Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall
Basic Marketing Research: Using Microsoft Excel Data Analysis, 3rd edition Alvin C. Burns Louisiana State University Ronald F. Bush University of West Florida Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Question-Response Format Options
There are six response format options commonly found in questionnaires that fall in these three categories: Open-ended response format questions Categorical response format questions Metric response format questions Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Question-Response Format Options
Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Open-Ended Response Questions
An open-ended response question is one in which the respondent is instructed to respond in his or her own words Useful when the researcher doesn’t know how the respondent will describe something; doesn’t know the concepts or terms the consumers will use Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Open-Ended Response Questions
Most useful in exploratory research situations May be unaided open-ended format: no prompt or probe May be aided: there is a response such as “Can you think of anything else?” Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Categorical Response Format Questions
The categorical response format question provides response options on the questionnaire Used when the researcher knows the possible responses to a question Allows the respondent to answer quickly and easily because response categories are predetermined and standardized May be dual choice (2 options) May be multiple choice (having several options) Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

“Check All That Apply” Questions
A “check all that apply” question is really a dual choice question When you purchased your most recent automobile, what features did you take into consideration? (Check all that apply.) _____ Style _____ Price _____ Quiet Ride Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Metric Response Format Questions
A metric response format question calls for a number to be provided by the respondent or utilizes a scale developed by the researcher “Metric” means that the answer is a number that expresses a quantity of the property being measured Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Two Types of Metric Questions
Natural metric response format: a number that is appropriate for the property being measured, such as age, number of visits, dollars, etc. Synthetic metric format: an artificial number to measure the property, such as a measure of satisfaction using a scale of 1 to 10 Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Basic Measurement Concepts
Measurement: determining the description or amount of some element of interest to the researcher We measure properties (sometimes called attributes or qualities) of objects Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Basic Measurement Concepts
Objects include consumers, brands, stores, advertisements, or other constructs of interest to the researcher working with a particular manager Properties are the specific features or characteristics of an object that can be used to distinguish it from another object Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

An Example of Basic Measurement
Object: Adult heads of household Properties: a. Awareness of our new product b. Intention to buy our new product c. Age d. Gender e. Media Habits Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Measurement: Operational Definition
Operational definition: when a researcher specifies a procedure to measure properties of objects such as “level of satisfaction” is measured on a scale ranging from 1 to 10 Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Level of Measurement When a researcher specifies an operational definition for the measurement of a property of a construct, he or she explicitly identifies the response scale’s level of measurement, meaning that the researcher has decided whether the scale is to be: Open-ended Categorical or Metric Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Level of Measurement: Open-Ended Measurement
Open-ended measures are not standardized, each respondent’s response is unique It is difficult to interpret open-ended responses Researchers use infrequently unless conducting exploratory research Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Level of Measurement: Categorical Measurement
A categorical measure is one where the possible responses are categories, meaning that the possible alternatives are labels that represent concrete and very different types of answers A respondent selects a category (or group) to which he or she belongs Examples: “yes” vs. “no”, “male” vs. “female” Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Level of Measurement: Metric Measurement
A metric measure requires the respondent to think in terms of amounts or levels of some property being measured Metric measures have: Order: meaning that responses can be arranged from greater to lesser Distance: responses can be compared to see how many units separate them Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Natural Metric Scales Respondents provide a number that is appropriate or natural to the property being measured Examples: The number of times you have purchased Brand A The number of dollars you spend in restaurants per month Your age in years Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Synthetic Metric Measure
Utilizes artificial descriptors or numbers to indicate the amount of a property possessed by an object Synthetic number scales: use of number range, numbers only have meaning in context of the scale from which it originates such as 1-5 Synthetic label metric scale: uses words to indicate different gradations or levels or respondent’s opinion such as “poor”, “good”, or “excellent” Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Examples of Questions with Categorical Scales and Metric Scales

Why the Level of Scale Is Important
The choice of the level of measurement for a scale affects which analyses should or should not be performed The analysis, in turn, greatly affects what may or may not be said about the property being measured Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Why the Level of Scale Is Important, Continued...
The scale affects what may or may not be said about the property being measured Examples If you wish to calculate an average, you must use a metric scale If you use a categorical scale, you must summarize the results with a percent or frequency distribution Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Commonly Used Synthetic Metric Scales
We measure Objective properties, which are physically verifiable characteristics such as age, gender, number of bottles purchased, or last store visited Subjective properties, which cannot be directly observed because they are mental constructs such as a person’s attitudes, opinions, or intentions The marketing researcher must ask a respondent to translate his or her mental constructs onto an intensity continuum Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Scale Development Scale development requires the marketing researcher to develop response formats that are very clear and that are used identically by the various respondents so that the respondents translate their mental constructs onto an intensity continuum Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Goals of Scale Development
There are two goals of scale development: reliability and validity A reliable scale is one in which a respondent responds in the same or in a very similar manner to an identical or nearly identical question A valid scale is one that truly measures the construct under study Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Ethics and Scale Development
Researchers face an ethical dilemma in scale development Most marketing researcher practitioners do not have the time and their clients are unwilling to supply the monetary resources necessary to thoroughly develop scales Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Ethics and Scale Development, Continued…
Consequently, the vast majority of marketing researchers are forced to design their measures by relying on face validity alone, meaning that the researcher simply judges that the question developed to measure the marketing construct at hand “looks like” an adequate measure A conscientious market researcher will devote as much time and energy as possible to ensure the reliability and validity of the research throughout the entire process Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Symmetric Synthetic Scales
Many scales are designed to measure psychological properties that exist on a continuum ranging from one extreme to another in the mind of the respondents The neutral point is not considered zero or an origin; instead, it is considered a midpoint along the continuum Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Intensity Continuum Underlying Symmetric Synthetic Scales

Likert Scales The Likert scale format is commonly used by marketing researchers With the Likert scale, respondents are asked to indicate their degree or agreement or disagreement on a symmetric agree-disagree scale for each of a series of statements A statement is made and the respondent is asked to what degree they agree or disagree with the statement Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Semantic Differential Scales
The semantic differential scale is a symmetric scale The semantic differential scale contains a series of bipolar adjectives for the various properties of the object under study, and respondents indicate their impressions of each property by indicating locations along its continuum When using the semantic differential, be sure to control for the “halo effect” Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Stapel Scales The basis of the Stapel scale format is numerical rather than verbal or visual It has numbers that range from a minus end to a corresponding plus end, and typically include “0” as the midpoint. The respondent circles the number that best corresponds to his or her feelings on the topic Using a Stapel scale, a respondent would be asked to rate his or her feelings toward Best Buy on “competitive prices” on the following scale: Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Nonsymmetric Synthetic Scales
A symmetric scale is sometimes called “balanced,” as it has equal amounts of positive and negative positions Not all constructs that researchers deal with have counter-opposing ends The one-way labeled scale is one where the researcher is measuring some construct attribute with the use of labels that restrict the measure to the “positive” side Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

N-point Scale The n-point scale, meaning a 5-point, 7-point, or 10-point scale format, is a popular choice for researchers measuring constructs on nonsymmetric attributes Remember that synthetic numbers have meaning only in the context of the scale in which they are used Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Example of a 5-Point Anchored Scale

Unanchored N-point Scales
Occasionally, a researcher will opt to not provide the anchors, in which case it will be an unanchored n-point scale An example is, “On a scale of 1 – 5, how do you rate the friendliness of Olive Garden’s wait staff?” As a general rule, anchors are desirable as they stipulate concrete ends of the scale to respondents, but anchors are not mandatory Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Whether to Use a Symmetric or a Nonsymmetric Scale
Ideally, when a synthetic scale is used in a survey, the researcher wants respondents to use all of the scale positions If the researcher believes there will be very few respondents who will make use of the negative side of a symmetric scale, the researcher should opt for a nonsymmetric scale When in doubt, a researcher can pretest both the two-sided and one-sided versions to see whether the negative side will be used by respondents Copyright ©2010 Pearson Education, Inc. publishing as Prentice Hall

Choosing Which Scale To Use

Choosing Which Scale To Use, Continued...

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