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Measurement
To collect data, you need to have something to measure
Variables
When we measure the attributes of an object, we
obtain a value that varies between objects.
For example consider the people in this class as
objects and their height as the attribute
The attribute height varies between objects, hence
attributes are more collectively known as variables
Variables can be measured on four different scales
Nominal Scale
Classifies data according to a
category only.
E.g., which color people select.
Colors differ qualitatively not
quantitatively.
A number could be assigned to
each color, but it would not have
any value.
The number serves only to
identify the color.
No assumptions are made that
any color has more or less value
than any other color.
Nominal Scale
Assign subjects to groups or categories
Mutually exclusive
Collectively exhaustive
Other Examples
Sex
Social status
Marital status
Geographic location
Ethnic Group
Types of restaurants
Brand choice
Religion
Coded as
Coded as
Nominal Scale
Which of the following media influences your purchasing
decisions the most?
1 Television
2 Radio
3 Newspapers
4 Magazines
Ordinal Scale
classifies nominal data
according to some order or rank
E.g. names ordered
alphabetically
With ordinal data, it is fair to
say that one response is greater
or less than another.
E.g. if people were asked to
rate the hotness of 3 chili
peppers, a scale of "hot",
"hotter" and "hottest" could be
used. Values of "1" for "hot",
"2" for "hotter" and "3" for
"hottest" could be assigned.
Ordinal Scale
Can include opinion
and preference scales
Median but not mean
No unique, arithmetic
origin
Means items cannot
be added
In marketing research
practice, ordinal scale
variables are often
treated as interval scale
variables
Ordinal Scale
Rank Player
Avg Pts
1.Woods
16.53
2. Els
9.26
3. Singh
9.19
4.Love-III
7.96
5. Furyk
7.57
6. Weir
7.46
7.Toms
5.92
8.Perry
5.68
9. Harrington
5.37
10. Goosen
5.18
Examples
GPA
Small medium large
Quality
Interval Scale
assumes that the measurements are made in
equal units.
i.e. gaps between whole numbers on the scale
are equal.
e.g. Fahrenheit and Celsius temperature scales
an interval scale does not have to have a true
zero. e.g. A temperature of "zero" does not
mean that there is no temperature...it is just an
arbitrary zero point.
Permissible statistics: count/frequencies,
mode, median, mean, standard deviation
Interval Scale
How likely are you going to buy a new automobile within the
next six months? (Please check the most appropriate category)
Definitely will not buy
Probably will not buy
May or may not buy
Probably will buy
Definitely will buy
___
___
___
___
___
1
2
3
4
5
Ratio Scale
similar to interval scales except that
the ratio scale has a true zero value.
e.g. the time something takes
allows you to compare differences
between numbers.
Permits full arithmetic operation.
If a train journey takes 2 hr and 35
min, then this is half as long as a
journey which takes 5 hr and 10 min.
Ratio Scale
Indicates actual amount of variable
Shows magnitude of differences between points on scale
Shows proportions of differences
Examples
height, weight, age,
Length
time
Income
7
6
5
4
3
2
1
0
Market share
1.What is your annual income
before taxes? $ _______
2. How far is your workplace
from home?
_______ miles
Ordinal
Interval
Ratio
Numbers
Assigned to
Runners
81
Rank Order of
Winners
Performance
Rating on a 0 to
10 Scale
Time to Finish in
Seconds
Third
Place
Second
Place
First
Place
8.2
9.1
9.6
15.2
14.1
13.4
Nominal scale
Yes
No
No
No
Ordinal scale
Yes
Yes
No
No
Interval scale
Yes
Yes
Yes
No
Ratio scale
Yes
Yes
Yes
Yes
Ordinal
Used to define ordered relationships
Interval
Used to rank objects such that the magnitude of the difference
between two objects can be determined
Ratio
Same as interval scale but has an absolute zero point
Comparative
Scales
Paired
Comparison
Rank
Order
Constant
Sum
Non-Comparative
Scales
Others
Likert
Continuous
Rating
Scales
Semantic
Differential
Itemized
Rating
Scales
Stapel
SCALES
SCALES
COMPARATIVE SCALES
Paired Comparison
Please indicate which of the following airlines you prefer
by circling your more preferred airline in each pair:
Air Canada
Air Transat
Zip
WestJet
Air Canada
Zip
WestJet
Air Canada
WestJet
Air Transat
Zip
Air Transat
COMPARATIVE SCALES
Constant Sum Scales
Allocate a total of 100 points among the following softdrinks depending on how favorable you feel toward each;
the more highly you think of each soft-drink, the more
points you should allocate to it. (Please check that the
allocated points add to 100.)
Coca-Cola
_____
points
7-Up
_____
points
Dr. Pepper
_____
points
Tab
_____
points
Pepsi-Cola
_____
points
100 points
________________
Friendliness
_______________
________________
Investment vehicles
________________
Parking facilities
__________________
COMPARATIVE SCALES
Rank-Order Scales
Rank the following soft-drinks from 1 (best) to 5 (worst)
according to your taste preference:
Coca-Cola
_____
7-Up
_____
Dr. Pepper
_____
Pepsi-Cola
_____
Mountain Dew
_____
Topandbottomrankchoicesareeasy
Middleranksareusuallymostdifficult
Comparative Scales
Rank Order Scale
Indicate your preferred type of music with a 1,
your second favorite with a 2, and so on for each
type of music:
____
____
____
____
____
Heavy Metal
Alternative
Urban Contemporary
Classical
Country
Instructions
Rank the various brands of toothpaste in order of preference. Begin by picking
out the one brand that you like most and assign it a number 1. Then find the
second most preferred- brand and assign it a number 2. Continue this procedure
until you have ranked all the brands of toothpaste in order of preference. The least
preferred brand should be assigned a a rank of 10. No two brands should receive
the same rank number. The criterion of preference is entirely up to you. There is
no right or wrong answer. Just try to be consistent.
Brand
Rank Order
1. Crest
2. Colgate
3. Aim
4. Mentadent
5. Macleans
6. Ultra Brite
7. Close Up
8. Pepsodent
9. Plus White
10. Stripe
COMPARATIVE SCALES
Compared to Chevrolet, Ford is:
less
innovative
about the
same
more
innovative
The worst
10 20 30 40 50 60 70 80 90 100
The Best
Staple scale
Non-Comparative Scales
Non-Comparative Scales
Semantic Differential Scale
Here are a number of statements that could be used to describe
K-Mart. For each statement tick ( X ) the box that best
describes your feelings about K-Mart.
Modern Store
Low prices
High prices
Unfriendly staff
Friendly staff
Sophisticated customers
Unsophisticated customers
Modern Store
Low prices
X
Friendly staff
High prices
Unfriendly staff
Sophisticated customers
Unsophisticated customers
Key :
Sears
X
K-Mart
Old
X
Fashioned 1
Modern
X
4
X
3
Cheap
1
Friendly
service
5
Expensive
5
5
Unfriendly
service
disagree
Neither
agree nor
disagree
3
agree
Strongly
agree
5
AGREEMENT
Strongly Agree
Agree
Undecided
Disagree
Strongly Disagree
Agree Very Strongly
Agree Strongly
Agree
Disagree
Disagree Strongly
Disagree Very Strongly
Agree Strongly
Agree Moderately
Agree Slightly
Disagree Slightly
Disagree Moderately
Disagree Strongly
Yes
No
Agree
Disagree
Completely Agree
Mostly Agree
Slightly Agree
Slightly Disagree
Mostly Disagree
Completely
Disagree
Agree
Undecided
Disagree
Disagree Strongly
Disagree
Tend to Disagree
Tend to Agree
Agree
Agree Strongly
FREQUENCY
Very Frequently
Frequently
Occasionally
Rarely
Very Rarely
Never
Always
Very Frequently
Occasionally
Rarely
Very Rarely
Never
Always
Usually
About Half the Time
Seldom
Never
A Great Deal
Much
Somewhat
Little
Never
Often
Sometimes
Seldom
Never
Always
Very Often
Sometimes
Rarely
Never
Almost Always
To a Considerable Degree
Occasionally
Seldom
IMPORTANCE
Very Important
Important
Moderately Important
Of Little Importance
Unimportant
Very Important
Moderately Important
Unimportant
QUALITY
Very Good
Good
Barely Acceptable
Poor
Very Poor
Extremely Poor
Below Average
Average
Above Average
Excellent
Good
Fair
Poor
LIKELIHOOD
Like Me
Unlike Me
To a Great Extent
Somewhat
Very Little
Not at All
True
False
Definitely
Very Probably
Probably
Possibly
Probably Not
Very Probably Not
True of Myself
Mostly True of Myself
About Halfway True of Myself
Slightly True Of Myself
Not at All True of Myself
+5
+4
+4
+3
+3
+2
+2
+1
+1
High quality
Poor service
-1
-1
-2
-2
-3
-3
-4
-4
-5
-5
Staple Scale
The following questions concern your ratings of several suppliers that provide
products for use in your store.
XYZ
Poor Product
Selection
-5
-4
-3
-2
-1
Costly Products
-5
-4
-3
-2
-1
Fast Service
-5
-4
-3
-2
-1
High Quality
Products
-5
-4
-3
-2
-1
Innovative
-5
-4
-3
-2
-1
Number of Categories
Odd
Even
Strongly Agree
Agree
_____ Agree
_____
Neutral
_____ Disagree
_____
Disagree
Strongly disagree_____
Unbalanced
Very good
______
Excellent
______
Good
______
Very Good
______
Fair
______
Good
______
Poor
______
Fair
______
Very Poor
______
Poor
______
Unbalanced Scale
Extremely good
Very good
Good
Bad
Very bad
Extremely bad
Extremely good
Very good
Somewhat Good
Good
Bad
Very bad
Forced
Extremely Reliable
___
Extremely Reliable
___
Very Reliable
___
Very Reliable
___
Somewhat Reliable
___
Somewhat Reliable
___
Very Unreliable
___
Very Unreliable
___
Extremely Unreliable
___
Extremely Unreliable
___
Dont know
___
End Anchored
Excellent
_____
Very Good
_____
Fair
_____
_____
Poor
_____
_____
Very Poor
_____
Excellent
Poor
_____
_____
_____
IntervalsMayNotReflecttheSemantic
MeaningoftheAdjectives
Excellent _____
Labeled
IntervalsAre
NotEqual
Excellent
_____
Very Good
_____
Very Good_____
Fair
_____
Fair
_____
Poor
_____
Poor
_____
Very Poor
_____
IntervalsAre
NotEqual
_____
10 Point
Excellent
_____
_____________
_____________
_____
_____________
_____________
_____
_____________
_____________
_____________
_____
Poor
_____
_____________
Poor
_____________
Itemized
category
Rank Constant
order sum
Likert
Semantic
differential
Knowledge
Awareness
Attribute beliefs
Attribute
importance
Overall
preferences
Specific
attributes
Affect or Liking
Action
intentions
Characteristics of Good
Measurement Scales
1. Reliability
The degree to which a measure accurately captures an
individuals true outcome without error; Accuracy
synonymous with repetitive consistency
2. Validity
The degree to which a measure faithfully represents the
underlying concept; Fidelity
3. Sensitivity
The ability to discriminate meaningful differences
between attitudes. The more categories the more sensitive
(nut less reliable)
4. Generalizability
How easy is scale to administer and interpret
Neither Reliable
Nor Valid
Reliable But
Not Valid
Reliable
And Valid