Group+7+-+Chapter+10

//7. Indicate whether the following measures us a nominal, ordinal, interval or ratio scale//

· Prices on the Stock market · Marital status, classified as “married” or “never married” · Whether a respondent has ever been unemployed · Professor Rank: Assistant Professor, Associate Professor or Professor · Grades, A B C D F
 * o Interval Scale** – both nominal and ordinal properties + captures differences in quantities
 * o** **Nominal-** most elementary level of measurement, values assigned to an object for identification/ classification purposes only.
 * o** **Nominal**- most elementary level of measurement, values assigned to an object for identification/ classification purposes only.
 * o** **Ordinal –** Ranking scale, allowing for things to be arranged based on how much of some concept they posses.
 * o Ordinal –** Ranking scale, allowing for things to be arranged based on how much of some concept they posses.

//9. What is the difference between RATING and RANKING?//


 * Rating = Magnitude;** a measurement task that requires respondents to estimate the magnitude of a characteristic or quality that a brand, store, or object possesses.
 * Ranking = Order;** a measurement task that requires respondents to rank order a small number of stores, brands, or objects on the basis of overall preference or some characteristic of the stimulus.

//What are attitude measurement techniques?//

Example: "I like to drink at parties" Agree or Disagree
 * Simple Attitude Scale:** requires an individual to agree/like/good/high or disagree/dislike/bad/low with a statement or respond to a single question. this classifies respondents into two categories-- making it a nominal scale and used for long questionnaires and give minimal distinctions between attitudes.

Example: How often do you drink monthly? ⁰Never ⁰Rarely ⁰Sometimes ⁰Often ⁰Very Often
 * Category Scale:** is an expansion of the simple scale but gives respondents the option of different categories that are in order according to a particular descriptive or evaluative dimension.

Example: For buying alcohol for yourself on your birthday price is no object? Strongly Disagree Disagree Uncertain Agree Strongly Agree ⁰ ⁰ ⁰ ⁰ ⁰ (1) (2) (3) (4) (5)
 * Likert Scale:** Measures perceptions-- a measure of attitudes designed to allow respondents to rate how strongly they agree or disagree with a carefully constructed statements, ranging from very positive to very negative attitudes towards some object. This is a very popular scale used by market researchers, because it gives them them an answer that is indicated with the respondents degree of agreement ot disagreement on a five point scale (strongly disagree, disagree, uncertain, agree, or strongly agree.

Example: Semantic Differential Scale for measuring attituteds towards liqor stores Inconvenient location _ _ _ _ _ _ _ Convienent location Low Prices _ _ _ _ _ _ _ High Prices Clean _ _ _ _ _ _ _ Dirty Cluttered _ _ _ _ _ _ _ Spacious
 * Semantic Differential Scale:** a mesure of attitutes that consists of a series of seven-point rating scales that ise bipolar adjectives to anchor the beginning and end of each scale. Bipolar adjectives-- such as "good" and "bad", "modern" and "old fashioned" or "clean" and "dirty". The scoring can be illustrated using the scale bounded by the anchors "clean" vs. "dirty".

Example: After trying the new Bacardi Mojito mix, how satisfied were you with the taste? Extreamly Dissatisfied 1 2 3 4 5 6 7 Extreamly Satisfied
 * Numerical Scale:** an attitude rating scale similar to a semantic differential except that it uses numbers, instead of verbal descrpitions, as response options to identify response positions.

Example: LCBO +3 +2 +1 Wide Selection -1 -2 -3
 * Stapel Scale:** a measure of attitudes that consists of a single adjective in the center of an even number of numerical values. With this scale it is easier to administer, especially over the telephone. The scale measures how close to or distant from the adjective a given stimuus is precieved to be.

Example: Divide 100 points amoung the following characteristics of vodka according to how important each characteristic is to you when selecting a brand. Price --- Taste --- Smell --- Brand ---
 * Constant- Sum Scale:** a measure of attitudes in which respondents are asked to divide a constant sum to indicate the relative importance of attributes; respondents often sort cards, but the task may also be a rating task. Even though this scale is widely used, this scale is flawed because the last response is completely determined by the way the respondent has scored the other choices.

Examples: Please evaluate each attribute in terms of how important it is to you by placing an "X" at the position on the horizontal line that most reflects you feelings towards a bar setting. Seating comfort Not Important -X Important Food Not Important --X--- Important Drink variety Not Important X- Important Music Not Important X- Important
 * Graphic Rating Scale:** a measure of attitude that allows respondents to rate an onjective by choosing any point along a graphic continuum-- respondent's scare is determined by measuring the length (in millimeters) from one end of the graphic contiuum to the point marked by the respondent. Scoring in this manner strengthens the assumption that graphic rating scales of the type are interval scales. A disadvantage is that there are no standard answers.This scale comes in different forms such as the line, or pictures, or numbers.

Front Row has a good variety of drinks

1 2 3

//11. What advantages do numerical scales have over semantic differential scales?//

No obvious differences can be found in the text. Both options use bi-polar adjectives with either a numbered or semantic space. The reason there is no difference is because the semantic spaces in the semantic differentiation scales will ultimately be attributed a number rating so as to measure the attitudes of the respondent which essentially makes it a numerical scale.

(Work in progress...)