Essentials of Marketing Research. Chapter 10: Measurement and Attitude Scaling . “ The way the researcher decides how to measure a concept greatly impacts what he or she can or cannot say about these concepts.” William N. Neal, Senior Executive Officer Sophisticated Data Research, Inc.
Measurement and Attitude Scaling
William N. Neal, Senior Executive Officer
Sophisticated Data Research, Inc.
A GENERALIZED IDEA ABOUT A CLASS OF OBJECTS, ATTRIBUTES, OCCURRENCES, OR PROCESSES.
specifies what the researcher must do to measure the concept under investigation
“. . . the assignment of numerals to objects or events according to rules.”
“. . . determining how much of a property is possessed by an object.”
AN ENDURING DISPOSITION TO CONSISTENTLY RESPOND IN A GIVEN MANNER
THE FEELINGS OR EMOTIONS TOWARD AN OBJECT
RANKING - Rank order preference
RATING - Estimates magnitude of a characteristic
SORTING - Arrange or classify concepts
CHOICE - Selection of preferred alternative
THE PRESIDENT SHOULD RUN FOR RE-ELECTION
_______ AGREE ______ DISAGREE
How important were the following in your decision to visit San Diego (check one for each item)
VERY SOMEWHAT NOT TOO
IMPORTANT IMPORTANT IMPORTANT
CLIMATE ___________ ___________ ___________
COST OF TRAVEL ___________ ___________ ___________
FAMILY ORIENTED ___________ ___________ ___________
/HISTORICAL ASPECTS _________ ___________ ___________
AREA ___________ ___________ ___________
It is more fun to play a tough, competitive tennis match tan to play an easy one.
There is really no such thing as a tennis stroke
that cannot be mastered.
Playing tennis is a great way to exercise.
Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull
Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ Active
Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the large the minus number you should choose, therefore,
you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate.
A 25-year old woman sales representative
Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not
Ask this person for advice.
Brand A _________
Brand B _________
Brand C _________
Old Rifle New Rifle New Rifle Sunglare
Low Reliability High Reliability Reliable but Not Valid
(Target A) (Target B) (Target C)
High Reliability, Low Validity
Low Reliability, Low Validity
High Reliability, High Validity
“The consistency of response to a question.”