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Learning Objectives. Understand the role of measurement in marketing researchExplain the four basic levels of scalesDescribe scale development and its importance gathering primary dataDiscuss comparative and noncomparative scales. Basic Measurement Issues. Measurement is the process of assigning
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1. 8: Measurement and Scaling
ESSENTIALS OF MARKETING RESEARCH
Hair/Wolfinbarger/Ortinau/Bush
2. Learning Objectives Understand the role of measurement in marketing research
Explain the four basic levels of scales
Describe scale development and its importance gathering primary data
Discuss comparative and noncomparative scales
3. Basic Measurement Issues Measurement is the process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rules to represent quantities or qualities of attributes.
We do not measure specific objects, persons, etc., we measure attributes or features that define them.
Ex., What defines the person Brent Wren? What is a students level of education? How customer oriented is our company?
Overriding Goal: To provide a valid and reliable description or enumeration of the person, objects, issue, etc.
4. Accuracy of Measurements Why do scores on a measurement scale differ?
A true difference in the characteristic being measured.
Short-term personal factors (e.g., moods, time constraints)
Situational factors (e.g., surroundings)
Variations in method of administering survey.
Sampling of items included in the questionnaire.
Lack of clarity in the measurement instrument.
Mechanical or instrument factors causing completion errors.
5. Measurement Process Define concepts to be measured
Define attributes of the concepts
Select scale of measurement (data type)
Generate Items/Questions
Wording
Response format
Layout and design questionnaire
Pretest and refine
6. Basic Measurement Issues Concept or Construct
A generalized idea about a class of objects, attributes, occurrences, or processes
Concrete demographics, traffic patterns, purchase quantity
Abstract loyalty, personality, satisfaction, leadership
Attribute
A single characteristic or fundamental feature of an object, person, situation, or issue
Often measure multiple attributes
7. Measurement Process Define concepts to be measured
Define attributes of the concepts
Select scale of measurement (data type)
Generate Items/Questions
Wording
Response format
Layout and design questionnaire
Pretest and refine
8. Four Basic Scales of Measurement
9. Nominal Scales
10. Ordinal Scales
11. Interval Scales
12. Ratio Scales
13. Criteria for Scale Selection Understanding of the questions
Discriminatory power of scale descriptors
Balanced versus unbalanced scales
Forced or nonforced choice scales
Desired measure of central tendency and dispersion
14. Central Tendency and Dispersion Central Tendency
Mode
Median
Mean Dispersion
Frequency distribution
Range
Standard deviations
15. Central Tendency and Dispersion If a nominal scale is used, analysis of raw data can only be done using modes and frequency distributions
If ordinal scales are used, analysis of raw data can be done using medians and ranges (plus modes and frequency distributions)
If interval or ratio scales are used, analysis of raw data can be done through the use of sample means and estimated standard deviations as the sample statistic (plus the above)
16. Measurement Process Define concepts to be measured
Define attributes of the concepts
Select scale of measurement (data type)
Generate Items/Questions
Wording
Response format
Layout and design questionnaire
Pretest and refine
17. Generate Items Items are basically questions
Need to ensure that enough questions are asked to generate information necessary to address research problems.
Likely will have a mix of question types and scales of measurement
Multi-item, Composite or Index Measures
A measurement scale containing multiple questions addressing same construct or attribute
18. Common Response Formats Likert Scale
Likert-Type Scale
Semantic Differential Scale
Behavioral Intention Scale
Noncomparative Scales
Comparative Scales
19. Likert Scale
20. Exhibit 8.9 Likert Scale Example
21. Semantic Differential Scale
22. Example 8.10 Semantic Differential Scale Format
23. Behavioral Intention Scale
24. Exhibit 8.12 Shopping Intention Scale
25. Other Rating Scales Noncomparative Rating Scales
format that requires a judgment without reference to another object, person, or concept
Comparative Rating Scales
format that requires a judgment comparing one object, person, or concept against another on the scale
26. Exhibit 8.13 Graphic Rating Scale
27. Exhibit 8.14 Comparative Rating Scales
28. Measurement Process Define concepts to be measured
Define attributes of the concepts
Select scale of measurement (data type)
Generate Items/Questions
Wording
Response format
Layout and design questionnaire
Pretest and refine
29. Questionnaire Layout and Design Major Issues
What should be included?
Comes from objectives, construct definitions, and associated attributes
How should questions be phrased?
In what sequence should questions be arranged?
What layout will best serve the research objectives?
30. Phrasing Issues Open-ended vs. Closed-ended
Simple dichotomous vs. Multi-choice
A place for every respondent but only one place (Exhaustive and Mutually Exclusive)
Range of choices needs to be consistent with the sample (ex. income categories for students vs. professionals)
How to handle no opinion or not applicable respondents?
Do you need odd or even number of choices?
31. Phrasing Issues Use simple language that is consistent with your population
Be as specific as possible
Avoid leading and loaded questions
Avoid double-barreled questions
Ex. How would you rate our companys service, selection of products, and prices?
Avoid questions that are too difficult to answer
32. Layout Issues Always begin with simple, non-offensive questions and get more complex as you move along.
Funneling technique
Pay attention to whether certain questions are relevant for every respondent or only some
Use branching or filter questions appropriately
Give clear instructions for completing questionnaire
Use appropriate fonts and white space to avoid crowding
33. Examples of Class Questionnaires The following links will provide you copies of questionnaires that have been developed and used in this class before.
Madison Resident Survey
http://cas.uah.edu/wrenb/mkt343/madison.final.doc
University Fitness Center
http://cas.uah.edu/wrenb/mkt343/ufc.doc
Graduating Students Survey
http://cas.uah.edu/wrenb/mkt343/graduating student survey.doc
Panoply
http://cas.uah.edu/wrenb/mkt343/panoply.doc
Huntsville Land Trust
http://cas.uah.edu/wrenb/mkt343/landtrust.ques.doc