市场调查方法(英文版)第十章 .pptxVIP

Chapter 10Measurement and Attitude Scaling;LEARNING OUTCOMES;LEARNING OUTCOMES (cont’d);What Do I Measure;EXHIBIT 10.1 Are There Any Validity Issues with this Measurement?;Operational Definitions;Operational Definitions (cont’d);;EXHIBIT 10.2 Media Skepticism: An Operational Definition;Levels of Scale Measurement;EXHIBIT 10.3 Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information;EXHIBIT 10.4 Facts About the Four Levels of Scales;EXHIBIT 10.4 Facts About the Four Levels of Scales (cont’d);Index Measures;Three Criteria for Good Measurement;Reliability versus Validity;EXHIBI