测量与量表：基本原理和比较量表.pptx

Chapter Eight Measurement And Scaling: Fundamentals And Comparative Scaling 第8章 测量与量表：基本原理和比较量表,赵冬阳 讲师 经济与管理学院 市场营销博士生 e-mail: sunny_cn1206,Chapter Objectives 本章目标,1. Introduce the concepts of measurement and scaling and show how scaling may be considered an extension of measurement. 2. Explain the characteristics of description, order, distance, and origin and how they define the level of measurement of a scale. 3. Discuss the primary scales of measurement and differentiate nominal, ordinal, interval, and ratio scales. 4. Classify and discuss scaling techniques as comparative and non-comparative, and describe the comparative techniques of paired comparison, rank order, constant sum, and Q-sort scaling.,1理解测量和量表的概念，并说明如何将量表视为测量的一个扩充。 2. 解释描述、顺序、距离和原点的特征，和如何定义量表测量尺度 3.讨论测量的主要尺度并区分定类、定序、定距和定比尺度。 4. 讨论并将量表技术分类比较和非比较量表，描述比较量表中的配对比较量表、 等级顺序量表、常量量表和Q 分类量表。,2011/2/17,ZHAODongyang Panzhihua University,2,Chapter Outline 章节提纲,1) Overview 2) Measurement and Scaling 3) Scales Characteristics Description Order Distance Origin,概要 测量和标度 尺度的特征 描述 比较 程度 原点,2011/2/17,ZHAODongyang Panzhihua University,3,Chapter Outline,4) Primary Scales of Measurement Nominal Scale Ordinal Scale Interval Scale Ratio Scale 5) A Comparison of Scaling Techniques,主要的测量尺度 定类尺度 定序尺度 定距尺度 定比尺度 量表技术的比较,2011/2/17,ZHAODongyang Panzhihua University,4,Chapter Outline,6) Comparative Scaling Techniques Paired Comparison Rank Order Scaling Constant Sum Scaling Q-Sort and Other Procedures 7) Verbal Protocols 8) International Marketing Research 9) Ethics in Marketing Research 10) Summary,比较量表技术 配对比较 等级顺序量表 常量和量表 Q分类和其他方法,2011/2/17,ZHAODongyang Panzhihua University,5,Measurement and Scaling 测量和标度,Measurement means assigning numbers or other symbols to characteristics of objects according to certain pre-specified rules. One-to-one correspondence between the numbers and the characteristics being measured. The rules for assigning numbers should be standardized and applied uniformly. Rules must not change over objects or time.,测量意味着根据某些预先指定的规则配给对象的特征分配数字或其它符号。 数字和被测的特点一一对应关系。 编号分配规则应标准化和统一使用。 规则不能对象或时间更改。,2011/2/17,ZHAODongyang Panzhihua University,6,Scale Characteristics 尺度特征,2011/2/17,ZHAODongyang Panzhihua University,7,Scale Characteristics,2011/2/17,ZHAODongyang Panzhihua University,8,量表尺度上的不同特征,2011/2/17,ZHAODongyang Panzhihua University,9,Measurement and Scaling 测量和标度,Scaling involves creating a continuum upon which measured objects are located. Consider an attitude scale from 1 to 100. Each respondent is assigned a number from 1 to 100, with 1 = Extremely Unfavorable, and 100 = Extremely Favorable. Measurement is the actual assignment of a number from 1 to 100 to each respondent. Scaling is the process of placing the respondents on a continuum with respect to their attitude toward department stores.,标度涉及产生一个将被测物体连续区间上的定位。 考虑态度的尺度从 1 到 100。每名回答都指定一个从1到100的编号。1 = 极为不喜欢和 100 = 极为喜欢。测量是每个回答的介于 1 到 100 实际分配。标度是根据他们对百货公司的态度在连续区间定位回答的过程。,2011/2/17,ZHAODongyang Panzhihua University,10,Primary Scales of Measurement,2011/2/17,ZHAODongyang Panzhihua University,11,Primary Scales of Measurement ：Nominal Scale 测量的主尺度：定类尺度,The numbers serve only as labels or tags for identifying and classifying objects. When used for identification, there is a strict one-to-one correspondence between the numbers and the objects. The numbers do not reflect the amount of the characteristic possessed by the objects. The only permissible operation on the numbers in a nominal scale is counting. Only a limited number of statistics, all of which are based on frequency counts, are permissible, e.g., percentages, and mode.,数字只作为用于对象的识别和分类的标签或标志。 用于识别时,数字和对象之间有一一的对应。 数字并不反映对象所拥有的特征的数量。 只允许对定类尺度中的数字进行计数操作。 只允许计算少数的基于频率计数的统计量，例如，百分比、众数、卡方和二项式检验。,2011/2/17,ZHAODongyang Panzhihua University,12,用于不同尺度的问题例子(1),13,2011/2/17,ZHAODongyang Panzhihua University,Primary Scales of Measurement：Ordinal Scale 测量的主要尺度：定序尺度,A ranking scale in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic. Can determine whether an object has more or less of a characteristic than some other object, but not how much more or less. Any series of numbers can be assigned that preserves the ordered relationships between the objects. In addition to the counting operation allowable for nominal scale data, ordinal scales permit the use of statistics based on centiles, e.g., percentile, quartile, median.,2011/2/17,ZHAODongyang Panzhihua University,14,用于不同尺度的问题例子(2),15,2011/2/17,ZHAODongyang Panzhihua University,Primary Scales of Measurement: Interval Scale 测量的主要尺度：定距尺度,Numerically equal distances on the scale represent equal values in the characteristic being measured. It permits comparison of the differences between objects. The location of the zero point is not fixed. Both the zero point and the units of measurement are arbitrary. Any positive linear transformation of the form y = a + bx will preserve the properties of the scale. It is not meaningful to take ratios of scale values. Statistical techniques that may be used include all of those that can be applied to nominal and ordinal data, and in addition the arithmetic mean, standard deviation, and other statistics commonly used in marketing research.,2011/2/17,ZHAODongyang Panzhihua University,16,用于不同尺度的问题例子(3),17,定距量表的问题 1.请根据总体偏好划分以下品牌的级别 2. 用圆圈标出你对以下几句话的同意程度：,2011/2/17,ZHAODongyang Panzhihua University,Primary Scales of Measurement：Ratio Scale 测量的主要尺度：定比尺度,2011/2/17,ZHAODongyang Panzhihua University,18,用于不同量表的问题例子(3),19,2011/2/17,ZHAODongyang Panzhihua University,Illustration of Primary Scales of Measurement 测量的主要尺度的说明 Table 8.1,2011/2/17,ZHAODongyang Panzhihua University,20,Primary Scales of Measurement,Table 8.2,2011/2/17,ZHAODongyang Panzhihua University,21,Primary Scales of Measurement 主要的测量量表,Table 8.2,2011/2/17,ZHAODongyang Panzhihua University,22,A Classification of Scaling Techniques 量表技术的分类,Figure 8.2,2011/2/17,ZHAODongyang Panzhihua University,23,A Comparison of Scaling Techniques,2011/2/17,ZHAODongyang Panzhihua University,24,A Comparison of Scaling Techniques,2011/2/17,ZHAODongyang Panzhihua University,25,Relative Advantages of Comparative Scales 比较量表的相对优点,2011/2/17,ZHAODongyang Panzhihua University,26,Small differences between stimulus objects can be detected. Same known reference points for all respondents. Easily understood and can be applied. Involve fewer theoretical assumptions. Tend to reduce halo or carryover effects from one judgment to another.,Relative Disadvantages of Comparative Scales 相对缺点,2011/2/17,ZHAODongyang Panzhihua University,27,Ordinal nature of the data Inability to generalize beyond the stimulus objects scaled.,定序性质 无法推广到被计量的刺激物体之外。,Comparative Scaling Techniques Paired Comparison Scaling 比较量表技术-配对比较量表,2011/2/17,ZHAODongyang Panzhihua University,28,Obtaining Shampoo Preferences Using Paired Comparisons 用配对比较法获得香波偏好的信息,2011/2/17,ZHAODongyang Panzhihua University,29,Paired Comparison Selling,The most common method of taste testing is paired comparison. The consumer is asked to sample two different products and select the one with the most appealing taste. The test is done in private and a minimum of 1,000 responses is considered an adequate sample. A blind taste test for a soft drink, where imagery, self-perception and brand reputation are very important factors in the consumers purchasing decision, may not be a good indicator of performance in the marketplace. The introduction of New Coke illustrates this point. New Coke was heavily favored in blind paired comparison taste tests, but its introduction was less than successful, because image plays a major role in the purchase of Coke. A paired comparison taste test,2011/2/17,ZHAODongyang Panzhihua University,30,Comparative Scaling Techniques Rank Order Scaling 比较量表技术等级顺序量表,2011/2/17,ZHAODongyang Panzhihua University,31,Preference for Toothpaste Brands Using Rank Order Scaling 使用等级顺序量表获取牙膏品牌的偏好信息,2011/2/17,ZHAODongyang Panzhihua University,32,Pr