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Measurement: Assignment of Numbers or Symbols To Characteristics of Objects Example: Consumers' Perception Attitude Preferences It Is Like A Mapping
Measurement: Assignment of Numbers or Symbols To Characteristics of Objects Example: Consumers' Perception Attitude Preferences It Is Like A Mapping
Measurement : Assignment of
numbers or
symbols to
Characteristics of objects
Example: Consumers’ Perception
Attitude
Preferences
Nominal
Ordinal
Interval
Ratio
Measurement Scales: examples
Nominal:
– Categories, Identification, roll nos.
Ordinal:
– Rankings., Preferences, Most popular
brand(s)
Interval :
– Temperature, Grading in exams, User
categories
Ratio:
– Length, Marks in exams, Distance, Salaries
Primary Scales of Measurement
Scale
Nominal Numbers Finish
Assigned 7 8 3
to Runners
Interval Performance
Rating on a 8.2 9.1 9.6
0 to 10 Scale
15.2 14.1 13.4
Ratio Time to
Finish, in
Primary Scales of Measurement
Scale Basic Common Marketing Permissible Statistics
Characteristics Examples Examples Descriptive Inferential
Nominal Numbers identify Social Brand nos., Percentages, Chi-square,
& classify objects Security nos., store types mode binomial test
numbering of
football
players
Ordinal Nos. indicate the Quality Preference Percentile, Rank-order
relative positions rankings, rankings, median correlation,
of objects but not rankings of market Friedman
the magnitude of teams in a position, ANOVA
differences tournament social class
between them
Interval Differences Temperature Attitudes, Range, mean, Product-
between objects (Fahrenheit, opinions, standard moment
can be compared, Celsius) index nos. deviation correlation,
zero point is t tests,
arbitrary regression
Interval
Nominal Ordinal Ratio
Scale
Scale Scale Scale
Preference Ratings
Preference Rs spent last
1-7 11-17
No. Store Rankings
1. Ahuja Sons 7 79 5 15 0
2. Home Saaz 2 25 7 17 200
3. K-mart 8 82 7 17 0
4. Nanz 3 30 6 16 100
5. Aastha 1 10 7 17 250
6. Ebony 5 53 5 15 35
7. Target 9 95 4 14 0
8. Jagdish Store 6 61 5 15 100
9. BigJos
4 45 6 16 0
Comparison
Interval : Y= a + b X
– Here difference between two measurement
is equal, the ratio is not equal
Example:
Comparative Non-comparative
Scales Scales
Semantic Stapel
Likert
Differential
Scaling Techniques: Attitude and Rating scales
Scaling
Monadic
Comparative Or
Non-Comparative
Scaling Techniques: Attitude and Rating scales
Comparative
Dunlop - 80 59 52 77
Modi 20 - 60 46 56
Ceat 41 40 - 61 60
G.Year 48 54 39 - 67
MRF 23 44 40 33 -
All the frequencies shown in the previous table are divided
from the total number of respondents( 100 here).
Continuous Itemized
Rating Scales Rating Scales
Pictorial
Likert Semantic
Staple
Type Differential
Attitude and Rating scales
Graphic or Continuous Scales
– Poles ( extreme points) are defined
Pictorial Scales
– Different measurements are expressed
with pictures/ line-drawings/ other forms
Itemized Scales (also known as Discrete)
– Several categories defined
– All categories may or may not be numbered
– Some times only extreme points are
numbered
– ( variations are used depending on the
variables, respondents)
Attitude and Rating scales
Form:
1 2 3 4 5
Summary of Itemized Scale Decisions
1) Number of categories Although there is no single, optimal number,
traditional guidelines suggest that there should
be between five and nine categories
2) Balanced vs. unbalanced In general, the scale should be balanced to obtain
objective data
3) Odd/ even no. of categories If a neutral or indifferent scale response is possible
from at least some of the respondents, an odd
number of categories should be used
4) Forced vs. non-forced In situations where the respondents are expected
to have no opinion, the accuracy of the data may
be improved by a non-forced scale
5) Verbal description An argument can be made for labeling all or many
scale categories. The category descriptions should
be located as close to the response categories as
possible
6) Physical form A number of options should be tried and the best
selected
Attitude and Rating scales:
Some standard Scales
Thurstone:
Stapel:
………..
……..
Balanced Scores
To make a comparison between two
attributes /dimensions
Example:
Profit Customer
satisfaction
________________________________
5 4 3 2 1 0 1 2 3 4 5
Basic Non-comparative Scales
Scale Basic Examples Advantages Disadvantages
Characteristics
Continuous Place a mark on a Reaction to TV Easy to construct Scoring can be
Rating continuous line commercials cumbersome
Scale unless
computerized
Itemized Rating
Scales
Likert Scale Degrees of Measurement Easy to construct, More
agreement on a 1 of attitudes administer, and time-consuming
(strongly disagree) understand
to 5 (strongly
agree) scale
3) . Very harsh
. Cheer
.
. Neither harsh nor gentle
.
.
. Very gentle
4) ____ ____ ____ ____ ____ ____ ____
Very Somewhat Neither harsh Somewhat Gentle Very
harsh Harsh harsh nor gentle gentle gentle
5) -3 -2 -1 0 +1 +2 +3