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1212Overview of Overview of Measurement: Construct Measurement: Construct Development and Scale Development and Scale MeasurementMeasurement
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The Value of Measurement
Measurement, like sampling, is an integral part of what it means to be “human”. Measurement, when applied in marketing research (like
sampling) is more complex, and consistently strives to approximate the values of the scientific method. In the marketing arena, concepts such as “satisfaction” and
“preference” are difficult to measure; hence the need for a research team to approach the task of construct development with an appreciation for its importance. Consumer attitudes, beliefs, and behaviors remain
fascinating subjects of study; hence the need for researchers to approach the task of construct measurement with precision.
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Concrete Features & Abstract Constructs
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Airplane Concrete properties: number engines, height, weight, length, seating capacity, physical characteristics of seats, type of airplane, etc.
Abstract constructs: quality of in-flight cabin service, comfortability of seating, smoothness of takeoff and landing, etc.
Consumer Concrete properties: age, sex, marital status, income, brand last purchased, dollar amount of purchase, types of products purchased, color of eyes and hair, etc.
Abstract properties: attitudes toward a product, brand loyalty, high-involvement purchases, emotions (love, fear, anxiety), intelligence, personality, risk taker, etc.
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Concrete Features & Abstract Constructs
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Organization Concrete properties: name of company, number of employees, number of locations, total assets, Fortune 500 rating, computer capacity, types and numbers of products and service offerings, type of industry membership, etc.
Abstract constructs: competence of employees, quality control, channel power, competitive advantages, company image, consumer-oriented practices, etc.
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Operationalizing A Construct
When a research team operationalizes a construct they go through a process of “breaking-it-down”. Here’s some examples:
Brand loyalty. Customer satisfaction. Quality. Consumer emotions. Consumer preferences.
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Types of Data
There are four principal types of data of interest to a research team:
State-of-Being Data State-of Mind Data State-of-Behavior Data State-of-Intention Data
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Properties of Scaling
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Scaling Properties Description and Examples
Assignment property The employment of unique descriptors to identify an object in a set.
Some examples: the use of numbers (10, 38, 44, 18, 23, etc.); the use of colors (red, blue, green, pink, etc.); yes and no responses to questions that identify objects into mutually exclusive groups.
Order property Establishes “relative magnitudes” between the descriptors, creating hierarchical rank-order relationships among objects.
Some examples: 1st place is better than a 4th-place finish; a 5-foot person is shorter than a 7-foot person; a regular customer purchases more often than a rare customer.
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Properties of Scaling
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Scaling Properties Description and Examples
Distance property Allows the researcher and respondent to identify, understand, and accurately express absolute differences between objects.
Some examples: family A with six children living at home, compared to family B with three children athome, has three more children than family B;differences in income ranges or age categories
Origin property A unique scale descriptor that is designated as being a “true natural zero” or “true state of nothing.”
Some examples: asking a respondent his or her weightor current age; the number of times one shops at a supermarket; or the market share of a specific brandof hand soap.
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Levels of Scales
There are four levels of scales of interest to a research team:
Nominal Ordinal Interval Ratio
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Scales & Scaling Properties: Relationships
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Scaling PropertiesLevel of Scale
Assignment Order Distance Origin
Nominal Yes No No No
Ordinal Yes Yes No No
Interval Yes Yes Yes No
Ratio Yes Yes Yes Yes
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Nominal Scales: Examples
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Example 1:Example 1:
Please indicate your current marital status.Please indicate your current marital status.
_____ Married_____ Married ____ Single____ Single ____ Single, never married____ Single, never married ____ Widowed____ Widowed
Example 2:Example 2:
Do you like or dislike chocolate ice cream?Do you like or dislike chocolate ice cream?
____ Like____ Like ____ Dislike____ Dislike
Example 3:Example 3:
Please check those information and HCP service areas in which you have had a face-to-face or Please check those information and HCP service areas in which you have had a face-to-face or telephone conversation with a representative of your main HCP in the past six month. (Check as telephone conversation with a representative of your main HCP in the past six month. (Check as many as apply.)many as apply.)
____ Appointments____ Appointments ____ Treatment at home____ Treatment at home ____ Referral to other HCP____ Referral to other HCP
____ Prescriptions____ Prescriptions ____ Medical test results____ Medical test results ____ Hospital stay____ Hospital stay
Some other service area(s); Please specify ____________________________________Some other service area(s); Please specify ____________________________________
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Ordinal Scales: Examples
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Which one category best describes your knowledge about the Which one category best describes your knowledge about the assortment of services offered by your main HCP?assortment of services offered by your main HCP?
(Please check just one category.)(Please check just one category.)
____ Complete knowledge of services____ Complete knowledge of services
____ Good knowledge of services____ Good knowledge of services
____ Basic knowledge of services____ Basic knowledge of services
____ Little knowledge of services____ Little knowledge of services
____ No knowledge of services____ No knowledge of services
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Interval Scales: Examples
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Example 1:Example 1:
Approximately how many charges for overdrawn checks (NSF checks) has “your” Approximately how many charges for overdrawn checks (NSF checks) has “your” bank imposed on you in the past year?bank imposed on you in the past year?
_____ None_____ None ____ 1-2____ 1-2 ____ 3-7____ 3-7 ____ 8-15____ 8-15 ____ 16-25____ 16-25 ____ More than 25____ More than 25
Example 2:Example 2:
Approximately how long have you lived at your current address?Approximately how long have you lived at your current address?
____ Less than 1 year____ Less than 1 year ____ 4 to 6 years____ 4 to 6 years ____ 11 to 20 years____ 11 to 20 years
____ 1 to 3 years____ 1 to 3 years ____ 7 to 10 years____ 7 to 10 years ____ Over 20 years____ Over 20 years
Example 3:Example 3:
In which of the following categories does your current age fall?In which of the following categories does your current age fall?
____Under 18____Under 18 ____ 26 to 35____ 26 to 35 ____ 46 to 55____ 46 to 55 ____ Over 65____ Over 65
____ 18 to 25____ 18 to 25 ____ 36 to 45____ 36 to 45 ____ 56 t 65____ 56 t 65
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Ratio Scales: Examples
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Example 1:Example 1:
Please circle the number of children under 18 years of age currently living in your Please circle the number of children under 18 years of age currently living in your household.household.
00 11 22 33 44 55 66 77 (If more than 7, please specify: ____.)(If more than 7, please specify: ____.)
Example 3:Example 3:
In the past seven days, how many times did you go shopping at a retail shopping mall?In the past seven days, how many times did you go shopping at a retail shopping mall?
____ # of times____ # of times
Example 3:Example 3:
In whole years, what is your current age?In whole years, what is your current age?
____ # of years old____ # of years old
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Ordinally Interval Scales: Examples
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Using the scale provided below, select the number that best describes how Using the scale provided below, select the number that best describes how important each of the listed attributes were in your deciding which restaurant important each of the listed attributes were in your deciding which restaurant to eat at. Please place your response on the line provided next to each to eat at. Please place your response on the line provided next to each attribute.attribute.
Importance ScaleImportance Scale
1 = Not at all important1 = Not at all important 3 = Somewhat important3 = Somewhat important 5 = Definitely important5 = Definitely important
2 = Only slightly important2 = Only slightly important 4 = Important4 = Important 6 = Extremely important6 = Extremely important
Restaurant AttributesRestaurant Attributes
___ Quality of the food___ Quality of the food ___ Dining Atmosphere___ Dining Atmosphere ___ Convenient location___ Convenient location
___ Wide variety ___ Wide variety ___ Speed of service___ Speed of service ___ Has a no-smoking section___ Has a no-smoking section
___ Allows reservations___ Allows reservations ___ Reasonable-priced entrees___ Reasonable-priced entrees
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Rules of Thumb for Scale Development
Are the questions intelligible? Are the primary scale descriptors appropriate? Do the primary scale descriptors have discriminatory power? Are the scales reliable? Are the scales balanced in a way appropriate to the research
endeavor? Has the respondent been offered a neutral response option,
where relevant and applicable? Have scales been developed with an eye to calculating measures
of central tendency? Have scales been developed with an eye to calculating measures
of dispersion?
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Measures of Central Tendency
There are three primary measures of central tendency (MCT):
I. The Mean
II. The Mode
III.The Median
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Measures of Dispersion
There are three primary measures of dispersion (MOD):
I. The Frequency Distribution
II. The Range
III.The Standard Deviation
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Scale Levels and Additional Relationships
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Four Basic Levels of Scales
Measurements Nominal Ordinal Interval Ratio
OrdinallyIntervalHybrid
CentralTendency
Mode Appropriate Appropriate Appropriate Appropriate Appropriate
Median InappropriateMore Appropriate Appropriate Appropriate Appropriate
Mean Inappropriate InappropriateMost Appropriate
Most Appropriate
Most Appropriate
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Scale Levels and Additional Relationships
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Four Basic Levels of Scales
Measurements Nominal Ordinal Interval Ratio
OrdinallyIntervalHybrid
Dispersion
FrequencyDistribution Appropriate Appropriate Appropriate Appropriate Appropriate
Range InappropriateMore Appropriate Appropriate Appropriate Appropriate
EstimatedStandardDeviation Inappropriate Inappropriate
Most Appropriate
Most Appropriate
Most Appropriate
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Summary of Learning Objectives
Explain what constructs are, how they are developed, and why they are important to measurement and scale designs.
Discuss the integrated validity and reliability concerns underlying construct development and scale measurement.
Explain what scale measurement is, and describe how to correctly apply it in collecting raw data from respondents.
Identify and explain the four basic levels of scales and discuss the amount of information they can provide a researcher or decision maker.
Discuss the ordinally interval hybrid scale design and the types of information it can provide researchers.
Discuss three components of the scale development and explain why they are critical to gathering primary data.
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