Measurement

1. Measurement To collect data, you need to have something to measure Measurement is the process of assigning numbers or scores to characteristics or attributes of the objects or people of interest

2. Variables • When we measure the attributes of an object, we obtain a value that varies between objects. • For example consider the people in this class as objects and their height as the attribute • The attribute height varies between objects, hence attributes are more collectively known as variables • Variables can be measured on four different scales

3. Attitudes • Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object -- a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli. • Opinions • A large amount of questions in marketing research are designed to measure attitudes • Marketing managers want to understand consumers’ attitudes in order to influence their behavior

4. Three Components of Attitudes • The ABCs of attitudes: • The Affective Component (based on feelings or overall evaluation) Feelings of like or dislike • The Behavioral Component (likely action toward object; e.g. from a consumer behavior point of view, the consumer’s intention to buy a product) Intentions to behave • The Cognitive Component (based on beliefs; what you think about a marketing stimulus) – Information possessed

5. Nominal Scale • Classifies data according to a category only. • E.g., which color people select. • Colors differ qualitatively not quantitatively. • A number could be assigned to each color, but it would not have any value. • The number serves only to identify the color. • No assumptions are made that any color has more or less value than any other color.

6. Nominal Scale • Assign subjects to groups or categories • Mutually exclusive • Collectively exhaustive • No order or distance relationship • No arithmetic origin • Only count numbers in categories • Only present percentages of categories • Chi-square most often used test of statistical significance

7. Other Examples Sex Social status Marital status Days of the week (months) Geographic location Seasons Ethnic Group Types of restaurants Brand choice Religion Job Type: Executive, Technical, Clerical Coded as “1” Coded as “2”

8. Nominal Scale • Which of the following media influences your purchasing decisions the most? • 1 Television • 2 Radio • 3 Newspapers • 4 Magazines

9. Ordinal Scale • Classifies data according to someorder or rank E.g. names ordered alphabetically • With ordinal data, it is fair to say that one response is greater or less than another. • E.g. if people were asked to rate the hotness of 3 chili peppers, a scale of "hot", "hotter" and "hottest" could be used. Values of "1" for "hot", "2" for "hotter" and "3" for "hottest" could be assigned. • The gap between the items is unspecified.

10. Ordinal Scale • Can include opinion and preference scales • Median but not mean • No unique, arithmetic origin • items cannot be added • In marketing research practice, ordinal scale variables are often treated as interval scale variables

11. PGA Player of the year standings Ordinal Scale Rank Player Points Examples • 1    PadraigHarrington116 • 2    Tiger Woods 78 • 3    Vijay Singh 62 • 4    Phil Mickelson 54 • 5   Sergio Garcia 54 • 6   Anthony Kim 46 • 7 Kenny Perry 42 • Camilo Villegas 42 • Trevor Immelman 30 • 10   Stewart Cink 14 •   5.2      • GPA • Small medium large • Quality • Likert scales, rank on a scale of 1….5 your degree of satisfaction • Women’s dress sizes As at Oct 2008

12. Please rank the news programs offered in the following four networks based on your preference.(1 for most preferred, 4 for least preferred). • _____ CTV • _____ Global • _____ CITY TV • _____ CBC

13. Interval Scale • assumes that the measurements are made in equal units. • i.e. gaps between whole numbers on the scale are equal. • e.g. Fahrenheit and Celsius temperature scales • an interval scale does not have to have a true zero. e.g. A temperature of "zero" does not mean that there is no temperature...it is just an arbitrary zero point. • Can’t perform full range of arithmetic equations. 40 degrees is not twice as hot as 20 degrees • Permissible statistics: count/frequencies, mode, median, mean, standard deviation

14. Interval Scale • How likely are you going to buy a new automobile within the next six months? (Please check the most appropriate category) • Definitely will not buy ___ 1 • Probably will not buy ___ 2 • May or may not buy ___ 3 • Probably will buy ___ 4 • Definitely will buy ___ 5

15. Ratio Scale • similar to interval scales except that the ratio scale has a true zero value. • e.g. the time something takes • allows you to compare differences between numbers. • Permits full arithmetic operation. • If a train journey takes 2 hr and 35 min, then this is half as long as a journey which takes 5 hr and 10 min.

16. Ratio Scale • Indicates actual amount of variable • Shows magnitude of differences between points on scale • Shows proportions of differences • All statistical techniques useable • Most powerful with most meaningful answers • Allows comparisons of absolute magnitudes

17. 7 6 5 4 3 2 1 0 Examples • height, weight, age, • Length • time • Income • Market share • 1.What is your annual income before taxes? $ _______ • 2. How far is your workplace from home? _______ kilometres

18. Primary Scales of Measurement Nominal Numbers Assigned to Runners 4 81 9 Ordinal Rank Order of Winners Third Place Second Place First Place Interval Performance Rating on a 0 to 10 Scale 8.2 9.1 9.6 Ratio Time to Finish in Seconds 15.2 14.1 13.4

19. Comparison of Measurement Scales Label Order Distance Origin Nominal scale Yes No No No Ordinal scale Yes Yes No No Interval scale Yes Yes Yes No Ratio scale Yes Yes Yes Yes

20. Use of Measurement Scales • Nominal • Used to categorize objects • Ordinal • Used to define ordered relationships • Interval • Used to rank objects such that the magnitude of the difference between two objects can be determined • Ratio • Same as interval scale but has an absolute zero point

21. Always use the most powerful scale possible Adding Sophistication To Scales • Concept: Desire to watch Star Wars movies • If a Star Wars movie is on television will you watch it? • Yes _____ No _____ • How likely are you to watch a Star Wars movie shown on television? • Very Likely ____ Likely ____ Indifferent ___ • Unlikely _____ Very Unlikely _____

22. Another way to describe variables • Qualitative variables: have a nominal scale of measurement. • Categorical variables: have a nominal or ordinal scale of measurement. • Quantitative variables: have an interval scale of measurement. • Continuous variables: have an Ordinal, interval, or ratio variables scale of measurement.

23. Practice describing variables • Q: What kind of variable is educational attainment, and what scale is it measured in? • A: Education is measured in number of years of schooling, and is therefore a discrete quantitative variable measured on an interval scale. (Or is it?) • How could education be measure using… • A nominal scale • An ordinal scale

24. A Classification of Scaling Techniques SCALING TECHNIQUES Comparative Scales Non-Comparative Scales Paired Comparison Rank Order Constant Sum Others Continuous Rating Scales Itemized Rating Scales Semantic Differential Likert Stapel

25. Types of Scaling Techniques • COMPARATIVE SCALES • Involve the respondent directly comparing stimulus objects. • e.g. How does Pepsi compare with Coke on sweetness • NON-COMPARATIVE SCALES • Respondent scales each stimulus object independently of other objects • e.g. How would you rate the sweetness of Pepsi on a scale of 1 to 10

26. Comparative Scales: Paired Comparison Items If we have brands A, B, C and D, we would have respondents compare • A and B • A and C • A and D • B and C • B and D • C and D • Usually limited to N < 15

27. Comparative Scales: Paired Comparison Items Please indicate which of the following airlines you prefer by circling your more preferred airline in each pair: Air Canada WestJet Air Transat Air Canada Horizon Air WestJet WestJet Air Transat Air Canada Horizon Air Horizon Air Air Transat

28. Comparative Scales: Constant Sum Scales • Allocate a total of 100 points among the following soft-drinks depending on how favorable you feel toward each; the more highly you think of each soft-drink, the more points you should allocate to it. (Please check that the allocated points add to 100.) • Coca-Cola _____ points • 7-Up _____ points • Dr. Pepper _____ points • Tab _____ points • Pepsi-Cola _____ points • 100 points

29. Comparative Scales: Constant Sum Scales Please divide 100 points among the following characteristics so the division reflects the relative importance of each characteristic to you in the selection of a bank Hours of service ________________ Friendliness _______________ Distance from home ________________ Investment vehicles ________________ Parking facilities __________________

30. Comparative Scales: Rank Order Scales Rank the following soft-drinks from 1 (best) to 5 (worst) according to your taste preference: Coca-Cola _____ 7-Up _____ Dr. Pepper _____ Pepsi-Cola _____ Mountain Dew _____ • Top and bottom rank choices are ‘easy’ • Middle ranks are usually most ‘difficult’

31. Comparative Scales: Rank Order Scales Indicate your preferred type of music with a 1, your second favorite with a 2, and so on for each type of music: ____ Heavy Metal ____ Rock ____ Rapp ____ Classical ____ Country

32. Instructions Rank the various brands of toothpaste in order of preference. Begin by picking out the one brand that you like most and assign it a number 1. Then find the second most preferred- brand and assign it a number 2. Continue this procedure until you have ranked all the brands of toothpaste in order of preference. The least preferred brand should be assigned a rank of 10. No two brands should receive the same rank number. The criterion of preference is entirely up to you. There is no right or wrong answer. Just try to be consistent. Brand Rank Order 1. Crest 2. Colgate 3. Aim 4. Mentadent 5. Macleans 6. Ultra Brite 7. Close Up 8. Pepsodent 9. Plus White 10. Arm and Hammer

33. COMPARATIVE SCALES Compared to Chevrolet, Ford is: less about the more innovative same innovative 1 2 3 4 5 6 7

34. Non comparative scale Continuous scale • How would you rate Marketing Research to other courses this term X X The worst The Best 10 20 30 40 50 60 70 80 90 100

36. Itemized Rating Scales Semantic Differential Scale The Likert scale Staple scale

37. Non-Comparative Scales

38. Semantic Differential Scale Here are a number of statements that could be used to describe WalMart. For each statement tick ( ) the box that best describes your feelings about WalMart. Modern Store Old- fashioned store Low prices High prices Unfriendly staff Friendly staff Narrow product range Wide product range Sophisticated customers Unsophisticated customers

39. Likert scale

40. The Likert scale

41. Strongly Agree  • Agree  • Undecided  • Disagree  • Strongly Disagree • Agree Strongly  • Agree Moderately  • Agree Slightly  • Disagree Slightly  • Disagree Moderately  • Disagree Strongly • Agree  • Disagree • Agree  • Undecided  • Disagree • Agree Very Strongly  • Agree Strongly  • Agree  • Disagree  • Disagree Strongly  • Disagree Very Strongly • Yes  • No • Completely Agree  • Mostly Agree  • Slightly Agree  • Slightly Disagree  • Mostly Disagree • Completely • Disagree • Disagree Strongly  • Disagree  • Tend to Disagree  • Tend to Agree  • Agree  • Agree Strongly To what extent do you agree or disagree that President’s Choice is a high quality brand? AGREEMENT

42. Very Frequently • Frequently • Occasionally • Rarely  • Very Rarely • Never • Always  • Very Frequently • Occasionally  • Rarely  • Very Rarely  • Never • Always  • Usually  • About Half the Time  • Seldom  • Never • Almost Always  • To a Considerable Degree  • Occasionally • Seldom • A Great Deal  • Much  • Somewhat  • Little  • Never • Often  • Sometimes  • Seldom  • Never • Always  • Very Often  • Sometimes  • Rarely  • Never FREQUENCY How frequently do you go bowling?

43. Very Important  • Important  • Moderately Important  • Of Little Importance  • Unimportant • Very Good  • Good  • Barely Acceptable  • Poor  • Very Poor • Extremely Poor  • Below Average  • Average  • Above Average  • Excellent • Very Important  • Moderately Important  • Unimportant • Good  • Fair  • Poor IMPORTANCE How important is price to you when purchasing jeans? How would you rate the quality of Toshiba laptops? QUALITY

44. Like Me  • Unlike Me • To a Great Extent  • Somewhat  • Very Little  • Not at All • True  • False • Definitely  • Very Probably  • Probably  • Possibly  • Probably Not  • Very Probably Not • Almost Always True  • Usually True  • Often True  • Occasionally True  • Sometimes But Infrequently True  • Usually Not True  • Almost Never True • True of Myself  • Mostly True of Myself  • About Halfway True of Myself  • Slightly True Of Myself  • Not at All True of Myself How likely will you be to purchase a car in the next 6 months? LIKELIHOOD

45. Staple scale Rank Joey Tomato’s on the quality of its food and service. +5 +4 +3 +2 +1 quality -1 -2 -3 -4 -5 +5 +4 +3 +2 +1 service -1 -2 -3 -4 -5

46. Select a plus number for words that you think describe the store accurately. The more accurately you think the work describes the store, the larger the plus number you should choose. Select a minus number for words you think do not describe the store accurately. The less accurately you think the word describes the store, the larger the minus number you should choose, therefore, you can select any number from +3 for words that you think are very accurate all the way to -3 for words that you think are very inaccurate. A Stapel Scale for Measuring a Store’s Image WalMart +5 +5 +5 +4 +4 +4 +3 +3 +3 +2 +2 +2 +1 +1 +1 High Poor Wide Quality Service Variety -1 -1 -1 -2 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -5

47. Staple Scale The following questions concern your ratings of several suppliers that provide products for use in your store.

48. Some Basic Considerations When Selecting a Scale Selecting a Rating, Ranking, Sorting, or Purchase Intent Scale Odd or Even Number of Scale Categories Number of Categories Forced Versus Non-forced Choice Balanced Versus Non-balanced Alternatives

49. Odd versus even if neutral responses likely, use odd number Odd Strongly Agree _____ Agree _____ Neutral _____ Disagree _____ Strongly disagree _____ Even Strongly Agree_____ Agree _____ Disagree _____ Strongly disagree___

50. Balanced vs. Unbalanced Balanced Very good ______ Good ______ Fair ______ Poor ______ Very Poor ______ Unbalanced Excellent ______ Very Good ______ Good ______ Fair ______ Poor ______