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Conversion of ordinal attitudinal scales: An inferential Bayesian approach

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  • Michael Evans
  • Zvi Gilula
  • Irwin Guttman

Abstract

The need for scale conversion may arise whenever an attitude of individuals is measured by independent entrepreneurs each using an ordinal scale of its own with possibly different numbers of (arbitrary) ordinal categories. Such situations are quite common in the marketing realm. The conversion of a score of an individual measured on one scale into an estimated score of a similar scale with a different range is the concern of this paper. An inferential Bayesian approach is adopted to analyze the situation where we believe the scale with fewer categories can be obtained by collapsing the finer scale. This leads to inferences concerning rules for the conversion of scales. Further, we propose a method for testing the validity of such a model. The use of the proposed methodology is exemplified on real data from surveys concerning performance evaluation and satisfaction. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Michael Evans & Zvi Gilula & Irwin Guttman, 2012. "Conversion of ordinal attitudinal scales: An inferential Bayesian approach," Quantitative Marketing and Economics (QME), Springer, vol. 10(3), pages 283-304, September.
    • Handle: RePEc:kap:qmktec:v:10:y:2012:i:3:p:283-304
    DOI: 10.1007/s11129-011-9116-1
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    References listed on IDEAS

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    1. Rossi P. E & Gilula Z. & Allenby G. M, 2001. "Overcoming Scale Usage Heterogeneity: A Bayesian Hierarchical Approach," Journal of the American Statistical Association, American Statistical Association, vol. 96, pages 20-31, March.
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    Cited by:

    1. Zhang, Yifan & Fong, Duncan K.H. & DeSarbo, Wayne S., 2021. "A generalized ordinal finite mixture regression model for market segmentation," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1055-1072.
    2. Zvi Gilula & Robert E. McCulloch & Yaacov Ritov & Oleg Urminsky, 2019. "A study into mechanisms of attitudinal scale conversion: A randomized stochastic ordering approach," Quantitative Marketing and Economics (QME), Springer, vol. 17(3), pages 325-357, September.

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    More about this item

    Keywords

    Ordinal scales; Collapsing scales; Scale conversions; Bayesian inference; C11;
    All these keywords.

    JEL classification:

    • C11 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Bayesian Analysis: General

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