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8 Cards in this Set
- Front
- Back
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What is measurement? |
Assigning numbers or other symbols tocharacteristics of objects according to certain prespecified rules. *measure not the object but somecharacteristic of it àperceptions not consumers Numbers are used for marketing research: they permit statistical analysis of the resulting data they facilitate the communication of measurement rules & results |
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What is scaling? |
an extension ofmeasurement, involving creating a continuum upon which measured object are located. |
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Levels of measurement? |
1. Description: Unique labels or descriptors that are used to designateeach value of the scale. All scales possess description. E.g. 1. Male, 2.Female, the descriptors are used to describe values 1 and 2 of the genderscale. 2. Order: The relative sizes or positions of thedescriptors. Order is denoted by descriptors such as greater than, lessthan, and equal to. 3. Distance: The characteristic of distance means that absolutedifferences between the scale descriptors are known and may be expressed inunits (e.g. number of persons living in your household). A scale that hasdistance also has order. 4. Origin: Scale has a unique or fixed beginning or truezero point (absolute zero point). A scale that has origin also has distanceand order and description. |
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Nominal |
3.1Nominal Scale· Description.· A scale whose numbers serve only as labels ortags for identifying and classifying objects. When used foridentification, there is a strict one-to-one correspondence between the numbersand the objects. The only characteristic possessed by these scales is · E.g. Gender, Yes / No, Numbers assigned torunners |
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Ordinal |
3.2 OrdinalScale· Order· Ranking Scale in which numbers are assigned toobjects to indicate the relative extent to which some characteristic ispossessed. It is possible to determine whether an object has more or less ofa characteristic than some other object but not how much more or less.Indication of relative position (order).· E.g.: runners being 1st, 2nd, 3rd,What is your highest school education? |
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Interval |
3.3Interval Scale· Distance · Differences between objects can be compared(distance)· Numbers are used to rate objects such thatnumerically equal distances (=differences) on the scale represent equaldistances in the characteristic being measured. Location of zero point is notfixed. Differences are always equal but not ratios of actual values. · E.g.: Temperature, I am concerned about theenvironment? Agree = 1, Neither disagree nor agree = 2, disagree = |
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Ratio |
4 RatioScale· Origin · The highest scale, It allows the researcher toidentify or classify objects, rank-order the objects, and compare intervals ordifferences. It is also meaningful to compute ratios of scale values. Itpossesses an absolute zero point. · E.g.: Height, Age, Money, Weight. Ratios ofactual values are now possible, e.g. 6 times better |
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Comparative scales |
4.1 Comparative Scales: · Direct comparison ofstimulus object on another, e.g. Do you prefer Pepsi or Coke? Must beinterpreted in relative terms (ordinal nature), allows detecting smalldifferences as the respondent has to choose between them. Advantages: Small differences between stimulus object can be detected, Easily understood and applied – fewer theoretical assumptions, Tend to reduce halo or carryover effects Disadvantages: Include the ordinal nature of the data and the inability to generalize beyond the stimulus objects scaled. 4.1 Non-comparative Scales· Each objectscaled independently, e.g. evaluate Coke on a 1 to 6 preference scale Interval or ratio scaled Most widely used scaling technique in marketing research |
