Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness,with 1 = extremely unfavorable,and 100 = extremely favorable.________ is the actual assignment of a number from 1 to 100 to each respondent.________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores.
A)Measurement;Scaling
B)Scaling;Ranking
C)Scaling;Measurement
D)Ranking;Measurement

Question

Quizplus · Accepted Answer

Measurement involves assigning numerical values to responses, while scaling is the process of putting those responses in a particular order or continuum. Therefore, measurement is the actual assignment of numbers, and scaling is the process of placing those numbers on a continuum. Choice A correctly identifies these processes.

Consider a Scale from 1 to 100 for Locating Consumers