1. Measurement and Scaling By Rama Krishna Kompella

8. Four Basic Scales of Measurement Nominal Scales Ordinal Scales Interval Scales Ratio Scales

9. Primary Scales of Measurement Bob Gene Sam Scale Nominal Symbols Assigned to Runners Ordinal Rank Order of Winners Interval Performance Rating on a 0 to 10 Scale Ratio Time to Finish, in Seconds Finish Finish 3 7 9 15.2 14.1 13.4 3 rd place 2 nd place 1 st place

14. Primary Scales of Measurement

16. A Classification of Scaling Techniques Likert Semantic Differential Stapel Scaling Techniques Noncomparative Scales Comparative Scales Constant Sum Paired Comparison Rank Order Q-Sort and Other Procedures Continuous Rating Scales Itemized Rating Scales

18. Paired Comparison Scaling: Example For each pair of professors, please indicate the professor from whom you prefer to take classes with a 1. Cunningham Day Parker Thomas Cunningham 0 0 0 Day 1 1 0 Parker 1 0 0 Thomas 1 1 1 0 # of times preferred 3 1 2 0

20. Rank Order Scaling Please rank the instructors listed below in order of preference. For the instructor you prefer the most, assign a “1”, assign a “2” to the instructor you prefer the 2 nd most, assign a “3” to the instructor that you prefer 3 rd most, and assign a “4” to the instructor that you prefer the least. Instructor Ranking Cunningham 1 Day 3 Parker 2 Thomas 4

22. Constant Sum Scaling Listed below are 4 marketing professors, as well as 3 aspects that students typically find important. For each aspect, please assign a number that reflects how well you believe each instructor performs on the aspect. Higher numbers represent higher scores. The total of all the instructors’ scores on an aspect should equal 100. Instructor Availability Fairness Easy Tests Cunningham 30 35 25 Day 30 25 25 Parker 25 25 25 Thomas 15 15 25 Sum Total 100 100 100

23. Graphic Rating Scale

24. A Classification of Scaling Techniques Likert Semantic Differential Stapel Scaling Techniques Noncomparative Scales Comparative Scales Paired Comparison Rank Order Constant Sum Q-Sort and Other Procedures Continuous Rating Scales Itemized Rating Scales

25. Continuous Rating Scale Example Very Poor Very Good 0 10 20 30 40 50 60 70 80 90 100 X

26. Likert Scale A likert scale is an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of mental or behavioral belief statements about a given object

27. Likert Scale Example

28. Semantic Differential Scale A semantic differential scale is unique bipolar ordinal scale format that captures a person’s attitudes and/or feelings about a given object

29. Semantic Differential Scale Format

30. Behavioral Intention Scale A behavioral intention scale is a special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame

31. Shopping Intention Scale

32. Figure 10.6 Scale Evaluation Scale Evaluation Scale Evaluation Reliability Validity Test-Retest Internal Consistency Alternative Forms Construct Criterion Content Convergent Validity Discriminant Validity Nomological Validity

38. Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not Valid (Target A) (Target B) (Target C)

39. Q & As