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Lesson 3 Measurement & Attitude Scales in Marketing Research

Lesson 3 Measurement & Attitude Scales in Marketing Research . Lesson outline: Considerations in Choosing a Question-Response Format Some Basic Concepts in Measurement The Four Types of Scales used by Marketing Researchers Reliability & Validity of Measurements.

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Lesson 3 Measurement & Attitude Scales in Marketing Research

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  1. Lesson 3Measurement & Attitude Scales in Marketing Research

  2. Lesson outline: • Considerations in Choosing a Question-Response Format • Some Basic Concepts in Measurement • The Four Types of Scales used by Marketing Researchers • Reliability & Validity of Measurements

  3. Basic Question-Response Formats • Designing a questionnaire can be compared with Backstreet Boys composing a song, or Vincent Van Gogh painting a landscape… it requires creativity! • There are however, some basic aspects to questionnaire should be taken into consideration • There are basically threebasic question-response formats for a researcher to choose

  4. BASIC QUESTION-RESPONSE FORMATS (1) Open-Ended Response Format Questions Unprobed Probed Format (2) Closed-Ended Response Format Questions Dichotomous Multiple Category (3) Scaled-Response Format Questions Labeled Unlabeled

  5. BASIC QUESTION-RESPONSE FORMATS (1) Open-Ended Response Format Questions Unprobed Probed Format • There is no response options for the respondent • Respondent is instructed to respond in his/her own words • The response naturally depends on the topic

  6. BASIC QUESTION-RESPONSE FORMATS (1) Open-Ended Response Format Questions UnprobedOR Probed Format • An unprobed format seeks no additional information from the respondent • When the researcher wants comments or statements or simply wants the respondent to indicate the name of a brand or the name of a movie or store – he uses a probed format

  7. BASIC QUESTION-RESPONSE FORMATS (1) Open-Ended Response Format Questions Unprobed • Q1 ‘What do you think of the latest Nokia mobile phone?’ • ‘I don’t like it!.’

  8. BASIC QUESTION-RESPONSE FORMATS • Open-Ended Response Format Questions Probed Format • ‘Did you watch F4 in concert last week? • ‘Yes’ • What do you think of the concert?’ • ‘It was terrible!’ • Why was it terrible? • ‘They danced funny and their dressing were so obiang!’

  9. BASIC QUESTION-RESPONSE FORMATS (2) Closed-Ended Response Format Questions • Provides response options to questions Can be Dichotomous OR Multiple Category • A dichotomous close ended question has only tworesponse options, e.g. ‘yes’ or ‘no’, ‘agree’ or ‘disagree’ • If there are more than two options for the response, then the researcher is using a multiple category closed-ended question

  10. BASIC QUESTION-RESPONSE FORMATS (2) Examples: Dichotomous • Do you agree or disagree with the statement ‘Nokia handphones are more durable than Motorola handphones? Multiple Category • If you were to buy a handphone tomorrow, which brand would you be most likely to purchase? Would it be: (a) Nokia (b) Motorola c) Ericsson (d) Siemens (e) National Panasonic (f) other brands?

  11. BASIC QUESTION-RESPONSE FORMATS (3) Scaled-Response Format Questions Labeled OR Unlabeled • A Scaled-Response question uses a scale developed by the researcher to measure the attributes • The response options are identified on the questionnaire

  12. BASIC QUESTION-RESPONSE FORMATS (3) Scaled-Response Format Questions Labeled scaled-response format uses a scale in which all of the scale positions are identified with some descriptors Eg. Do you strongly disagree, disagree, agree or strongly agree with the statement “Nokia handphones are of better value than Motorola handphones?”

  13. BASIC QUESTION-RESPONSE FORMATS (3) Scaled-Response Format Questions For Unlabeled scaled-response format, the scale may be purely numerical and only end-points of the scale are identified E.g. On the scale of 1 to 5, how do you rate the Nokia handphone on the ease of operation? (1 = very easy to 5 = very difficult)

  14. MORE EXAMPLES… Labeled scaled-response format Marketing Research is an interesting subject Strongly Disagree Strongly Agree Agree Disagree 2 3 4 1 Unlabeled scaled-response format In choosing a Poly, it must have modern teaching facilities V. Important Not Important at all 5 3 4 2 1

  15. Pros & Cons of Alternative Response Formats Example: Unprobed open-ended question + allows respondents to use his/her own words • Difficult to code and interpret Probed open-ended question + able to get complete answers • Difficult to code and interpret Please read Chapter 9 page 305 for more details!

  16. CONSIDERATIONS IN CHOOSING A QUESTION RESPONSE FORMAT Nature of the Property being Measured Previous Research Studies Data Collection Mode Correct Format! Ability of the Respondent Scale Level Desired

  17. Nature of the Property Being Measured • The inherent nature of the response often determines the question-response format • For instance, if the F4 pop group wants to know if the respondents have seen their last MTV, the only answers are ‘yes’, ‘no’ and perhaps ‘do not recall.’ • But if Kit Kat wants to know how much consumers like their new chocolate bar, then a scaled-response approach is better

  18. Previous Research Studies • Sometimes a survey follows an earlier one, and there may be a desire to compare new findings with the previous survey • Researchers may want to try to use question formats that are tried and used before, proven to be reliable and valid and suits the purpose of the current study, it is then a good practice to adopt or adapt it rather than ‘re-inventing the wheel’

  19. Data Collection Mode • Some data collection modes are better suited for certain question formats • It can be difficult to administer certain types of response formats (e.g. scaled response type) over the telephone as some require detailed explanation before the respondent can envision the response-scale items • However, mail or other self-administered questionnaires accommodates scaled-response questions well because the respondent can see the response categories on the questionnaire itself

  20. Ability of the Respondent • Some respondents may relate better to one type of response format than another • For instance, if the respondent is not as articulate or may be reluctant to verbalize their opinions, open-ended option is not a wise move • Some respondents may not be used to rating objects on numerical scales (unlabeled format). It is then appropriate to use a label format, or perhaps to move back to a ‘yes’ ‘no’ dichotomous closed-ended question format

  21. Scale Level Desired • If response options are simply ‘yes’ or ‘no’, the researcher can report the percentages - (60% answered ‘yes’, 40% answered ‘no’) • But if the question asks how many times respondents used an ATM machine during the past month, the researcher could calculate an average number of times e.g. 8.5 times a month • An average is different from a percent, dichotomous yes-no response is less informative than a scaled-response option such as ‘0’, ‘1’ or ‘2’…

  22. Basic Concepts in Measurement • In research, what are we really measuring? • We are measuring ‘properties’ – ‘attributes’ or ‘qualities’ – of objects • Objects refer to consumers, brands, stores, advertisements or whatever of interests to the researcher in the research project • Properties are the specific features or characteristics of an object that can be used to distinguish it from another object • In research, measurement is determining HOW MUCH of a property is possessed by an object

  23. Basic Concepts in Measurement • Objective Properties • Subjective Properties MEASUREMENT IN MARKETING RESEARCH

  24. MEASUREMENT IN MARKETING RESEARCH • Objective properties are physically verifiable characteristics such as age, income, gender, race, number of times xxx etc. Easy to measure • Sometimes market researcher often desire to measure subjective properties which cannot be directly observed e.g. a person’s attitudes, beliefs or intentions

  25. MARKETING RESEARCH DONE BY A DRINK MANUFACTURER Object Mr. Kiasu Ms. Heow Properties Age 20 32 Annual Income $40,000 $25,000 Gender Male Female Canned Drink Last bought Coca-cola Pepsi Evaluation Of ‘our’ brand Good Fair Intention to buy Our brand Strong Weak

  26. Levels of Measurement of Scales 4 types Nominal Scale – using only labels/characteristics of descriptions Ordinal Scale – ability to rank-order Interval Scale – distance between descriptor is known Ratio Scale – ones in which a true zero origin exists

  27. Nominal Scaled Question Please indicate your housing type 1) HDB 2) Private Apts Please indicate your gender 1) Male 2) Female Ordinal Scaled Question Please rank your preference of the following mobile phone brands (1 – most preferred to 3 – least preferred) Nokia _____ Motorola _____ Siemens _____ In your opinion, can you say the prices of NTUC are _____ higher than Carrefour _____ about the same as Carrefour _____ lower than Carrefour

  28. Interval Scaled Questions Please rate each car brand in terms of its overall performance Very Poor Very Good Toyota 1 2 3 4 5 Mitsubishi 1 2 3 4 5 Nissan 1 2 3 4 5 • Ratio Scaled Questions • Please indicate your weight. _______ kg • 2. About how many times have you spend more than $10 in • NTUC last week? • 0 1 2 3 4 5 6 7 >7 (please specify_____) • 3. What’s the probability that you will take a cab if you want • go to Orchard Road? • _______ percent

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