Measurement

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Measurement Scaling

• Basic topics
• Comparative Scales

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Basic Question Formats

• Dichotomous has only two response options, such
  as yes or no
• Do you agree or disagree with the statement
  Olive Garden is better than Carinos? __Y __N
• Multiple response has more than two options for
  the response
• If you were to buy a TV tomorrow, which brand
  would you buy?
• (a) Sony (b) Toshiba (c) RCA (d) Samsung (e)
  Other

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Basic Question Formats

• Unlabeled Scale uses a scale that may be purely
  numerical or only the endpoints of the scale are
  identified
• On a scale of 1 to 7, how would you rate Sony TVs
  on picture quality?
• Labeled Scale uses a scale in which all of the
  scale positions are identified with some
  description
• Sony TVs are better than Panasonic TVs
• _S.Disagree _Disagree _Neutral _Agree _ S.Agree

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Measurement Scaling Defined

• Properties Objects possess unique properties or
  characteristics that distinguishes them from
  others
• Objective properties are physically verifiable
• Subjective properties are mental constructs
• Measurement means assigning numbers or other
  symbols to properties of objects according to
  certain pre-specified rules.
• Scaling involves creating a continuum upon which
  measured objects are located.

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Figure 9.3 Primary Scales of Measurement
Figure 9.3 Primary Scales of Measurement
Primary Scales
Nominal Scale
Ratio Scale
Ordinal Scale
Interval Scale
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Scale Traits

• Description The use of a descriptor, or label,
  to stand for each unit on the scale yes
  no, male female,etc.
• Order The relative sizes of the descriptors are
  known allowing us to say one is
  greater/less-than the other. Not all scales
  have order
• Distance The differences between the descriptors
  are known there is a 1 difference between 4
  and 5. There is a 10 degree difference between
  90 and 100 degrees.
• Note Use absolute difference and not ratios
• Origin There is a true, natural zero There is
  a zero level of dollars, market share, sales

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Scales Traits Data Types

• Nominal data scales Just have description trait
• E.g., Car last purchased 1. Honda, 2. Ford, 3.
  Toyota, 4. Other), Gender 1. Male, 2. Female
• Order?
• male female?
• Honda
• Distance? Origin?
• male - female 1?
• The numbers serve only as labels or tags for
  identifying and classifying objects.
• Do not reflect the amount of the traits possessed
  by the objects.
• The only permissible operation on the numbers in
  a nominal scale is counting, statistics are based
  on frequency counts,e.g., percentages, and mode.
  

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Scales Traits Data Types

• Ordinal data scales Possess description and
  order The researcher can rank-order the
  respondents or responses
• E.g., In comparison to Home Depot, would you say
  the prices in Lowes are __Higher __ The same
  ___Lower What is your annual income?
  __0-20K __21-40K __ 41-60K __ 61-80K __ 81K
• Distance? Origin?
• Can determine whether an object has more or less
  of a characteristic than some other object, but
  not how much more or less.
• Permit the use of statistics based on centiles,
  e.g., percentile, quartile, median.

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Scale Traits and Data Types

• Interval data scales those in which the distance
  between each descriptor is equal Possess
  description, order, and distance
• E.g., Please indicate your level of agreement.
• I always look for bargains 1 2 3 4 5
• (1 strongly disagree 5 strongly agree)
• Description? Order? Distance? Origin?
• Numerically equal distances on the scale
  represent equal values in the characteristic
  being measured.
• Permits comparison of the differences between
  objects.
• Statistical techniques include arithmetic mean,
  standard deviation, and other statistics commonly
  used in marketing research.

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Scale Trait and Data Types

• Ratio data scales Possess all four
  characteristics Ones in which a true zero exists
• E.g., What is the probability that you will pass
  Exam 2? ____ percent
• Description? Order? Distance? Origin?
• Possesses all the properties of the nominal,
  ordinal, and interval scales.
• It has an absolute zero point.
• All statistical techniques can be applied to
  ratio data.

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Figure 9.4 Primary Scales of Measurement
Figure 9.4 Primary Scales of Measurement
Scale Nominal Numbers
Assigned 17
21 13
Finish to Runners
Ordinal Rank
Order Third
Second First Finish
of Winners Place
Place Place

Interval Performance
Rating on a 74
90 97
0 to 100 scale
Ratio Time
to Finish, in
Seconds 16.1
14.0 13.2
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Table 9.1 Primary Scales of Measurement
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Table 9.2 Illustration of Primary Scales of
Measurement
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Figure 9.5 A Classification of Scaling Techniques
Figure 9.5 A Classification of Scaling Techniques
Scaling Techniques
Noncomparative Scales
Comparative Scales
Itemized Rating Scales
Continuous Rating Scales
Paired Comparison
Constant Sum
Rank Order
Likert
Stapel
Semantic Differential
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Comparative Scaling

• Paired Comparison Scale
• Most widely used comparative scaling technique.
• Respondents select one of a pair according to
  some criterion.
• The data obtained are ordinal in nature.
• With n brands, n(n - 1)/2 paired comparisons
  are required
• Rank order Scale
• Respondents are presented with several objects
  simultaneously, which are then ranked according
  to some criterion.
• Possible that the respondent may dislike the
  brand ranked 1 in an absolute sense.
• Rank order scaling also results in ordinal data.
  
• Only (n - 1) scaling decisions need be made in
  rank order scaling.

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Figure 9.6 Paired Comparison Scaling
Figure 9.6 Paired Comparison Scaling
Instructions We are going to present you with ten
pairs of automobile brands. For each pair,
please indicate which one of the two brands you
would prefer Recording Form
Ford
Volvo
Honda
Toyota
Kia
Honda
0
0
1
0
Toyota
0
1
1A
0
Ford
1
1
1
0
Volvo
0
0
0
0
Kia
1
1
1
1
Number of times preferred
2
3B
1
4
0
A A 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. B The
number of times a brand was preferred is obtained
by summing the 1s in each column.

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Figure 9.7 Rank Order Scaling
Figure 9.7 Rank Order Scaling
Instructions Rank the various brands of
toothpaste in order of preference. Begin by
picking out the one brand that you like most and
assign it a number 1. Then find the second most
preferred brand and assign it a number 2.
Continue this procedure until you have ranked all
the brands of toothpaste in order of preference.
The least preferred brand should be assigned a a
rank of 10. No two brands should receive the same
rank number. The criteria of preference is
entirely up to you. There is no right or wrong
answerJust try to be consistent. Brand
Rank Order 1. Crest 2.
Colgate 3. Aim 4. Mentadent 5. Macleans
6. Ultra Brite 7. Close Up 8. Pepsodent 9.
Plus White 10. Stripe
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Comparative Scaling

• Constant Sum Scale
• Respondents allocate a constant sum of units,
  such as 100 points, to attributes of a product to
  reflect their importance.
• If an attribute is unimportant, the respondent
  assigns it zero points.
• If an attribute is twice as important as some
  other attribute, it receives twice as many
  points.
• The sum of all the points is always 100. Hence,
  the name of the scale.

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Figure 9.8 Constant Sum Scaling
Figure 9.8 Constant Sum Scaling
Instructions Below are eight attributes of
bathing soaps. Please allocate 100 points among
the attributes so that your allocation reflects
the relative importance you attach to each
attribute. The more points an attribute receives,
the more important the attribute is. If an
attribute is not at all important, assign it zero
points. If an attribute is twice as important as
some other attribute, it should receive twice as
many points. Form AVERAGE
RESPONSES OF THREE SEGMENTS
Attribute Segment I
Segment II Segment III
1. Mildness 8 2 4 2. Lather 2 4 17
3. Shrinkage 3 9 7 4.
Price 53 17 9 5. Fragrance 9 0 19
6. Packaging 7 5 9 7.
Moisturizing 5 3 20 8. Cleaning
Power 13 60 15 Sum 100 100 100
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Non Comparative Scaling (Figure 10.3)
Noncomparative Rating Scales
Continuous Rating Scales
Itemized Rating Scales
Semantic Differential
Stapel
Likert
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Continuous Rating 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.
• Sample Application Reaction to TV advertisements
•  
• How would you rate Sears as a department store?
• Version 1
• Probably the worst - - - - - - -I - - - - - - - -
  - - - - - - - - - - - - - - - - - - - - - - - - -
  - - - - - Probably the best
•  
• Version 2
• Probably the worst - - - - - - -I - - - - - - - -
  - - - - - - - - - - - - - - - - - - - - - - - -
  - - - -- - Probably the best
• 0 10 20 30 40 50 60 70 80 90 100
•  
• Version 3
• Very bad Neither good Very
  good
• nor bad
• Probably the worst - - - - - - -I - - - - - - - -
  - - - - - - - - - - - - - -- - - - - - - - - - -
  - - - - - -Probably the best
• 0 10 20 30 40 50 60 70 80 90 100

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Itemized Rating Scales

• The respondents are provided with a scale that
  has a number or brief description
• The categories are ordered in terms of scale
  position and the respondents are required to
  select the specified category that best describes
  the object being rated.
• The commonly used itemized rating scales are
  Likert, semantic differential, and Stapel.

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Likert Scale

• The Likert scale requires the respondents to
  indicate a degree of agreement or
• disagreement with each of a series of statements
  about the stimulus objects.
•  
• Strongly Disagree Neither Agree Strongly
• disagree agree nor agree
• disagree
•  
• 1. Sears sells high quality merchandise.
  1 2X 3 4 5
•  
• 2. Sears has poor in-store service. 1 2X 3 4 5
•  
• 3. I like to shop at Sears. 1 2 3X 4 5
•  
• The analysis can be conducted on an item-by-item
  basis (profile analysis), or a total (summated)
  score can be calculated.
• When arriving at a total score, the categories
  assigned to the negative statements by the
  respondents should be scored by reversing the
  scale.
• Applications Attitude measurement

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Semantic Differential Scale

• The semantic differential is a seven-point rating
  scale with end
• points associated with bipolar labels that have
  semantic meaning.
•  
• SEARS IS
• Powerful ---------X----- Weak
• Unreliable -----------X--- Reliable
• Modern -------------X- Old-fashioned
• The negative adjective or phrase sometimes
  appears at the left side of the scale and
  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.
• Application Measurement of brand, company,
  product image

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Stapel Scale

• The Stapel scale is a unipolar rating scale with
  ten categories
• numbered from -5 to 5, without a neutral point
  (zero). This scale
• is usually presented vertically.
•  
• SEARS
•  
• 5 5
• 4 4
• 3 3
• 2 2X
• 1 1
• HIGH QUALITY POOR SERVICE
• -1 -1
• -2 -2
• -3 -3
• -4X -4
• -5 -5
• The data obtained by using a Stapel scale can be
  analyzed in the

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Figure 10.4 Balanced and Unbalanced Scales
Figure 10.4 Balanced vs. Unbalanced Scales
Balanced Scale
Unbalanced Scale
Surfing the Internet is ____ Extremely Good ____
Very Good ____ Good ____ Bad ____ Very Bad ____
Extremely Bad
Surfing the Internet is ____ Extremely Good ____
Very Good ____ Good ____ Somewhat Good ____
Bad ____ Very Bad
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(Table 10.2) Itemized Scale Decisions
Number of categories? No optimal number
traditional guidelines suggest between five and
nine Balanced vs. unbalanced? In general, the
scale should be balanced to obtain objective
data. Odd or even number of Categories? If a
neutral or indifferent scale response is possible
for some of the respondents, an odd number of
categories should be used. Forced versus
nonforced? In situations where the respondents
are expected to have no opinion, the accuracy of
data may be improved by a nonforced scale.
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. Physical
form? A number of options should be tried and the
best one selected.
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Figure 10.5 Rating Scale Configuration
Figure 10.5 Rating Scale Configurations
A variety of scale configurations may be employed
to measure the comfort of Nike shoes. Some
examples include Nike shoes are 1) Place an X
on one of the blank spaces Very

Very
Uncomfortable

Comfortable 2)Circle the number Very
1 2 3 4 5 6
7 Very Uncomfortable

Comfortable 3)Place
an X on one of the blank spaces Very
Uncomfortable Neither Uncomfortable nor
Comfortable Comfortable
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Figure 10.5 Rating Scale Configuration Continued
Figure 10.5 Rating Scale Configurations
(continued)
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Some Unique Rating Scale Configurations
Thermometer Scale Instructions Please
indicate how much you like McDonalds hamburgers
by coloring in the thermometer. Start at the
bottom and color up to the temperature level that
best indicates how strong your preference is.
Form Smiling Face Scale
Instructions Please point to the face
that shows how much you like the Barbie Doll. If
you do not like the Barbie Doll at all, you would
point to Face 1. If you liked it very much, you
would point to Face 5. Form
1 2 3 4 5
Like very much
100 75 50 25 0
Dislike very much
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