Exam 5: Qualitative and Quantitative Measurement

Beth Bobson wants to develop a composite measure of how employees feel about a new corporate name and logo. She uses a measure where employees note their feelings on a continuum between two extremes. The polar extremes are labeled and refer to general evaluative adjectives. Which of the following is she using?

Talk about: -operationalization

Talk about: -reliability

Use the letters marking parts of the diagram of the measurement process to identify the following parts. -Conceptual definition of the dependent variable:

Talk about: -conceptual definition

Talk about: -continuous variables

Talk about: -unidimensionality

Talk about: -criterion validity

Talk about: -multiple indicators

Kim Jae-On said his measure of community had unidimensionality. This means

How does a researcher use the conceptual definition of a construct in operationalization and conceptualization?

Talk about: -empirical hypothesis

Talk about: -operational definition

Talk about: -concurrent validity

Talk about: -Semantic differential

Jack Jackson, owner of the Jackson Automobile Supermarket, wanted to find out the kinds of cars to push to graduating college students. He asked 100 college seniors to rate ten aspects of 11 models his dealership sold: style, fuel economy, engineering, safety, performance, prestige, comfort, price, selection or options, and interior size. Each car was rated on the ten aspects from 0 (poor) to 5 (excellent). Each student also rated the importance of each aspect (1 = unimportant, 2 = moderate importance, 3 = very important). Then each aspect rating was weighed (multiplied) by its importance rating. Next, everything was added together for a score. Each car received a score of 0 to 150. After calculating the information and reviewing the results, Jack focused on selling cars with scores of 80 and higher to graduating students. What measurement technique did Jack use in his study?

Talk about: -measurement validity

Talk about: -scale

Talk about: -external validity

Anthony DeGrassi asked 200 students about individual forms of physical exercise they have seriously tried. He asked questions about: (1) bicycling, (2) swimming, (3) jogging/long-distance running, and (4) weight training [free-weights or exercise machines]. When he looked at the results he found that a large majority of those who tried weight training previously had tried bicycling, swimming, and jogging. At the same time, joggers usually had tried swimming and bicycling, but not weight lifting. Also, many of those who bicycle had never tried any other form of exercise listed. With this type of result, what scaling technique should you recommend he use to organize the information?