MARKETING MEASUREMENT SCALES

Marketing Measurement Scales

Marketing Measurement Scales

It can be defined as the allocation of numbers to characteristics of objects, people, places, brands, events or phenomena, according to certain rules. (Keats, Cliff, 2003)

Marketing Measurement

The measurement process is a fundamental aspect of market research. The measurement of marketing phenomena is essential to the process of providing meaningful information for decision-making. (Michell, 2006)

The aspects that are commonly measured are the market potential for a new product, buyers of groups according to demographic or psychographic characteristics, attitudes, perceptions and preferences of buyers to a brand new, or determine the effectiveness of new campaign advertising. (Narens, 2008)

Types of Scales

The scales have been classified in terms of the four characteristics of the number system. These scales of measurement are nominal, ordinal, interval and ratio.

The nominal scale

It is used to record the lowest level of measurement presupposes the existence of minimal conditions for measurement. In the measurements at this level are hardly used numbers. It is important to establish the similarity or difference between objects in some respects, i.e., at the same time deal with qualitative data. Consider some examples.

Distribution of students by grade, gender, place of residence, sports in which they engage, the numbers of children in the family are examples of the nominal scale. It is possible the distribution of students in two or more features (two-dimensional or multidimensional data).

Ordinal Scale An ordinal scale defines the appropriate relationship between objects and events. Feature of the system includes the numerical order of the numerals. Ordinal scales measure whether an object or event has, or not, more or less of a feature that some other object or event. (Michell, 2006)

It can develop an ordinal scale by assigning numerals to preference judgments first, second and third order. (Keats, Cliff, 2003)Ordinal, or rank, the scale only indicates the sequence of the carrier sign or direction of the severity of the trait. For example, students may be ranked by the number of correctly performed the test tasks. Have students A, B, C, D, E correctly performed, respectively, 21, 16, 12, 9 and 3 jobs.

Example: The number of candidates obtaining an examination grades A, B, C. Degree a degree is better than B itself better than the degree C. Transformation does not change the order of the objects is eligible. The statistic most appropriate to describe the central tendency of data is the ...