Measurement+and+Scaling,Part+1

Measurement+and+Scaling,Part+1 - Measurement and Scaling:...

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Measurement and Scaling: Fundamentals and Comparative Scaling (pp. 225 – 254) Marketing Research MKT 3370
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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
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Measurement Measurement – the assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules Assign numbers Numbers permit statistical analysis Numbers help communicate information about the results Need to decide how to assign numbers to the characteristics being studied
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Scaling Scaling – the generation of a continuum upon which measured objects are located Scaling is tied to measurement
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Scale Characteristics and Levels of Measurement Description – refers to the unique labels or descriptors that are used to designate each value of the scale Order – refers to the relative sizes or positions of the descriptors Distance – means that the absolute differences between the scale descriptors are known and can be expressed in units Origin – means that the scale has a uniqiue or
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Primary Scales Nominal Scale Ordinal Scale Ratio Scale Interval Scale Primary Scales of Measurement
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Types of Scales Nominal (name-like) Identification Mode Can calculate the number or percentages of each category Used for classification purposes Classes are mutually exclusive and collectively exhaustive Ordinal Identification and Order Median, Mode A percentile or quartile measure is used for measuring dispersion Ranking scale
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Interval Identification, Order, and Comparison Mean, Mode, Median Standard deviation, range, t-test, F-tests Intervals between the points on the scale are equal Zero-point is arbitrary Ratio
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Measurement+and+Scaling,Part+1 - Measurement and Scaling:...

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