Advertisement

Scales and Measurement

  • S. SreejeshEmail author
  • Sanjay Mohapatra
  • M. R. Anusree
Chapter
  • 14k Downloads

Abstract

Once the research problem has been clearly established, the most important part of the research, namely data collection, begins. A proper measurement system has to be developed before actually venturing into the field to collect data. At this stage, a researcher has to address some fundamental issues relating to the variables that need to be measured, and the different measurement scales that have to be used for measuring the characteristic that are relevant to the research study.

Keywords

Measurement Scale Ratio Scale Interval Scale Affective Component Nominal Scale 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Belk RW (1984) Three scales to measure constructs related to materialism: reliability, validity and relationships to measures of happiness. Adv Consumer Res 11(1):291 (6 pp)Google Scholar
  2. Neelankavil JP, O’Brien JV, Tashjian R (1985) Techniques to obtain market-related information from very young children. J Advert ResGoogle Scholar
  3. Singh J, Rhoads GK (1991) Boundary role ambiguity in marketing-oriented positions: a multidimensional multifaceted operationalization. J Mark Res 28(3):328 (10 pp)Google Scholar
  4. Tull DS, Hawkins DI (1998) Marketing research—measurement and method, 6th edn. Prentice Hall of India, New DelhiGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  1. 1.IBS HyderabadIFHE UniversityHyderabadIndia
  2. 2.Xavier Institute of ManagementBhubaneswarIndia
  3. 3.Department of StatisticsUniversity of KeralaTrivandrumIndia

Personalised recommendations