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Measurement Theory in Marketing Research

Measurement Theory in Marketing Research. Measurement. What is measurement? Assignment of numerals to objects to represent quantities of attributes Don’t measure the object -- measure attributes of the object Don’t measure a person -- measure their weight, height, social class, GPA, etc.

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Measurement Theory in Marketing Research

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  1. Measurement Theory in Marketing Research

  2. Measurement • What is measurement? • Assignment of numerals to objects to represent quantities of attributes • Don’t measure the object -- measure attributes of the object • Don’t measure a person -- measure their weight, height, social class, GPA, etc. • Definition does not suggest how to measure the attributes

  3. Measurement • Fundamentals of Measurement • Measurement Scales • Four types • Nominal -- Number is used for identification purposes • Ordinal -- Number is used to reflect order • Interval -- Number reflects “intervals” between attributes • Ratio -- Number has an absolute 0

  4. Measurement • Fundamentals of Measurement • Measurement Error • XO = XT + (ES + ER) • XO= Observed score for some construct • XT = True score for some construct • ES = Systematic Error • ER = Random Error • Objective in research -- XO = XT • Measure is valid • If XR= 0; XO = XT + ES • Measure is reliable

  5. Measurement • Fundamentals of Measurement • Measurement Error • Reliability -- instrument measures the same concept every time it is used (XO = XT + ES) • Validity -- instrument measures what it intends to measure (XO = XT) • Reliability is a necessary, but not sufficient indicator of validity

  6. Measurement • Assessing Reliability (XO = XT + ES ) • Test-Retest Reliability -- consistent responses across time • Internally consistency-- all aspects of the measure work together • Multiple measures (of the same concept) are needed • Laczniak Yogurt is: Good/Bad; Favorable/Unfavorable; Positive/Negative • Coefficient alpha = k (mean inter-item correlation)/{1 +[ (k-1) (mean inter-item correlation)]} • Here – 3 items are used to measure attitude • Need to calculate correlations between each item (3) and then compute the mean • Unidimensionality – all measures work together • Accomplished via factor analysis

  7. Measurement • Indicators of Validity (XO = XT) • Face validity • Measure “looks” like it should • Best to have others (“expert judges” determine this) • Discriminant Validity • Measure does not measure some other concept • Correlation with measure of other concept is very low • Convergent Validity • Measure corresponds to other measures of this concept • Correlation with other measures of this concept is high

  8. Measurement • Suggested procedure for develop reliable and valid marketing measures • Specify domain of the concept • Generate exhaustive a sample of items • Collect data • Purify Measure • Assess unidimensionality • Assess internal consistency

  9. Measurement • Suggested procedure for develop reliable and valid marketing measures (Cont’d) • Collect Data • Assess Reliability • Assess Validity • Develop Norms • Over time • Versus Competition

  10. Measurement • Specify domain of the concept • Conceptual definition of the concept of interest • P&G wants to measure overall performance of Depends • Overall performance – perceptions of quality of Depends on key attributes • Style • Absorption • Leakage • Comfort • Taping • Generate exhaustive a sample of items • Assess performance of 5 attributes on a seven-point scale • 1 = poor performance • 7 = excellent performance

  11. Measurement • Specify domain of the concept • Collect data • Random sample of 300 adult users of Depends from across US • Purify Measure • Assess unidimensionality • Factor Analysis – “analysis of interdependence” • Identify the underlying structure of a number of variables • Do the 5 items used by P&G to measure overall product performance load on a single variable? • RESULTS

  12. Measurement • Specify domain of the concept • Purify Measure (Cont’d) • Assess internal consistency • Reliability assessment (coefficient alpha) • What is a good alpha? • Rules of thumb • New Measure -- .70 • Existing measure -- .85 • Perform item analysis to determine in alpha will improve if item is dropped • RESULTS

  13. Measurement • Assess Validity • Does measure correlate with other measures of same concept? • Does it NOT correlate with other measure of same concept? • RESULTS • Develop Norms • Over time • Versus Competition

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