MKT 500 Chapter Notes - Chapter 8: Likert Scale, Data Analysis

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Measurement: determining a description or amount of some property of an object that is of interest to the researcher. Properties: specific features or characteristics of an object that can be used to distinguish it from another object: objective properties: physically verifiable characteristics that are observable and tangible. Ie: age, income, quantity purchased, etc: subjective properties: cannot be directly observed because they are mental constructs and intangible. Scale development: designing questions and response formats to measure the subjective properties of an object. Ordinal measures: permit the researcher to rank order the respondents or their responses: indicate only relative size different among objects: greater than, less than, or equal to. Scale measures: those in which the distance between each level is known: ratio scale: measure in which a true zero origin exists. Ie: dollars spent, miles travelled, years of college education, etc: interval scale: measures subjective properties where, for adjacent levels, the distance is normally defined as one scale unit.