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Measurements

Measurements. Jaremilleta M. Arawiran January 22, 2010 Library Multifunction Room. Flow of Presentation. Review of the research process Measurement Levels of measurement Criteria of Good Measurement Attitude Measurement. The Research Process. Measurement. Measurement. Measurement.

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Measurements

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  1. Measurements Jaremilleta M. Arawiran January 22, 2010 Library Multifunction Room

  2. Flow of Presentation • Review of the research process • Measurement • Levels of measurement • Criteria of Good Measurement • Attitude Measurement

  3. The Research Process Measurement Measurement Measurement

  4. Measurement the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way

  5. Examples • What is the color of your hair? • How old are you? • What is the temperature? • What is your monthly income? • Which mode of transportation do you prefer? • Rank the following according to preference: • Attend this activity • Be home • Malling

  6. Phenomenon of interest • Concept • Variable • Construct

  7. Phenomenon of interest • Concept • a generalized idea that represents something of meaning • Variable • a characteristic that varies from one individual to another • Construct • concepts that are measured with multiple variables

  8. Examples • Experience is positively related to job performance • Identify the concepts • Identify a construct • Identify variables

  9. Levels of Measurement • Nominal • Ordinal • Interval • Ratio

  10. Levels of Measurement • Nominal Categories • Ordinal Rank • Interval Distance • Ratio Multiples

  11. Examples • Nominal • A root beer company experiments with different types of sweeteners: cane sugar, corn syrup, fruit extract • Ordinal • A customer is asked to arrange the following products according to taste: Coke, Nestea, C2, Tropicana

  12. Examples • Interval • The scores of students in a marketing test. • Ratio • The price of food in the canteen Puto P 5.00 Binignit 7.00 Sandwich 10.00

  13. Why identify the levels? • To help the researcher choose appropriate statistical procedures

  14. Good Measurement • Reliable • Valid • Sensitive

  15. Good Measurement • Reliability • A measure is reliable when different attempts at measuring something converge on the same result • Validity • the extent to which a score truthfully represents a concept • Sensitivity • ability to accurately measure variability in a concept

  16. Reliability and Validity

  17. Attitude • an enduring disposition to respond consistently in a given manner to various aspects of the world, including persons, events, and objects. • Three components: affective, cognitive, and behavioral

  18. Components of Attitude • Affective • General feelings or emotions toward an object • Cognitive • Beliefs or knowledge about the object • Behavior • reflects a predisposition to action by reflecting a consumer’s buying or purchase intentions.

  19. Example Identify the different components of the attitude of Maria Paz towards ICM. “Maria Paz loves shopping at ICM. She believes the store is clean and conveniently located and that it has the lowest prices. She intends to shop there every Sunday.”

  20. Techniques for Measuring Attitudes • Rating • Ranking • Sorting • Choice

  21. Attitude Rating Scales • Simple Attitude scales - dichotomous • Category scales – extension of the simple attitude scale • Likert scale – strength of agreement or disagreement

  22. Attitude Rating Scales • Semantic Differential

  23. Attitude Rating Scales • Constant-Sum Scale

  24. Attitude Rating Scales • Graphic Rating Scale

  25. Attitude Rating Scales • Behavioral Intention scale

  26. Ranking • Consumers can be asked to rank their preferences • Paired comparisons

  27. Sorting • Sorting tasks requires that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute.

  28. Sorting

  29. Randomized Response Questions

  30. Some Practical Decisions • Is a ranking, sorting, rating, or choice technique best? • Should a monadic or a comparative scale be used? • What type of category labels, if any, will be used for the rating scale? • How many scale categories or response positions are needed to accurately measure an attitude? • Should a balanced or unbalanced rating scale be chosen? • Should a scale that forces a choice among predetermined options be used? • Should a single measure or an index measure be used?

  31. Summary • Review of the research process • Measurement • Levels of measurement • Criteria of Good Measurement • Attitude Measurement • Reference: Zikmud, W. & Babin, B. (2007). Exploring Marketing Research, 9thEd.Ohio, USA: Thomson South-Western

  32. Thank you!

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