MKTG-310 Lecture Notes - Lecture 12: Semantic Differential, Data Analysis, Standard Deviation
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Define the 4 types of scales and give examples of each: nominal, ordinal. Explain the different types of common scales: likert, semantic differential, constant sum, graphic, ranking, paired comparison. Explain the difference between balanced and unbalanced scales. Define a forced-choice scale and why you would use one. We a(cid:396)e still i(cid:374) the se(cid:272)o(cid:374)d step (cid:862)de(cid:448)elop the (cid:396)esea(cid:396)(cid:272)h pla(cid:374)/desig(cid:374)(cid:863) of the (cid:373)a(cid:396)ket (cid:396)esea(cid:396)(cid:272)h process. 52% of respondents spend more than five hours on the internet a day, while just 2% spend less than an hour online per day. Ho(cid:449)e(cid:448)e(cid:396), can compute: mean, median, variance and standard deviation: e. g. the average commute to work is 17 miles. Numbers indicate relative position of objects, but not magnitude of differences between them. What are some common types of scales used in market research: the(cid:396)e a(cid:396)e lots of optio(cid:374)s , semantic differential, constant sum, graphic, likert, ranking, paired comparison.
