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第六章　 营销调研中的度量标准

第六章　 营销调研中的度量标准. 　　　设计一个问卷 (questionnaire) ，除了要求一些基本的问卷方面的知识外，还需要创造力 (creativity) ，就像创作一首歌曲 (song) 、一幅风景画 (painting) 。. 基本问答形式 (basic question response format). 开放式问题：非细节性形式；细节性形式。 封闭式问题：两者择一封闭式问题；多项选择封 闭式问题。 量表问题：　有标签量表问题；无标签量表问题。. Basic question response formats. Unprobed. Open-ended.

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第六章　 营销调研中的度量标准

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  1. 第六章　营销调研中的度量标准

  2. 　　　设计一个问卷(questionnaire)，除了要求一些基本的问卷方面的知识外，还需要创造力(creativity)，就像创作一首歌曲(song)、一幅风景画(painting)。　　　设计一个问卷(questionnaire)，除了要求一些基本的问卷方面的知识外，还需要创造力(creativity)，就像创作一首歌曲(song)、一幅风景画(painting)。

  3. 基本问答形式(basic question response format) • 开放式问题：非细节性形式；细节性形式。 • 封闭式问题：两者择一封闭式问题；多项选择封 闭式问题。 • 量表问题：　有标签量表问题；无标签量表问题。

  4. Basic question response formats Unprobed Open-ended Probed Dichotomous Closed-ended Format can be Multiple category Labeled Scaled -response Unlabeled

  5. Open-ended Response • Presents no response options to the respondent • Example • What was you reaction to the Sony CD player? • Can you think of anything more？

  6. Unprobed format • Seeks no additional information from the respondent • What do you think of this CD? • +allow respondent to use his or her own words • -difficult to code and interpret • -respondents may not give complete answers

  7. Probed formats • Ask for more addition information • Did you have any other thought to the CD？ • +get complete answers • -difficult to code and interpret

  8. Closed-Ended • Provides response options on the questionnaire • Do you agree or disagree with the statement,”Sony CD player is best” • If you buy, which brand do you likely buy? • A：Sony B General Electric C Jvc • D：Panasonic E other

  9. Dichotomous • Only two response options • Do you agree or disagree with the statement,”Sony CD player is best”？ • +simple to administer and code • -may oversimplify response options

  10. Multiple category • If you buy, which brand do you likely buy? • A：Sony B General Electric C Jvc • D：Panasonic E other • +simple to administer and code • +allows for broad range of possible responses • -may alert respondents to response options of which they were unaware • -must distinguish pick one from all

  11. Scale • The scaled-response question utilizes a scale developed by the researcher to measure the attributes of some construct under study • unlabled and labeled • On a scale of 1 to 7, how would you rate the Sony CD player on ease of operation? • Do you disagree strongly, disagree, agree, or agree strongly with the statement, “Sony CD players are a better value than General Electric CD player

  12. 在选择问题形式时应该考虑的情况 • 科研课题的属性； • 之前的调研研究； • 数据收集方法； • 被访问者的能力； • 所期望的量表划分水平。

  13. 度量(measurement)的基本概念 • 度量：是调研者对调研对象某些特性的数量或强度的测量。

  14. 我们真正度量的是什么?我们度量的是调研对象的特性--------有时也称作属性或性质。调研对象包括消费者、品牌、商店、广告或调研者感兴趣的其他东西。特性是指某一事物可以区别于其他事物的某些特征。我们真正度量的是什么?我们度量的是调研对象的特性--------有时也称作属性或性质。调研对象包括消费者、品牌、商店、广告或调研者感兴趣的其他东西。特性是指某一事物可以区别于其他事物的某些特征。

  15. The Object Properties Measurement Consumer Mr.wang Age Income Sex Brand Evaluate 35 3000 male Sony Excellent 对象和特性（Object and properties）

  16. 客观特性与主观特性 • 客观特性：Objective Properties are physically verifiable characteristics • Age, income, number of purchase price • 主观特性：Subjective Properties can not be directly observed because they are mental construct • such as a person’s attitude or intentions • Translate his or her mental constructs onto a continuum of intensity

  17. 量表特征 • 量表设计(scale development)就是设计被访问者的主观特性的度量标准。 • 量表特征： 描述性(description) :a unique descriptor 比较性(order): the relative sizes 程度(distance) :absolute differences between the descriptions 起点(origin) :a unique beginning or true zero point • 量表的每个特征都是建立在前一个特征上的，也就是说，描述性是最基本的，他存在于每个量表中。

  18. 量表度量标准 • 类别量表(nominal scales)； • 顺序量表(ordinal scales)； • 差别量表(interval scales)； • 比例量表(ratio scales)。

  19. 类别量表(nominal scales) • 只用一个标识；只具有描述性。 • 例如，种族、宗教信仰、居住类型、性别、上次购买的品牌、以及其它用是或否、同意或反对来回答的问题。 • Check all the brands you would consider purchasing: • IBM —— HP——联想——长城 • Do you agree that , agree disagree

  20. 顺序量表(ordinal scales) • 允许调研人员列出被访问人员或答案的范围。 • 具有描述性和比较性。 • Example • Please rank each brand in terms of your preference. place a “ 1” by your first choice, a “2” by your second choice and so on. • 小天鹅——海尔——荣事达——水仙——

  21. 差别量表(interval scales) • 标明了每个量表间的差别等级。 • 具有描述性、比较性和程度。 • 可以利用t检验、F检验等参数统计分析

  22. 小天鹅 1 2 3 4 5 6 7 8 9 10 荣事达 1 2 3 4 5 6 7 8 9 10 水仙 1 2 3 4 5 6 7 8 9 10 请根据下列品牌整体表现为其打分，1分是非常不好，10分是非常好

  23. 例 • 对下列陈述表明你的观点，1表示非常不同意，5表示非常同意 • 购物时我总是讲价 1 2 3 4 5 • 我喜欢户外活动 1 2 3 4 5 • 我喜欢下厨 1 2 3 4 5

  24. 例 • 请指出联想电脑在下列特性如何表现 • 速度快 ——————————速度慢 • 设计好 ——————————设计差 • 价格高 ——————————价格低 • 服务好 ——————————服务差 • 质量好 ——————————质量差

  25. 比例量表(ratio scales) • 指存在一个真正的零起点的等级。 • 具有描述性、比较性、程度和起点。

  26. 例 • 请指出你的年龄 ——— • 您每月购买几次香烟？ • 您每次购买几盒香烟？ • 您每次购买支出多少？

  27. How to Identify a Scale

  28. What brand do you buy? Versus How do you rank these brands? 1st, 2nd, 3rd, etc. Versus How do you rate this brand on a scale of 1 to 10? Versus How many 12-oz cans of this brand do you buy in a month? How do these questions differ?

  29. Measurement Scales Scale Name • Nominal Which one or ones... • Ordinal Rank or directly compare... • Interval Rate on a scale... • Ratio Give number of times or amount...

  30. 量表划分的问题形式 • 改进的利克特量表(modified Likert scale)； • 生活方式调查(life-style inventory)(利克特形式的一个特殊运用方式)； • 语义差别量表(semantic differential scale)。

  31. Modified Likert Scale Disagree-Agree Response Continuum Stem Sentence

  32. Semantic Differential Scale Dimensions Bi-polar adjectives

  33. Brand Attitude/Brand Image 2 Restaurant Images No Opinion Extremely Very Somewhat Somewhat Very Extremely | | | | | | | High Prices Inconvenient Location Warm Atmosphere Limited Menu Fast Service Low Quality Food A Special Place Low Prices Convenient Location Cold Atmosphere Wide Menu Slow Service High Quality Food An Everyday Place               Red Lobster Mike Anderson’s  

  34. Other Scales • Continuous number scales 1 - 7, 1- 10 • Labeled scales Poor - Fair - Good - Excellent • Bipolar Scales Very satisfactory ... Very unsatisfactory • Graphic scales Sad/Smiley faces, thermometers, etc.

  35. Three Types of Rationing Scales Scale A Uncomfortable Comfortable Scale B 0 10 20 30 40 50 60 70 80 90 100 Uncomfortable Comfortable Neutral

  36. Three Types of Rationing Scales Scale C 1 2 3 4 5 6 7 8 9 10 Very very Uncomfortable Very very Comfortable

  37. 度量的可靠性与有效性 • 度量的可靠性(reliability)就是在一次调查中对相同或相似问题采用相同或相近的答案。 • 度量的有效性(validity)是指度量标准的精确度。

  38. 检验度量标准可靠性的方法 • 测试——再测试法(test----retest reliability)； • 等效形式可靠性分析(equivalent forms reliability)； • 分半可靠性分析(split—half reliability)。

  39. 度量有效性的证明方法 • 表面有效性(face validity)； • 预示有效性(predictive validity)； • 收敛有效性(convergent validity)； • 区别有效性(discriminant validity) 。

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