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Unformatted text preview: espondence between the numbers
and the characteristics being measured.
The rules for assigning numbers should be
standardized and applied uniformly.
Rules must not change over objects or time. 7 Consider an attitude scale from 1 to 100.
Each respondent is assigned a number
from 1 to 100, with 1 = Extremely
Unfavorable, and 100 = Extremely
Favorable. Measurement is the actual
assignment of a number from 1 to 100 to
each respondent. Scaling is the process
of placing the respondents on a continuum
with respect to their attitude toward
department stores. Primary Scales of Measurement
This image cannot currently be display ed. Primary
Scale Nominal Scales
• These scales partition data into mutually
exclusive and collectively exhaustive
• If categories are assigned numbers, they
act simply as labels mutually exclusive categories. categories themselves
are assigned a label, qualitiative analyse, you have to further
assign them a n...
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This document was uploaded on 03/25/2014.
- Spring '14