第八章 测量和量表：基本原理与比较量表.pptx.ppt

A Comparison of Scaling Techniques 2011/2/17 ZHAODongyang Panzhihua University * Relative Advantages of Comparative Scales比较量表的相对优点 2011/2/17 ZHAODongyang Panzhihua University * 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 * 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 * 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 * 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 consumer’s 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 * Comparative Scaling Techniques Rank Order Scaling比较量表技术—等级顺序量表 2011/2/17 ZHAODongyang Panzhihua University * 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 Fig. 8.4 Instructions: Rank the va