1 / 20

MEASUREMENT: Part I Marketing Research

MEASUREMENT: Part I Marketing Research. MEASUREMENT. We are measuring properties, sometimes called attributes or qualities of an object. Measurement is determining whether an object possesses a property or how much of a property is possessed by an object. Properties Objective Subjective.

rufus
Download Presentation

MEASUREMENT: Part I Marketing Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. MEASUREMENT: Part I Marketing Research

  2. MEASUREMENT We are measuring properties, sometimes called attributes or qualities of an object. Measurement is determining whether an object possesses a property or how much of a property is possessed by an object. • Properties • Objective • Subjective

  3. Different Scales Have Different Characteristics: 1 2 3 4 5 6

  4. Different Scales Have Different Characteristics: • Description - label

  5. Different Scales Have Different Characteristics: • Order - relative size

  6. Different Scales Have Different Characteristics: • Distance - absolute differences

  7. Different Scales Have Different Characteristics: • Origin - natural zero point

  8. The Characteristic of the Scale Determines the Scale’s Level of Measurement: Nominal Scales - Description Ratio Scales Nonmetric Ordinal Scales - Description,order Interval Scales - Description,order,distance Metric Ratio Scale - Description,order,distance,origin

  9. Why is the Measurement Level of a Scale Important? • It determines what you can and what you cannot say about an object. It dictates what statistical analyses you can perform. • Greater than, twice as much Level Central Tendency Nominal - mode Ordinal - median Interval - mean Ratio - mean

  10. What Scales of Measurement are the following? Q. Can you please tell me your age? _____ Q. Can you please tell me within what range your age falls a. Under 20 b. 20-29 c. 30-39 d. 40-49 e. 50-59 f. 60-69 g. 70 or older

  11. MEASUREMENT: Part II Marketing Research

  12. The Goal of MeasurementTrue Score vs. Observed Score Theoretical/conceptual world (True unobservable score) Mental picture of an object Empirical world (observed score) Your pen and paper rendering of the object

  13. True Score vs. Observed Score: The Goal of Measurement Product A Completely Satisfied Completely Dissatisfied 1 2 3 4 5 6 7 8 9 10 Product B Completely Satisfied Completely Dissatisfied 1 2 3 4 5 6 7 8 9 10

  14. True Score vs. Observed Score Your Satisfaction with a product True Score Your Response on a Survey Observed score

  15. How Do we know if the Observed Score Equals the True Score? Where, Xt = True Score Xo = Observed Score Es = Systematic Error Er = Random Error Es + Er = Total Error Xt = Xo + Es + Er When a measure is valid, Es + Er = 0 Thus, Xt = Xo When a measure is reliable, Er = 0 Thus, Xt = Xo + Es Reliability is a necessary but not sufficient condition for validity.

  16. Random Vs. Systematic Error New Rifle, Sighted Accurately New Rifle, Sighted poorly Old Rifle

  17. Means of Testing for Reliability Split-half Test-Retest Equivalent Forms Coef. Alpha

  18. Means of Testing for Validity Convergent Validity Content or Face Validity Pragmatic Validity

  19. Content/Face Validity Trying to measure satisfaction with your Marketing Research textbook • Q. To what extent is the material in class presented clearly? • 1 2 3 4 5 6 7 • Q. Are you satisfied with your marketing research textbook? • Yes • No

  20. Suggested Procedure for Developing Measures Specify Domain of the Construct Generate Sample of Items Collect Data Purify Measure Assess Validity

More Related