SCALING

Question 1

NOMINAL SCALE

Answer 1

Identify and classify objects
Scale Characteristics: Description
Permissible Statistics: Percentages & Mode
Marketing Examples: Brand Numbers, Gender Classification

Question 2

ORDINAL SCALE

Answer 2

Indicate Relative Positions
Scale Characteristics: Description & Order
Permissible Statistics: Percentile & Median
Marketing Examples: Market Position & Social Class

Question 3

INTERVAL SCALE

Answer 3

Indicate Differences
Scale Characteristics: Description, Order & Distance
Permissible Statistics: Mean, Range, Standard Dev
Marketing Examples: Attitudes & Opinions

Question 4

RATIO SCALE

Answer 4

Indicates Ratios
Scale Characteristics: Description, Order, Distance & Origin
Permissible Statistics: Geometric Mean All
Marketing Examples: Sales & Market share

Question 5

COMPARATIVE SCALES

Answer 5

Direction comparisons of stimulus objects. Must be interpreted in relative terms
Ordinal or Rank Order Properties Only

Question 6

NON-COMPARATIVE SCALES

Answer 6

Each object is scaled independently of the others in stimulus set.
Data is assumed to be interval or ratio scaled
Continuous or itemized rating scales

Question 7

CONTINUOUS RATING SCALE

Answer 7

Rate objects by placing mark at appropraite position on a line that runs from one extreme to the other.
USED: Reaction to TV Commercials

Question 8

ITEMIZED RATING SCALES

Answer 8

A scale that has a number or description assocaited with each category - ordered in terms of a scale position
LIKERT, SEMANTIC DIFFERENTIAL STAPEL

Question 9

LIKERT

Answer 9

respondents to indicate a degree of agreement / disagreement with a series of statements
USED: Measurement of Attitudes

Question 10

SEMANTIC DIFFERENTIAL

Answer 10

7 point raiting scale with bipolar labels that have semantic meaning
USED: Brand Image Measurement

Question 11

STAPEL

Answer 11

unipolar rating scale with 10 categories from -5 to +5 without a neutral point.
USED: Measurement of Attitudes and Images