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by: Garfield Turner


Garfield Turner
GPA 3.95

Aaron Arndt

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About this Document

Aaron Arndt
Class Notes
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This 2 page Class Notes was uploaded by Garfield Turner on Monday September 28, 2015. The Class Notes belongs to MKTG 407 at Old Dominion University taught by Aaron Arndt in Fall. Since its upload, it has received 39 views. For similar materials see /class/215284/mktg-407-old-dominion-university in Marketing at Old Dominion University.

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Date Created: 09/28/15
What is systematic measurement error 1 Systematic Measurement Error is error in measurement that is also known as a constant error since it affects the measurement in a constant way Common Sources Response Styles Wording of Questions Method of Administration of survey Social Desirability Bias Halo Bias Cultural Differences Language Issues anhgumpzrm What is random measurement error 1 Random Measurement Error is error in measurement due to temporary aspects of the person or measurement situation and which affects the measurement in irregular ways How do we reduce it 1 Random Measurement Error can be reduced by controlling a The mood b Situation in which measure is taken Crowded room vs vacant room c The level of ambiguity of the question wording d Retrospective reporting How many scale positions should you have 1 59 scale positions Too many can make it hard to choose too little makes it inaccurate What is a forced choice scale 1 A forced choice scale is Why should you avoid graphicrating scales 1 You should avoid graphicrating scales because What is a construct How do we measure it 1 A construct is an immeasurable concept Things such as emotions satisfaction customer loyalty attitudes 2 A construct can be measured by a Divide the concepts into at least 3 questions b Combine the pieces together by averaging each variable across columns in excel Make sure all are the same direction 1 like and 7 dislike c The series of questions used to measure a construct is called a quotscalequot d This is why many questionnaires seem to repeat the same question with different wording several times e This is an advanced technique and is not recommended for your projects What are some wording issues to avoid 1 Some wording issues to avoid include a Use Simple Words language used should be driven by the ability level ofthe population b Response Order Bias an error that occurs when the response to a question is influenced by the order in which the alternatives are presented c Avoid Ambiguous Words and Questions Ex all and bad dinner government if like not or where you d Avoid Leading Questions Ex quotDo you feel that limiting taxes by law is an effective way to stop the government from picking your pocket every paydayquot e Avoid DoubleBarreled Questions Ex quotThink back to the last meal you purchased from a fastfood restaurant How satisfied were you with the price and the quality of service that you receivedquot Avoid quotandquot or quotorquot How should you handle sensitive questions 1 You should handle sensitive questions by a Don39t ask unless absolutely necessary Guarantee anonymity Place sensitive questions near the end Include a counter biasing statement Ask about how others might feel Ask for general rather than specific information categories with answers unwrap95 Use randomized response model What is a sample s mean 1 A sample mean is What is standard deviation 1 A standard deviation is the most common measure of statistical dispersion Measuring how widely spread the values in a data set are a If the data points are close to the mean then the standard deviation is small b Conversely if many points are far from the mean then the standard deviation is large c If all the data values are equal then the standard deviation is zero


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