Measurement and scaling Flashcards
Measurement definition
Assigning numbers or label to determine the amount or intensity of information about a particular object
Measurement process
Construct development: Integrative process in which researchers identify the subjective properties for which data should be collected to solve research problem
Scale measurement: How to precisely measure the construct of a question
Scaling definition
Assigning descriptors to represent the possible responses to a question about a particular object
Two types of scales
Comparative rating scales: comparison
Non-comparative rating scale: no comparison
Comparative scales
Paired-comparison scale
Rank-order rating scale
Constant sums rating scale
Paired-comparison scale
Time, attention
May contradict the principal of transitivity
Doesn’t reflect reality, what customer will do
Relative not absolute
Rank order scale
Help deal with flaws
Standardize, clear
Less effort
Constant sums
More info
Not easy to answer
Mistake of the respondent
Non-comparative scale: Likert scale
Most popular
More comparative
Semantic differential scale
Positive to negative
Halo effect bias
Tend to answer more positively
Issues to semantic deferential scale
Randomization of positive and negative
Level of extreme magnitude
Use of non-bipolar descriptors
Matching standardized intensity descriptors
Criteria in scale development
Discriminatory power Reliability Appropriateness Intelligibility Balancing positive negative Neutral response Measures of central tendency Dispersion
Complex issues requires multi-item scales
Attitude
Cognitive component: objective statement
Affective component: personal feeling
Behavioral component: recommend or not
Applicability of measurement and scaling to different types of respondent data
State of being, mind, behaviour, intention
Scale measurement error
Lack of precision
Discriminatory power
Ambiguity of question
Inappropriate descriptors
