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05 Measurement and Scaling Slides

05 Measurement and Scaling Slides - Measurement Scaling...

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Measurement & Scaling Slides 10/2/13 1 Measurement & Scaling What we measure Demographics and socioeconomic characteristics Psychological and lifestyle characteristics Attitudes and opinions Awareness and knowledge Motivation and intention Behavior Measurement The assignment of numbers to objects or events. The numbers represent quantities of attributes, compliant with established rules. Therefore, we are measuring the quantities of attributes of objects or events and not the objects or events themselves.
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Measurement & Scaling Slides 10/2/13 2 Measurement entails: identifying attributes of interest assigning a scale for measuring the attributes applying the scale on objects minimizing error in this process Measurement Steps Identify the component(s) you want to measure Cognition Affect Action 1 Awareness COGNITION Information Search Preference AFFECT Intention ACTION Behavior
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Measurement & Scaling Slides 10/2/13 3 Cognition Information about the object Awareness Belief about attributes Relative importance of attributes in
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