BUSMKT 1411 Chapter Notes - Chapter 8: Linear Map, Level Of Measurement, Conjoint Analysis
23 Dec 2018
School
Department
Course
Professor
Document Summary
Chapter 8: measurement and scaling: fundamentals and comparative scaling. Numbers permit statistical analysis of the resulting data: 2. Attitude toward department stores. each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable to 100 = Extremely favorable: measurement is the actual assignment of a number from 1 to 100 to each respondent, scaling is the process of placing the respondent on a continuum with respect to their attitude toward department stores. Scale characteristics and levels of measurement: description, description: the unique labels or descriptors that are used to designate each value of the scale, ex: 1. Male: ex: 1 = strongly disagree, 2 = disagree, 3. If a scale has order, it also has description. If a scale has distance, it also has order and description. Marketing research: possible to convert paired comparison data to rank order, also, possible to derive an interval scale, modifications of the paired comparison technique.
