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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
All 61 slides in this chapter →
  1. 018 · Survey: Measurement and Scaling
  2. 019 · Survey: Measurement and Scaling
  3. 020 · Measurement
  4. 021 · Scaling
  5. 022 · Primary Scales of Measurement
  6. 023 · Some Commonly Used Scales in Marketing
  7. 024 · Classification of Scaling Techniques
  8. 025 · Comparison of Scaling Techniques
  9. 026 · Survey: Measurement and Scaling
  10. 027 · Classification of Scaling Techniques
  11. 028 · Pros-and-Cons of Comparative Scales
  12. 029 · Comparative Scales: Paired Comparison
  13. 030 · Comparative Scales: Paired Comparison
  14. 031 · Paired Comparison: Pros-and-Cons
  15. 032 · Violations of transitivity in paired comparison
  16. 033 · Violations of transitivity when aggregating preferences
  17. 034 · Comparative Scales: Rank Order Scaling
  18. 035 · Rank Order Scales: Example
  19. 036 · Rank Order Scales: Examples
  20. 037 · Rank Order Scales: Example
  21. 038 · Rank Order Scales: Pros-and-Cons
  22. 039 · Comparative Scales: Constant Sum Scaling
  23. 040 · Constant Sum Scaling: Example of Analysis
  24. 041 · Constant Sum Scaling: Example
  25. 042 · Constant Sum Scaling: Examples
  26. 043 · Constant Sum Scaling: Pros-and-Cons
  27. 044 · Comparative Scales: Q-Sort Scaling
  28. 045 · Survey: Measurement and Scaling
  29. 046 · Classification of Scaling Techniques
  30. 047 · Continuous Rating Scale
  31. 048 · Perception Analyzer
  32. 049 · Likert Scale
  33. 050 · Likert Scale: Examples
  34. 051 · Some Commonly Used Scales in Marketing
  35. 052 · Semantic Differential
  36. 053 · Semantic Differential: Profile
  37. 054 · Semantic Differential Scale: Example
  38. 055 · Stapel Scale
  39. 056 · Basic Non-Comparative Scales
  40. 057 · Constructing Itemized Rating Scales
  41. 058 · Number of Scale Categories
  42. 059 · Balanced or Unbalanced Scales
  43. 060 · Even or Odd Number of Scale Categories
  44. 061 · Forced or Non-Forced Response?
  45. 062 · Labeling the Scale Points
  46. 063 · How Much to Label? — Four Variants
  47. 064 · Peaked vs. Flat Response Distribution
  48. 065 · Survey: Measurement and Scaling
  49. 066 · Latent Constructs and Multi-Item Scales
  50. 067 · Latent Constructs: Hierarchy of Measurement
  51. 068 · Multi-Item Scales: Advantages
  52. 069 · Multi-Item Scales: Make or Steal
  53. 070 · Secure Customer Index
  54. 071 · Extended Secure Customer Index by Burke Inc.
  55. 072 · Survey: Measurement and Scaling
  56. 073 · The True-Score Model
  57. 074 · Reliability and Validity
  58. 075 · Relationship between Reliability and Validity
  59. 076 · Why both matter
  60. 077 · Net Promoter Score® — a predictor of company growth?
  61. 078 · Net Promoter Score®: Warning