Lecture 6 Flashcards
What’s measurement?
Assigning numbers to characteristics of objects according to certain pre-specified rules. (Can then use for statistical analysis)
What’s scaling?
The process of creating a system of scale that helps place things or responses along a range, making it easier to compare or measure them.
What is the actual assignment of a number from 1-10?
Measurement
What’s the process of placing respondents on a continuum?
Scaling eg bell curve
What’s a comparative scale?
Direct comparison between two object (e.g. comparing two brands on quality rankings)
What data is used for comparative scaling?
Ranking and ordinal
What’s a Non-Comparative scale?
Each object is scaled independently (e.g. rate quality of brand 1 and of brand 2)
What data is used for non-comparative scaling?
Interval and ratio data
What are three examples of comparative scaling?
1- Paired Comparison
2- Rank Order Scaling
3- Constant Sum
What are three examples of non-comparative scaling?
1- Likert Scale
2- Semantic Differential Scale
3- Stapel Scale
What’s Paired Comparison?
Respondents compare two items at a time and choose which one they prefer or which one is better.
What’s Rank Order Scaling?
Respondents are asked to rank a set of items in order of preference or importance.
What’s Constant Sum?
Respondents allocate a fixed number of points (e.g., 100 points) among a set of items based on how much they value them.
What’s the Likert Scale?
Respondents indicate their level of agreement or
disagreement with a statement using a scale
(e.g., 1 = Strongly Disagree to 5 = Strongly Agree).
What’s the Semantic Differential Scale?
Respondents rate a concept or
object on a bipolar scale (e.g., good-bad, strong-weak).
