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Measurement and Scaling By Rama Krishna Kompella
Learning Objectives ,[object Object],[object Object],[object Object],[object Object]
Basic Measurement Issues ,[object Object],[object Object],[object Object],[object Object]
Accuracy of Measurements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurement Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some Key Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Some Key Concepts
Four Basic Scales of Measurement Nominal Scales Ordinal Scales Interval Scales Ratio Scales
Primary Scales of Measurement Bob Gene Sam Scale Nominal   Symbols  Assigned   to Runners Ordinal Rank Order of Winners Interval Performance Rating on a   0 to 10 Scale Ratio Time to  Finish, in  Seconds  Finish Finish 3 7 9 15.2 14.1 13.4 3 rd  place 2 nd  place 1 st  place
Primary Scales of Measurement Nominal Scale ,[object Object],[object Object],[object Object],[object Object],[object Object]
Primary Scales of Measurement Ordinal Scale ,[object Object],[object Object],[object Object],[object Object]
Primary Scales of Measurement Interval Scale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Primary Scales of Measurement Ratio Scale ,[object Object],[object Object],[object Object],[object Object],[object Object]
Primary Scales of Measurement
Generate Items ,[object Object],[object Object],[object Object],[object Object],[object Object]
A Classification of Scaling Techniques Likert Semantic Differential Stapel Scaling Techniques Noncomparative Scales Comparative Scales Constant  Sum Paired  Comparison Rank  Order Q-Sort  and  Other  Procedures Continuous Rating Scales Itemized Rating Scales
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Paired Comparison Scaling
Paired Comparison Scaling: Example For each pair of professors, please indicate the professor from whom you prefer to take classes with a 1. Cunningham Day Parker Thomas Cunningham 0 0 0 Day 1 1 0 Parker 1 0 0 Thomas 1 1 1 0 # of times preferred 3 1 2 0
[object Object],[object Object],[object Object],[object Object],[object Object],Rank Order Scaling
Rank Order Scaling Please rank the instructors listed below in order of preference.  For the instructor you prefer the most, assign a “1”, assign a “2” to the instructor you prefer the 2 nd  most, assign a “3” to the instructor that you prefer 3 rd  most, and assign a “4” to the instructor that you prefer the least. Instructor Ranking Cunningham 1 Day 3 Parker 2 Thomas 4
[object Object],[object Object],[object Object],[object Object],Constant Sum Scaling
Constant Sum Scaling Listed below are 4 marketing professors, as well as 3 aspects that students typically find important.  For each aspect, please assign a number that reflects how well you believe each instructor performs on the aspect.  Higher numbers represent higher scores.  The total of all the instructors’ scores on an aspect should equal 100. Instructor Availability Fairness Easy Tests Cunningham 30 35 25 Day 30 25 25 Parker 25 25 25 Thomas 15 15 25 Sum Total 100 100 100
Graphic Rating Scale
A Classification of Scaling Techniques Likert Semantic Differential Stapel Scaling Techniques Noncomparative Scales Comparative Scales Paired Comparison Rank Order Constant Sum Q-Sort and Other Procedures Continuous  Rating Scales Itemized  Rating Scales
Continuous Rating Scale Example Very Poor Very Good 0  10  20  30  40  50  60  70  80  90  100 X
Likert Scale A likert scale is an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object
Likert Scale Example
Semantic Differential Scale A semantic differential scale is unique bipolar ordinal scale format that captures a person’s attitudes and/or feelings about a given object
Semantic Differential Scale Format
Behavioral Intention Scale A  behavioral intention   scale  is a special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame
Shopping Intention Scale
Figure 10.6 Scale Evaluation Scale Evaluation Scale  Evaluation Reliability Validity Test-Retest Internal Consistency Alternative  Forms Construct Criterion Content Convergent  Validity Discriminant  Validity Nomological Validity
Reliability ,[object Object],[object Object],[object Object],[object Object],[object Object]
Reliability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Validity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Construct Validity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Relationship Between Reliability and Validity ,[object Object],[object Object],[object Object],[object Object]
Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not  Valid (Target A) (Target B) (Target C)
Q & As

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T4 measurement and scaling

  • 1. Measurement and Scaling By Rama Krishna Kompella
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. Four Basic Scales of Measurement Nominal Scales Ordinal Scales Interval Scales Ratio Scales
  • 9. Primary Scales of Measurement Bob Gene Sam Scale Nominal Symbols Assigned to Runners Ordinal Rank Order of Winners Interval Performance Rating on a 0 to 10 Scale Ratio Time to Finish, in Seconds Finish Finish 3 7 9 15.2 14.1 13.4 3 rd place 2 nd place 1 st place
  • 10.
  • 11.
  • 12.
  • 13.
  • 14. Primary Scales of Measurement
  • 15.
  • 16. A Classification of Scaling Techniques Likert Semantic Differential Stapel Scaling Techniques Noncomparative Scales Comparative Scales Constant Sum Paired Comparison Rank Order Q-Sort and Other Procedures Continuous Rating Scales Itemized Rating Scales
  • 17.
  • 18. Paired Comparison Scaling: Example For each pair of professors, please indicate the professor from whom you prefer to take classes with a 1. Cunningham Day Parker Thomas Cunningham 0 0 0 Day 1 1 0 Parker 1 0 0 Thomas 1 1 1 0 # of times preferred 3 1 2 0
  • 19.
  • 20. Rank Order Scaling Please rank the instructors listed below in order of preference. For the instructor you prefer the most, assign a “1”, assign a “2” to the instructor you prefer the 2 nd most, assign a “3” to the instructor that you prefer 3 rd most, and assign a “4” to the instructor that you prefer the least. Instructor Ranking Cunningham 1 Day 3 Parker 2 Thomas 4
  • 21.
  • 22. Constant Sum Scaling Listed below are 4 marketing professors, as well as 3 aspects that students typically find important. For each aspect, please assign a number that reflects how well you believe each instructor performs on the aspect. Higher numbers represent higher scores. The total of all the instructors’ scores on an aspect should equal 100. Instructor Availability Fairness Easy Tests Cunningham 30 35 25 Day 30 25 25 Parker 25 25 25 Thomas 15 15 25 Sum Total 100 100 100
  • 24. A Classification of Scaling Techniques Likert Semantic Differential Stapel Scaling Techniques Noncomparative Scales Comparative Scales Paired Comparison Rank Order Constant Sum Q-Sort and Other Procedures Continuous Rating Scales Itemized Rating Scales
  • 25. Continuous Rating Scale Example Very Poor Very Good 0 10 20 30 40 50 60 70 80 90 100 X
  • 26. Likert Scale A likert scale is an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object
  • 28. Semantic Differential Scale A semantic differential scale is unique bipolar ordinal scale format that captures a person’s attitudes and/or feelings about a given object
  • 30. Behavioral Intention Scale A behavioral intention scale is a special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame
  • 32. Figure 10.6 Scale Evaluation Scale Evaluation Scale Evaluation Reliability Validity Test-Retest Internal Consistency Alternative Forms Construct Criterion Content Convergent Validity Discriminant Validity Nomological Validity
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not Valid (Target A) (Target B) (Target C)