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8: Measurement and Scaling

8: Measurement and Scaling. Measurement. Measurement is the process of assigning intensity to the information about constructs, concepts, and objects. Construct Development. Scale Measurement. Nominal Scales. Four Basic Scale Levels. Ordinal Scales. Interval Scales. Ratio Scales.

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8: Measurement and Scaling

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  1. 8: Measurement and Scaling

  2. Measurement • Measurement is the process of assigning • intensity to the information about constructs, • concepts, and objects Construct Development Scale Measurement

  3. Nominal Scales Four Basic Scale Levels Ordinal Scales Interval Scales Ratio Scales

  4. Nominal Scales Nominal scales focus on only requiring a respondent to provide some type of descriptor as the raw response Example. Please indicate your current martial status. __Married __ Single __ Single, never married __ Widowed

  5. Ordinal Scales Ordinal scales allow the respondent to express “relative magnitude” between the raw responses to a question Example. Which one statement best describes your opinion of an Intel PC processor? __ Higher than AMD’s PC processor __ About the same as AMD’s PC processor __ Lower than AMD’s PC processor

  6. Interval Scales Interval scales demonstrate the absolute differences between each scale point Example. How likely are you to recommend the Santa Fe Grill to a friend? Definitely will not Definitely will 1 2 3 4 5 6 7

  7. Ratio Scales Ratio scales allow for the identification of absolute differences between each scale point, and contain real zeros Example 1. Please circle the number of children under18 years of age currently living in your household. 0 1 2 3 4 5 6 7 (if more than 7, please specify ___.)

  8. Criteria for Scale Development • Understanding the questions • Discriminatory power of scale descriptors and points • Balanced versus unbalanced scales • Forced or nonforced choice scales • Desired measure of central tendency and dispersion

  9. Central Tendency Mode Median Mean Dispersion Frequency distribution Range Standard deviations Central Tendency and Dispersion

  10. Central Tendency and Dispersion • If a nominal scale is used, analysis of raw data can only be done using modes and frequencies • If ordinal scales are used, analysis of raw data can be done using medians and ranges (plus modes and frequency distributions) • If interval or ratio scales are used, analysis of raw data can be done through the use of sample means and standard deviations (plus the above)

  11. Likert Scale A Likertscale is an ordinal scale format thatasks respondents to indicate the extent to which they agree or disagree with a series of statements or propositions

  12. LikertScale Example

  13. Semantic Differential Scale A semantic differential scale is • a bipolar ordinal scale format • that captures a person’s attitudes • and/or feelings about a given object.

  14. Semantic Differential Scale Example

  15. Behavioral Intention Scale A behavioral intentionscale is • a special type of rating scale designed • to capture the likelihood that people • will behave a certain way (i.e. buy) in the future.

  16. Shopping Intention Scale Example

  17. Graphic Rating Scale

  18. Comparative Rating Scales

  19. Scale Measurement Issues • Single-item or multiple-item scales • Clear wording • Leading Questions • Screening questions • Conditional (“Skip”) questions

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