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Not All Men or All Women Are Alike!

Autor:   •  March 2, 2012  •  Research Paper  •  1,477 Words (6 Pages)  •  802 Views

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Not All Men or All Women Are Alike!

11BSP065MarketResearch Methods

Liang ZHAO B031604

Mengyun ZHU B118051

Pin SU B119464

Zhilong LIU B115024

Answer to Question 1:

The construct of the research is gender. Constitutive definition: gender is a range between masculinity and femininity. It is used to distinguish between people based on their behaviours, because the different levels of masculinity and femininity would lead to the differences of people’s behaviours.

Answer to Question 2:

The researchers used ordinal level of measurement to study the different performances between people. It is becauseordinal scalecan both distinguish and order data (McDaniel & Gates, 2010). It means that ordinal scale is very suitable to rate various characteristics. For example, the first 10-item questionsin the caseare usedto classify the gender.A masculine question of them, “I am good at fixing mechanical things”, offers five degreechoicesas (a) Very good at, (b) Good at (c) Neutral, (d) Not good at, (e) Very not good at. Therespondentwill get 1 score when he (she) chooses (a), which means that the respondent shows very strong masculinity. On the contrary, the respondents who get 5 score are consideredhaving strong femininity.

Similarly,in terms of the personality characteristics result, Exhibit 1, we infer that there are several questions and choices withvariousdegrees which help in indicating person’s characteristics. Such as a question about trendsetter, “Would you like to buy your cloth following the fashion tendency?” Researcher will depend on the different degree answers of respondents to classify whether he (she) is a trendsetter person.

Furthermore, according to Exhibit 2, we can infer that this sectionof questionnaire only uses the level of nominal scale, which means respondents only need to answer ‘YES’or ‘NO’ to help researcher classify activity differences.

There are two main reasons why researchers do not need to use higher level of measurement such as internal level or ratio level. Obviously, it is too complicate for respondent to answer, and it is useless for researchers to analysis. For example, if the question is “How many e-mail did you send in the last four month?” most respondents cannot give a specific number. Meanwhile, it is useless for identifying the activities differences that whether the exactly answer is 99 or 100. Therefore, the high level scales are not appropriate here.

Answer to Question 3:

The researchers


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