Psychometrics deals with the theory and technique of measurement in psychology. In market research, this discipline plays an important role in Targeting operations in which it is necessary to distinguish the behaviors of different subjects. The area in which these techniques are most used is obviously programmatic advertising and programmatic Marketing.
In this article I wanted to introduce an indicator that I found very interesting not only because it is simple and quite practical, but also because the fact that it is one of the most used indicators allows us to know the frequencies that correspond to each personality category in the world population (as stated on the Foundation website www.myersbriggs.org). This characteristic, from a statistical point of view, should not be underestimated as it allows us to know the distribution function (a binomial with the frequencies specified on the official foundation website). Knowing the distribution function, interesting projects can be carried out also using parametric Bootstrap techniques.
The Myers-Briggs Type Indicator, sometimes abbreviated as MBTI (from the English Myers-Briggs Type Indicator), identifies a series of psychological characteristics, identified through special psychometric questionnaires, and was born with the idea of understanding and schematizing the way in which a person relates and behaves towards the world and life in general. Strongly based on Carl Gustav Jung's theory of psychological types, the indicator discriminates between sixteen possible personality types, identified by four different characteristics that can each present themselves in two alternative ways.
The two pioneers of this type of research were Katharine Cook Briggs and her daughter Isabel Briggs Myers, who began thinking about the indicator during World War II with the intent of helping women (who were then entering the world of industry for the first time to make up for the lack of male workers, engaged in war) to understand the type of work most suitable for them and in which they could be most useful. The initial questionnaire reached its final form in 1962, the year it was published.
The four pairs of characteristics are schematized in the following table:
| Extraversion (E) | (I) Introversion |
|---|---|
| Sensitivity (S) | (N) Intuition |
| Thinking (T) | (F) Feeling |
| Judgment (J) | (P) Perception |
The letters in parentheses refer to the corresponding English terms: extraversion/introversion, sensitivity/intuition, thinking/feeling, judgment/perception.
Here below I have decided to implement a "nice" example of a very short questionnaire that allows you to associate your personality in a fairly approximate way and to associate the personality with superheroes present in the Marvel and DC Comics universe and with characters present in the Fantasy worlds of Harry Potter and The Lord of the Rings.
I have decided to specify three categories of questions for the four different dichotomies:
Table :- Questionnaire Questions
| Question Number | Dichotomies | Categories | Question | Answer 1 | Answer 2 |
| Domanda1 | Introvert/Extrovert | Self-awareness | You tend to: | Consolidate friendships you already have | Create new friendships |
| Domanda2 | Introvert/Extrovert | Relationships | It's been a tiring day, what do you prefer to do? | You lie on the couch and rest watching a good movie. | You contact some friends to see if they want to do something. |
| Domanda3 | Introvert/Extrovert | Plans/Projects | In a trip, what is more important, the company or the destination? | Company | Destination |
| Domanda4 | Observer/Intuitive | Self-awareness | What is your best quality? | Being systematic | Being imaginative |
| Domanda5 | Observer/Intuitive | Relationships | There are three friends who want to go on vacation. One friend wants to go to the sea and the other to the mountains, the tiebreaker is up to you. What do you do? | You try to find a solution that can accommodate everyone. | You make your decision on where you prefer to go. |
| Domanda6 | Observer/Intuitive | Plans/Projects | When do you usually organize vacations? | Well in advance. | A bit at the last minute |
| Domanda7 | Reflective/Sensitive | Self-awareness | When making a decision you trust more | Your thoughts | Your feelings |
| Domanda8 | Reflective/Sensitive | Relationships | Do you often talk about your problems with people close to you? | NO | SI |
| Domanda9 | Reflective/Sensitive | Plans/Projects | If you are given a task, what weighs more on you | Discovering you made a mistake you could have avoided. | Discovering you disappointed someone you care about. |
| Domanda10 | Judicious/Perceptive | Self-awareness | You prefer to approach a job | By organizing it in detail | Leaving room for improvisation |
| Domanda11 | Judicious/Perceptive | Relationships | You can manage more easily: | Concrete problems | Abstract problems |
| Domanda12 | Judicious/Perceptive | Plans/Projects | You more often find yourself fascinated by | An interesting object | An interesting thought |
Example
Your personality profile is:
The fantasy characters most similar to you are:
The fantasy characters most similar to you are:
By Jake Beech - Own work, CC BY-SA 3.0, Link