Marketing Scales

1
Marketing Scales

• Level of Scale
• Central Tendency
• Types of Scales
• Assessing Goodness of Scale

2
Levels of Measurement of Scales

• Nominal scale which partitions objects into
  mutually exclusive and collectively exhaustive
  categories numbers simply used as labels
  numbers used to categorize objects.

3
Levels of Measurement of Scales

• Ordinal scale in which order of objects is
  known usually rank-order scales.

4
Levels of Measurement of Scales

• Interval scale in which distance between each
  descriptor is known.

5
Levels of Measurement of Scales

• Ratio scale in which a true zero origin
  exists the value of zero means that the entity
  possesses none of the characteristic

6
Marketing Scales

• Likert - assesses degree of agreement/disagreement
  with statement.

7
Marketing Scales

• Semantic Differential - scale anchors are bipolar
  adjectives.

8
Marketing Scales

• Graphic Rating Scale - pictures represent
  descriptors.

9
Marketing Scales

• Stapel Scale - uses range of numbers, from x to
  x to indicate intensity of response.

10
Marketing Scales

• Percentage Scale - uses percentages to indicated
  intensity of response.

11
Marketing Scales

• Constant Sum Scale - respondents need to divide
  numerical responses in such a way that total
  score is constant

12
Construct (Concept)

• Characteristic of an entity that varies.
• Manifest concrete (age, gender, income)
• (one indicator is usually enough to measure
  the construct.)

13
Construct (Concept)

• Characteristic of an entity that varies.
• Latent - abstract concepts that you cant easily
  see (variety-seeking, intelligence)
• (usually need multiple indicators to
  
• measure the construct.)

14
Reliability

• Degree to which measures are free from random
  error and therefore yield consistent results.

15
Measures of a Scales Reliability

• Repeatability - administer the same scale to the
  same respondents at two separate points in time.

16
Measures of a Scales Reliability

• Internal consistency - if a scale is internally
  consistent, it should generate roughly the same
  result by dividing the scale into parts.

17
Validity

• Ability of a scale to measure what it was
  intended to measure.

18
Validity

• Face (Content) Validity degree to which items
  appear to measure what they are intended to
  measure.

19
Validity

• Predictive validity degree to which some future
  event can be predicted by a current measurement
  scale.

20
Validity

• Convergent validity degree of association
  among different measurement instruments that
  purport to measure the same concept.

21
Validity

• Discriminant validity refers to a lack of
  association among constructs that are supposed to
  be different.

22
Validity

• Concurrent validity degree to which a variable,
  measured at the same point in time as the
  variable of interest, can be predicted by the
  measurement instrument

23
If a measure is valid, it has to lack both random
and systematic error.Reliability is a necessary
but not sufficient condition for validity.