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Chapter 7 Measurement in Management and Scaling Techniques
Chapter 7 Measurement in Management and Scaling Techniques
CHAPTER 7
Measurement in
Management and Scaling
Techniques
Female 2
Image ___ 3
Availability ___ 4
Advantages
Some special techniques such as multidimensional
scaling require the data to be collected based on
pair comparison
Disadvantages
Data obtained is ordinal
If the number of objects (n) is large, there is a high
risk of ill-considered answers or refusal to answer
Brand Rank
Colgate ___
Close up ___
Pepsodent ___
Darlie ___
___
Fresh & White
Shrinkage 7
Price 45
Packaging 4
Moisturizing 8
SUM 100
Likert’s scale
Strongly Neither agree Strongly
Statement Disagree Agree
disagree nor disagree agree
GAINT sells high-quality
1 2 3 4 5
merchandise
GAINT is poor in store
1 2 3 4 5
service
I like to shop at GAINT 1 2 3 4 5
Stapel’s scale
Developed by Jan Stapel, is useful for
researchers to understand the positive and
negative intensity of attributes of respondents
Stapel’s scale
Example 7.8: Measuring the attitude of flight passengers
+5 +5 +5
+4 +4 +5
+3 +3 +3
+2 +2 +2
+1 +1 +1
Friendly Cabin Crew Comfortable Interior Accurate Timing
-1 -1 -1
-2 -2 -2
-3 -3 -3
-4 -4 -4
-5 -5 -5
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7.2.3 Practical Considerations
Odd
Strongly Disagree Neither agree Agree Strongly
disagree Nor disagree agree
Balanced
Strongly Disagree Neither agree Agree Strongly
disagree Nor disagree agree
Content validity
Face validity
Criterion validity
Construct validity
Stability of measures
Test-retest reliability
Parallel-form reliability