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분야
pptxScale Characteristics and Levels of Measurement
Description - 기술, 서술
Order - 순서
Distance - 거리
Origin - 원점
Primary Scales
Selecting a Level of Measurement
A Classification of Scaling Techniques
Comparison Scaling Technique
관찰대상이 가지고 있는 특성에 대해서 일정한 규칙에 따라 기술적으로 수치나 심볼을 부여함으로 계량화 하는 것
개체가 가지고 있는 속성을 관찰하여 변수 값으로 표현하는 것
Measurement 의 가장 중요한 측면은 특성에 대해 어떻게 숫자를 부여 할 것인가에
대한 문제
숫자를 적용하는 방법에 있어서 그 방법은 표준적이여야 하며
바뀌어서는 안됨
마케팅 리서치에서 , 숫자를 사용하는 이유
In marketing research, numbers usually are assigned for one of two reasons:
To permit statistical analysis of the generated date
생성된 데이터의 통계적 분석을 하기 위해
To help communicate information about the results
결과에 대한 정보의 커뮤니케이션을 돕기 위해
척도의 정의
관찰대상의 속성을 측정하여 그 값을 숫자로 나타내는 일정한 규칙
측정된 목표물을 연속선상에 놓는 작업
1. An unfavorable attitude
호의적이지 않은 태도
2. A neutral attitude
중립적인 태도
3. A favorable attitude
호의적인 태도
