Measurement & Attitude Scaling Chapter 10. Measurement Scaling  Concept  Operational Definition  Conceptual Definition  Rules.

Slides:

Advertisements

Similar presentations

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

Advertisements

Research Methodology Chapter 8 & 9.

 Researchers must be  Open  Friendly  Non-judgemental  Questions must be  Ordered correctly  Designed for reliability and validity.

23/11/2007Asian School of Business, Trivandrum Business Research Scales and Questionnaire.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.

Question Development. Steps in the Measurement Process The researcher must determine which level is appropriate for the data that will contribute to management.

Attitude Measurement (Source: W.G Zikmund, B.J Babin, J.C Carr and M. Griffin, Business Research Methods, 8th Edition, U.S, South-Western Cengage Learning,

Exploring Marketing Research William G. Zikmund

CH. 9 MEASUREMENT: SCALING, RELIABILITY, VALIDITY

Essentials of Marketing Research

Comparative Scaling. Some Key Concepts Measurement –Assigning numbers or other symbols to characteristics of objects being measured, according to predetermined.

Some Approaches to Measuring Hypothetical Constructs (e.g. Attitudes) Following are approaches that have been used to measure psychological constructs:

Business Research Methods William G. Zikmund

Indices and Scales. Indices Use sets of responses to questions to provide measures of underlying constructs Each question that makes up an index constitutes.

Scaling, Reliability and Validity

A survey is only as good as the questions it asks

Descriptive Statistics for Different Scale Types.

MEASUREMENT. Measurement “If you can’t measure it, you can’t manage it.” Bob Donath, Consultant.

9-1 Chapter Nine MEASUREMENT SCALES. 9-2 Scaling and Consideration What is Scaling? –Scaling is assigning numbers to indicants of the properties of objects.

1 Measurement PROCESS AND PRODUCT. 2 MEASUREMENT The assignment of numerals to phenomena according to rules.

Taejin Jung, Ph.D. Week 7: Measurement in PR

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.

Aaker, Kumar, Day Seventh Edition Instructor’s Presentation Slides

1 Major topics to be addressed  Types of research  Fundamental concepts.

Chapter Six: The Concept of Measurement and Attitude Scales

(Business Research Methods)

Measurement and Scaling

MEASUREMENT OF VARIABLES: OPERATIONAL DEFINITION AND SCALES

Essentials of Marketing Research William G. Zikmund.

Chapter 5 Conceptualization, Operationalization, and Measurement.

McGraw-Hill/Irwin Business Research Methods, 10e © 2008 The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 12 MeasurementScales.

Business Research Methods William G. Zikmund

Chapter 7 Measurement and Scaling Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

Learning Objective Chapter 9 The Concept of Measurement and Attitude Scales Copyright © 2000 South-Western College Publishing Co. CHAPTER nine The Concept.

Asking Good Questions Chapter 7. Scales of Measurement Nominal Nominal Ordinal Ordinal Interval Interval Ratio Ratio.

Chapter 4-Measurement in Marketing Research

Learning Objectives Copyright © 2002 South-Western/Thomson Learning Using Measurement Scales to Build Marketing Effectiveness CHAPTER ten.

Measurement and Questionnaire Design. Operationalizing From concepts to constructs to variables to measurable variables A measurable variable has been.

1 Chapter 10 Attitude Measurement © 2005 Thomson/South-Western.

Introducing Communication Research 2e © 2014 SAGE Publications Chapter Five Measurement: Research Using Numbers.

Measurement and Scaling

Scaling and Index Construction

Slide 10-1 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Using Measurement Scales to Build Marketing Effectiveness.

9 Using Measurement Scales to Build Marketing Effectiveness.

Measurement Theory in Marketing Research. Measurement What is measurement?  Assignment of numerals to objects to represent quantities of attributes Don’t.

What is a Number?. What is a number? Names and symbols are arbitrary.

1 Marketing Research Dr. A. K. Dey Attitude Scaling.

Measurements Jaremilleta M. Arawiran January 22, 2010 Library Multifunction Room.

14 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Copyright © 2008 by Nelson, a division of Thomson Canada Limited Chapter 12 Part 3 Measurement Concepts MEASURING ATTITUDE.

Measurement & Scaling Techniques Presented By:- Angarika Acharekar (01) Priya Gate (10) Yeseul Jo (12) Pradnya Juvekar (13) Ruchira Koyande (17)

Chapter Twelve Copyright © 2006 McGraw-Hill/Irwin Attitude Scale Measurements Used In Survey Research.

Performance Indicator 4.08 Creating a Survey Describe the use of technology in the marketing-information management function.

CHAPTER 13 MEASUREMENT SCALES. ATTITUDE SCALING Attitude scaling is the process of assessing an attitudinal disposition using a number that represents.

Attitude Scales Measurements

Measurement and Attitude Scaling

Measurement in Marketing Research

4.12 & 4.13 UNDERSTAND DATA-COLLECTION METHODS TO EVALUATE THEIR APPROPRIATENESS FOR THE RESEARCH PROBLEM/ISSUE. RATING SCALES 4.00 Understand promotion.

Part Two THE DESIGN OF RESEARCH

Measurement and scaling

Attitude Scaling (Zikmund, Chapter 10).

Using Measurement Scales to Build Marketing Effectiveness

Chapter 10 Measurement and Attitude Scaling

Chapter 5 Conceptualization, Operationalization, and Measurement

Reliability and Validity

Part Two THE DESIGN OF RESEARCH

The Concept of Measurement and Attitude Scales

Measurement Basics Chapter 13.

Presentation transcript:

Measurement & Attitude Scaling Chapter 10

Measurement Scaling  Concept  Operational Definition  Conceptual Definition  Rules

Measurement Scales  Nominal Scales  Ordinal Scales  Interval Scales  Ratio Scales

Index Measures  Attributes  Index Measures –AKA Composite measures

What Makes a Good Measurement?  Reliability  Validity  Sensitivity

Attitude Measurement  What is an Attitude? –Affective –Cognitive –Behavioral  Hypothetical Construct

Attitude Measurement  Exploratory Research (Chapter 5)  Ranking  Rating  Sorting  Choice  Physiological

Attitude Rating Scales  Simple Attitude Scales –Most basic  Likert Scales –Strongly Disagree  Strongly Agree  Semantic Differential Scale –Seven point continuum –Coding  Numerical Scale

Attitude Rating Scales  Stapel Scales –Single characteristic  Constant-Sum Scale –Divide up points  Graphic Rating Scales

Measuring Behavioral Intentions  Will people take action?  Types  Behavioral Differential

Ranking  Rank Order –Attributes –Brands  Paired Comparisons

Sorting  Classify products or concepts