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8: Measurement and Scaling

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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8: Measurement and Scaling

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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 student’s 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 company’s 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

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