Week 4P-Business Research Methods

Week 4P-Business Research Methods - Week 4P-Business...

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Week 4P-Business Research Methods After reading the Chapters 11- Measurement, 12-Measurement scales, 13-Questionnaires and instruments answer the questions below. 1. Below are listed some objects of varying degrees of abstraction. Suggest properties of each of these objects that can be measured by each of the four basic types of scales. There are relatively few pure interval scales found in business research. Almost all text discussions of this scale refer to the example of temperature scales. However, some attitude scales such as the Likert and Semantic Differential, are claimed to approach interval characteristics. In addition, approximate interval scales can be developed from paired comparisons and rank orders of objects. See the following A and B examples. Once, you have seen them then do the same for the object 1 shown below: A. Store customers Nominal - Group them by race, ethnic background, married or single status, etc. Ordinal – Example: Rank them as very frequent buyers, frequent buyers, and infrequent buyers. Interval - Some scale of attractiveness in which the scale is presumed to be interval (interval must be defined) Ratio – Example: Average size of monthly purchases. B. Voter attitudes Nominal – Example: grouped as Republican, Democrat, Independent, and other.
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Ordinal – Example: Rank of candidates in order of preference. Interval - Likert - type scale (Likert interval must be defined) Ratio – Example: Count of votes for various candidates in each district. Object: 1) Consumer e-commerce attitudes. Be specific when suggesting the properties. For instance, interval/likert, if applies, it must describe the item with its specific scale.
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  • Summer '16
  • Dr. Willy
  • Research Questions, Exploratory research

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