Unit 8 - Scale design Flashcards
What is the definition of scaling?
The generation of a continuum upon which measured objects are located
What is the definition of measurement?
The assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules
What are the characteristics of scales?
- description
- order
- distance
- origin
In the context of characteristics of scales, what is description?
The unique labels/descriptors used to designate each value of the scale. All scales possess description.
In the context of characteristics of scales, what is order?
The relative sizes or positions of the descriptors. Order is denoted by descriptors such as greater than, less than and equal to.
In the context of characteristics of scales, what is distance?
absolute differences between the scale descriptors are known and may be expressed in units.
In the context of characteristics of scales, what is origin?
The origin characteristic means that the scale has a unique or fixed beginning or true zero point.
What are the primary scales of measurement?
- Nominal
- Ordinal
- Interval
- Ratio
What is the basic characteristic of nominal scale?
Numbers identify and classify objects
What is the basic characteristic of ordinal scale?
Numbers indicate relative positions of objects but not the magnitude of differences between them
What is the basic characteristic of interval scale?
Differences between objects can be compared
What is the basic characteristic of ratio scale?
Zero point is fixed; ratios of scale values can be computed
Give a marketing example of nominal scale:
Brand numbers, store types, sex classification
Give a marketing example of ordinal scale:
Preference rankings, market position, social class
Give a marketing example of interval scale:
Attitudes, opinions, index numbers
Give a marketing example of ratio scale:
Age, income, costs, sales, market shares
How are scaling techniques classified?
2 ways: comparative scales and non-comparative scales
What is the definition of comparative scales?
They involve direct comparison of stimulus objects. For example, respondents might be asked whether they prefer Coke or Pepsi. Data obtained this way are ordinal.
What is the definition of non-comparative scales?
Each object is scaled independently of the other in the stimulus set. The resulting data are assumed to be interval or ratio scale
What types of comparative scales are there?
- Paired comparison
- Rank order
- Constant sum
What is paired comparison?
It’s a comparative technique in which a respondent is presented with two objects at a time and asked to select one according to some criterion
What is rank order?
It’s a comparative technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion
What is constant sum?
It’s a comparative technique in which respondents are required to allocate a constant sum of units such as points or money among a set of stimulus objects with respect to some criterion
What is the non-itemised continuous rating scale?
respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion to the other
What itemised rating scales are there?
- Likert scale
- Semantic differential scale
- Stapel scale
What is a likert scale
a measurement scale requiring the respondents to indicate a degree of agreement/disagreement with a series of statements
What is a semantic differential scale
a 7-point rating scale with endpoints associated with bipolar labels that have semantic meaning
What is a stapel scale
a scale measuring attitudes consisting of a single adjective in the middle of an even-numbered range of values from -5 to 5 without a neutral zero point
