Unit 8 - Scale design

Question 1

What is the definition of scaling?

Answer 1

The generation of a continuum upon which measured objects are located

Question 2

What is the definition of measurement?

Answer 2

The assignment of numbers or other symbols to characteristics of objects according to certain pre-specified rules

Question 3

What are the characteristics of scales?

Answer 3

1. description
2. order
3. distance
4. origin

Question 4

In the context of characteristics of scales, what is description?

Answer 4

The unique labels/descriptors used to designate each value of the scale. All scales possess description.

Question 5

In the context of characteristics of scales, what is order?

Answer 5

The relative sizes or positions of the descriptors. Order is denoted by descriptors such as greater than, less than and equal to.

Question 6

In the context of characteristics of scales, what is distance?

Answer 6

absolute differences between the scale descriptors are known and may be expressed in units.

Question 7

In the context of characteristics of scales, what is origin?

Answer 7

The origin characteristic means that the scale has a unique or fixed beginning or true zero point.

Question 8

What are the primary scales of measurement?

Answer 8

1. Nominal
2. Ordinal
3. Interval
4. Ratio

Question 9

What is the basic characteristic of nominal scale?

Answer 9

Numbers identify and classify objects

Question 10

What is the basic characteristic of ordinal scale?

Answer 10

Numbers indicate relative positions of objects but not the magnitude of differences between them

Question 11

What is the basic characteristic of interval scale?

Answer 11

Differences between objects can be compared

Question 12

What is the basic characteristic of ratio scale?

Answer 12

Zero point is fixed; ratios of scale values can be computed

Question 13

Give a marketing example of nominal scale:

Answer 13

Brand numbers, store types, sex classification

Question 14

Give a marketing example of ordinal scale:

Answer 14

Preference rankings, market position, social class

Question 15

Give a marketing example of interval scale:

Answer 15

Attitudes, opinions, index numbers

Question 16

Give a marketing example of ratio scale:

Answer 16

Age, income, costs, sales, market shares

Question 17

How are scaling techniques classified?

Answer 17

2 ways: comparative scales and non-comparative scales

Question 18

What is the definition of comparative scales?

Answer 18

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.

Question 19

What is the definition of non-comparative scales?

Answer 19

Each object is scaled independently of the other in the stimulus set. The resulting data are assumed to be interval or ratio scale

Question 20

What types of comparative scales are there?

Answer 20

1. Paired comparison
2. Rank order
3. Constant sum

Question 21

What is paired comparison?

Answer 21

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

Question 22

What is rank order?

Answer 22

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

Question 23

What is constant sum?

Answer 23

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

Question 24

What is the non-itemised continuous rating scale?

Answer 24

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

Question 25

What itemised rating scales are there?

Answer 25

1. Likert scale
2. Semantic differential scale
3. Stapel scale

Question 26

What is a likert scale

Answer 26

a measurement scale requiring the respondents to indicate a degree of agreement/disagreement with a series of statements

Question 27

What is a semantic differential scale

Answer 27

a 7-point rating scale with endpoints associated with bipolar labels that have semantic meaning

Question 28

What is a stapel scale

Answer 28

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