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Scaling is the measurement of a variable in such a way that it can be expressed on a continuum. Rating your preference for a product from 1 to 10 is an example of a scale. In classical physics and engineering, measurement generally refers to the process of estimating or determining the ratio of a magnitude of a quantitative property or relation to a unit of the same type of quantitative property or relation. ...
In computer science and mathematics, a variable is a symbol denoting a quantity or symbolic representation. ...
Look up Continuum in Wiktionary, the free dictionary. ...
Comparative and noncomparative scaling With comparative scaling, the items are directly compared with each other (example : Do you prefer Pepsi or Coke?). In noncomparative scaling each item is scaled independently of the others (example : How do you feel about Coke?). The current Pepsi logo Pepsi or Pepsi-Cola, is a carbonated cola soft drink manufactured by PepsiCo, and the principal rival of Coca-Cola. ...
The wave shape (known as the dynamic ribbon device) present on all Coca-Cola cans throughout the world derives from the contour of the original Coca-Cola bottles. ...
Composite measures Composite measures of variables are created by combining two or more separate empirical indicators into a single measure. Composite measures measure complex concepts more adequuatly then single indicators, extend the range of scores available and are more efficient at handling multiplie items. Scaling is the measurement of a variable in such a way that it can be expressed on a continuum. ...
In computer science and mathematics, a variable is a symbol denoting a quantity or symbolic representation. ...
Empirical is an adjective often used in conjunction with science, both the natural and social sciences, which means an observation or experiment based upon experience that is capable of being verified or disproved. ...
In chemistry, indicators are chemical substances added to reaction mixtures when performing titrations. ...
In addition to scales, there are two other types of composite measures. Indexes are similar to scales except multiple indicators of a variable are combined into a single measure. The index of consumer confidence, for example, is a combination of several measures of consumer attitudes. A typology is similar to an index except the variable is measured at the nominal level. Look up Index in Wiktionary, the free dictionary Index can be defined as: an ordered list, plural indexes a number or variable, plural indices. ...
The word typology literally means the study of types. ...
Indexes are constructed by accumulating scores assigned to individual attributes, while scales are constructed through the assignment of scores to patterns of attributes. An attribute is the following: Generally, an attribute is an abstraction characteristic of an entity In database management, an attribute is a property inherent in an entity or associated with that entity for database purposes. ...
While indexes and scales provide measures of a single dimension, typologies are often employed to examine the intersection of two or more dimensions. Typologies are very useful analytical tools and can be easily used as independent variables, although since they are not unidimensional it is diffucult to use them as a dependent variable. Dimension (from Latin measured out) is, in essence, the number of degrees of freedom available for movement in a space. ...
An independent variable is presumed to cause or determine a dependent variable. ...
In experimental design, a dependent variable is a variable whose values in different treatment conditions are compared. ...
Data types The type of information collected can influence scale construction. Different types of information are measured in different ways. See in particular level of measurement. The level of measurement of a variable in mathematics and statistics is a classifcation that was proposed in order to describe how much information the numbers associated with the variable contain. ...
- Some data is measured at the nominal level. That is, any numbers used are mere labels : they express no mathematical properties. Examples are SKU inventory codes and UPC bar codes.
- Some data is measured at the ordinal level. Numbers indicate the relative position of items, but not the magnitude of difference. An example is a preference ranking.
- Some data is measured at the interval level. Numbers indicate the magnitude of difference between items, but there is no absolute zero point. Examples are attitude scales and opinion scales.
- Some data is measured at the ratio level. Numbers indicate magnitude of difference and there is a fixed zero point. Ratios can be calculated. Examples include: age, income, price, costs, sales revenue, sales volume, and market share.
The level of measurement of a variable in mathematics and statistics is a classifcation that was proposed in order to describe how much information the numbers associated with the variable contain. ...
The level of measurement of a variable in mathematics and statistics is a classifcation that was proposed in order to describe how much information the numbers associated with the variable contain. ...
The level of measurement of a variable in mathematics and statistics is a classifcation that was proposed in order to describe how much information the numbers associated with the variable contain. ...
The level of measurement of a variable in mathematics and statistics is a classifcation that was proposed in order to describe how much information the numbers associated with the variable contain. ...
Scale construction decisions - What level of data is involved (nominal, ordinal, interval, or ratio)?
- What will the results be used for?
- Should you use a scale, index, or typology?
- What types of statistical analysis would be useful?
- Should you use a comparative scale or a noncomparative scale?
- How many scale divisions or categories should be used (1 to 10; 1 to 7; -3 to +3)?
- Should there be an odd or even number of divisions? (Odd gives neutral center value; even forces respondents to take a non-neutral position.)
- What should the nature and descriptiveness of the scale labels be?
- What should the physical form or layout of the scale be? (graphic, simple linear, vertical, horizontal)
- Should a response be forced or be left optional?
Comparative scaling techniques - Paired comparison scale - a respondent is presented with two items at a time and asked to select one (example : Do you prefer Pepsi or Coke?). This is an ordinal level technique when a measurment model is not applied. The Pairwise comparison model can be applied in order to derive measurments provided the data derived from paired comparisons possess an appropriate structure. Thurstone's Law of comparative judgment can also be applied in such contexts.
- Rasch scale - respondents interact with items and comparisons are inferred between items from the responses. This involves application of the Rasch model to derive measurements. The Rasch model has an identical structure to the Pairwise Comparison model but contains a person parameter.
- Rank-order scale - a respondent is presented with several items simultaneously and asked to rank them (example : Rate the following advertisements from 1 to 10.). This is an ordinal level technique.
- Constant sum scalie - a respondent is given a constant sum of money, script, credits, or points and asked to allocate these to various items (example : If you had 100 Yen to spend on food products, how much would you spend on product A, on product B, on product C, etc.). This is an ordinal level technique.
- Bogardus social distance scale - measures the degree to which a person is willing to associate with a class or type of people. It asks how willing the respondent is to make various associations. The results are reduced to a single score on a scale. There are also non-comparative versions of this scale.
- Q-Sort scale - Up to 140 items are sorted into groups based a rank-order procedure.
- Guttman scale - This is a procedure to determine whether a set of items can be rank-ordered on an unidimensional scale. It utilizes the intensity structure among several indicators of a given variable. Statements are listed in order of importance. The rating is scaled by summing all responses until the first negative response in the list.
Conceived by L. L. Thurstone, the law of comparative judgment (LCJ) is a general mathematical representation of a discriminal process, which is any process in which a comparison is made between pairs of a collection of entities with respect to magnitude of an attribute, trait, attitude, and so on. ...
Rasch models are probabilistic measurement models which find their application primarily in psychological and attainment assessment, and are being increasingly used in other areas, including the health profession. ...
Bogardus Social Distance Scale scale was created by Emory S. Bogardus and is a measurement technique designed for determing the willigness of people to particiapte in social relations of varying degrees of closeness with other kinds of people. ...
This article is in need of attention from an expert on the subject. ...
Non-comparative scaling techniques - Continuous rating scale (also called the graphic rating scale) - respondents rate items by placing a mark on a line. The line is usually labeled at each end. There are sometimes a series of numbers, called scale points, (say, from zero to 100) under the line. Scoring and codification is difficult.
- Likert scale - Respondents are asked to indicate the amount of agreement or disagreement (from strongly agree to strongly disagree) on a five-point scale. The same format is used for multiple questions.
- Semantic differential scale - Respondents are asked to rate on a 7 point scale an item on various attributes. Each attribute requires a scale with bipolar terminal labels.
- Stapel scale - This is a unipolar ten-point rating scale. It ranges from +5 to -5 and has no neutral zero point.
- Thurstone scale - This is a scaling technique that incorporates the intensity structure among indicators.
- Mathematically derived scale - Researchers infer respondents’ evaluations mathematically. Two examples are multi dimensional scaling and conjoint analysis.
A Likert scale (pronounced lick-ert) is a type of psychometric scale often used in questionnaires. ...
Semantic differential is a type of a rating scale designed to measure connotative meaning of objects, events, and concepts. ...
// Introduction The Thurstone scale was the first formal technique for measuring an attitude. ...
Multidimensional scaling (MDS) is a statistical technique often used in marketing and the social sciences. ...
Conjoint analysis, also called multiattribute compositional models, is a statistical technique that originated in mathematical psychology. ...
Scale evaluation Scales should be tested for reliability, generalizability, and validity. Generalizability is the ability to make inferences from a sample to the population, given the scale you have selected. Reliability is the extent to which a scale will produce consistent results. Test-retest reliability checks how similar the results are if the research is repeated under similar circumstances. Alternative forms reliability checks how similar the results are if the research is repeated using different forms of the scale. Internal consistency reliability checks how well the individual measures included in the scale are converted into a composite measure. In psychometrics reliability is the accuracy of the scores of a measure. ...
In psychometrics a valid measure is one which is measuring what it is supposed to measure. ...
Scales and indexes have to be validated. Internal validation checks the relation between the individual measures included in the scale, and the composite scale itself. External validation checks the relation between the composite scale and other indicators of the variable, indicators not included in the scale. Content validation (also called face validity) checks how well the scale measures what it is supposed to measure. Criterion validation checks how meaningful the scale criteria are relative to other possible criteria. Construct validation checks what underlying construct is being measured. There are three variants of construct validity. They are convergent validity, discriminant validity, and nomological validity. The coefficient of reproducibility indicates how well the data from the individual measures included in the scale can be reconstructed from the composite scale. In social science and psychometrics, construct validity refers to whether a scale measures the unobservable social construct (such as fluid intelligence) that it purports to measure. ...
References - Bradley, R.A. and Terry, M.E. (1952): Rank analysis of incomplete block designs, I. the method of paired comparisons. Biometrika, 39, 324-345.
- Luce, R.D. (1959): Individual Choice Behaviours: A Theoretical Analysis. New York: J. Wiley.
See also The level of measurement of a variable in mathematics and statistics is a classifcation that was proposed in order to describe how much information the numbers associated with the variable contain. ...
Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals. ...
Research is the search for and retrieval of existing, discovery or creation of new information or knowledge for a specific purpose. ...
Quantitative marketing research is a social research method that utilizes statistical techniques. ...
Social research refers to research conducted by social scientists (primarily within sociology, but also within other disciplines such as social policy, human geography, social anthropology and education). ...
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