1. Chapter 4-Measurement in Marketing Research

2. Measurement & Scaling
Measurement – Process of assigning numbers to objects to measure amount of attributes.
Rules – A guide.
Scale
Note: We measure a person’s social class and not the person.
Properties of the attribute and then assign numerals.

3. Measurement Scales Nominal - Counting Ordinal – Median / Mode
Interval - Mean
Ratio – Geometric Mean
Football jerseys – nominal – counting; percentages
Ordinal – deals with order - academic standing in terms of juniors and seniors; top three students in the class.

4. Difficulty in Measurement
needs to measure ‘internal’ subjective states of individual consumers
constructs: mental abstractions that form the basis for modeling the behavior of larger systems involving many individuals
constitutive definition defines a construct with other constructs, as in a dictionary
operational definition specifies how a construct is to be measured 4

5. Example of concepts: mass , love, strength, advertising effectiveness, consumer attitude, market share
Example of constructs: consumer attitude, advertising effectiveness. Constructs are concepts used for research purpose.
Construct ‘attitude’ may be defined as a learned tendency to respond in a consistent manner with respect to a given object of orientation’ or as’ latent dispositions toward objects’
Constructs that can be measured and quantified are called variables. They…vary!

6. Operational definition
Height:
Measure 1: in inches, with a ruler with the person wearing shoes
Measure 2: in inches, with a ruler w/out the person wearing shoes
Measure 3: Measured by an altimeter or barometer
Measure 4: Measured by the number of hands

7. Operational definition Purchase intentions: measured as answer to:
I will definitely purchase Brand x……………
I probably will purchase Brand x…………….
I probably will not purchase Brand x…………
I definitely will not purchase Brand x…………
Can you think of an alternative operationalization?
Attitudes multiplied by Beliefs.= PI

8. Measurement Scales Nominal - Counting Ordinal – Median / Mode
Interval - Mean
Ratio – Geometric Mean
Football jerseys – nominal – counting; percentages
Ordinal – deals with order - academic standing in terms of juniors and seniors; top three students in the class.

9. Scale Types

10. Scale Types

11. Scale Types
Please divide 100 points among each of the following soft drinks according to your degree of liking for each.
Coke ________
Pepsi ________
Dr. Pepper ________
Sprite ________

12. Basic
Comparisons
Typical
Examples
Measures of
Average
Scale
Nominal
Ordinal
Interval
Ratio
Identity
Order
Comparison
of intervals
of absolute
magnitudes
Male-female
User-nonuser
Occupations
Uniform numbers
Preference for brands
Social class
Hardness of minerals
Graded quality of lumber
Temperature scale
Grade point average
Attitude toward brands
Awareness of advertising
Units sold
Number of purchasers
Probability of purchase
Weight
Mode
Median
Mean
Geometric
mean
Harmonic

13. Reliability Split-half Cronbach alpha
Reliability – consistency of measures– should capture the core concept.
Test-retest reliability
Equivalent forms
Internal consistency
Split-half
Cronbach alpha

14. Reliability

15. Reliability

16. Validity Face validity. Content validity.
Criterion-related validity – the degree to which an instrument can predict
Predictive – FUTURE - SAT scores; Attitudes.
Concurrent - CURRENT
Construct validity – the degree to which a measure confirms a theory based upon the concepts
Discriminant
Convergent

17. Reliability and Validity

18. Scaling Issues Graphic Rating Scales Itemized Rating Scales
A graphic continuum typically anchored by two extremes.
Easily constructed and simple to use.
Ability to discern fine distinctions.
Itemized Rating Scales
Respondents must select from a limited number of ordered categories rather than placing a check mark on a continuous scale.

19. Three Types of Graphic Rating Scales
Uncomfortable
Scale A
Comfortable
Uncomfortable
Scale B
Comfortable 10 20 30 40 50 60 70 80 90
100
Neutral

20. Three Types of Graphic Rating Scales
Scale C 1 2 3 4 5 6 7 8 9 10
Very
very
Uncomfortable
Very
very
Comfortable

21. Exhibit 8.13 Graphic Rating Scale

22. Attitude Measurement Scales
To learn about various types of attitude scales.
Rank Order Scale
Respondent judges one item against another
Paired Comparison Scales
Asks a respondent to pick one of two objects from a set based upon some stated criteria.
The respondent makes a series of paired judgments between objects.
Constant Sum Scales
Requires the respondent to divide a given number of points, typically 100, among two or more attributes based on the importance to the person.

23. Exhibit 8.14 Comparative Rating Scales

24. Attitude Measurement Scales
To learn about the various types of attitude scales.
The Semantic Differential
Begins with the determination of a concept to be rated.
The researcher selects opposite pairs of words or phrases that describe the object
Respondents rate on a scale.
The mean is computed and plotted as a profile or image.

25. Semantic Differential

26. Attitude Measurement Scales
To learn about the various types of attitude scales.
Stapel Scale
Designed to measure both the direction and intensity of attitudes simultaneously.
Likert Scales
A series of statements that express either a favorable or unfavorable attitude toward the concept under study.
The respondent is asked the level of agreement or disagreement with each statement.

27. Exhibit 8.9 Likert Scale Example

28. The Validity and Reliability Concepts
Sources of measurement error:
1. respondent characteristics, such as mood
2. situational factors, such as time of day
3. data collection factors, such as the influence of the interviewing method
4. measuring instrument factors, such as flawed survey questions
5. data analysis factors, such as coding error
total measurement error = systematic error (eS, consistent bias) plus random error (eR) 28

29. Estimating Validity
Validity is the extent to which measurement is free from both systematic and random error – its overall accuracy. It is estimated with:
construct validity: compares measurements from the construct of interest and related constructs
content (face) validity: compares measurements with judgments by experts
concurrent validity: compares two different measurements of the same marketing phenomenon at the same point in time
predictive validity: compares measurements at one point in time with predicted measurements at a future point in time 29

30. Estimating Reliability
Reliability is the extent to which a measurement is free from random errors – its consistency, precision, and predictability. It is estimated with:
test-retest reliability: compares repeated measurements using the same scaling device under similar conditions on the same subjects
alternative-forms reliability: compares measurements between two equivalent but not identical forms, administered to the same subjects
split-half reliability: compares measurements between equivalent groups of item responses in a multi-item measurement device 30

31. A Model of Behavioral Response
The hierarchy-of-effects model hypothesizes that the buyer's response falls along a spectrum for each component of attitude.
cognitive (or belief) component – respondent's awareness of and knowledge about object
affective (or feeling) component – respondent's liking of and preference for object
behavioral component – respondent's intention to buy and purchase behavior 31

32. A Model of Behavioral Response (cont.)
Figure 4-4 Model of Behavioral Response 32

33. Verbal Rating Scales-Issues to consider
Issues to consider for design of verbal rating scales:
1. overall number of categories
2. odd or even number of categories
3. balanced vs. unbalanced scale
4. extent of verbal description
5. category numbering
6. forced vs. non-forced scales
7. comparative vs. non-comparative scales
8. symmetric vs. asymmetric scales
9. scale direction
10. choice of endpoints 33