# Measurement Scales

### Skepticism in Social Media

June 15, 2016

I was talking this morning with someone about which blogs that review products and/or services are the most popular around my part of the world – Asia. I consulted Google Search but could not come up with an answer. I did however come across a recent report (June 25, 2012) by Kristen Sala, Senior Manager, Electronic Media at Cision (a public relations software and media tools firm) that lists the Top 50 independent “Product Review Blogs” in North America. Mama-B Blog is first, followed by Computer Audiophile, and 48 others.  Still, I could not find much information [READ MORE]

### Is my Likert-scale data fit for parametric statistical procedures?

April 8, 2016

We’re all very familiar with the “Likert-scale” but do we know that a true Likert-scale consists not of a single item, but of several items which under the right conditions – i.e. subjected to an assessment of its reliability (e.g. intercorrelations between all pairs of items) and validity (e.g. convergent, discriminant, construct etc.) can be summed into a single score. The Likert-scale is a unidimensional scaling method (so it measures a one-dimensional construct), is bipolar, and in its purest form consists of only 5 scale points, though often we refer to a [READ MORE]

### Revisiting the basics of data and measurement scales (Part 2)

July 28, 2015

The statistical procedures we choose depend on the type of data we collected with the different types of measurement scales we employed. We should be careful to understand the constructs we measure and the type of scales we employ as this will determine what statistical procedures are appropriate for analysis.   This post (in following-up to part 1) is partly based on what S.S. Stevens told us in 1946 (see “Further Reading” below) about data and scales. Please note that this classification is no science as there is a lingering debate about the classification [READ MORE]

### Revisiting the basics of data and measurement scales (Part 1)

July 4, 2015

Way-way back in 1946 Stanley S. Stevens (b:1906 – d:1973) at Harvard University published his classic paper entitled “On the Theory of Scales of Measurement” in which he describes four statistical operations applicable to measurements made with regards to objects, and he identified a particular scale associated with each. He calls them “determination of equality” (nominal scales), “determination of great or less” (ordinal scales), “determination of equality of intervals or differences” (interval scales), and “determination [READ MORE]

### Measuring importance

April 14, 2015

Lets have a quick review of how we measure importance e.g. of attributes in purchase decisions or in customer satisfaction, etc.   Traditionally we looked at stated importance but generally we give preference to derived importance.  So we’ve been taught.   Stated importance can be divided into the constrained methods (e.g. a 5-point rating scale, constant sum methods, Q-sort, and rank order) and unconstrained methods which are unbounded rating scales and open-ended questions.    On the other (better) hand, derived importance can be established via correlation-based methods such as [READ MORE]

### From Customer Satisfaction Measurement (CSM) to Customer Experience Management (CEM)

March 18, 2014

Lately I came across several “customer satisfaction surveys” that still focus on the same old question which roughly pose the following to respondents: “On a 10-point-scale, please indicate how satisfied or dissatisfied are you with each of the following statements…”. I just wonder why some (or rather, so many) researchers still have not graduated from this archaic approach and moved on to the disconfirmation of expectations paradigm or the “Gap Model”. While there are operational and contextual differences between the disconfirmation of expectations paradigm and the Gap [READ MORE]