Statistical Choice Between Rating and Ranking Method of Scaling Consumer Values

• Autorzy: Piotr Tarka
• Języki publikacji: EN

Abstrakty

EN

The article describes how many market researchers go wrong with statistical assumption as for the right choice in rating and ranking method application within consumers' values evaluation. Many mistakes still arise owing to ineffective comparison of one scale to another, which in fact constitutes a completely different method of analysis and usage. The author discusses advantages and disadvantages of both ranking and rating methods pertaining to further statistical possibilities in data processing against the theoretical background and later on given brief example. Next stage of description emphasizes the importance of both rating and ranking method, depending on type of consumer (subject) being interviewed, hypothetical type of question being asked, communication with subject or even data results to be obtained. (original abstract)

Słowa kluczowe

EN

Consumer; Application of statistics; Marketing research

PL

Konsument; Zastosowanie statystyki; Badania marketingowe

• Czasopismo: Statistics in Transition
• Rocznik: 2010
• Tom: 11
• Numer: nr 1
• Strony: 177--186

Twórcy

autor

Piotr Tarka

• Poznań University of Economics, Poland

Bibliografia

• BORGATTA, E.F., BOHRNSTEDT. G.W. (1980), Level of measurement: Once over again, Sociological Methods and Research, Vol. 9, No. 2, pp. 148-160.
• FRANCUZ, P., MACKIEWICZ, R., (2005), Liczby nie wiedzą skąd pochodzą.. Wyd. KUL Lublin
• FRONDIZI, R. (1971), What is value. An introduction to axiology, 2nd edition, La Salle, IL, Open Court Publishing Co.
• GREEN, P.E., TULL. D.S. (1978), Research for marketing decisions, Englewood Cliffs, Prentice - Hall.
• GREEN, P.E., RAO. V.R. (1972), Multidimensional scaling: a comparison of approaches and algorithms, New York, Holt, Rinehart and Winston Publishing Co.
• GUILFORD, J.P. (1954), Psychometric methods, New York, McGraw - Hill.
• HARTMAN, R.S. (1967), The structure of values, Carbondale, IL, Southern Illinois University Press.
• HILLIARD, A.L. (1950), The forms of value: the extension of hedonistic axiology, New York, Columbia University Press.
• KIM, J. (1975), Multivariate analysis of ordinal variables, American Journal of Sociology, Vol. 8, No. 2, pp. 261-298
• ROKEACH, M. (1968), The nature of human values, New York, The Free Press.
• OVADIA, S. (2004), Ratings and rankings: reconsidering the structure of values and their measurement, Journal Social Research Methodology, Vol. 7, No. 5, pp.403-414
• SAGAN, A. (2004), Badania marketingowe. Wyd. AE Kraków
• STEVENS, S.S. (1966), Handbook of experimental psychology, New York, John Wiley and Sons.
• SZREDER, M. (2004), Metody i techniki sondażowych badań opinii, Warszawa, PWE
• TAIWO, A., HERSHEY H. F., (200), Overall evaluation rating scales: an assessment, International Journal of Market Research Vol. 42, Issue 3, pp. 301-312
• TARKA, P., (2008), From ranking (Rokeach - RVS) to rating scales evaluation -some empirical observations on multidimensional scaling Polish and Dutch youth's values - Innovative Management Journal, Vol. 1, No 2, pp. 24-42
• TAYLOR, P.W. (1961), Normative discourse, Englewood Cliffs, New York, Prentice - Hall.
• WALESIAK, M., (1996), Metody analizy danych marketingowych. PWN Warszawa
• ZABORSKI, A., (1991), Skalowanie wielowymiarowe, Wyd. AE we Wrocławiu.