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Chapter 2

Survey: Measurement and Scaling

61 slides · Slide 18–78

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018Survey: Measurement and ScalingChapter opener 019Survey: Measurement and ScalingSurvey: Measurement and Scaling 020MeasurementMeasurement 021ScalingScaling 022Primary Scales of MeasurementPrimary Scales of Measurement 023Some Commonly Used Scales in MarketingSome Commonly Used Scales in Marketing 024Classification of Scaling TechniquesClassification of Scaling Techniques 025Comparison of Scaling TechniquesComparison of Scaling Techniques 026Survey: Measurement and ScalingSurvey: Measurement and Scaling 027Classification of Scaling TechniquesClassification of Scaling Techniques 028Pros-and-Cons of Comparative ScalesPros-and-Cons of Comparative Scales 029Comparative Scales: Paired ComparisonComparative Scales: Paired Comparison 030Comparative Scales: Paired ComparisonComparative Scales: Paired Comparison 031Paired Comparison: Pros-and-ConsPaired Comparison: Pros-and-Cons 032Violations of transitivity in paired comparisonViolations of transitivity in paired comparison 033Violations of transitivity when aggregating preferencesViolations of transitivity when aggregating preferences 034Comparative Scales: Rank Order ScalingComparative Scales: Rank Order Scaling 035Rank Order Scales: ExampleRank Order Scales: Example 036Rank Order Scales: ExamplesRank Order Scales: Examples 037Rank Order Scales: ExampleRank Order Scales: Example 038Rank Order Scales: Pros-and-ConsRank Order Scales: Pros-and-Cons 039Comparative Scales: Constant Sum ScalingComparative Scales: Constant Sum Scaling 040Constant Sum Scaling: Example of AnalysisConstant Sum Scaling: Example of Analysis 041Constant Sum Scaling: ExampleConstant Sum Scaling: Example 042Constant Sum Scaling: ExamplesConstant Sum Scaling: Examples 043Constant Sum Scaling: Pros-and-ConsConstant Sum Scaling: Pros-and-Cons 044Comparative Scales: Q-Sort ScalingComparative Scales: Q-Sort Scaling 045Survey: Measurement and ScalingSurvey: Measurement and Scaling 046Classification of Scaling TechniquesClassification of Scaling Techniques 047Continuous Rating ScaleContinuous Rating Scale 048Perception AnalyzerPerception Analyzer 049Likert ScaleLikert Scale 050Likert Scale: ExamplesLikert Scale: Examples 051Some Commonly Used Scales in MarketingSome Commonly Used Scales in Marketing 052Semantic DifferentialSemantic Differential 053Semantic Differential: ProfileSemantic Differential: Profile 054Semantic Differential Scale: ExampleSemantic Differential Scale: Example 055Stapel ScaleStapel Scale 056Basic Non-Comparative ScalesBasic Non-Comparative Scales 057Constructing Itemized Rating ScalesConstructing Itemized Rating Scales 058Number of Scale CategoriesNumber of Scale Categories 059Balanced or Unbalanced ScalesBalanced or Unbalanced Scales 060Even or Odd Number of Scale CategoriesEven or Odd Number of Scale Categories 061Forced or Non-Forced Response?Forced or Non-Forced Response? 062Labeling the Scale PointsLabeling the Scale Points 063How Much to Label? — Four VariantsHow Much to Label? — Four Variants 064Peaked vs. Flat Response DistributionPeaked vs. Flat Response Distribution 065Survey: Measurement and ScalingSurvey: Measurement and Scaling 066Latent Constructs and Multi-Item ScalesLatent Constructs and Multi-Item Scales 067Latent Constructs: Hierarchy of MeasurementLatent Constructs: Hierarchy of Measurement 068Multi-Item Scales: AdvantagesMulti-Item Scales: Advantages 069Multi-Item Scales: Make or StealMulti-Item Scales: Make or Steal 070Secure Customer IndexSecure Customer Index 071Extended Secure Customer Index by Burke Inc.Extended Secure Customer Index by Burke Inc. 072Survey: Measurement and ScalingSurvey: Measurement and Scaling 073The True-Score ModelThe True-Score Model 074Reliability and ValidityReliability and Validity 075Relationship between Reliability and ValidityRelationship between Reliability and Validity 076Why both matterWhy both matter 077Net Promoter Score® — a predictor of company growth?Net Promoter Score® — a predictor of company growth? 078Net Promoter Score®: WarningNet Promoter Score®: Warning