第八章 测量与量表：基本原理和比较量表

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用于不同尺度的问题例子(1)
定类尺度的问题 • 1.请标出你的性别： 男 女 • 2.选出所有你可能购买的品牌： • 索尼 • 增你智 • 美国无线公司 • 科蒂斯.马西斯 • 3.你是否同意“当你需要的时候，德尔塔旅游公司 已为你准备好了。”这句广告语？ • 同意 • 反对
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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。



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.
程度 • 程度的特性意味着尺度 描述符之间的绝对差异 已知并可以单位表示。 原点
Origin
• The origin characteristic means that the scale has a unique or fixed beginning or true zero point.
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• 原点特征是指尺度具有 唯一或固定起点或真正 的零点的位置。
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.


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。
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Description Order Distance Origin
描述zhihua University
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Chapter Outline
4) Primary Scales of Measurement
i. ii.

主要的测量尺度
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.
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量表尺度上的不同特征
度量标准 描述 定类量表
定序量表 定距量表 定比量表
量表特征 比较 否
是 是 是
程度 否
否 是 是
起点 否
否 否 是
是
是 是 是
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描述性（description） • 是指用某一特定的词或标 识来代表划分的每个等级。 • 比如“是”与“否”， “同意”与“反对”
Order
• By order, we mean the relative sizes or positions of the descriptors. Order is denoted by descriptors such as greater than, less than, and equal to.
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 noncomparative, and describe the comparative techniques of paired comparison, rank order, constant sum, and Q-sort scaling.
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Chapter Outline 章节提纲

1) Overview 2) Measurement and Scaling 3) Scales Characteristics


概要 测量和标度 尺度的特征
比较性（order）
• 指的是描述的相对规模。 关键词“相对”，包括 “大于”、“等于”、 “小于”之类的用语。不 是所有的量表都有比较性。
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Scale Characteristics
Distance • The characteristic of distance means that absolute differences between the scale descriptors are known and may be expressed in units.
Q-Sort and Other Procedures
7) Verbal Protocols 8) International Marketing Research 9) Ethics in Marketing Research 10) Summary
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Chapter Outline
6) Comparative Scaling Techniques
i.
ii. iii. iv.

比较量表技术

Paired Comparison
Rank Order Scaling Constant Sum Scaling


配对比较 等级顺序量表 常量和量表 Q分类和其他方法
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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.
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@
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。
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Scale Characteristics 尺度特征
Description • By description, we mean the unique labels or descriptors that are used to designate each value of the scale. All scales possess description.



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。
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Primary Scales of Measurement
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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.

Nominal Scale Ordinal Scale
定类尺度 定序尺度 定距尺度 定比尺度
iii.
iv.
Interval Scale
Ratio Scale

量表技术的比较
5) A Comparison of Scaling Techniques
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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。
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