measurement&scaleingmba1

7/28/2019 Measurement&Scaleingmba1

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ESSENTIALSOF RESEARCH


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Understand the role of measurement inmarketing research

Explain the four basic levels of scales

Describe scale development and itsimportance gathering primary data

Discuss comparative andnoncomparative scales


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Measurement

To collect data, you need to havesomething to measure

Measurement is the process ofassigning numbers or scores

to characteristics or attributes

of the objects or people of

interest


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Measurement is the process of assigningnumbers or labels to objects, persons, states,or events in accordance with specific rules torepresent quantities or qualities of attributes.

We do not measure specific objects, persons,

etc., we measure attributes or features thatdefine them. Ex., What defines the person Brent Wren?

What is a students level of education? Howcustomer oriented is our company?

Overriding Goal: To provide a valid andreliable description or enumeration of theperson, objects, issue, etc.


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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.


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1. Define concepts to be measured

2. Define attributes of the concepts

3. Select scale of measurement (data type)

4. Generate Items/Questions Wording

Response format

5. Layout and design questionnaire

6. Pretest and refine


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Variables

When we measure the attributes of an object,we obtain a value that varies between

objects.

For example consider the people in this class

as objects and their height as the attribute

The attribute height varies between objects,

hence attributes are more collectively known

as variables Variables can be measured on four different

scales


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Attitudes

Expressions of inner feelings that reflect whethera person is favorably or unfavorably predisposed

to some object a brand, a brand name, a

service, a service provider, a retail store, a

company, an advertisement; in essence, anymarketing stimuli.

Opinions

A large amount of questions in marketingresearch are designed to measure attitudes

Marketing managers want to understand

consumers attitudes in order to influence their

behavior


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The ABCs of attitudes: The Affective Component (based on feelings or

overall evaluation) Feelings of like or dislike

The Behavioral Component (likely actiontoward object; e.g. from a consumer behavior

point of view, the consumers intention to buy a

product) Intentions to behave

The Cognitive Component (based on beliefs;

what you think about a marketing stimulus)

Information possessed

Three components of attitudes


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Nominal Scales

Ordinal Scales

Interval Scales

Ratio Scales


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Classifies data according to a category

only.

E.g., which color people select.Colors differ qualitatively not

quantitatively.

A number could be assigned to each

color, but it would not have any value.

The number serves only to identify thecolor.

No assumptions are made that any color

has more or less value than any other

color.

Nominal scale


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Assign subjects to groups or categories

No order or distance relationship

No arithmetic origin

Only count numbers in categories

Only present percentages of categories

Chi-square most often used test of

statistical significance

Nominal scale


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Sex Social status

Marital status Days of the week (months)

Geographic location Seasons

Ethnic group Types of restaurants

Brand choice Religion

Job type: executive, technical, clerical

Other examples

Coded as 0 Coded as 1


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Which of the following media influences your purchasing decisions themost?

1 Television

2 Radio

3 Newspapers

4 Magazines

Nominal scale


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Classifies data according to some

order or rank; e.g. names ordered

alphabetically

With ordinal data, it is fair to say that

one response is greater or less than

another.

E.g. if people were asked to rate the

hotness of 3 chili peppers, a scale of"hot", "hotter" and "hottest" could be

used. Values of "1" for "hot", "2" for

"hotter" and "3" for "hottest" could be

assigned.

Ordinal scale

The gap between the items is

unspecified.


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Can include opinion

and preference scales

Median but not mean

No unique, arithmetic

originItems cannot be

added

In marketingresearch practice,

ordinal scale variables

are often treated as

interval scale variables

Ordinal scale


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Ordinal scale

Small medium large

Quality

Likert scales, rank on a scaleof 1.5 your degree of

satisfaction

Womens dress sizes

Examples

1 Padraig Harrington 116

2 Tiger Woods 78

3 Vijay Singh 62

4 Phil Mickelson 54

5 Sergio Garcia 54

6 Anthony Kim 46

7 Kenny Perry 42

8 Camilo Villegas 42

9 Trevor Immelman 30

10 Stewart Cink 14

Rank Player Points


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Please rank the news programs offered in the following four networks

based on your preference.(1 for most preferred, 4 for least preferred).

_____ TVP1

_____ TVP2_____ Rzeszow TV

_____ TVN


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How likely are you going to buy a new automobile within the next six

months? (Please check the most appropriate category)

Definitely will not buy ___ 1

Probably will not buy ___ 2

May or may not buy ___ 3

Probably will buy ___ 4Definitely will buy ___ 5

Interval scale


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Similar to interval scales except that the

ratio scale has a true zero value.

e.g. the time something takes

Allows you to compare differences

between numbers.

Permits full arithmetic operation.

If a train journey takes 2 hours and 30

min, then this is half as long as a journey

which takes 5 hours.

Ratio scale


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Indicates actual amount of variable Shows magnitude of differences between points on scale

Shows proportions of differences

All statistical techniques useable

Most powerful with most meaningful

answers

Allows comparisons of absolute

magnitudes

Ratio scale


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01234567

Examples

height, weight, age,

length

time

income

market share

1.What is your annual income before

taxes? $ _______

2. How far is your workplace from

home?

_______ kilometres


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Primary scales of measurement

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Nominal Numbers

assignedto runners

Ordinal Rank order of

winners

Third

Place

Second

Place

First

Place

Interval Performancerating on a 0 to

10 Scale8.2 9.1 9.6

Ratio Time to finish in

seconds 15.2 14.1 13.4


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Always use the most powerful scale

possible

Adding sophistication to scales Concept: Desire to watch Star Wars movies

If a Star Wars movie is on television will youwatch it?

Yes _____ No _____

How likely are you to watch a Star Wars movieshown on television?

Very Likely ____ Likely ____

Indifferent ___

Unlikely _____ Very Unlikely _____


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Paired

compariso

n

Rank

order

Constan

t sum

Comparativ

e scales

Non-comparative

scales

Continuo

us rating

scales

Itemized

rating

scales

Stapel

Semantic

differentialLikert

A classification of scaling techniques

SCALING TECHNIQUES

Others


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Types of scaling Techniques

COMPARATIVE SCALES

Involve the respondent directly comparing stimulus objects.

e.g. How does Pepsi compare with Coke on sweetness

NON-COMPARATIVE SCALES

Respondent scales each stimulus object independently of other objects

e.g. How would you rate the sweetness of Pepsi on a scale of 1 to 10


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Comparative scales:

paired comparison items

A and B

A and C A and D

B and C

B and D C and D

If we have brands A, B, C and D, we would haverespondents compare

usually limited to N < 15


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Please indicate which of the following airlines you

prefer by circling your more preferred airline in

each pair:

Air Canada WestJet

Air Transat Air Canada

Horizon Air WestJet

WestJet Air Transat

Air Canada Horizon Air

Horizon Air Air Transat

Comparative scales:

paired comparison items


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Allocate a total of 100 points among the following soft-drinks depending

on how favorable you feel toward each; the more highly you think of

each soft-drink, the more points you should allocate to it. (Please check

that the allocated points add to 100.)

Coca-Cola _____ points

7-Up _____ points

Mirinda _____ points

Fanta _____ points

Pepsi-Cola _____ points

100 points

Comparative scales:

constant sum scales


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Please divide 100 points among the following characteristics so the

division reflects the relative importance of each characteristic to you in

the selection of a bank

Hours of service ________________

Friendliness _______________

Distance from home ________________

Investment vehicles ________________

Parking facilities __________________

Comparative scales:

constant sum scales


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Rank the following soft-drinks from 1 (best) to 5 (worst) according to your

taste preference:

Coca-Cola _____

7-Up _____

Fanta _____

Pepsi-Cola _____

Mountain Dew _____

Top and bottom rank choices are easy Middle ranks are usually most difficult

Comparative scales:

rank order scales


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Paired

compariso

n

Rank

order

Constan

t sum

Comparativ

e scales

Non-comparative

scales

Continuo

us rating

scales

Itemized

rating

scales

Stapel

Semantic

differentialLikert

A classification of scaling techniques

SCALING TECHNIQUES

Others


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Continuous scale How would you rate Stat. Analysis to other

courses this term

0 10 20 30 40 50 60 70 80 90 100

The worst

The BestXX

Non comparative scale

Non comparati e scale


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Non-comparative scale


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Itemized Rating Scales

Semantic

differential

scale

The Likert scale Stapel scale

Non Comparative Scales


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Non-Comparative Scales


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Modern Store

Low prices

Unfriendly staff

Narrow productrangeSophisticated

customers

Old- fashioned store

High prices

Friendly staff

Wide product rangeUnsophisticated

customers

Semantic differential scale

Here are a number of statements that could be used to describe

Tesco. For each statement tick ( ) the box that best

describes your feelings about Tesco.


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Likert scaleStrongly

disagree

Disagree Neither agree

nor disagree

Agree Strongly

agree

Cost is the most importantconsideration when buying a

new car

1 2 3 4 5


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Strongly agree

Agree

Undecided

Disagree

Strongly disagree

Agree strongly

Agree moderately

Agree slightly

Disagree slightly

Disagree

moderately

Disagree strongly

Agree

Disagree

Agree

Undecided

Disagree

Agree very strongly

Agree strongly

Agree

Disagree

Disagree strongly

Disagree very strongly

Completely agree

Mostly agree

Slightly agree

Slightly disagree

Mostly disagree

Completelydisagree

AGREEMENT To what extent do you agree or disagree that Pudliszki

is a high quality brand?

Disagree strongly

Disagree

Tend to disagree

Tend to agree

Agree

Agree strongly


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Very frequently

Frequently

Occasionally

Rarely

Very rarely

Never

Always

Very frequently

Occasionally

Rarely

Very rarely

Never

Always

Usually

About half the time

Seldom

Never

Almost always

To a considerable degree

Occasionally

Seldom

A great deal

Much

Somewhat

Little

Never

Often

Sometimes

Seldom

Never

Always

Very often

Sometimes

Rarely

Never

FREQUENCY How frequently do you go swimming?


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Very important

ImportantModerately important

Of little importance

Unimportant

Very important

Moderately important

Unimportant

Very goodGood

Barely acceptable

Poor

Very poor

Extremely poorBelow average

Average

Above average

Excellent

Good

Fair

Poor

IMPORTANCE

QUALITY

How important is price to you when purchasing jeans?

How would you rate the quality of Toshiba laptops?


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Likely

Unlikely

To a great extent

Somewhat

Very little

Not at all

True

False

Definitely

Very probably

Probably

Possibly

Probably not

Very probably not

Almost always true

Usually true

Often true

Occasionally true

Sometimes but infrequently true

Usually not true

Almost never true

True of myself

Mostly true of myself

About halfway true of myself

Slightly true of myself

Not at all true of myself

LIKELIHOOD How likely will you be to purchase a car in the next 6

months?


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Stapel scale

+5

+4

+3+2

+1

quality

-1

-2-3

-4

-5

+5

+4

+3+2

+1

service

-1

-2-3

-4

-5

Rank university BAREK on the

quality of its food and service.

S f


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Select a plus number for words that you

think describe the store accurately. The

more accurately you think the work

describes the store, the larger the plus

number you should choose. 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

larger the minus number you should

choose, therefore, you can select anynumber from +5 for words that you think are

very accurate all the way to -5 for words that

you think are very inaccurate.

A Stapel scale for measuring a stores image

Tesco

+5 +5 +5+4 +4 +4

+3 +3 +3

+2 +2 +2

+1 +1 +1

HIGH POOR WIDE

QUALITY SERVICE VARIETY-1 -1 -1

-2 -2 -2

-3 -3 -3

-4 -4 -4

-5 -5 -5


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SOME BASIC CONSIDERATIONS

WHEN SELECTING A SCALE

Balanced versusnon-balanced

alternatives

Number of

categories

Odd or even number

of scale categories

Forced versus non-forced

choice


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Odd

Strongly agree _____

Agree _____

Neutral _____

Disagree _____

Strongly disagree_____

Even

Strongly agree_____

Agree _____

Disagree _____

Strongly disagree___

Odd versus even

if neutral responses likely, use oddnumber


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Balanced vs. Unbalanced

Balanced

Very good ______Good ______

Fair ______

Poor ______

Very poor ______

Unbalanced

Excellent ______Very good ______

Good ______

Fair ______

Poor ______


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Forced vs. Unforced

Forced

Extremely reliable ___

Very reliable ___

Somewhat reliable ___

Somewhat unreliable ___

Very unreliable ___

Extremely unreliable ___

Unforced

Extremely reliable ___

Very reliable ___

Somewhat reliable ___

Somewhat unreliable ___

Very unreliable ___

Extremely unreliable ___

Dont know ___


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Labeled vs. End anchored

Labeled

Excellent _____Very good _____

Fair _____

Poor _____

Very Poor _____

End Anchored

Excellent __________

_____

_____

Poor _____


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Labeled

Excellent _____Very good _____

Fair _____

Poor _____

Very poor _____

Excellent _____

Very good _____

Fair _____

Poor _____

Very poor _____

Intervals may not reflect the semantic

meaning of the Adjectives

Intervals are

not equal

Intervals are

not equal


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Number of scale points

5 Point

Excellent _____

_____

_____

_____

Poor _____

10 Point

Excellent_____________

_____________

_____________

_____________

_____________

_____________

_____________

_____________

_____________

_____________Poor


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1. ReliabilityThe degree to which a measure accurately capturesa true outcome without errorsynonymous with repetitive consistency2. ValidityThe degree to which a measure faithfullyrepresents the underlying concept (it asks the rightquestions)3. SensitivityThe ability to discriminate meaningful differencesbetween attitudes. The more categories the moresensitive (but less reliable)


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Reliability can be more easily determined thanvalidity

If it is reliable, it may or may not be valid

If a measure is valid, it may or may not bereliable

If it is not reliable, it cannot be valid

If it is not valid, it may or may not be reliable


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Reliability and Validity

Neither ReliableNor Valid Reliable ButNot Valid

Reliable

And Valid


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Example of low validity, high

reliability Scale is perfectly accurate, but is capturing

the wrong thing; for example, it measures

consumers interest in creative writing ratherthan preference for kinds of stationery.


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Example of modest validity,

low reliability Scale genuinely measures consumers

interest in kinds of stationery, but poorly

worded items, sloppy administration,data entry errors lead to random errors

in data


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Nominal scales focus on only requiring arespondent to provide some type of

descriptor as the raw response

Example.

Please indicate your current martial status.

__Married __ Single __ Single, never married __ Widowed


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Ordinal scales allow the respondent toexpress relative magnitude between the raw

responses to a question

Example.

Which one statement best describes your opinion of an Intel PC processor?

__ Higher than AMDs PC processor

__ About the same as AMDs PC processor

__ Lower than AMDs PC processor


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Interval scales demonstrate the absolutedifferences between each scale point

Example.

How likely are you to recommend the Santa Fe Grill to a friend?

Definitely will not Definitely will

1 2 3 4 5 6 7


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Ratio scales allow for the identification ofabsolute differences between each scale point,

and absolute comparisons between rawresponses

Example 1.

Please circle the number of children under18 years of age currently living in your

household.

0 1 2 3 4 5 6 7 (if more than 7, please specify ___.)


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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


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Central Tendency Mode

Median

Mean

Dispersion Frequency

distribution

Range

Standarddeviations


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If a nominal scale is used, analysis of raw datacan only be done using modes and frequencydistributions

If ordinal scales are used, analysis of raw data

can be done using medians and ranges (plusmodes and frequency distributions)

If interval or ratio scales are used, analysis ofraw data can be done through the use of sample

means and estimated standard deviations as thesample statistic (plus the above)


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1. Define concepts to be measured2. Define attributes of the concepts



Response format




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Items are basically questions Need to ensure that enough questions are

asked to generate information necessary toaddress research problems.

Likely will have a mix of question typesand scales of measurement

Multi-item, Composite or Index Measures

A measurement scale containing multiplequestions addressing same construct orattribute


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Likert Scale Likert-Type Scale

Semantic Differential Scale

Behavioral Intention Scale Noncomparative Scales

Comparative Scales


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A likert scale is

an ordinal scale format

thatasks respondents

to indicate the extent to which

they agree or disagree with a series of

mental or behavioral belief

statements about a given object


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A semantic differential scale is

unique bipolar ordinal scale format

that captures a persons attitudesand/or feelings about a given object


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A behavioral intentionscale is

a special type of rating scale designed

to capture the likelihood that people

will demonstrate some type ofpredictable behavior intent

toward purchasing an object or service

in a future time frame


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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 oneobject, person, or concept against another on thescale


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1. Define concepts to be measured2. Define attributes of the concepts



Response format




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Major Issues What should be included?

Comes from objectives, construct definitions, andassociated attributes

How should questions be phrased? In what sequence should questions be arranged?

What layout will best serve the research objectives?


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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 notapplicable respondents?

Do you need odd or even number ofchoices?


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Use simple language that is consistent withyour 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


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Always begin with simple, non-offensivequestions and get more complex as youmove along. Funneling technique

Pay attention to whether certain questionsare relevant for every respondent or onlysome Use branching or filter questions appropriately

Give clear instructions for completing

questionnaire Use appropriate fonts and white space to

avoid crowding


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The following links will provide you copies ofquestionnaires that have been developed andused 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 studentsurvey.doc

Panoply http://cas.uah.edu/wrenb/mkt343/panoply.doc

Huntsville Land Trust http://cas.uah.edu/wrenb/mkt343/landtrust.ques.doc
http://cas.uah.edu/wrenb/mkt343/madison.final.dochttp://cas.uah.edu/wrenb/mkt343/ufc.dochttp://cas.uah.edu/wrenb/mkt343/graduating%20student%20survey.dochttp://cas.uah.edu/wrenb/mkt343/graduating%20student%20survey.dochttp://cas.uah.edu/wrenb/mkt343/panoply.dochttp://cas.uah.edu/wrenb/mkt343/landtrust.ques.dochttp://cas.uah.edu/wrenb/mkt343/landtrust.ques.dochttp://cas.uah.edu/wrenb/mkt343/panoply.dochttp://cas.uah.edu/wrenb/mkt343/graduating%20student%20survey.dochttp://cas.uah.edu/wrenb/mkt343/graduating%20student%20survey.dochttp://cas.uah.edu/wrenb/mkt343/ufc.dochttp://cas.uah.edu/wrenb/mkt343/madison.final.doc

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