第八章测量与量表基本原理和比较量表.pptx

Chapter EightMeasurement 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@yahoo.con.cn 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 standardize