Marketing Research Ppt
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The document discusses various measurement and scaling techniques used in research. It defines measurement as assigning numerals to objects or events according to rules. Scaling techniques include ranking scales, rating scales, paired comparison scales, constant sum scales, and Q-sort scaling. Ranking involves comparing objects and putting them in order, while rating involves judging objects against criteria on an absolute scale. The key is to select a scaling technique appropriate to the phenomenon being measured.
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measurement and scaling techniques
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types of measurement scale
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nominal scale
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ordinal scale
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interval scale
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ratio scale
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reliability
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social distance scale
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three criteria for good measurement
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thurstone equal appearing interval scale
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semantic differential
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Here are some key considerations when developing response scales for surveys:
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The document discusses various techniques for measuring and scaling objects, characteristics, and attitudes. It begins by defining measurement as assigning numbers or symbols to objects according to rules, while scaling creates a continuum to locate measured objects. It then covers primary scales of measurement (nominal, ordinal, interval, ratio) and provides examples. Several comparative and non-comparative scaling techniques are described in detail, including paired comparison, rank ordering, constant sum, Likert scales, semantic differentials, and continuous rating scales. Advantages and disadvantages of different methods are also reviewed.
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This document discusses the normative analysis and statistical treatment of validity for the Likert scale. It explores how the Likert scale implicitly discretizes emotions by measuring intensity on topics like mathematics. While the Likert scale treats responses as ordinal, averaging responses could be treated as interval if the underlying continuous domain was discretized into equal intervals. Further investigation is needed from subjects' perspectives to extract models for attitude instruments and pair them with experimental data to fully validate the statistical treatment of Likert scale responses.
Measurement scales (1)
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3. Principles of Marketing - SS2014 - University of Siegen - Paul Marx: Chapt...
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Measuring and scaling of quantitative data khalid
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MEASUREMENT AND SAMPLING TECHNIQUES
This document discusses concepts related to measurement and sampling in field research. It defines key terms like population, element, sampling, sampling frame, census, survey, parameter, and statistic. The document explains that sampling involves selecting a subset of a population to study in order to make inferences about the larger population. It notes that samples must be representative of the population and discusses factors like sampling method, sample size, and sampling error that impact representativeness. The document also outlines the steps in the sampling process and lists some advantages of sampling like being faster and cheaper than studying the entire population.
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The document discusses the Likert scale and provides an example. A Likert scale was used to rate user responses to the UI of Wikipedia from 1 to 5. The mean response of 3.6 was calculated, indicating that users almost agreed with the UI. Various types of variables are also defined, including categorical, ordinal, interval and ratio, and the appropriate statistical analyses for each are identified.
Scales of measurement and presentation of data
it gives a brief info about the various scales of measurement and presentation of data in various formats
Market Research Slides
Market research involves systematically gathering, recording, and analyzing data about problems related to marketing goods and services. There are two main sources of information for organizations: primary and secondary. Primary research involves directly collecting new data through methods like surveys, interviews, and observations. Secondary research uses already existing data from sources like government statistics, publications, and internal company records. When conducting primary research, organizations must make decisions around who to survey, how many people, and how to select the sample. Common sampling methods include random, stratified random, and quota sampling. Both primary and secondary research provide benefits to organizations like aiding decisions and reducing risk, but also have limitations such as potential bias and changes in opinions over time.
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The document discusses various techniques for measurement and scaling in research. It begins by defining measurement as assigning numbers or symbols to object characteristics according to rules, while scaling creates a continuum to locate measured objects. There are four primary scales of measurement: nominal, ordinal, interval, and ratio. Nominal involves labels, ordinal involves ranking, interval involves equal distances between numbers, and ratio has a true zero point. Comparative techniques like paired comparisons and rank ordering involve direct object comparisons, while noncomparative techniques scale objects independently. Constant sum and Likert scaling are provided as examples.
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The document discusses various techniques for measuring and scaling objects, characteristics, and attitudes. It begins by defining measurement as assigning numbers or symbols to objects according to rules, while scaling creates a continuum to locate measured objects. It then covers primary scales of measurement (nominal, ordinal, interval, ratio) and provides examples. Several comparative and non-comparative scaling techniques are described in detail, including paired comparison, rank ordering, constant sum, Likert scales, semantic differentials, and continuous rating scales. Advantages and disadvantages of different methods are also reviewed.
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Measurement involves assigning numbers or symbols to object characteristics according to rules. Scaling creates a continuum to locate measured objects. There are several types of scaling techniques used in research. Nominal scaling uses numbers as labels for identification purposes only, while ordinal scaling ranks attributes in order. Interval and ratio scaling measure distances between attributes on a scale with consistent intervals or a true zero point.
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3. Secondary Data, Online Information Databases, and Measurement Scaling
1
Primary Scales of Measurement
7
3
8
Scale
Nominal Numbers
Assigned
to Runners
Ordinal Rank Order
of Winners
Interval Performance
Rating on a
0 to 10 Scale
Ratio Time to Finish, in
Seconds
Third
place
Second
place
First
place
Finish
Finish
8.2
9.1
9.6
15.2
14.1
13.4
Primary Scales of Measurement
Nominal Scale: The numbers serve only as labels or tags for identifying and classifying objects.
Ordinal Scale: A ranking scale
Interval Scale: Numerically equal distances on the scale represent equal values in the characteristic being measured.
Ratio Scale: Possesses all the properties of the nominal, ordinal, and interval scales. It has an absolute zero point.
Illustration of Scales of Measurement
Nominal Ordinal Ratio
Scale Scale Scale
Preference $ spent last No. Store Rankings 3 months
1. Parisian
2. Macy’s
3. Kmart
4. Kohl’s
5. J.C. Penney
6. Neiman Marcus
7. Marshalls
8. Saks Fifth Avenue
9. Sears
10.Wal-Mart
Interval
Scale
Preference Ratings
1-7
A Classification of Scaling Techniques
Comparative Scaling Techniques
Paired Comparison Scaling
A respondent is presented with two objects and asked to select one according to some criterion.
The data obtained are ordinal in nature.
Paired comparison scaling is the most widely-used comparative scaling technique.
With n brands, [n(n - 1) /2] paired comparisons are required.
Under the assumption of transitivity, it is possible to convert paired comparison data to a rank order.
Obtaining Shampoo Preferences
Using Paired Comparisons
Instructions: We are going to present you with ten pairs of shampoo brands. For each pair, please indicate which one of the two brands of shampoo you would prefer for personal use.
Recording Form:
aA 1 in a particular box means that the brand in that column was preferred over the brand in the corresponding row. A 0 means that the row brand was preferred over the column brand. bThe number of times a brand was preferred is obtained by summing the 1s in each column.
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The most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumer’s purchasing decision, may n ...
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Measurement involves assigning numbers or symbols to characteristics of objects to provide an accurate description. Scaling extends measurement by creating a continuum on which measurements are located. The level of measurement is important as it helps decide how to interpret and analyze the data. There are four primary levels of measurement: nominal, ordinal, interval, and ratio scales. Nominal scales use numbers for identification only, while ordinal scales show order but not absolute differences. Interval and ratio scales indicate distances between values and ratio scales also have a true zero point. Choosing the appropriate scale depends on the attitude component being measured such as knowledge, beliefs, or preferences. Good measurement scales are reliable, valid, and sensitive.
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The document discusses various concepts related to measurement and scaling in research. It defines measurement as assigning numbers or symbols to characteristics of objects based on rules. Scaling is locating measured objects on a continuum according to these rules. There are four main types of measurement scales discussed - nominal, ordinal, interval, and ratio scales - which differ in the meanings assigned to numbers. The document also covers topics like variables, constructs, indexes, types of scales like comparative and non-comparative, and decisions to consider when constructing scales.
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This document discusses various methods for measuring attitudes, including ranking, rating, sorting, and choice tasks. It describes multi-category scales like Likert scales that measure the intensity of agreement/disagreement. Semantic differentials and behavioral differentials use bipolar adjective scales to measure attitudes. Paired comparisons directly compare preferences between objects or brands. The document provides examples of different types of scales and their uses in measuring attitudes.
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This document discusses various methods of measurement and scaling used in research. It defines measurement as assigning numbers or symbols to characteristics according to rules. Scaling extends measurement by locating objects on a continuum. The document then covers different types of scaling techniques including nominal, ordinal, interval and ratio scales. It distinguishes between single item and multiple item scales. Finally, it describes different scaling methods such as Likert scales, semantic differential scales, paired comparisons, ranking, and rating scales.
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Marketing Research Ppt
- 7. 7 6 5 4 3 2 1 Evaluation Potency Activity Soc Prog. True Succ. Str. Tena. Heavy Act. Fast Hot Slow Cold Passive Light Yielding Weak Unsuccessful False Regressive Un secured
- 16. Scaling Techniques Comparative Non- Comparative Scales Scales Paired Rank Constant Q- Sort Continuous Itemized Comparison Order Sum Rating Rating Scales Scales Likert Semantic Stapel Differential
- 25. SCALING METHOD Scaling methods Ranking scales Rating scales Paired comparison Rank order numerical graphic Check list Rating scale : categorical Ranking scale : comparative RATING SCALER: We judge an object against some specified criteria (in absolute terms)