Download - Unit II Scaling
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Scaling The generation of a continuum upon which measured
objects are located.
Scale A quantifying measure a combination of items that
is progressively arranged according to value ormagnitude.
Purpose is to quantitatively represent an items, persons, or events place in the scaling continuum.
Some Key Concepts
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PrimaryScales
NominalScale
OrdinalScale
RatioScale
IntervalScale
Levels of Measurement -Primary Scales
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Nominal [categorization]
A scale in which the numbers or lettersassigned to objects serve as labels foridentification or classification.
Ordinal [Categorization + rank and order ] A scale that arranges objects or
alternatives according to their magnitudein an ordered relationship.
Primary Scales of Measurement
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Interval [Equal distance between any two consecutive measures] A scale that both arranges objects
according to their magnitudes and Distinguishes the ordered arrangement in
units of equal intervals
I.e., indicate order and measure order(or distance) in units of equal intervals Ex. Fahrenheit and Celsius temperature scales
Primary Scales of Measurement
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Ratio A scale that has absolute rather than
relative quantities and an absolutezero where a given attribute is absent.
Money & weight are good examples
of attributes that possess absolutezeros and interval properties.
Primary Scales of Measurement
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Primary Scales of MeasurementScale
Nominal NumbersAssignedto Runners
Ordinal Rank Orderof Winners
Interval PerformanceRating on a0 to 10 Scale
Ratio Time toFinish, in
Seconds
Thirdplace
Secondplace
Firstplace
Finish
Finish
8.2 9.1 9.6
15.2 14.1 13.4
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Primary Scales of MeasurementScale Basic
Characteristics
Common
Examples
Marketing
ExamplesNominal Numbers identify
& classify objectsSocial Securitynos., numberingof football players
Brand nos., storetypes
Percentages,mode
Chi-square,binomial test
Ordinal Nos. indicate the
relative positionsof objects but notthe magnitude ofdifferencesbetween them
Quality rankings,
rankings of teamsin a tournament
Preference
rankings, marketposition, socialclass
Percentile,
median
Rank-order
correlation,Friedman ANOVA
Ratio Zero point is fixed,ratios of scalevalues can be
compared
Length, weight Age, sales,income, costs
Geometricmean, harmonicmean
Coefficient ofvariation
Permissible Statistics
Descriptive Inferential
Interval Differencesbetween objects
Temperature(Fahrenheit)
Attitudes,opinions, index
Range, mean,standard
Product-moment
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Comparison of Measurement Scales
Label Order Distance Origin
Nominal scale Yes No No No
Ordinal scale Yes Yes No No
Interval scale Yes Yes Yes No
Ratio scale Yes Yes Yes Yes
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Comparative Scales Involve the direct comparison of
two or more objects Non-comparative Scales
Objects or stimuli are scaledindependently of each other.
Classifying Scaling Techniques
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Scaling
Techniques
ComparativeScales
PairedComparison
ConstantSum
RankOrder
NoncomparativeScales
ItemizedRating Scales
ContinuousRating Scales
Likert
SemanticDifferential
Stapel
Classifying Scaling Techniques
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Respondent is presented with two objects at atime Asked to select one object in the pair according to
some criterion Data obtained are ordinal in nature
Arranged or ranked in order of magnitude
Easy to do if only a few items are compared. If number of comparisons is too large,
respondents may become fatigued and no longer
carefully discriminate among them.
Paired Comparison Scaling
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Paired Comparison Items
A and B
A and C A and D B and C
B and D C and D
If we have brands A, B, C and D, we would haverespondents compare
Usually limited to N < 15
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Paired Comparison Please indicate which of the following airlines you
prefer by circling your more preferred airline in each pair:
Air Canada WestJet
Air Transat Air CanadaZip WestJetWestJet Air TransatAir Canada ZipZip Air Transat
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Respondents are presented with severalobjects simultaneously
Then asked to order or rank themaccording to some criterion.
Data obtained are ordinal in nature
Arranged or ranked in order of magnitude Commonly used to measure preferences
among brands and brand attributes
Rank Order Scaling
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Rank the following soft-drinks from 1 (best) to 5 (worst) accordingto your taste preference:
Coca-Cola _____
7-Up _____
Dr. Pepper _____
Pepsi-Cola _____
Mountain Dew _____
Rank-Order Scales
Top and bottom rank choices are easy Middle ranks are usually most difficult
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Brand Rank Order (1 to 10)1. Crest2. Colgate3. Aim
4. Mentadent5. Macleans6. Ultra Brite7. Close Up8. Pepsodent9. Plus White
10. Stripe
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Respondents are asked to allocate a constantsum of units among a set of stimulus objectswith respect to some criterion
Units allocated represent the importanceattached to the objects.
Data obtained are interval in nature Allows for fine discrimination among
alternatives
Constant Sum Scaling
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Constant Sum Scale
Please divide 100 points among the following characteristicsso the division reflects the relative importance of eachcharacteristic to you in the selection of a bank
Hours of service _______________
Friendliness _______________
Distance from home _______________
Investment vehicles _______________
Parking facilities _______________
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Constant Sum Scales
Allocate a total of 100 points among the following soft-drinksdepending on how favorable you feel toward each; the morehighly you think of each soft-drink, the more points you shouldallocate to it. (Please check that the allocated points add to 100.)
Coca-Cola _____ points7-Up _____ points
Dr. Pepper _____ points
Tab _____ pointsPepsi-Cola _____ points
100
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COMPARATIVE SCALES
Compared to Chevrolet, Ford is:
1 2 3 4 5 6 7
less about the more
innovative same innovative
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Non-Comparative Scaling
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NoncomparativeRating Scales
Continuous
Rating ScalesItemized
Rating Scales
SemanticDifferential
Stapel Likert
Classifying Noncomparative Scaling Techniques
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Continuous scale
Non comparative scale
How would you rate Marketing Research toother courses this term
10 20 30 40 50 60 70 80 90 100The worst The BestXX
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Method of Summated Ratings:The Likert Scale
Extremely popular means for measuringattitudes.
Respondents indicate their own attitudes bychecking how strongly they agree/disagreewith statements.
Response alternatives: strongly agree, agree, uncertain,
disagree, and strongly disagree .
Generally use either a 5- or 7-point scale
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Itemised Rating Scales
Likert scale
Stronglyagree
disagree Neitheragree nordisagree
agree Stronglyagree
Market research is the mostinteresting subject known toman
1 2 3 4 5
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The Likert scale
Itemised Rating Scales
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Strongly AgreeAgreeUndecidedDisagreeStrongly
Disagree
Agree StronglyAgree ModeratelyAgree SlightlyDisagree SlightlyDisagreeModeratelyDisagree Strongly
AgreeDisagree
AgreeUndecidedDisagree
Agree Very StronglyAgree StronglyAgree
DisagreeDisagree StronglyDisagree VeryStrongly
Yes
No
CompletelyAgreeMostly AgreeSlightly Agree
SlightlyDisagreeMostly DisagreeCompletelyDisagree
DisagreeStronglyDisagreeTend toDisagreeTend to AgreeAgreeAgree Strongly
AGREEMENT
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VeryFrequently Frequently Occasionally Rarely
Very Rarely Never
AlwaysVeryFrequently OccasionallyRarely
Very RarelyNever
AlwaysUsuallyAbout Half theTimeSeldomNever
Almost AlwaysTo a ConsiderableDegreeOccasionally
Seldom
A Great Deal
MuchSomewhatLittleNever
OftenSometimesSeldomNever
Always
Very OftenSometimesRarelyNever
FREQUENCY
IMPORTANCE
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Very ImportantImportantModerately ImportantOf Little ImportanceUnimportant
Very ImportantModerately ImportantUnimportant
Very GoodGoodBarely AcceptablePoorVery Poor
Extremely PoorBelow AverageAverageAbove AverageExcellent
GoodFairPoor
IMPORTANCE
QUALITY
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Like MeUnlike Me
To a Great ExtentSomewhatVery LittleNot at All
TrueFalse
DefinitelyVery ProbablyProbablyPossiblyProbably NotVery Probably Not
Almost Always TrueUsually TrueOften TrueOccasionally TrueSometimes But Infrequently TrueUsually Not TrueAlmost Never True
True of MyselfMostly True of MyselfAbout Halfway True of MyselfSlightly True Of MyselfNot at All True of Myself
LIKELIHOOD
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Semantic Differential Scales
A series of numbered (usually seven-point) bipolar rating scales.
Bipolar adjectives (for example, good and bad), anchor both ends (or poles) ofthe scale.
A weight is assigned to each position on therating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or
+3, +2, +1, 0, -1, -2, -3.
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Semantic Differential Scales forMeasuring Attitudes Toward Tennis
Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull
Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active
N C i S l
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Non-Comparative Scales
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Modern Store
Low prices
Unfriendly staff
Narrow product rangeSophisticated customers
Old- fashioned store
High prices
Friendly staff
Wide product rangeUnsophisticated customers
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.
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Semantic Differential Scale -Snake Diagram
Modern Store
Low prices
Friendly staff
Wide product range
Sophisticated customers
Old- fashioned store
High prices
Unfriendly staff
Narrow product range
Unsophisticated customers
X
X
X
X
X
Key :Sears
X K-Mart
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A St l S l
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A Stapel Scalefor Measuring a Stores Image
DepartmentStore Name
+3
+2+1
Wide Selection
-1-2-3
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The following questions concern your ratings of several suppliers that
provide products for use in your store.
Staple Scale
XYZPoor ProductSelection
-5 -4 -3 -2 -1 1 2 3 4 5
Costly Products -5 -4 -3 -2 -1 1 2 3 4 5
Fast Service -5 -4 -3 -2 -1 1 2 3 4 5
High QualityProducts
-5 -4 -3 -2 -1 1 2 3 4 5
Innovative -5 -4 -3 -2 -1 1 2 3 4 5
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Graphic Rating Scales
A graphic rating scale presents respondentswith a graphic continuum.
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Graphic Rating Scale Stressing
Pictorial Visual Communications
3 2 1Very VeryGood Poor
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Magnitude Scaling
Attempts to measure constructs along anumerical, ratio level scale
Respondent is given an item with a pre-assigned numerical value attached to it toestablish a norm
The respondent is asked to rate other items withnumerical values as a proportion of the norm
Very powerful if reliability is established
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Thurston Scales
Thurston Scales Items are formed
Panel of experts assigns values from 1 to 11 toeach item
Mean or median scores are calculated for eachitem
Select statements evenly spread across the scale
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Thurston Scales
Example:Please check the item that best describes your
level of willingness to try new tasks I seldom feel willing to take on new tasks (1.7) I will occasionally try new tasks (3.6)
I look forward to new tasks (6.9) I am excited to try new tasks (9.8)
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Guttman Scales
Also known as Scalograms Both the respondents and items are ranked Cutting points are determined (Goodenough-
Edwards technique) Coefficient of Reproducibility (CR eg) - a
measure of goodness of fit between the
observed and predicted ideal response patterns
Keep items with CR eg of 0.90 or higher
Some Basic Considerations
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Some Basic ConsiderationsWhen Selecting a Scale
Selecting a Rating, Ranking,Sorting, or Purchase Intent
Scale
Balanced Versus Non-balanced Alternatives
Number of Categories Odd or Even Number ofScale Categories
Forced Versus Non-forcedChoice
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Balanced vs. Unbalanced
Balanced
Very good ______Good ______
Fair ______
Poor ______
Very Poor ______
Unbalanced
Excellent ______Very Good ______
Good ______
Fair ______
Poor ______
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Balanced and Unbalanced Scales
Balanced Scale Unbalanced Scale
JOVAN M USK F OR M EN I S JOVAN M USK F OR M EN I S
Extremely good
Very good
Good
BadVery bad
Extremely bad
Extremely good
Very good
Somewhat Good
GoodBad
Very bad
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Forced vs. Unforced
Forced
Extremely Reliable ___
Very Reliable ___
Somewhat Reliable ___
Somewhat Unreliable ___
Very Unreliable ___
Extremely Unreliable ___
Unforced
Extremely Reliable ___
Very Reliable ___Somewhat Reliable ___
Somewhat Unreliable ___
Very Unreliable ___Extremely Unreliable ___
Dont know ___
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Labeled vs. End Anchored
Labeled
Excellent _____Very Good _____
Fair _____
Poor _____
Very Poor _____
End Anchored
Excellent _____ _____
_____
_____
Poor _____
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Labeled
Excellent _____Very Good _____
Fair _____
Poor _____
Very Poor _____
Excellent _____
Very Good_____
Fair _____
Poor _____
Very Poor _____
Intervals May Not Reflect the SemanticMeaning of the Adjectives
Intervals AreNot Equal
Intervals AreNot Equal
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Number of Scale Points
5 Point
Excellent _____
_____
_____
_____
Poor _____
10 Point
Excellent _____ _____________ _____________
_____________
_____________
_____________
_____________
_____________
_____________
_____________Poor
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Scale EvaluationSCALE
EVALUATION
Reliability Validity
Test-Retest InternalConsistencyAlternative
Forms Construct
Criterion
Content
ConvergentValidity
DiscriminantValidity Nomological
Validity
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Reliability and Validity
Neither ReliableNor Valid
Reliable ButNot Valid
ReliableAnd Valid