MEASUREMENT AND SCALING CONCEPTS

Measurement and Scaling Concepts

Measurement and Scaling Concepts

A common feature of marketing research is the attempt to have respondents communicate their feelings, attitudes, opinions, and evaluations in some measurable form. To this end, marketing researchers have developed a range of scales. Each of these has unique properties. What is important for the marketing analyst to realise is that they have wildely differing measurement properties. Some scales are at very best, limited in their mathematical properties to the extent that they can only establish an association between variables. Other scales have more extensive mathematical properties and some, hold out the ...