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).
What’s Stapel Scale?
Respondents rate items on a scale of -5 to +5,
usually in relation to a specific attribute.
What’s ordinal scale data?
Represents categories with a meaningful order or rank,
but the intervals between the categories are not consistent or measurable.
What are the measures of Central Tendency?
Median, Mode, Mean
What are the measures of Dispersion?
Range, Variance, Standard Deviation
What are the tests for Inferential Statistics?
Regression, t-test, ANONVA, Correlation
What are the three types of scales?
Nominal, ordinal and scale
What type of scale if a likert scale?
Interval
