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Asking Good Questions. Chapter 7, Student Edition. Learning Objectives. Define the term measurement as it is used in marketing research List the four scales (levels) of measurement Name some widely used attitude scaling techniques in marketing research
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Asking Good Questions Chapter 7, Student Edition MR/Brown & Suter
Learning Objectives • Define the term measurement as it is used in marketing research • List the four scales (levels) of measurement • Name some widely used attitude scaling techniques in marketing research • List some other key decisions to be made when designing scales • Explain the concept of validity as it relates to measuring instruments MR/Brown & Suter
Learning Objectives • Define the term measurement as it is used in marketing research • List the four scales (levels) of measurement • Name some widely used attitude scaling techniques in marketing research • List some other key decisions to be made when designing scales • Explain the concept of validity as it relates to measuring instruments MR/Brown & Suter
Learning Objective 1 • Measurement • Rules for assigning numbers to objects to represent quantities of attributes MR/Brown & Suter
Learning Objectives • Define the term measurement as it is used in marketing research • List the four scales (levels) of measurement • Name some widely used attitude scaling techniques in marketing research • List some other key decisions to be made when designing scales • Explain the concept of validity as it relates to measuring instruments MR/Brown & Suter
Learning Objective 2 MR/Brown & Suter
Learning Objective 2 Higher Level of Measurement Lower Ratio Interval Ordinal Nominal Data collected at higher levels canbe represented at lower levels; however, data collected at lower levels cannot be represented at higher levels. MR/Brown & Suter
Learning Objectives • Define the term measurement as it is used in marketing research • List the four scales (levels) of measurement • Name some widely used attitude scaling techniques in marketing research • List some other key decisions to be made when designing scales • Explain the concept of validity as it relates to measuring instruments MR/Brown & Suter
Learning Objective 3 MR/Brown & Suter
Learning Objective 3 MR/Brown & Suter
Learning Objectives • Define the term measurement as it is used in marketing research • List the four scales (levels) of measurement • Name some widely used attitude scaling techniques in marketing research • List some other key decisions to be made when designing scales • Explain the concept of validity as it relates to measuring instruments MR/Brown & Suter
Learning Objective 4 • Number of Items in a Scale • The four previous examples had four items (i.e., questions) each • Could a global measure (e.g., an overall evaluation) have provided the same insight? • What is your overall evaluation of Cover Girl mascara? • Number of Scale Positions • The Summated-Rating and Semantic-Differential examples had five scale positions each • Would six have been better? Seven? MR/Brown & Suter
Learning Objective 4 • Including a “Don’t Know” or “Not Applicable” Response Category • If you are unfamiliar with Cover Girl mascara and its attributes, would the opportunity to state that these questions do not apply be helpful? • Reverse Scaling • The Summated-Rating example had two positively worded and two negatively worded items • Positive: long-lasting, volume boosting • Negative: smudges, runs when wet MR/Brown & Suter
Learning Objectives • Define the term measurement as it is used in marketing research • List the four scales (levels) of measurement • Name some widely used attitude scaling techniques in marketing research • List some other key decisions to be made when designing scales • Explain the concept of validity as it relates to measuring instruments MR/Brown & Suter
Learning Objective 5 Neither Reliable Nor Valid Reliable, but not Valid Both Reliable and Valid MR/Brown & Suter