Final Flashcards
Measurement
process of assigning numbers or labels to persons or objects
Nominal
s are used to identify objects, individuals, or groups. (#s don’t matter
Ordinal
(rank order) #s are assigned to represent order
Interval
Equally spaced intervals, intervals between consecutive points are equal, zero is arbitrary
Ratio Scale
Absolute zero, zero is meaningful
Graphic Rating Scale
put an “x” on the line
Itemized Rating Scale
limited number of categories are given, ranking 1-5
Rank Order
“Please rank in order”
Paired Comparison Scale
Out of two options what do you prefer, picking one of two brands from a set of criteria
Q Sorting
Sorting into piles according to specific rating categories
Constant Sum Scales
Respondent is asked to divide a given number of points among two or more attributes (avoid halo bias, everything is important)
Semantic Differential Scale
Seven point rating scale with end points associated with bipolar labels
Stapel Scale
Ten point scale with single adjective placed at the center
Likert Scale
Series of statements that express wither a favorable or unfavorable attribute towards the concept under study
Purchase Intent Scale
Measures the likelihood that a potential customer will purchase a product
