TAILIEUCHUNG - Lecture Marketing research - Chapter 8: The concept of measurement and attitude scales

After studying this chapter you will be able to: Understand the concept of measurement, understand the four levels of scales and their typical usage, explore the concepts of reliability and validity, become familiar with the concept of scaling, learn about the various types of attitude scales,. | Copyright © 2004 John Wiley and Sons, Inc. The Concept of Measurement and Attitude Scales CHAPTER Eight Learning Objectives 1. To understand the concept of measurement. 2. To understand the four levels of scales and their typical usage. To explore the concepts of reliability and validity. To become familiar with the concept of scaling. To learn about the various types of attitude scales. 6. To examine some basic considerations in selecting a type of scale. 7. To realize the importance of attitude measurement scales in management decision making. Measurement The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules. Rule A guide that tells the researcher what to do To understand the concept of measurement. The Concept of Measurement and Measurement Scales Nominal Scales Partitions data into categories that are mutually exclusive and collectively exhaustive. Ordinal Scales Used strictly to indicate rank order. To understand the four levels of scales and their typical usage. The Concept of Measurement and Measurement Scales Interval Scales Contains all the features of ordinal scales Added dimension that the intervals between the data points on the scale are equal. Ratio Scales All powers of those mentioned as well as a meaningful absolute zero or origin. To understand the four levels of scales and their typical usage. The Concept of Measurement and Measurement Scales Evaluating the Reliability and Validity of Measurement Sources of Measurement Differences M = A + E where: M = measurement A = accuracy E = error: random or systematic 1. A true difference in the characteristic being measured. 2. Differences due to stable characteristics of individual respondents. To explore the concepts of reliability and validity. The Concept of Measurement and Measurement Scales 3. Differences due to short-term personal factors. 4. Differences caused by situational factors. 5. Differences resulting from variations in .

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