Scale of Measurement

These flashcards cover the key concepts of measurement scales and their significance in marketing research as outlined in Dr. Brianna Paulich's lecture.

Nominal Scale

A measurement scale where numbers are assigned to objects solely for identification purposes without representing quantities.

Ordinal Scale

A measurement scale that has nominal properties and defines a rank order but does not indicate the degree of difference among ranks.

Interval Scale

A measurement scale that includes both nominal and ordinal properties and allows for the comparison of differences between values.

Ratio Scale

A measurement scale that includes all properties of interval scales along with an absolute zero point, allowing for the comparison of absolute magnitudes.

Likert Scale

A rating scale used to measure opinions or attitudes, typically requiring respondents to specify their level of agreement on a scale.

Semantic Differential Scale

A self-report technique for attitude measurement where respondents choose between bipolar adjectives to describe their feelings toward an object.

Self-Report

A method of assessing unobservable concepts where individuals are directly asked for their beliefs or feelings about an object.

Measurement

The standardized process of assigning numbers to objects to represent quantities of attributes.

Attitude

A predisposition towards specific brands, products, or companies that influences consumer responses.

Data Analysis

The process of inspecting and modeling data to discover useful information for decision-making.