Measurement and Scaling Flashcards
Measurement
process of developing methods to systematically characterize or quantify info about people, events, ideas, interests, and behaviors
Measurement consists of the two following:
- Construct Selection
2. Scale Measurement
Abstract Construct
abstract idea or conceptual elements
–Satisfaction
Concrete Features
objective properties
-location, size, price
State of Being (concrete)
concrete features(verifiable facts) -age,income,height, weight
State of Behavior (concrete)
concrete features (observable) of current actions -how many times did you purchase this item?
State of Mind (abstract)
abstract constructs, emotional feelings and attitudes towards a subject
-beliefs, feelings, perceptions
State of Intention (abstract)
abstract constructs, expressed plans for the future or actions
-how likely are you to purchase?
Basic Scale Types
- Nominal
- Ordinal
- Interval
- Ratio
Nominal
- at least 2 distinct classifications used to categorize responses
- only qualitative
- zipcode, hair color, ethnicity
Ordinal
- Non-mathematical
- rank inputs
- abstract ideas like happiness, satisfaction, pain-level
Interval
- Quantitative- can measure the difference between values
- Assign numerical values to abstract constructs
- NPS
Ratio
- All the characteristics of the other 3 scale types
- Quantitative with an absolute zero characteristic
- Allows for stat analysis
Likert Scales
- Most widely used type of scale
- odd number of choices so there is a middle option for “neutral”
Semantic Differential Scale
- Known as the bipolar scale, interval with numbers
- Two opposites at either end
- Usually 7 options
- Choose the level they agree between the 2 scales
