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Chapter. 10. Measurement in Marketing Research. The Measurement Process. Abstract System (Construct). Empirical System (MKT Phenomena). measurement. Number System. Basic Question-Response Formats. Open-ended Close-ended Scaled-response. Basic Question-Response Formats Open-Ended

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  1. Chapter 10 Measurement in Marketing Research

  2. The Measurement Process Abstract System (Construct) Empirical System (MKT Phenomena) measurement Number System

  3. Basic Question-Response Formats • Open-ended • Close-ended • Scaled-response

  4. Basic Question-Response Formats Open-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

  5. Basic Question-Response Formats Open-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

  6. Basic Question-Response Formats Close-Ended Dichotomous • 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

  7. Basic Question-Response Formats Close-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

  8. Basic Question-Response Formats Scaled-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

  9. Basic Question-Response Formats Scaled-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

  10. 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

  11. 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

  12. Levels of Measurement • Nominal scales: those that use only as labels • Ordinal scales: those with which theresearcher 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

  13. 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

  14. 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 The Modified Likert Scale

  15. Using ‘bipolar adjectives’, Such as: Strong – Weak, Agree – Disagree, Light – Heavy, Good – Bad, Day – Night, etc. Semantic Differential Scale

  16. 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.) Composite Scale

  17. Graphic Rating Scale Stapel Scale – a unique 10-point nonverbal rating scale. It measures the direction and intensity simultaneously. Other Scale Formats

  18. +5 +5 +4 +4 +3 +3 +2 +2 +1 +1 −1 −1 −2 −2 −3 −3 −4 −4 −5 −5 Stapel Scale Format Bank Fast service Friendly

  19. +5 +5 +4 +4 +3 +3 +2 +2 +1 +1 −1 −1 −2 −2 −3 −3 −4 −4 −5 −5 Stapel Scale Format Bank HonestHigh saving rates

  20. 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.)

  21. 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. ) Validity –con’d

  22. Questions ? Questions and Answers

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