When it comes to selecting the most appropriate measurement scale for a study, there are four properties most researchers are looking for; nominal, ordinal, interval and ratio. Nominal classifies date into categories without order, distance, or origin. Ordinal shows relationships of more than or less than without distance or origin. Interval contains both order and distance but without origin. Ratio contains all four properties. These properties can them be associated with a specific scale to make the research easier to collect and analyze.
Cooper and Schindler (2011) identified 10 different kinds of scales: Simple Category Scale (nominal); Multiple-Choice, Single-Response Scale (nominal); Multiple-Choice, Multiple-Response Scale (nominal); Likert Scale Summated Rating interval); Semantic Differential Scale (interval); Numerical Scale (ordinal or interval); Multiple Rating List Scale (ordinal or interval); Constant-Sum Scale (ratio); Staple Scale (ordinal or interval); Graphic Rating Scale (interval or ratio). (p. 299-300).
[...] A good example of a tertiary source would be an internet search engine. These are not horrific sources of information, depending on where the information came from and who, if anyone, has the ability to change the information on the web site What problems of secondary data quality much researchers face? How can they deal with them? According to information presented in chapter marketers should evaluate and select information sources based on the five factors listed in question one: purpose, scope, authority, audience, and format. [...]
[...] Strongly approve approve uncertain disapprove strongly disapprove Problem While this type of response does have an equal number of responses above and below the midpoint and looks like a Likert Scale, the midpoint, uncertain, could throw in ambiguity that the researcher may not be able to clarify. (See the rest of the comments under section a above.) Chapter 5 Discussion Questions (Terms in Review) Explain how each of the five evaluation factors for a secondary source influences its management decision-making value. a. Purpose b. Scope c. Authority d. Audience e. Format a. Purpose —defines the “explicit or hidden agenda of the information source” (Cooper & Schindler p. [...]
[...] This helps determine who the site is catered to. Terminology/jargon is often aimed at specific targeted audiences. e. Format Simple, the information is presented and the degree of ease of locating specific information within the source” (Cooper & Schindler p. 105). This is geared towards user friendly” the site is or is not. How quickly it can be navigated, loaded and downloadable Define the distinctions between primary, secondary, and tertiary sources in a secondary search. Primary sources are “Original works of research or raw data without interpretation or pronouncements that represent an official opinion or position” (Cooper & Schindler p. [...]
[...] References Cooper, D. & Schindler, P. (2011). Business Research Methods. Eleventh Edition. McGraw-Hill Irwin: New York , N.Y. NRA.ORG. (n.d.) Purpose statement. [...]
[...] According to Cooper and Schindler (2011), “Traffic volume reports are often prepared infrequently and often by independent sources. Not only may the data quality be questionable, but the time period in which the data was collected may not match our 1998 incident reports in every city involved. Also, when traffic volumes are factored in, low volume roads with relatively few crashes are often deprioritized” (p. 2). Due to the information being infrequently, I would not use the traffic volume due to the possible inaccuracies. [...]
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