Page 197 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes 1. Is the inference valid?

2. If not, how else will you confirm that three out of four doctors have
recommended this?

Self Assessment

Fill in the blanks:

13. ……………of data is a method for deriving conclusions from the data analysed.
14. ……………involves inspection and correction of each questionnaire.
15. ………….editing is more thorough than field editing.
16. ……..refers to that activity which helps in transforming edited questionnaires into a form
that is ready for analysis.
17. …………..refers to counting the number of cases that fall into various categories. The
results are summarized in the form of statistical tables.

9.5 Summary

 Measurement can be made using nominal, ordinal, interval or ratio scale.
 These scales show the extent of likes/dislikes, agreement disagreement or belief towards
an object.
 Each of the scale has certain statistical implications.
 There are four types of scales used in market research namely paired comparison, Likert,
semantic differential and thurstone scale.
 Likert is a five point scale whereas semantic differential scale is a seven point scale.
 Bipolar adjectives are used in semantic differential scale.

 Thurstone scale is used to assess attitude of the respondents group regarding any issue of
public interest.
 MDS uses perceptional map to evaluate customer’s attitudes.

 The attribute or non-attribute method could be used.
 Validity and reliability of the scale is verified before the scale is used for measurement.
 If repeated measurement gives the same result, then the scale said to be reliable.
 Validity refers to “Does the scale measure what it intends to measure”.

 There are three methods to check the validity which type of validity is required depends
on “What is being measured”.
 Processing data is very important in market research. After collecting the data, the next
task of the researcher is to analyse and interpret the data.

9.6 Keywords

Constant Sum Scale: Constant sum scale is one of the methods of comparative scaling. In this
method, the respondent is instructed to allocate some constant sum (points) to various features
given, based on the importance of attribute to the respondent.

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