measurement+and+scaling,+part+2

measurement+and+scaling,+part+2 - Measurement and Scaling:...

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Unformatted text preview: Measurement and Scaling: Noncomparative Scaling (pp. 255-282) Marketing Research MKT 3370 Marketing Research Process Step 1: Problem Definition Step 2: Approach to the Problem Step 3: Research Design Step 4: Field Work Step 5: Data Preparation and Analysis Step 6: Report Preparation and Presentation Scaling Techniques Comparative Scales Paired Comparison Constant Sum Rank Order Noncomparative Scales Itemized Rating Scales Continuous Rating Scales Likert Semantic Differential Stapel A Classification of Scaling Techniques Noncomparative Scales Objects are scaled independently of each other Includes continuous, Likert, semantic differential, or Stapel scales Most widely used in marketing research Noncomparative Rating Scales Continuous Rating Scales Itemized Rating Scales Semantic Differential Stapel Likert Figure 10.3 A Classification of Noncomparative Rating Scales Continuous Scale Easy to design Difficult to calculate scale values Computers and technology make more usable Produces interval data How would you rate Taco Hut breakfast tacos? Place an x at any point on the line. Very Poor Very Good Itemized Rating Scales Brief description or number associated with each response category Categories are arranged in some logical order Most common in marketing research Likert, Semantic Differential, Stapel Itemized Rating Scale Decisions...
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This note was uploaded on 09/29/2011 for the course MKT 3370 taught by Professor Staff during the Spring '09 term at Texas State.

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measurement+and+scaling,+part+2 - Measurement and Scaling:...

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