Scale_p

# Scale_p - Measurement Scales If you cant measure it you...

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“If you can’t measure it, you can’t analyse it.” Alan Tse

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Kinsey On Love
Objectives To understand the nature and purpose of a scale. To look at various types of scales commonly used in questionnaires and their development. To study the validity and reliability of scales.

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Conent Introduction Four Levels of a Scale Scaling Methods Some Common Scales Other Scaling Issues Validity Reliability
Measurement and Scaling Measurement means assigning numbers or other symbols to characteristics of objects according to certain pre-specified rules. One-to-one correspondence between the numbers and the characteristics being measured. The rules for assigning numbers should be standardized and applied uniformly.

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Measurement and Scaling Selecting measurable phenomena Developing a set of mapping rules Applying the mapping rule
Characteristics of Measurement Purchase Intention 1. Definitely Yes 2. Likely 3. Neutral 4. Unlikely 5. Definitely No

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THE MOST ACCURATE POLL WAS THE MOST UNORTHODOX MUFFIN POLL. The Muffin Poll, conducted at a bakery in Manchester in northern England, kept its record for 100 per cent accuracy, held since 1964. Muffins are dyed blue for sale to Conservative voters, red for Labour and yellow for the Liberal Democrats. Measurement and Scaling
Example: happiness vs productivity 1. Suicide rate. 2. A five point scale from very unhappy to very happy. Very often involves judgment, subjective rating. Measurement and Scaling

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Scales of Measurement Scales Nominal Scale Ordinal Scale Ratio Scale Interval Scale
Four Levels of a Scale Stevens (1946) identified four kinds of scales: 1. Nominal scale No order or distance relationship. No arithmetic origin. Only a limited number of statistics, all of which are based on frequency counts, are permissible, e.g., percentages, and mode. No generally used measure of dispersion.

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Four Levels of a Scale 1. Ordinal scale Horses coming in first second and third are clearly ranked 1,2 and 3 but the difference in times between 1 and 2 may certainly be different to that between 2 and 3. Transitivity: if a> b and b>c, then a
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## This note was uploaded on 01/15/2010 for the course MKT mkt3010C taught by Professor Alan during the Fall '08 term at CUHK.

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Scale_p - Measurement Scales If you cant measure it you...

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