MKT 500 Chapter Notes - Chapter 8: Semantic Differential, Structural Proof Theory
Document Summary
Chapter 8 understanding measurement, developing questions, and designing the questionnaire. Chapter 9: census sample, sample fame error sampling error all the basic probability and nonprobability sample (all types and definitions) Ordinal measures indicate relative size differences between objects ranking the order of their responses ex: 1st, 2nd, 3rd. Interval scale levels of ratings on a particular scale. Ratio scale a zero exists: goof for $, time, year. Measures intensity of agreement or disagreement on a scale. Semantic differential is a good way to measure a brand, company, or store image careful of the halo effect ratings go from ex: high prices 7 bubbles you can fill out to low prices. With a semantic differential scale, a researcher can plot the average evaluation on each set of bipolar descriptors . equals is out since some people just fill out the bubbles straight down. Reliable measure obtain identical or very similar responses from the same respondent.
