마케팅조사론 기말고사 내용 정리(A+)

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A대학교 마케팅조사론 기말고사 내용 정리입니다.

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목차

1. 14-15장 Non-Comparative Scales I&II
2. 16-17장 Questionnaire and Form Design I&II
3. 18-19장 Sampling Method I&II
4. 20장 Statistics Fundamentals and Describing Customers
5. 21장 Interval Estimation and Sample Size Determination
6. 22장 Comparing Two Groups and hypothesis Testing
7. 23장 Measuring Association I
8. 25장 Casual Effect

본문내용

14-15장 Non-Comparative Scales I&II
정답 F F F T T
a continuous rating scale
construct/administer/understand/scale points vary
semantic differential

An itemized rating scale describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.

A measurement scale with five response categories ranging from “strongly disagree” to “strongly agree,” which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statement related to the stimulus object, is called Stapel scale.

A Likert scale is described as a seven-point rating scale with end points associated bipolar labels that have semantic meaning.

When using a semantic differential, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm.

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