Chapter 7- Measurement And Scale Constiction Flashcards
What is scaling?
Creating a continuum on which objects are located according to the amount of the measured characteristic they possess (putting numbers next to responses)
What is easiest to measure? Height and weight or intelligence?
Height and weight-tangible
In marketing research, we often measure what we call constructs, which is…
An abstract variable (non-tangible)
*usually unseeable things like interest & awareness, satisfaction, image, attitude, perception
What is measurement?
Assigning numbers that reflect the amount of an attribute processed by an event, person or object
What is validity?
The ability of a scale to measure what was intended to be measured
What is reliability?
Measures that are consistent from one administration to the next
What is sensitivity?
A measure’s ability to accurately measure variability in stimuli or responses
What are the five steps in the measurement process?
- Identify the construct of interest
- Define the construct consecutively
- Define the construct operationally
- Develop the scale
- Evaluate the scale
What are the four scale types of levels of measurement?
Nominal, ordinal, interval, and ratio
Does a nominal scale have an order characteristics?
No
Does a nominal scale have an equal intervals characteristic?
No
Does an ordinal scale have an order characteristic?
Yes
Does an ordinal scale have an equal intervals characteristic?
No
Does an ordinal scale have an absolute zero characteristic?
No
Does an interval scale have an absolute zero?
No
Does an interval scale have an order characteristic?
Yes
Does an interval scale have an equal intervals characteristic?
Yes
Does a ratio scale have an order characteristic?
Yes
Does a ratio scale have an equal intervals characteristic?
Yes
Does a ratio scale have an absolute zero characteristic?
Yes
Essentially what is a nominal scale?
Categorization
Essentially what is an ordinal scale?
Ranking
What is an example of an interval scale?
Temperature – because it doesn’t have an absolute zero
An absolute zero means…
No value-none of the property being measured exists
It’s 20°C twice as hot as 10°C?
No, because temperature isn’t measured as an absence of heat
Does the nominal scale have high or low power?
Low-power
Does the ordinal scale has high or low power?
Higher power than nominal, but less power than interval and ratio
Does the interval scale have high or low power?
Higher power than ordinal and nominal, but less power than ratio
Does the ratio scale have a high or low power?
High-power
How would an interval scale be informative to the client?
Where the distribution mostly lies
What can’t you measure with an ordinal scale?
Distance
What will ensure that you’re getting the most information you’re able to get from the scale?
The more powerful of the scales
