A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which ma...

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A Paradigm for Developing Better Measures of Marketing Constructs

A Scaling Method for Priorities in Hierarchical Structures

A previously described coefficient of agreement for nominal scales, kappa, treats all disagreements equally. A generalization to weighted kappa (Kw) is presented. The Kw provides for the incorpation of ratio-scaled degrees of disagreement (or agreement) to each of the cells of the k * k table of joi

Weighted kappa: Nominal scale agreement provision for scaled disagreement or partial credit.

Multidimensional scaling is the problem of representingn objects geometrically byn points, so that the interpoint distances correspond in some sense to experimental dissimilarities between objects. In just what sense distances and dissimilarities should correspond has been left rather vague in most approaches, thus leaving these approaches logically incomplete. Our fundamental hypothesis is that dissimilarities and distances are monotonically related. We define a quantitative, intuitively satisfying measure of goodness of fit to this hypothesis. Our technique of multidimensional scaling is to compute that configuration of points which optimizes the goodness of fit. A practical computer program for doing the calculations is described in a companion paper.

Multidimensional scaling by optimizing goodness of fit to a nonmetric hypothesis

During the past decade a number of variations in the simple up‐down procedure have been used in psychoacoustic testing. A broad class of these methods is described with due emphasis on the related problems of parameter estimation and the efficient placing of observations. The advantages of up‐down methods are many, including simplicity, high efficiency, robustness, small‐sample reliability, and relative freedom from restrictive assumptions. Several applications of these procedures in psychoacoustics are described, including examples where conventional techniques are inapplicable.

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Warren S. Torgerson

Papers

Theory and Methods of Scaling