Chapter10 Measurement in Marketing Research. The Measurement Process Empirical System (MKT Phenomena) Abstract System (Construct) Number System measurement.

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 ?