Study Guide-1

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Jan 9, 2024

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Chapter 8 (part1) Study Guide Learning Objectives: • LO 4-1 Measurement & Scaling • LO 4-2 Nominal Scale • LO 4-3 Ordinal Scale • LO 4-4 Interval Scale • LO 4-5 Ratio Scale Textbook Readings: • 8-1: Basic Measurement Concept • 8-2: Types of Measures • 8-3: Interval Scales Commonly Used in Marketing LO 4-1 Measurement & Scaling 1. Explain what Measurement and Scaling mean and how they are connected to each other?? [Definition] 1 Measurement is assigning numbers or symbols to characteristics of objects according to the rules. Scaling is creating a continuum upon which measured objects are located (scale). Measurement is the actual assignment of a number while scaling is the process of defining the scale. 2. What are the three conditions for a measurement rule? [Definition] The three conditions for a measurement rule is considering an attitude scale from 1 to 100, having each respondent 1 Label [Definition] means you will find the answer(s) in slides, videos, or book. assigned a number based on a factor, and defining the scale. 3. What are the four primary scales in the order of simplest to most sophisticated? [Definition] i. Nominal ii. Ordinal iii. Interval iv. Ratio LO 4-2 Nominal Scale 4. What is nominal scale ? [Definition] Nominal scale is the simplest property of a number that identifies an attribute. This can be a multiple choice question that can be equated to a quantifiable number. 5. What is the most common form of a nominal scale question? [Definition] Multiple Choice 6. What two statistics can you get from a nominal scale question? What information does each of them provide? [Definition] i. Frequency Distribution – provides how many people chose each option ii. Mode – shows what the most common value is in a data set LO 4-3 Ordinal Scale 7. What is ordinal scale ? [Definition] The ordinal scale is when the second property of numbers is their order. For example, this would be how often someone goes somewhere or how hard a rock is. It does not give info about distances between options.

8. What characteristics does ordinal scale that nominal scale doesn’t? [Definition] Ordinal scale shows more information about the scale whereas nominal only shows the quantifiable characteristic. 9. What statistics can you get from an ordinal scale question that a nominal scale does not provides? What information does that statistics provide? [Definition] You can get the median and the range which shows you the middle number of the data range and the spread of the observed data. 10.What is Paired Comparison scale? [Definition] A paired comparison scale is putting two options against each other and asking to indicate which of the following is preferred. 11.What is(are) the dis advantage(s) of Paired Comparison questions? [Definition] i. Can have circular relationships ii. Takes a lot of questions if there are a large number of options 12.What is Rank-order scale? [Definition] Rank-order scale when an option is ranked for a specific attribute 13.What is(are) the advantage(s) of Rank-order questions compared to paired comparison? [Definition] The advantages is that neutrality is more okay and it takes less time for the participant. 14.What is(are) the dis advantage(s) of Rank-order questions? [Definition] The disadvantages are that there is still a lot of questions that need to be answered by the participant 15.What is Itemized-Category scale? [Definition] The Itemized-category scale is when the respondent selected from a limited number of categories that rank their position regarding one attribute. 16.What is(are) the advantage(s) of Itemized-Category questions compared to Rank-order questions? [Definition] The advantages is that it is more descriptive of a participant’s information. 17.What is(are) the dis advantage(s) of Itemized-Category questions? [Definition] The disadvantages are that it is more complex for the user and may offer less accurate results. LO 4-4 Interval Scale 18.What is interval scale ? [Definition] Interval scale is the third property of numbers that shows the intervals between numbers and their meanings. This could be with temperature or like intensity. 19.How is interval scale different from ordinal scale? What additional information does it provide? [Definition] Interval scale is different from ordinal scale because it includes meaning in the different between rankings. 20.What statistics can you get from an interval scale question that an ordinal scale provides? What

information does that statistics provide? [Definition] You can get average and standard deviation which shows the attitude mode, median, and mean and the difference between the averages. 21.What is the most common question form of interval scaling? [Definition] The most common question form of interval scaling is Likert scales in a marketing example. 22.What are Likert scales ? [Definition] Likert scales are when respondents indicate degrees of agreement and disagreement with statements related to the product or service of interest. They are the most popular way to obtain attitudes. 23.Do Likert questions have odd or even number of options? What are the more common numbers? [Definition] They have an odd number of options with the more common numbers being 1-5. 24.What are Likert scales good for? [Definition] These scales are good for obtaining attitudes. 25.What are Semantic Differential scales? [Definition] Semantic differential scales are used to describe the set of beliefs that comprise a person’s image of an organization or brand. They are anchored at each end by bipolar adjectives. 26.What are Semantic Differential scales good for? [Definition] These scales are good for understanding which factors are most important to a person and their reactions to a brand. 27.Why do we need to flip and switch between positive and negative labels in Semantic Differential questions? [Definition] We need to flip and switch between positive and negative levels in semantic differential questions to ensure that the participant is not just sticking to one side and is carefully reading the questions. 28.What are Staple scales ? [Definition] Staple scales are unipolar rating scales with categories numbered -5 to +5 and have no neutral point. 29.How are Semantic Differential and Staple scale different? How are they similar? [Definition] These scales are different because interval scales are subjective and they are using a numeric digit to represent their feelings instead of a feeling scale. 30.What is a main criticism with interval scales? [Definition] They are subjective because rankings for each person can be different – men and women rank sex on different scales LO 4-5 Ratio Scale 31.What is the difference between Interval and Ratio scales? [Definition] A ratio scale is different because it includes a natural or absolute zero so that relative statements can be made. 32.What is a Constant Sum question? [Definition] A constant sum question is one that can allocate certain amounts of points between predetermined options.

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33.If an attribute gets twice as many points as another attribute in Constant Sum question, does that mean that attribute is twice as important for the respondent? [Definition] Yes! If an attribute is given twice as many points, then it is twice as important to the participant. 34. Why is there confusion over whether constant sum data are ordinal or metric? [Definition] There is confusion over whether it is ordinal or metric because it is giving numbers to a category name – it is an ordinal scale. 35.Not considering Constant Sum scale, what other type of questions are of ratio type in a questionnaire? [Definition] There can be questions on age, income, expenditure, market share, consumption, etc. 36.In constant sum example on toilet soap in the slides, how are the three segments different? [Definition] The three segments are different participants who are giving different opinions. Summary 37.Why don’t we always use the higher order scale types? [Definition] We don’t always use the higher order scale types because the difficulty of the task increases and would take more time and resources, so when possible, using a lower order scale type is better.