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Marketing Scales Level of Scale Central Tendency Types of Scales Assessing Goodness of Scale Levels of Measurement of Scales Nominal – scale which partitions objects into mutually exclusive and collectively exhaustive categories; numbers simply used as labels; numbers used to categorize objects. Levels of Measurement of Scales Ordinal – scale in which order of objects is known; usually rank-order scales. Levels of Measurement of Scales Interval – scale in which distance between each descriptor is known. Levels of Measurement of Scales Ratio – scale in which a true zero origin exists; the value of zero means that the entity possesses none of the characteristic Marketing Scales Likert - assesses degree of agreement/disagreement with statement. Marketing Scales Semantic Differential - scale anchors are bipolar adjectives. Marketing Scales Graphic Rating Scale - pictures represent descriptors. Marketing Scales Stapel Scale - uses range of numbers, from –x to +x to indicate intensity of response. Marketing Scales Percentage Scale - uses percentages to indicated intensity of response. Marketing Scales Constant Sum Scale - respondents need to divide numerical responses in such a way that total score is constant Construct (Concept) Characteristic of an entity that varies. Manifest – concrete (age, gender, income) (one indicator is usually enough to measure the construct.) Construct (Concept) Characteristic of an entity that varies. Latent - abstract concepts that you can’t easily see (variety-seeking, intelligence) (usually need multiple indicators to measure the construct.) Reliability Degree to which measures are free from random error and therefore yield consistent results. Measures of a Scale’s Reliability Repeatability - administer the same scale to the same respondents at two separate points in time. Measures of a Scale’s Reliability Internal consistency - if a scale is internally consistent, it should generate roughly the same result by dividing the scale into parts. Validity Ability of a scale to measure what it was intended to measure. Validity Face (Content) Validity – degree to which items appear to measure what they are intended to measure. Validity Predictive validity – degree to which some future event can be predicted by a current measurement scale. Validity Convergent validity – degree of association among different measurement instruments that purport to measure the same concept. Validity Discriminant validity – refers to a lack of association among constructs that are supposed to be different. Validity Concurrent validity – degree to which a variable, measured at the same point in time as the variable of interest, can be predicted by the measurement instrument If a measure is valid, it has to lack both random and systematic error. Reliability is a necessary but not sufficient condition for validity.