales that have the characteristics of ordinal scales, plus equalintervals between points to show relative amounts; they may include an arbitrary zero point.
Term
Ratio Scales
Definition
Scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically.
Term
Reliability
Definition
Degree to which measures are free from random error and, therefore, provide consistent data.
Term
Test-Retest Reliability
Definition
Ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions.
Term
Stability
Definition
Lack of change in results from test to retest.
Term
Equivalent From Reliability
Definition
Ability of two very similar forms of an instrument to produce closely correlated results.
Term
Internal Consistency Reliability
Definition
Ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon.
Term
Split-half Technique
Definition
Method of assessing the reliability of a scale by dividing the total set of measurement items in half and correlating the results.
Term
Validity
Definition
Degree to which what the researcher was trying to measure was actually measured.
Term
Face Validity
Definition
Degree to which a measurement seems to measure what it is supposed to measure.
Term
Content Validity
Definition
Representativeness, or sampling adequacy, of the content of the measurement instrument.
Term
Criterion-Related Validity
Definition
Degree to which a measurement instrument can predict a variablethat is designated a criterion.
Term
Concurrent Validity
Definition
Degree to which another variable, measure at the same point in time as the variable of interest, can be predicted by the measurement instrument.
Term
Construct Validity
Definition
Degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct.
Term
Convergent Validity
Definition
Degree of correlation among different measurement instruments that purport to measure the same construct.
Term
Discriminant Validity
Definition
Measure of the lack of association among constructs that are supposed to be different.
Supporting users have an ad free experience!