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Researchers must be Open Friendly Non-judgemental Questions must be Ordered correctly Designed for reliability and validity
Ask towards end of interview Social attitudes Sexual activity Drug/alcohol use
Semantic differential: rate on a 7 point scale an item on various attributes. Each attribute requires a scale with bipolar terminal labels
Likert: indicate the amount of agreement or disagreement (from strongly agree to strongly disagree) on a five- to nine-point scale Helps determine feelings
Stapel: unipolar ten-point rating scale. It ranges from +5 to −5 and has no neutral zero point.
Balanced: equal number of positive/negative responses
Non C omparative Scaling Techniques. Non comparative scaling techniques Respondents using a non comparative scale employ whatever rating standard seems.
MEASUREMENT OF VARIABLES: OPERATIONAL DEFINITION AND SCALES CHAPTER 8.
Chapter Ten. Lecture Plan Noncomparative Scaling techniques Continuous Rating Scales Itemized Rating Scales Itemized Rating Scales Decisions.
4.13 Jacob. 17.To obtain reliable valid marketing research data when conducting personal interviews researchers must make sure that the interviewers are.
Measurement and Scaling: Noncomparative Scaling Techniques.
Measurement & Attitude Scaling Chapter 10. Measurement Scaling Concept Operational Definition Conceptual Definition Rules.
Chapter10 Measurement in Marketing Research. The Measurement Process Empirical System (MKT Phenomena) Abstract System (Construct) Number System measurement.
Scaling and Attitude Measurement in Travel and Hospitality Research Research Methodologies CHAPTER 11.
Chapter 7 Measurement and Scaling Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Measurement & Scaling Techniques Presented By:- Angarika Acharekar (01) Priya Gate (10) Yeseul Jo (12) Pradnya Juvekar (13) Ruchira Koyande (17)
Copyright © 2010 Pearson Education, Inc. 9-1 Chapter Nine Measurement and Scaling: Noncomparative Scaling Techniques.
EXAMPLE OF Likert Scale Strongly Disagree Agree Neither Agree nor Disagree Strongly Agree The celebrity endorser is trustworthy. The celebrity endorser.
Chapter Twelve Copyright © 2006 McGraw-Hill/Irwin Attitude Scale Measurements Used In Survey Research.
Chapter Ten. Figure 10.1 Relationship of Noncomparative Scaling to the Previous Chapters and the Marketing Research Process Focus of This Chapter Relationship.
Surveys. Most Likely Everything You Ever Wanted To Know About Surveys Why do we use surveys? What do surveys address? How do we construct surveys? How.
Question Development. Steps in the Measurement Process The researcher must determine which level is appropriate for the data that will contribute to management.
CH. 9 MEASUREMENT: SCALING, RELIABILITY, VALIDITY.
Lecture 6 Measurement and Scaling: Noncomparative Scaling Techniques.
Chapter: Ten Scaling and Index Construction. LEVELS OF MEASUREMENT Nominal level variables – classify or categorize – no numerical or ordered meaning,
Chapter 9 Scaling, Reliability and Validity Chapter Objectives Know how and when to use the different forms of rating scales and ranking scales Explain.
School Store Operations Likert Scales. What is a Likert Scale The Likert Scale was developed by Rensis Likert in 1932** in an attempt to improve the levels.
Measurement and Scaling Slide 1© Associate Professor Dr. Jamil Bojei, 2007.
4.12 U NDERSTAND DATA - COLLECTION METHODS TO EVALUATE THEIR APPROPRIATENESS FOR THE RESEARCH PROBLEM / ISSUE Understand promotion and intermediate.
Measurement & Scaling Before we proceed further it will be worthwhile to understand the following two terms: (a) Measurement, and (b) Scaling. a) Measurement:
Direct measures Semantic differential scale Likert scale Indirect measures Physiological measurements Projective tests.
Learning Objectives Copyright © 2002 South-Western/Thomson Learning Using Measurement Scales to Build Marketing Effectiveness CHAPTER ten.
Dr. Michael R. Hyman, NMSU Questionnaire Scales. 2 Researchers Can Develop a Broad Range of Scales.
Copyright © 2008 by Nelson, a division of Thomson Canada Limited Chapter 12 Part 3 Measurement Concepts MEASURING ATTITUDE.
Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall 7- 1 Basic Marketing Research: Using Microsoft Excel Data Analysis, 3 rd edition Alvin.
Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.
9 Using Measurement Scales to Build Marketing Effectiveness.
Research Methodology Chapter 8 & 9. Measurement of Variables Business research deal with various social, psychological and behavioral variables. Their.
Measurement & Scaling Dr. Surej P John. Comparative Scaling.
Scaling. Why do we assign numbers to characteristics of objects? What is scaling. What is a nominal scale and what is it used for in Marketing Nominal.
Measuring attitudes Direct measures Semantic differential scale Likert scale Indirect measures Physiological measurements Projective tests psychlotron.org.uk.
© 2006 McGraw-Hill Higher Education. All rights reserved. Chapter 19 Affective Behavior.
10-1 Chapter 10 Measurement and Scaling: Noncomparative Scaling Techniques.
Learning Objective Chapter 9 The Concept of Measurement and Attitude Scales Copyright © 2000 South-Western College Publishing Co. CHAPTER nine The Concept.
Measurement Theory in Marketing Research. Measurement What is measurement? Assignment of numerals to objects to represent quantities of attributes Don’t.
Some Approaches to Measuring Hypothetical Constructs (e.g. Attitudes) Following are approaches that have been used to measure psychological constructs:
Measurements and Scaling MKTG 3350: MARKETING RESEARCH Yacheng Sun Leeds School of Business 1 Dr. Yacheng Sun, UC Boulder.
QUESTIONNAIRES ORANGE BOOK CHAPTER 9. WHAT DO QUESTIONNAIRES GATHER? BEHAVIOR ATTITUDES/BELIEFS/OPINIONS CHARACTERISTICS (AGE / MARITAL STATUS / EDUCATION.
Chapter 6 Indexes, Scales, And Typologies Key Terms.
LECTURE 4 ATTITUDE SCALING. THURSTONE SCALING Post WWI work on interests and attitudes during 1920s- both industrial and psychological research interests.
Chapter Nine 9-1. Measurement: The process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing.
Chapter Ten Measurement and Scaling: Noncomparative Scaling Techniques.
Essentials of Marketing Research,Second Edition Kumar, Aaker& Day Essentials of Marketing Research (Second Edition) Kumar, Aaker & Day Instructor’s Presentation.
Measurement Using Scales MKTG 3342 Fall 2008 Professor Edward Fox.
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