Ftm 460 Exam3 Study Guide

FTM 460 Exam 3 Review (Chapters 10-13) 33 Multiple Choice Questions (3 points each). The majority of test questions come from Chapter 10 & Chapter 13. The least from Chapter 11. Chapter 10 The construct of measurement * Be able to recognize the 4 types of measurement scales CHART 10. 4 in chapter ten slide six * Nominal Scales that partition data into mutually exclusive and collectively exhaustive categories. Ordinal Scales that maintain the labeling characteristics of nominal scales and have the ability to order data * Interval Scales that have the characteristics of ordinal scales, summation equal intervals between points to show relative amounts they may include an arbitrary set point. * Ratio Scales that have characteristics of interval scales, plus a meaningful zero point so that magnitudes can be comp ared arithmetically. * square off Scale reliability Degree to which measures are free from random error and, therefore, provide consistent data.The consequence to which the s urvey responses are internally consistent. Cronbachs alpha Test-retest reliability The ability of the same instrument to produce consistent results when used a second magazine under conditions as similar as possible to the original conditions. * Be familiar with the steps in the measurement development process (McDaniels diagram) drop away 3 CH 10. * Know the contrast between a constitutive and operational definition of a given construct. Slide 4) * Constitutive ambiguity is a account function of the discrepancy between the information available to the person and that which is required for adequate performance of a role. It is the difference between a persons actual state of knowledge and the knowledge that provides adequate satisfaction of that persons personal needs and values. * Operational Role ambiguity is the amount of suspicion (ranging from very uncertain to very certain on a five-point scale) an individual feels regarding job role responsibilities and expectations from other employees and customers. Be able to distinguish between convergent vs. discriminant validity. * Convergent The degree of correlation among different measures that purport to measure the same construct. * Discriminate The measure of the lack of association among constructs that are supposed to be different. Chapter 11 Using measurement scales to build marketing effectiveness * Define Semantic differential scale (10) , Likert scalebe able to recognize examples of each (12) Agree, slimly Agree, Somewhat disagree, Disagree.Chapter 12 Questionnaire design * Know the differences between the following types of question formats * open-ended Questions to which the respondent replies in his or her own words. * Probed vs Un-probed * closed-ended Questions requiring respondents to choose from a number of answers * Dichotomous Choice between two answers * Multiple Choice * Scaled Responses * What are the reasons for using screening to identify qualifies respondents and probing questions? When do we use branching? * Understand sequencing rules for laying out questions in a survey (i. e. , general questions first). Slide 16 * Screeners, Warm-up (Easy to answer questions show the respondent that the survey is simple), Transitions (Questions link up to research objectives require slightly more effort), Difficult Complicated (The respondents has committed to completing the questionnaire), Classifying and demographic. Chapter 13 Basic sampling issues * Know the difference between a Probability Everyone in the population has a known, nonzero, likelihood of selection (Simple random, Systematic, Stratified, Cluster) * Non-probability Samples in which specific elements from the population have been selected in a nonrandom manner. (Convenience, Snowball, Judgment, Quota) * Know the difference between a sample and a population. (Population is the entire group of people about whom information needed also called the universe or population of interest. ) * Define simple random s ample A sample selected by assigning a number to every element of the population and then using somewhat method for randomly selecting elements to be in the sample such as random digit dialing * systematic random sample A sample in which the entire population is numbered and elements are selected using a skip interval (every Nth name is selected * stratified random sample A sample that is agonistic to be more representative through simple random sampling of mutually exclusive and exhaustive subsets either proportionally or disproportionally.Good for data that are not normally distributed. * Convenience sample A sample based on using people who are easily accessible such as mall intercepts or other high traffic locations. * Sampling error Error that occurs because the sample selected is not perfectly representative of the population. * Be familiar with the McDaniels stages of a sampling plan * Define the target Population- Determine the characteristics of those you are interested in studying.Determine which group of people or entities about which you want to turn around more. * Choose the Data Collection Method- Determine how you collect the sample such as mail, Internet, telephone, mall intercept, ect. * ingest the Sample Frame- A list of population elements from which units to be sampled can be selected. * Obtain the Sample- Determine how you will get the sample list through probability or non-probability methods. * Determine Sample Size * Select Sample Units * Conduct Fieldwork