MKTG 121 Lecture Notes on Collecting Data and Asking Questions

This set of flashcards covers key vocabulary and concepts from the lecture on data collection methods and survey question design in marketing research.

Structure

Refers to how standardized a questionnaire is, impacting how responses are collected and analyzed.

Disguise in Questionnaires

The practice of hiding the true purpose or sponsor of a questionnaire to avoid biased responses.

Attitude Scaling Techniques

Methods used in marketing research to measure respondents' attitudes, such as Likert scales and semantic differential scales.

Reliability

The consistency of a measurement, indicated by the ability to obtain similar scores across time and different evaluators.

Validity

The accuracy of a measurement, determining if the instrument measures what it intends to.

Nominal Scale

A measurement scale that assigns numbers to objects or classes purely for identification purposes.

Ordinal Scale

A scale that ranks items in order based on a certain criterion but does not quantify the differences between them.

Interval Scale

A measurement scale that allows for comparison of the size of differences among and between members.

Ratio Scale

A scale with a true zero point, allowing for the comparison of absolute magnitudes of the numbers.

Summated-Ratings Scale

A self-report technique for measuring attitudes where respondents indicate their level of agreement with various statements.

Semantic-Differential Scale

A self-report method where respondents choose a position between two bipolar adjectives to express their feelings toward an object.

Random Error

Measurement error due to temporary factors affecting a respondent or the measurement situation in an irregular way.

Response Bias

A tendency for respondents to answer questions in a certain way that does not reflect their true feelings.

Net Promoter Score (NPS)

A metric used to gauge customer loyalty by asking how likely customers are to recommend a product or service.

Completion Rate

The percentage of respondents who finish a survey after starting it, indicating its effectiveness.

Triangulation

Using multiple methods or data sources in research to gain a more comprehensive understanding of a subject.