Chapter 4-Measurement in Marketing Research Chapter 4.

Chapter 4-Measurement in

Marketing Research

Chapter 4

Measurement & ScalingMeasurement – Process of assigning

numbers to objects to measure amount of attributes.

Rules – A guide.

Scale

Measurement Scales

Nominal - CountingOrdinal – Median / ModeInterval - MeanRatio – Geometric Mean

Difficulty in Measurement

needs to measure ‘internal’ subjective states of individual consumers

constructs: mental abstractions that form the basis for modeling the behavior of larger systems involving many individualsconstitutive definition defines a construct

with other constructs, as in a dictionary

operational definition specifies how a construct is to be measured

Example of concepts: mass , love, strength, advertising effectiveness, consumer attitude, market share

Example of constructs: consumer attitude, advertising effectiveness. Constructs are concepts used for research purpose.

Construct ‘attitude’ may be defined as a learned tendency to respond in a consistent manner with respect to a given object of orientation’ or as’ latent dispositions toward objects’

Constructs that can be measured and quantified are called variables. They…vary!

Operational definition

Height: Measure 1: in inches, with a ruler with the person wearing shoesMeasure 2: in inches, with a ruler w/out the person wearing shoesMeasure 3: Measured by an altimeter or barometerMeasure 4: Measured by the number of hands

Operational definition

Purchase intentions: measured as answer to:

I will definitely purchase Brand x…………… I probably will purchase Brand x……………. I probably will not purchase Brand x………… I definitely will not purchase Brand x…………

Can you think of an alternative operationalization?

Measurement Scales

Nominal - CountingOrdinal – Median / ModeInterval - MeanRatio – Geometric Mean

Scale Types

Scale Types

Scale TypesPlease divide 100 points among each of the

following soft drinks according to your degree of liking for each.

Coke ________Pepsi ________Dr. Pepper ________Sprite ________

TypicalExampl

es

Measures of

AverageScale

BasicComparison

sNominal

Ordinal

Interval

Ratio

Identity

Order

Comparisonof intervals

Comparison of absolutemagnitudes

Male-female User-nonuserOccupationsUniform numbers

Preference for brandsSocial classHardness of mineralsGraded quality of lumber

Temperature scaleGrade point averageAttitude toward brandsAwareness of advertising

Units soldNumber of purchasersProbability of purchaseWeight

Mode

Median

Mean

Geometric

meanHarmoni

c mean

ReliabilityReliability – consistency of measures–

should capture the core concept.Test-retest reliabilityEquivalent forms Internal consistency

Split-halfCronbach alpha

Reliability

Reliability

ValidityFace validity.Content validity.Criterion-related validity – the degree to which

an instrument can predictPredictive – FUTURE - SAT scores; Attitudes.Concurrent - CURRENT

Construct validity – the degree to which a measure confirms a theory based upon the conceptsDiscriminantConvergent

Reliability and Validity

Scaling IssuesGraphic Rating Scales

A graphic continuum typically anchored by two extremes.

Easily constructed and simple to use.Ability to discern fine distinctions.

Itemized Rating ScalesRespondents must select from a limited number of

ordered categories rather than placing a check mark on a continuous scale.

Three Types of Graphic Rating Scales

Uncomfortable

Scale A

Comfortable

Uncomfortable

Scale B

Comfortable

0 10 20 30 40 50 60 70 80 90 100

Neutral

1 2 3 4 5 6 7 8 9 10

Veryvery

Uncomfortable

Veryvery

Comfortable

Scale C

Three Types of Graphic Rating Scales

Exhibit 8.13 Graphic Rating Scale

Rank Order Scale

Respondent judges one item against another

Paired Comparison ScalesAsks a respondent to pick one of two objects from a set based upon some stated criteria.

The respondent makes a series of paired judgments between objects.

Constant Sum Scales

Requires the respondent to divide a given number of points, typically 100, among two or more attributes based on the importance to the person.

To learn about various types of attitude scales.Attitude Measurement Scales

Exhibit 8.14 Comparative Rating Scales

The Semantic Differential

• Begins with the determination of a concept to be rated.

• The researcher selects opposite pairs of words or phrases that describe the object

• Respondents rate on a scale.

• The mean is computed and plotted as a profile or image.

To learn about the various types of attitude scales.

Attitude Measurement Scales

Semantic Differential

Stapel Scale

Designed to measure both the direction and intensity of attitudes simultaneously.

Likert Scales

• A series of statements that express either a favorable or unfavorable attitude toward the concept under study.

• The respondent is asked the level of agreement or disagreement with each statement.

To learn about the various types of attitude scales.

Attitude Measurement Scales

Exhibit 8.9 Likert Scale Example

The Validity and Reliability Concepts

1. respondent characteristics, such as mood

2. situational factors, such as time of day

3. data collection factors, such as the influence of the interviewing method

4. measuring instrument factors, such as flawed survey questions

5. data analysis factors, such as coding error

Sources of measurement error:

total measurement error = systematic error (eS, consistent bias) plus random error (eR)

Estimating Validity

construct validity: compares measurements from the construct of interest and related constructs

content (face) validity: compares measurements with judgments by experts

concurrent validity: compares two different measurements of the same marketing phenomenon at the same point in time

predictive validity: compares measurements at one point in time with predicted measurements at a future point in time

Validity is the extent to which measurement is free from both systematic and random error – its overall accuracy. It is estimated with:

Estimating Reliability

test-retest reliability: compares repeated measurements using the same scaling device under similar conditions on the same subjects

alternative-forms reliability: compares measurements between two equivalent but not identical forms, administered to the same subjects

split-half reliability: compares measurements between equivalent groups of item responses in a multi-item measurement device

Reliability is the extent to which a measurement is free from random errors – its consistency, precision, and predictability. It is estimated with:

A Model of Behavioral Response

cognitive (or belief) component – respondent's awareness of and knowledge about object

affective (or feeling) component – respondent's liking of and preference for object

behavioral component – respondent's intention to buy and purchase behavior

The hierarchy-of-effects model hypothesizes that the buyer's response falls along a spectrum for each component of attitude.

A Model of Behavioral Response (cont.)

Figure 4-4 Model of Behavioral Response

Verbal Rating Scales-Issues to consider

1. overall number of categories

2. odd or even number of categories

3. balanced vs. unbalanced scale

4. extent of verbal description

5. category numbering

6. forced vs. non-forced scales

7. comparative vs. non-comparative scales

8. symmetric vs. asymmetric scales

9. scale direction

10. choice of endpoints

Issues to consider for design of verbal rating scales: