1. MR2300 MARKETING RESEARCH PAUL TILLEY Unit 8: Measurement and Questionnaire Design

2. IN THIS VIDEO WE WILL: 1. Determine what needs to be measured 2. Discuss the various types of measurement scales 3. Describe the criterion for good measurement 4. Describe how consumer attitudes are measured 5. Discuss the various types of rating scales and the merits of each type 6. Explain the importance of questionnaire design 7. Describe and explain the basic types of quetions asked. 8. Discuss the basic activities involved in question design & delivery 9. Design and test questionnaires

3. MEASUREMENT  Measurement is the process of describing some property or phenomena, usually by assigning numbers, in a reliable and valid way  The numbers convey information about the phenomena

4. CONCEPT  A Concept is a generalized idea about a class of objects, attributes, occurrences, or processes that represents something of identifiable and distinct meaning

5. OPERATIONAL DEFINITION  Researchers measure concepts through a process known as Operationalization.  Operational Definitions specify what the researcher must do to measure the concept under investigation

6. VARIABLES  Researches us the variance of concepts to help make meaningful diagnosis.  Variables capture the different values of a concept

7. CONSTRUCT  A Construct is a term used for concepts that measures multiple variables

8. LEVELS OF SCALE MEASUREMENT  A Scale is a series of items arranged according to value for the purpose of quantification  A continuous spectrum  There are four levels of scale measurement:  Nominal Scales  Ordinal Scales  Interval Scales  Ratio Scales

9. NOMINAL SCALE A Nominal Scale is a very basic scale, where the numbers represent an identifier – such as a number of a player’s jersey

10. ORDINAL SCALE The Ordinal Scale allows for a rank order (1st, 2nd, 3rd, etc.) by which data can be sorted

11. INTERVAL SCALE An Interval Scale allows for not only recording and reporting order, but also describes the degree of difference between items.

12. RATIO SCALE Ratio scales are the highest form of measurement because it posses all of the properties of the other scales with the additional attribute of representing absolute quantities. Ratio Scales have an absolute zero (a point where none of the quality being measured exists). Using a ratio scale permits comparisons such as being twice as high, or one- half as much. Examples: RULER: inches or centimeters YEARS of work experience INCOME: money earned last year NUMBER of children GPA: grade point average

13. THE GOAL OF MEASUREMENT Validity: The ability of a scale to measure what was intended to be measured Reliability: The degree to which measures are free from random error and therefore yield consistent results Low ReliabilityHigh ReliabilityReliable but Not Valid

14. RELIABILITY

15. VALIDITY

16. SENSITIVITY  A measurement instrument’s ability to accurately measure variability in stimuli or responses.

17. MEASURING ATTITUDES WHAT IS AN ATTITUDE? An attitude is an enduring disposition to consistently respond in a given manner to various aspects of the world.

18. THREE COMPONENTS OF AN ATTITUDE  Affective  Cognitive  Behavioral

19. AFFECTIVE The feelings or emotions toward an object

20. COGNITIVE  Awareness and Knowledge of the subject matter: a person’s beliefs.

21. BEHAVIORAL  Predisposition to action as a result of affective and cognitive components  Intentions  Behavioral expectations

22. THE ATTITUDE MEASURING PROCESS Ranking - Rank order preference Rating - Estimates magnitude of a characteristic Sorting - Arrange or classify concepts Choice - Selection of preferred alternative

23. n Ranking tasks require that the respondent rank order a small number of objects in overall performance on the basis of some characteristic or stimulus. PHYSIOLOGICAL MEASURES: RATING SCALES n Rating asks the respondent to estimate the magnitude of a characteristic, or quality, that an object possesses. The respondent’s position on a scale(s) is where he or she would rate an object. n Sorting might present the respondent with several concepts typed on cards and require that the respondent arrange the cards into a number of piles or otherwise classify the concepts. n Choice between two or more alternatives is another type of attitude measurement - it is assumed that the chosen object is preferred over the other.

24. PHYSIOLOGICAL MEASURES: CATEGORY SCALES n Category scales have two or more answer options n The simplest category scale is a two response scale n Do you like pizza? Yes No n A multiple answer type category scale is a more sensitive measure than a scale having only two response categories - it provides more information. n How important were the following in your decision to visit Clarenville Pizzeria (check one for each item) VERYSOMEWHAT `NOT TOO IMPORTANTIMPORTANT IMPORTANT Location ______________________ ___________ Menu Options______________________ __________ Price______________________ ___________

25. PHYSIOLOGICAL MEASURES: LIKERT SCALES Likert Scales are an extremely popular means for measuring attitudes. Respondents indicate their own attitudes by checking how strongly they agree or disagree with statements. Response alternatives: “strongly agree”, “agree”, “uncertain”, “disagree”, and “strongly disagree”.

26. PHYSIOLOGICAL MEASURES: LIKERT SCALES It is more fun to play a tough, competitive tennis match tan to play an easy one. ___Strongly Agree ___Agree ___Not Sure ___Disagree ___Strongly Disagree

27. PHYSIOLOGICAL MEASURES: SEMANTIC DIFFERENTIAL SCALES Semantic Differential Scales present a series of multi-point bipolar rating scales. Bipolar adjectives, such as “good” and “bad”, anchor both ends (or poles) of the scale. A weight is assigned to each position on the rating scale. Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, - 2, -3. Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex

28. PHYSIOLOGICAL MEASURES: CONSTANT SUM SCALES Divide 100 points among each of the following brands according to your preference for the brand: Brand A _________ Brand B _________ Brand C _________ A Constant Sum Scale has respondents divide a set number of points among several attributes to indicate their relative importance

29. PHYSIOLOGICAL MEASURES: GRAPHIC RATING SCALES A graphic rating Scale presents respondents with a graphic continuum to indicate their attitude.

30. PHYSIOLOGICAL MEASURES: PAIRED COMPARISON SCALES In paired comparisons the respondents are presented with two objects at a time and asked to pick the one they prefer. I would like to know your overall opinion of two brands of bandages: Curad and Band-aid Curad is Better ___ Band-aid is better ___ They are both the same ___

31. PART 2 – QUESTIONNAIRE DESIGN

32. A QUESTIONNAIRE IS ONLY AS GOOD AS THE QUESTIONS IT ASKS

33. THE MAJOR DECISIONS IN QUESTIONNAIRE DESIGN 1. What should be asked? 2. How should each question be phrased? 3. In what sequence should the questions be arranged? 4. What questionnaire layout will best serve the research objectives? 5. How can the questionnaire encourage complete responses 6. How should the questionnaire be pretested? Does the questionnaire need to be revised?

34. WHAT SHOULD BE ASKED?  Questionnaire relevance  Questionnaire accuracy

35. PHRASING QUESTIONS  Open-ended questions  Fixed-alternative questions

36. Avoid Complexity: use simple, conversational language Avoid leading and loaded questions Avoid ambiguity: be as specific as possible Avoid double-barreled items Avoid making assumptions Avoid burdensome questions

37. 1. Do you believe that private citizens have the right to own firearms to defend themselves, their families, and property from violent criminal attack? YesNoUndecided

38. 2. Do you believe that a ban on the private ownership of firearms would be significantly reduce the number of murders and robberies in your community? YesNoUndecided

39. 1a. How many years have you been playing tennis on a regular basis? Number of years: __________ b. What is your level of play? Novice............... -1Advanced.......-4 Lower Intermediate.....-2Expert.........-5 Upper Intermediate..... -3Teaching Pro.... -6 c. In the last 12 months, has your level of play improved, remained the same or decreased? Improved..............-1Decreased....... -3 Remained the same.....-2

40. 2a. Do you belong to a club with tennis facilities?Yes....... -1 No....... -2 b. How many people in your household - including yourself - play tennis? Number who play tennis ___________ 3a. Why do you play tennis? (Please “X” all that apply.) To have fun.......... -1 To stay fit............ -2 To be with friends...... -3 To improve my game...-4 To compete...........-5 To win...............-6 b. In the past 12 months, have you purchased any tennis instructional books or video tapes?Yes....... -1 No....... -2

41. Dear Passenger: American Airlines is pleased to have you on board today. To help us provide the best service possible, we need to know more about you and your opinions of our service. If you are over 11 years old, we would appreciate it if you would complete this questionnaire. Your flight attendant will pick up your completed questionnaire shortly. Thank you.

42. 1. Please indicate: Flight number ___________ Date_____________ 2a. At the city where you boarded this particular plane, did you make a connection from another flight? Yes, from American.... 1 Yes, from Other Airline..2 No..................3 b. Did you board this plane at the airport from which it just took off, or were you a through passenger for which that was an intermediate stop? Boarded here..........1 Through passenger......2 3. How would you rate the overall service from American for this flight, all things considered, from your arrival at the airport terminal until now? Excellent Good Fair Poor Overall Service..........12 3 4

43. 4. Please rate each of the following with regard to this flight, if applicable. Excellent Good Fair Poor 1 2 3 4 Courtesy and Treatment from the: Skycap at airport.............. Airport Ticket Counter Agent..... Boarding Point (Gate) Agent..... Flight Attendants.............. Your Meal or Snack............. Beverage Service.............. Seat Comfort.................. Carry-On Stowage Space........ Cabin Cleanliness............. Video/Stereo Entertainment...... On-Time Departure............

44. QUESTIONNAIRE DESIGN  Question sequence  Order bias  Funnel technique  Filter bias  Question layout

45. PRETESTING IS IMPORTANT

46. LAYOUT FOR INTERNET QUESTIONNAIRES  Graphical User Interface (GUI)  Paging layout going from screen to screen  Scrolling layout gives the respondent the ability to scroll down  Push buttons  Status bar

47. 4 COMMON QUESTION DISPLAYS ON A COMPUTER SCREEN  Radio button  Drop-down box  Check box  Open-ended boxes

53. SOFTWARE THAT MAKES QUESTIONNAIRES INTERACTIVE  Boolean skip and branching logic  hidden skip logic  Variable piping software  Error trapping - forced answering software  Interactive help desks

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