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Scales
Scales
Measurement
Assigning numbers (symbols) to certain characteristics of
objects according to certain pre-specified rules
Scaling
Creating a continoum upon which measured objects are
located
Primary Scales of
Measurement
N ominal
O rdinal
I nterval
R atio
Primary Scales of Measurement
Ordinal in nature
Analysis: percentages of respondents; transitivity of
preference
Modifications: include a neutral / no opinion response;
graded comparison where respondent is asked which
brand is preferred and how much it is preferred
Comparative Scaling Techniques cont.
Q-sort
Rank order procedure where objects are sorted into piles based on similarity
with respect to some criterion
Number of objects between 60 and 90 can be ranked
Pre-specified number in each class
Each object is than assigned a rank order
Non-Comparative Scaling
Techniques
Continuous rating scale
Respondents rate objects by placing a mark at the appropriate position on a
line that runs from one extreme of the criterion variable to the other.
Interval data
Easy to construct but scoring is cumbersome and unreliable
Likert scales
Itemised rating
scales
Semantic Stapel
differential scale
scale
Non-Comparative Scaling Techniques cont.
Likert Scale
Respondents indicate a degree of agreement or disagreement [5
response alternatives] with each of a series of statements about a
stimulus object
a gre e nor
Disa gre e
disa gre e
disa gre e
Strongly
Strongly
Ne ithe r
Agre e
Agre e
The we b site d isp la ys is visua lly p le a sing d e sig n 1 2 3 4 5
Le a rning to o p e ra te the we b site is e a sy fo r m e 1 2 3 4 5
The we b site is inno va tive 1 2 3 4 5
The we b site lo a d s q uic kly 1 2 3 4 5
I trust the w e b site to ke e p m y p e rso na l info rm a tio n 1 2 3 4 5
sa fe
Sho p p ing a t this we b site is usua lly a sa tisfying 1 2 3 4 5
e xp e rie nc e
I w ill c o ntinue to p urc ha se fro m this We b site . 1 2 3 4 5
Non-Comparative Scaling Techniques cont.
Stapel Scale
Unipolar rating scale with 10 categories without a neutral point
Respondents indicate by selecting an appropriate numerical response
category how accurately or inaccurately each term describes the
objects
No need to pre-test adjectives