exam 3 marketing research

Flashcards covering research design, internal and external validity, reliability vs validity, constructs, levels of measurement, variable types, attention checks, and reverse coding calculations based on Lecture Note C.

What are the two types of validity mentioned in the lecture notes?

internal validity and external validity.

What is internal validity?

is the degree to which an outcome can be attributed to an experimental variable rather than other factors.

What provides an alternative explanation for an observed outcome in research?

A confouding effect

What must researchers show to establish high internal validity in a relationship between variables X and Y?

Researchers need to show that X, rather than another variable, causes Y.

How does having more controls generally affect internal validity?

Increases internal validity.

What is external validity?

is the degree to which research findings can be generalized to other situations.

What specific dimensions does external validity concern regarding generalizability?

External validity concerns whether findings can be generalized to other People, Places, situations, or time periods.

What trade-off regarding validity can occur with highly controlled experiments?

Highly controlled experiments may have high internal validity but potentially lower External validity.

What should researchers acknowledge when reporting their findings?

Researchers should acknowledge limitations in internal and External validity when reporting their findings.

What does reliability mean in research measurement?

Reliability means that a measurement produces consistent results.

What does validity mean in research measurement?

Validity means that a measurement produces the correct result.

How are reliability and validity related in terms of necessity and sufficiency?

Reliability is necessary but not Sufficient for validity. A measurement can be Reliable but not valid.

How is a measurement classified if it repeatedly produces the same incorrect answer?

A measurement that repeatedly produces the same incorrect answer is Reliable but not valid.

What is true about the reliability of a measurement that produces random results?

A measurement that produces random results is not Reliable.

How is a measurement classified if it consistently produces the correct result?

A measurement that consistently produces the correct result is both Reliable and valid.

How do weight scale examples illustrate reliability and validity?

A weight scale that produces the same number repeatedly is an example of reliability, whereas a weight scale that produces the correct weight is an example of validity.

Why is asking "Is this teacher effective and productive?" considered a Measurement problem?

Because asking about two different constructs in one question is a Measurement problem.

What is operationalization?

Operationalization is the process of defining how a construct will be measured.

What is a construct in research?

A construct is a concept that a researcher is interested in studying.

What constructs were mentioned as examples where researchers should not assume everyone has the same understanding?

Researchers should not assume everyone has the same understanding of constructs such as love, warmth, kindness, or Effectiveness.

What are the four levels of measurement in order of increasing sophistication?

The four levels of measurement increase in sophistication from nominal → ordinal → interval → ratio.

Which level of measurement is the lowest and which is the highest?

Nominal is the lowest level of measurement, while ratio is the highest.

How are numbers primarily used in a nominal scale?

A nominal scale uses numbers primarily to identify or classify objects or groups, and assigned numbers do not indicate superiority or preference.

What example was provided for a nominal scale?

Gender coded as 1 = male and 2 = female is an example of a nominal scale.

What information does an ordinal scale provide and what does it omit?

An ordinal scale provides information about the order or ranking of objects, but tells us nothing about the size of the differences between rankings.

What example was given for an ordinal scale?

Ranking soft drinks from most preferred to least preferred is an example of an ordinal scale.

What information does an Interval scale provide?

An Interval scale provides information about both order and differences between measurements.

What examples of Interval scales were presented in the lecture?

A 1-to-7 liking scale ranging from extremely unfavorable to extremely favorable and a 1-to-7 attitude scale (which does not have a natural zero point).

What key feature distinguishes a ratio scale from other levels of measurement?

A ratio scale has a natural or absolute zero point.

What comparison does ratio measurement allow researchers to make?

Ratio measurement allows researchers to compare the absolute Magnititude of measurements.

What examples were given for Ratio measurement?

The number of soft-drink servings consumed and the number of houses sold (because someone can sell zero houses).

What do the Independent variable and dependent variable represent in a research relationship?

The Independent variable represents the cause or reason, and the dependent variable represents the effect or result. In X causes Y, X is the IV and Y is the DV.

In "political ideology affects green marketing acceptance," which is the IV and which is the DV?

Political ideology is the IV and green marketing acceptance is the DV.

In "color affects brand logo perception," what are the IV and DV?

Color is the IV and brand logo perception is the DV.

What is the function of an attention check in research?

An attention check is used to determine whether participants are paying attention to survey questions.

When should an attention-check question NOT be included in calculating a construct's Scale score?

An attention-check question should not be included when calculating the construct's Scale score if it is unrelated to the construct.

What are reverse-coded items?

Reverse-coded items are questions whose wording runs in the opposite direction of the overall construct.

How is reverse coding calculated on a 7-point scale?

On a 7-point scale, reverse coding can be calculated as $8 - \text{the original score}$.

How is an average scale score calculated when reverse-coded items are present?

To calculate an average scale score, researchers add the item scores and divide by the number of items; reverse-coded items should be recoded before calculating the average.