第八章测量与量表：基本原理和比较量表.pptxVIP

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;Chapter Objectives本章目标;Chapter Outline章节提纲;Chapter Outline;Chapter Outline;Measurement and Scaling测量和标度;Scale Characteristics尺度特征;Scale Characteristics;量表尺度上的不同特征;Measurement and Scaling测量和标度;Primary Scales of Measurement;Primary Scales of Measurement ：Nominal Scale测量的主尺度：定类尺度;用于不同尺度的问题例子(1);Primary Scales of Measurement：Ordinal Scale测量的主要尺度：定序尺度;用于不同尺度的问题例子(2);Primary Scales of Measurement: Interval Scale测量的主要尺度：定距尺度;用于不同尺度的问题例子(3);Primary Scales of Measurement：Ratio Scale测量的主要尺度：定比尺度;用于不同量表的问题例子(3);Illustration of Primary Scales of Measurement测量的主要尺度的说明 Table 8.1;Primary Scales of Measurement;Primary Scales of Measurement主要的测量量表;A Classification of Scaling Techniques量表技术的分类;A Comparison of Scaling Techniques;A Comparison of Scaling Techniques;Relative Advantages of Comparative Scales比较量表的相对优点;Relative Disadvantages of Comparative Scales相对缺点;Comparative Scaling Techniques Paired Comparison Scaling比较量表技术---配对比较量表;Obtaining Shampoo Preferences Using Paired Comparisons 用配对比较法获得香波偏好的信息;Paired Comparison Selling;Comparative Scaling Techniques Rank Order Scaling比较量表技术—等级顺序量表;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;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;Comparative Scaling TechniquesConstant Sum Scaling 常量和量表;Importance of Bathing Soap Attributes Using a Constant Sum Scale用常量和量表统计浴皂属性的重要性;Fig. 8.5 cont.;2011/2/17;All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright ? 2010 Pearson Education, Inc. publishing as Prentice Hall