1. This ad from Greenfield Online suggests that well-executed research can save a company from making a costly mistake on new product introductions.

2. Measurement and Scaling Concepts & Attitude Measurement

3. Introduction
What is to be measured?
And
How to be measured?

4. What is to be measured? 1. Quite tall for his age
2. Moderately tall for his age
3. About average for his age
4. Moderately short for his age
5. Quite short for his age
Suppose, height of a boy is to be measured
If he is moderately tall for his age, his score is 2

5. What is to be measured? We may compare height with other few children
We may use conventional measuring unit (cm/ inch)
We may categorize nice height, not so nice height
Suppose, height of a boy is to be measured
In each of the above case, we will get different scores

6. What is to be measured?
Many measurement scales used in business research are not directly comparable.
A precise definition of the concept may require a description of how it will be measured
There is frequently more than one way of measuring a concept.
Careful conceptual definition
Operational definition
A system of consistent rules for assigning numbers

7. What is to be measured? Operational Definitions Rules of Measurement
An operational definition gives meaning to a concept by specifying the activities or operations necessary to measure it. An operational definition tells the investigator “do such-and-such in so-and-so manner.”
Rules of Measurement
An example of a measurement rule might be: If the individual is an extremely brand loyal l, assign 1, if the individual is a total brand switcher with no brand loyalty, assign 7 and such. Operational definitions help the researcher specify the rules for assigning numbers.

8. Types of Scale Nominal scale Ordinal scale Interval scale Ratio scale
A scale may be defined as any series of items that are progressively arranged according to value or magnitude into which an item can be placed according to its quantification. In other words, a scale is a continuous spectrum or series of categories. The purpose of scaling is to represent, usually quantitatively, an item’s, a person’s, or an event’s place in the spectrum.
Nominal scale
Ordinal scale
Interval scale
Ratio scale

9. Sex, Cast, Marital Status
Types of Scale
The numbers or letters assigned to objects serve as labels for identification or classification.
Nominal scale
Ordinal scale
Interval scale
Ratio scale
Sex, Cast, Marital Status

10. Types of Scale Professional Rank Lt, Capt, Maj, Lt Col
Nominal scale
Ordinal scale
Interval scale
Ratio scale
This scale arranges objects or alternatives according to their magnitude. A typical ordinal scale may be, “excellent,” “good,” “fair,” or “poor.” We know that “excellent” is better than “good,” but we don’t know by how much.
Professional Rank
Lt, Capt, Maj, Lt Col
Excellent, Good, Fair

11. Types of Scale 30, 60 degree Nominal scale Ordinal scale
Interval scale
Ratio scale
Interval scales not only indicate order, they measure order (or distance) in units of equal intervals. The location of the zero point is arbitrary. The classic example of an interval scale is the Fahrenheit temperature scale. For most behavioral business research, interval scales are typically the best measurements
30, 60 degree

12. Types of Scale Nominal scale Ordinal scale Interval scale Ratio scale
Ratio scales have absolute rather than relative scales. Both money and weight are ratio scales because they possess an absolute zero and interval properties. The absolute zero represents a point on the scale where there is an absence of the given attribute.

13. Descriptive Statistics for Types of Scales
Numerical
Operation
Descriptive
Statistics
Nominal
Counting
Frequency in each category, percentage in each category, mode
Ordinal
Rank Ordering
Median, range, percentile ranking
Interval
Arithmetic operations on intervals between numbers
Mean, Standard deviation, variance
Ratio
Arithmetic operations on actual quantities
Geometric mean, coefficient of variation
N.B: For all higher type scale, all lower statistics is possible

14. Index Measure Attribute Index/ Composite Measure
An attribute is a single characteristic or fundamental feature pertaining to an object, person, situation, or issue.
Attribute
Index/ Composite Measure
Multi-itemed instruments for measuring a single concept with several attributes are called index measures, or composite measures.
For example, index of social class may be based on three weighted averages: residence, occupation, and residence. Asking different questions in order to measure the same concept provides a more accurate cumulative measure than does a single-item measure.

15. Criteria for Good Measurement
Reliability
The degree to which measures are free from error and therefore yield consistent result.
Validity
The ability of a scale or measuring instrument to measure what it is intended to measure
Sensitivity
Sensitivity refers to the ability of a instrument to accurately measure variability in stimuli or responses.

16. Techniques for Measuring Attitude
Ranking tasks require that the respondent rank order a small number of objects in overall preference on the basis of some characteristic or stimulus
Ranking
Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent indicates the position on a scale(s) where he or she would rate an object
Rating
Sorting might present the respondent with several product concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the product concepts
Sorting
Choice between two or more alternatives is another type of attitude measurement—it is assumed that the chosen object is preferred over the other(s)
Choice

17. Techniques for Measuring Attitude
Ranking:
Rank order preference
Estimates magnitude of a characteristic
Rating:
Sorting:
Arrange or classify concepts
Selection of preferred alternative
Choice:

18. Rating Scales
There are variety of rating scales. Effectiveness of such scales depend on situations. Few scales are:
Category Scale
Likert Scale
Semantic Differential & Numeric
Constant Sum
Stapel Scale
Graphic Scale
Graphic with Picture Response

19. Rating Scale Advantage Disadvantage
Subject Must
Advantage
Disadvantage
Category Scale
Indicate response category
Flexible, easy to respond
Items may be ambiguous with few categories
Likert Scale
Evaluate statement on a scale
Easiest to construct
Hard to judge what single score means
Semantic Differential & Numeric
Choose points between bipolar adjectives
Easy to construct, norms exist for comparison
Bipolar adjectives must be found, data may be ordinal, not interval
Constant Sum
Divide constant sum
Approx interval measure
Difficult for respondent with low education level
Stapel Scale
Choose point on a scale with adjective on center
Easier to construct than semantic
End points are numerical, not verbal, Labels
Graphic Scale
Choose a point on continuum
Visual impact
No standard answers
Graphic with Picture Response
Choose a visual picture
Hard to attach verbal explanation to response
Exploratory research may be a single research investigation or it may be a series of informal studies; both methods provide background information. Researchers must be creative in the choice of information sources. They should explore all appropriate inexpensive sources before embarking on expensive research of their own. However, they should still be systematic and careful at all times

20. Selecting a Measuring Scale
Is a ranking, sorting, rating or choice technique is best?
Should a monadic or comparative scale be used?
What type of category labels, if any, should be used?
How many scale positions are needed?
Should a balanced or unbalanced scale be chosen?
Should respondent be given forces choice or unforced choice scale?
Should a single measure or an index measure be used?

21. Most scales has similarity
Conclusion
Most scales has similarity
You need to use your judgment and be creative
Exploratory research may be a single research investigation or it may be a series of informal studies; both methods provide background information. Researchers must be creative in the choice of information sources. They should explore all appropriate inexpensive sources before embarking on expensive research of their own. However, they should still be systematic and careful at all times

22. ?
Any Question?
Exploratory research may be a single research investigation or it may be a series of informal studies; both methods provide background information. Researchers must be creative in the choice of information sources. They should explore all appropriate inexpensive sources before embarking on expensive research of their own. However, they should still be systematic and careful at all times

23. Thanks for your contribution
Exhibit 3-1 models the sequence of stages in the research process. It also organizes this chapter and the introduces the remaining chapters in the book.
Chapter 5 focuses on Stage 2: Proposing Research.
Chapters 6-15 focus on Stage 3: Research Design.
Chapter 16 focuses on Stage 4: Data Collection.
Chapters focus on Stage 5: Data Analysis.
Chapter 21 focuses on Stage 6: Reporting.

24. Remember about Assignment for Next Week
Exhibit 3-1 models the sequence of stages in the research process. It also organizes this chapter and the introduces the remaining chapters in the book.
Chapter 5 focuses on Stage 2: Proposing Research.
Chapters 6-15 focus on Stage 3: Research Design.
Chapter 16 focuses on Stage 4: Data Collection.
Chapters focus on Stage 5: Data Analysis.
Chapter 21 focuses on Stage 6: Reporting.

25. You may just have a look for now
Exhibit 3-1 models the sequence of stages in the research process. It also organizes this chapter and the introduces the remaining chapters in the book.
Chapter 5 focuses on Stage 2: Proposing Research.
Chapters 6-15 focus on Stage 3: Research Design.
Chapter 16 focuses on Stage 4: Data Collection.
Chapters focus on Stage 5: Data Analysis.
Chapter 21 focuses on Stage 6: Reporting.

26. Physiological Measure of Attitude
Simple Attitude Scale: In its most basic form, attitude scaling requires that an individual agree with a statement or respond to a single question. This type of self-rating scale merely classifies respondents into one of two categories;
THE PRESIDENT SHOULD RUN FOR RE-ELECTION
_______ AGREE ______ DISAGREE

27. Physiological Measure of Attitude
A category scale is a more sensitive measure than a scale having only two response categories - it provides more information.
Questions working is an extremely important factor in the usefulness of these scales.
How important were the following in your decision to visit Bandarbaan (check one for each item)
VERY SOMEWHAT NOT TOO
IMPORTANT IMPORTANT IMPORTANT
CLIMATE ___________ ___________ ___________
COST OF TRAVEL ___________ ___________ ___________
FAMILY ORIENTED ___________ ___________ ___________
EDUCATIONAL/
HISTORICAL ASPECTS _________ ___________ ___________
FAMILIARITY WITH
AREA ___________ ___________ ___________

28. Physiological Measure of Attitude
Likert Scale
An extremely popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements.
Response alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”.
It is more fun to play a tough, competitive tennis match tan to play an easy one.
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree

29. Physiological Measure of Attitude
Semantic Differential
A series of seven-point bipolar rating scales. Bipolar adjectives, such as “good” and “bad”, anchor both ends (or poles) of the scale.
A weight is assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, -2, -3.
Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull
Simple ___ : ___ : ___ : ___ : ___ : ___ : ___ : Complex
Passive ___ : ___ : ___ : ___ : ___ : ___ : ___ : Active

30. Physiological Measure of Attitude
Numerical Scale
Numerical scales have numbers as response options, rather than “semantic space’ or verbal descriptions, to identify categories (response positions).
Exciting 7 : : : : : : : Calm
Interesting 7 : : : : : : : Dull
Simple 7 : : : : : : : Complex
Passive 7 : : : : : : : Active

31. Physiological Measure of Attitude
Constant - Sum Scale
Respondents are asked to divide a constant sum to indicate the relative importance of selected attributes.
e.g., Divide 100 points among the following attributes according to its importance in case of a delivery service
Accurate Invoicing ____________________
Delivery as Promised __________________
Lower Price __________________________

32. Physiological Measure of Attitude
Modern versions of the Stapel scale place a single adjective as a substitute for the semantic differential when it is difficult to create pairs of bipolar adjectives.
The advantage and disadvantages of a Stapel scale, as well as the results, are very similar to those for a semantic differential. However, the Stapel scale tends to be easier to conduct and administer.
Supervisor’s Name +3 +2 +1
Supportive -1 -2 -3

33. Physiological Measure of Attitude
A graphic rating scale presents respondents with a graphic continuum.
Very Very
Good Poor

34. Physiological Measure of Attitude
The behavioral differential instrument has been developed for measuring the behavioral intentions of subjects towards any object or category of objects. A description of the object to be judged is placed on the top of a sheet, and the subjects indicate their behavioral intentions toward this object on a series of scales. For example:
A 25-year old woman sales representative
Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not
Ask this person for advice.

35. Physiological Measure of Attitude
In paired comparisons the respondents are presented with two objects at a time and asked to pick the one they prefer. Ranking objects with respect to one attribute is not difficult if only a few products are compared, but as the number of items increases, the number of comparisons increases geometrically (n*(n -1)/2). If the number of comparisons is too great, respondents may fatigue and no longer carefully discriminate among them.

36. See You Next Week
Exploratory research may be a single research investigation or it may be a series of informal studies; both methods provide background information. Researchers must be creative in the choice of information sources. They should explore all appropriate inexpensive sources before embarking on expensive research of their own. However, they should still be systematic and careful at all times