chapter10 measurement in marketing research. the measurement process empirical system (mkt...
Post on 22-Dec-2015
221 Views
Preview:
TRANSCRIPT
Chapter 10
Measurement in Marketing Research
The Measurement Process
Empirical System (MKT Phenomena)
Abstract System (Construct)
Number System
measurement
Basic Question-Response Formats
• Open-ended• Close-ended• Scaled-response
Basic Question-Response FormatsOpen-Ended
Unprobed
• Open-ended question: presents no response options to the respondent • Unprobed format: seeks no additional
information• Advantage:• Allows respondent to use his or her own
words• Disadvantages:• Difficult to code and interpret• Respondents may not give complete
answers
Basic Question-Response FormatsOpen-Ended
Probed
• Open-ended question: presents no response options to the respondent • Probed format: includes a response probe
instructing the interviewer to ask for additional information• Advantage:• Elicits complete answers
• Disadvantage:• Difficult to code and interpret
Basic Question-Response FormatsClose-EndedDichotomous
• Close-ended question: provides options on the questionnaire that can be answered quickly and easily• Dichotomous: has only two response options,
such as “yes” or “no”, “Don’t know”,• Advantage:• Simple to administer and code
• Disadvantage:• May oversimplify response options
Basic Question-Response FormatsClose-Ended
Multiple Category
• Close-ended question: provides options on the questionnaire that can be answered quickly and easily• Multiple response: has more than two options for the
response• Advantages:
• Allows for broad range of possible responses• Simple to administer and code
• Disadvantages:• Must distinguish “pick one” from “pick all that
apply”• May alert respondents to response options of
which they were unaware
Basic Question-Response FormatsScaled-Response
Unlabeled
• Scaled-response question: utilizes a scale developed by the researcher to measure the attributes of some construct under study• Unlabeled: uses a scale that may be purely
numerical or only the endpoints of the scale are identified• Advantages:
• Allows for degree of intensity/feelings to be expressed
• Simple to administer and code• Disadvantage:
• Respondents may not relate well to the scale
Basic Question-Response FormatsScaled-Response
Labeled
• Scaled-response question: utilizes a scale developed by the researcher to measure the attributes of some construct under study• Labeled: uses a scale in which all of the scale
positions are identified with some description• Advantages:
• Allows for degree of intensity/feelings to be expressed
• Simple to administer and code• Respondents can relate to scale
• Disadvantage:• Scale may be “forced” or overly detailed
Considerations in Choosing a Question-Response Format
• The nature of the property (concept) being measured
• Previous research studies• The data collection mode• The ability of the respondent• The scale level desired– for the purpose of data
analysis
Basic Concepts in Measurement
• Measurement: determining how much of a property is possessed by an object
• Properties: specific features or characteristics of an object that can be used to distinguish it from another object• Objective properties are physically verifiable• Subjective properties are mental
constructs
Levels of Measurement
• Nominal scales: those that use only as labels• Ordinal scales: those with which the researcher
can rank-order the respondents or responses• Interval scales: those in which the distance
between each descriptor is equal• Ratio scales: ones in which a true zero exists
Workhorse Scales Used in Marketing Research
• The Modified Likert Scale• The Life-Style Inventory-- AIO• The Semantic Differential Scale • Halo effect
• Other Scaled-Response Question Formats
The Modified Likert Scale
• To measure intensity of agreement or disagreement on a symmetric scale. For example:
• “Marketing research class is the most valuable class in your major programs.”
5– Strongly agree
4– Agree
3– Neither agree nor disagree
2– Disagree
1– Strongly disagree
Semantic Differential Scale
• Using ‘bipolar adjectives’,
• Such as: Strong – Weak,
Agree – Disagree,
Light – Heavy,
Good – Bad,
Day – Night, etc.
Composite Scale
• Formative composite scale– Each item measures some part of the whole. (e.g., Store image).
• Reflective composite scale– Multiple items are used to measure a single dimension of a concept. ( e.g., Service quality of an airline.)
Other Scale Formats
• Graphic Rating Scale
• Stapel Scale – a unique 10-point nonverbal rating scale. It measures the direction and intensity simultaneously.
Stapel Scale Format
+5 +5+4 +4+3 +3+2 +2+1 +1
−1 −1−2 −2−3 −3−4 −4−5 −5
Fast service Friendly
Bank
Stapel Scale Format
+5 +5+4 +4+3 +3+2 +2+1 +1
−1 −1−2 −2−3 −3−4 −4−5 −5
Honest High saving rates
Bank
Reliability and Validity
• Reliability: respondent responds in the same or a similar manner to an identical or nearly identical measure: Test-retest
Equivalent forms Split-half(--test the consistency of responses)• Validity: accuracy of responses to a measure• Face validity (Judges validity by its face value.)
Validity –con’d
• Predictive validity (Does a measure predict another measure? )
• Convergent validity ( Do two methods of collecting the same information agree?)
• Discriminant validity ( Do measures of different construct differ as you expect them to?—( e.g., IQ vs. EQ. )
Questions and Answers
• Questions ?
top related