8: Measurement and Scaling

8-2 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Measurement is the process of assigning intensity to the information about constructs, concepts, and objects Scale Measurement Scale Measurement Construct Development Construct Development Measurement

8-3 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Nominal Scales Ordinal Scales Interval Scales Ratio Scales Four Basic Scale Levels

8-4 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Nominal Scales Nominal scales focus on only requiring a respondent to provide some type of descriptor as the raw response Nominal scales focus on only requiring a respondent to provide some type of descriptor as the raw response Example. Please indicate your current martial status. __Married __ Single __ Single, never married __ Widowed

8-5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Ordinal Scales Ordinal scales allow the respondent to express “relative magnitude” between the raw responses to a question Example. Which one statement best describes your opinion of an Intel PC processor? __ Higher than AMD’s PC processor __ About the same as AMD’s PC processor __ Lower than AMD’s PC processor

8-6 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Interval Scales Interval scales demonstrate the absolute differences between each scale point Example. How likely are you to recommend the Santa Fe Grill to a friend? Definitely will not Definitely will

8-7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Ratio Scales Ratio scales allow for the identification of absolute differences between each scale point, and contain real zeros Example 1. Please circle the number of children under 18 years of age currently living in your household (if more than 7, please specify ___.)

8-8 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Criteria for Scale Development  Understanding the questions  Discriminatory power of scale descriptors and points  Balanced versus unbalanced scales  Forced or nonforced choice scales  Desired measure of central tendency and dispersion

8-9 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Central Tendency and Dispersion  Central Tendency  Mode  Median  Mean  Dispersion  Frequency distribution  Range  Standard deviations

8-10 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Central Tendency and Dispersion  If a nominal scale is used, analysis of raw data can only be done using modes and frequencies  If ordinal scales are used, analysis of raw data can be done using medians and ranges (plus modes and frequency distributions)  If interval or ratio scales are used, analysis of raw data can be done through the use of sample means and standard deviations (plus the above)

8-11 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Likert Scale A Likert scale is an ordinal scale format that asks respondents to indicate the extent to which they agree or disagree with a series of statements or propositions

8-12 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Likert Scale Example

8-13 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Semantic Differential Scale A semantic differential scale is a bipolar ordinal scale format that captures a person’s attitudes and/or feelings about a given object.

8-14 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Semantic Differential Scale Example

8-15 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Behavioral Intention Scale A behavioral intention scale is a special type of rating scale designed to capture the likelihood that people will behave a certain way (i.e. buy) in the future.

8-16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Shopping Intention Scale Example

8-17 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Graphic Rating Scale

8-18 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Comparative Rating Scales

8-19 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. Hair/Wolfinbarger/Ortinau/Bush, Essentials of Marketing Research 1e © McGraw-Hill/Irwin2008 Scale Measurement Issues  Single-item or multiple-item scales  Clear wording  Leading Questions  Screening questions  Conditional (“Skip”) questions