Chapter 8: Measurement & Scaling
Describe what constant sum scaling looks like
Say you have 8 attributes of dish soap. You allocate 100 points among the attributes so your allocation reflects the relative importance you attach to each attribute; the more points an attribute receives, the more important it is; if an attribute is twice as important as some other attribute, it receives twice as many points
In ___ ___ scaling, respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion
rank order scaling
What is a thermometer scale?
rating scale; indicate how much you like X by coloring in the thermometer (bottom is dislike, top is like)
What is a smiling face scale
rating scale; point to the face that shows how much you like X; frowny smiley faces to happy smiley face range
A ___ scale possesses all the properties of the nominal, ordinal, and interval scales; has an absolute zero point
ratio
Which scale? Time to finish race in seconds (15.2, 14.1, 13.4)
ratio
___ scales allow only proportionate transformations that involve multiplication by a positive constant
ratio
Height, weight, age, and money are all examples of what type of scale?
ratio scale
Which scale? Basic characteristics: zero point is fixed; ratios of scale values can be computed
ratio scale
Which scale? Common examples include length; weight
ratio scale
Which scale? Marketing examples include age, income, costs, sales, market shares
ratio scale
___ scales are used for sales, costs, market share, etc
ratio scale
What are ratio scales used for in marketing?
sales, costs, market share
____ involves creating a continuum upon which measured objects are located
scaling
____ is the process of placing respondents on a continuum with respect to their attitude toward X
scaling
The ____ ____ scale is a seven point rating scale with end points associated with bipolar labels that have semantic meaning
semantic differential
Which Scale? Seven point scale with bipolar labels; Examples: brand, product, and company images; Advantages: versatile; Disadvantages: difficult to construct bipolar adjectives
semantic differential (Itemized rating scale)
The data obtained by using a Stapel scale can be analyzed in the same way as...
semantic differential data
Describe what a Likert scale looks like
series of statements: Sears sells high quality merchandise, Sears has poor in store service, etc; Answer choices: strongly disagree, disagree, neither, agree, strongly agree; Answers: 1, 2x, 3, 4, 5
The ___ scale is a unipolar rating scale with 10 categories numbered from -5 to +5 without a neutral point (zero); usually presented vertically
stapel (scale)
Describe a Balanced Scale
surfing the internet is... extremely good, very good, good, bad, very bad, extremely bad (balanced with 3 good, 3 bad)
Describe an unbalanced scale
surfing the internet is... extremely good, very good, good, somewhat good, bad, very bad (unbalanced with 4 good, 2 bad)
Which Scale? Unipolar 10 point scale, -5 to +5, without a neutral point (zero); Examples: measurement of attitudes and images; Advantages: easy to construct and administer over time; Disadvantages: confusing and difficult to apply
Stapel scale (itemized rating scale)
In marketing, nominal scales are used for...
identifying respondents, brands, attributes, stores, etc
In a(n) _____ scale, numerically equal distances on the scale represent equal values in the characteristic being measured; permits comparison of the differences between objects
interval
In an ___ scale, the location of the zero point is not fixed. Both the zero point and units of measurement are arbitrary
interval
Which scale? performance rating of runners on a 0-10 scale (8.2, 9.1, 9.6)
interval
___ scales permit comparison of the differences between objects
interval
The data in noncomparative scales are ___ scaled
interval (generally assumed)
Which scale? Basic Characteristics: Differences between objects can be compared; zero point is arbitrary
interval scale
Which scale? Common examples include temperature (Fahrenheit, Celsius)
interval scale
Which scale? Marketing examples include attitudes; opinions; index numbers
interval scale
A(n) ____ scale is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic
ordinal
In marketing, ____ scales are used to measure relative attitudes, opinions, perceptions, and preferences
ordinal
Which scale? rank order of winners (3rd place, 2nd place, 1st place)
ordinal
What types of rank order properties do comparative scales have?
ordinal or rank order properties
Socioeconomic class and occupational status are examples of what type of scale?
ordinal scale
This type of scale can determine whether an object has more or less of a characteristic than some other object, but not how much more or less
ordinal scale
Describe what a continuous rating scale looks like
How would you rate Sears as a department store? Have a line with "Probably the worst" at one end and "Probably the best" at the other; could have increments on the line or categories between increments (very bad, neither good nor bad, very good)
Describe what rank order scaling looks like
Rank various brands of product in order of preference; assign #1, 2, 3 etc
Describe what a semantic differential looks like
SEARS is Powerful ----- Weak; Unreliable ------ Reliable; Modern ------- Old Fashioned; put X's where on points 1-7
Which scale? Basic characteristics: numbers indicate the relative positions of the objects but not the magnitude of differences between them
ordinal scale
Which scale? Common examples include quality rankings; rankings of teams in a tournament
ordinal scale
Which scale? Marketing examples include preference rankings; market position; social class
ordinal scale
In _____ _____ scaling, a respondent is presented with two objects and asked to select one according to some criterion
paired comparison scaling
What are the 3 comparative scaling techniques?
paired comparison scaling, rank order scaling, constant sum scaling,
What are the relative disadvantages of comparative scales?
(1) results in ordinal data (2) inability to generalize beyond the stimulus objects scales
What are the relative advantages of comparative scales?
(1) small differences between stimulus objects can be detected; (2) same known reference points for all respondents (3) easily understood and applied
Describe what a Stapel scale looks like
+5, +4, +3, +2, +1, HIGH QUALITY, -1, -2, -3, -4, -5 // or // +5, +4, +3, +2, +1, POOR SERVICE, -1, -2, -3, -4, -5
The ___ scale requires respondents to indicate a degree of agreement or disagreement with each of a series of statements about the stimulus objects
Likert (scale)
Which Scale? Degree of agreement on a 1 (strongly disagree) to 5 (strongly agree) scale; Examples: measurement of attitudes; Advantages: easy to construct, administer, and understand; Disadvantages: more time consuming
Likert Scale (itemized rating scale)
The commonly used itemized rating scales are the...
Likert, Semantic Differential, Stapel scales
What are the Primary Scales of Measurement (from lowest to highest level)
Nominal, Ordinal, Interval, Ratio (scale) (NOIR)
In ___ scales, objects are evaluated relative to other objects (paired comparison, rank order, constant sum)
comparative
In ___ scales, small differences between stimulus objects can be detected
comparative
____ scales involve the direct comparison of stimulus objects; must be interpreted in relative terms and have only ordinal or rank order properties
comparative
What are the 2 types of Scaling techniques?
comparative & noncomparative scales
In ___ ___ scaling, respondents allocate a constant sum of units, such as 100 points, to attributes of a product to reflect their importance; if unimportant, assigned a zero; sum of all points is 100
constant sum scaling
In a ____ ___ scale, respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other
continuous rating scale
Which Scale? Place a mark on a continuous line; Examples: reaction to TV commercials; Advantages: easy to construct; Disadvantages: scoring can be cumbersome unless computerized
continuous rating scale
What are 2 noncomparative scaling techniques?
continuous rating scales & itemized rating scales
What are the 2 types of noncomparative scales and their offshoots?
continuous rating scales & itemized rating scales (likert, semantic differential, stapel)
In ___ ___ scales, the respondents are provided with a scale that has a number or brief description associated with each category; categories are ordered in terms of scale position, and respondents are required to select the specified category that best describes the object being rated
itemized rating
___ __ scales are widely used in marketing research and form the basic components of multi-item scales
itemized rating
____ is the actual assignment of a number from 1 to 100 to each respondent
measurement
____ means assigning numbers or other symbols to characteristics of objects according to certain pre-specified rules
measurement
Which scale descriptors are commonly used for PURCHASE FREQUENCY
never, rarely, sometimes, often, very often
In a ____ scale, the numbers serve only as labels or tags for identifying and classifying objects
nominal
Which scale? numbers assigned to runners
nominal
Social security numbers and numbers assigned to football players are examples of...
nominal scale
Which scale? Basic Characteristics: numbers; identify and classify objects
nominal scale
Which scale? Common examples include social security numbers; numbering of football players
nominal scale
Which scale? marketing examples include brand numbers; store types; sex classification
nominal scale
____ scales are used for identifying respondents, brands, attributes, stores, etc whereas ____ scales are used to measure relative attitudes, opinions, perceptions and preferences
nominal, ordinal
Example of Scales: ID: A, B, C, TEAM: Brazil, Argentina, Germany, RANK: 1, 2, 3, 4, POINTS: 1714, 1626, 1511. The alphabets assigned to countries constitute a ____ scale, and the rankings represent a ___ scale, whereas the points awarded denote a ___ scale
nominal, ordinal, interval
In ___ scales, objects are evaluated independently
noncomparative
In ____ scales, each object is scaled independently of the others in the stimulus set; the resulting data are generally assumed to be interval scaled
noncomparative
In ____ scaling, respondents employ whatever rating standards seem appropriate to them
noncomparative
In ____ scaling, respondents evaluate only one object at a time, (monadic scales)
noncomparative
Comparative scaling :: ___ scaling :: Noncomparative scaling :: ____ scaling
nonmetric, metric
Comparative scaling is also referred to as ____ scaling. Noncomparative scaling is also referred to as ____ scaling.
nonmetric, metric
What scale descriptors are commonly used for IMPORTANCE
not at all important, not important, neutral, important, very important
Paired comparison scaling is useful when...
number of brands is limited, but with a large number of brands, the number of comparisons become unwieldy
What are 2 unique rating scale configurations?
thermometer scale, smiling face scale
T/F: Individual items on a semantic differential scale may be scored on either a -3 to 3+ or a 1 to 7 scale
true
T/F: Noncomparative itemized rating scales need not be used as originally proposed but can take many different forms. For example, the number of categories in a Likert scale could be 7 instead of 5; number of categories could be odd or even; categories can be expressed by boxes, discrete lines, or units, with or without numbers
true
T/F: in a semantic differential, the negative aspect sometimes appears at the left side or sometimes at the right. This controls the tendency of some respondents, particularly those with very positive or very negative attitudes, to mark the right or left hand sides without reading the labels
true
In constant sum scaling, if an attribute is twice as important as some other attribute it receives how many points?
twice as many
What scale descriptors are commonly used for ATTITUDE?
very bad, bad, neither, good, very good
What scale descriptors are commonly used for SATISFACTION
very dissatisfied, dissatisfied, neither, satisfied, very satisfied
Describe nominal scale
when used for identification, there is a strict one to one correspondence between numbers and objects; numbers do not reflect the amount of the characteristic possessed by the objects