Chapter 9 - Chapter 9 Measurement and Scaling Any set of numbers has 3 properties 1 Rank order 7>3 12<20 etc 2 Intervals differences between the

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Chapter 9: Measurement and Scaling Any set of numbers has 3 properties: 1. Rank order: 7>3, 12<20, etc 2. Intervals: differences between the numbers can be compared 3. Ratios: we can divide numbers and compare their magnitudes Measurement Measurement = the assignment of numbers to responses based on a set of guidelines o Nominal (non metric) o Ordinal (non metric) o Interval (metric) o Ratio (metric) Nominal Scale Numbers are no more than labels and used solely to identify categories of responses Calculation: counts Central tendency: mode Nominal Scale Example Which one of the following are you most likely to do in your free time? ___ Read ___ Golf ___ Shop ___ Watch TV/movies ___ Surf the Internet Ordinal Scale The numbers possess the property of rank order Central Tendency: mode, median o Example: How long do you spend driving to work on a typical weekday? ___ Less than 5 minutes ___ 5 minutes – less than 15 minutes ___ 15 minutes – less than 30 minutes ___ 30 minutes or more Interval Scale Ordinal scales with equal intervals between points to show relative amounts, may include an arbitrary 0 Calculations: mean, standard deviation Central tendency: mean, mode, median, standard deviation Interval Scale Example How likely are you to purchase a new computer within the next three months? __ Will definitely not buy __ Extremely unlikely to buy __ Unlikely to buy __ Likely to buy
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__ Extremely likely to buy __ Will definitely buy Ratio Scale Interval scale with a meaningful 0 so that the magnitudes can be compared mathematically Calculations: ratios, mean, standard deviation Central tendency: mean, median, mode, standard deviation Ratio Scale Example
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This note was uploaded on 02/22/2011 for the course MKTG 352 taught by Professor ? during the Summer '10 term at South Carolina.

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Chapter 9 - Chapter 9 Measurement and Scaling Any set of numbers has 3 properties 1 Rank order 7>3 12<20 etc 2 Intervals differences between the

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