Marketing Research Methods
MKF2121 Marketing Research Methods - Week 5 Tutorial Work
Q1.The differences between measurement and scaling is as follows: Measurement | Scaling | - The assignment of numbers or other symbols to characteristics of objects according to set of rules.- Does not measure item itself, but characteristics of it.- Actual assignment of 1, 2, or 3 to each respondent using a scale that ranges from 1 to 3. | - Scaling involves the generation of continuum upon which measured objects are allocated.- Can be considered a part of measurement.- Places consumer response along an attitudinal spectrum from unfavourable, to neutral, to favourable. |
Q2. There are four primary scales of measurement. They are nominal, ordinal, interval and ratio scales. Nominal scale is a scale whose numbers serve only as labels or tags for identifying and classifying objects. | In the past year, what was your spent on the most?
1. Educational Purposes
2. Leisure/Travel
3. Food
4. Others |
Ordinal scale is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. | In the past year, how much did you spend?
1. Less than 5,000
2. $5,001 - $10,000
3. $10,001 - $15,000
4. $15,001 - $20,000
5. More than $20,000 |
Interval scale is a scale in which the numbers are used to rank objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
In the past year, what was your spending?
Much Below Average Average Much Below Average
1 2 3 4 5 6 7
Lastly, ratio scale possesses all the properties of the three mentioned above. It is the highest level of measurement. It allows a researcher to identify or classify objects, rank-order the objects, and compare intervals or differences.
In the past year, what was your spending? $_________
Q3. It is possible that a brand could receive the highest median preference rank on a rank order scale of
Q1.The differences between measurement and scaling is as follows: Measurement | Scaling | - The assignment of numbers or other symbols to characteristics of objects according to set of rules.- Does not measure item itself, but characteristics of it.- Actual assignment of 1, 2, or 3 to each respondent using a scale that ranges from 1 to 3. | - Scaling involves the generation of continuum upon which measured objects are allocated.- Can be considered a part of measurement.- Places consumer response along an attitudinal spectrum from unfavourable, to neutral, to favourable. |
Q2. There are four primary scales of measurement. They are nominal, ordinal, interval and ratio scales. Nominal scale is a scale whose numbers serve only as labels or tags for identifying and classifying objects. | In the past year, what was your spent on the most?
1. Educational Purposes
2. Leisure/Travel
3. Food
4. Others |
Ordinal scale is a ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed. | In the past year, how much did you spend?
1. Less than 5,000
2. $5,001 - $10,000
3. $10,001 - $15,000
4. $15,001 - $20,000
5. More than $20,000 |
Interval scale is a scale in which the numbers are used to rank objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.
In the past year, what was your spending?
Much Below Average Average Much Below Average
1 2 3 4 5 6 7
Lastly, ratio scale possesses all the properties of the three mentioned above. It is the highest level of measurement. It allows a researcher to identify or classify objects, rank-order the objects, and compare intervals or differences.
In the past year, what was your spending? $_________
Q3. It is possible that a brand could receive the highest median preference rank on a rank order scale of