05 Measurement and Scaling Slides - Measurement Scaling...

Measurement & Scaling Slides 10/2/13
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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.

Measurement & Scaling Slides 10/2/13
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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
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Awareness
COGNITION
Information Search
Preference AFFECT
Intention
ACTION
Behavior

Measurement & Scaling Slides 10/2/13
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Cognition
Information about the object
Awareness
Belief about attributes
Relative importance of attributes in