Download Marketing Research

1
Asking Good Questions
Chapter 7, Student Edition
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Define the term measurement as it is used in marketing
research
List the four scales (levels) of measurement
Name some widely used attitude scaling techniques in
marketing research
List some other key decisions to be made when
designing scales
Explain the concept of validity as it relates to measuring
instruments
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
2
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Define the term measurement as it is used in marketing
research
List the four scales (levels) of measurement
Name some widely used attitude scaling techniques in
marketing research
List some other key decisions to be made when
designing scales
Explain the concept of validity as it relates to measuring
instruments
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
3
MR/Brown & Suter
Learning Objective 1
Measurement


Rules for assigning numbers to objects to represent quantities
of attributes
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
4
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Define the term measurement as it is used in marketing
research
List the four scales (levels) of measurement
Name some widely used attitude scaling techniques in
marketing research
List some other key decisions to be made when
designing scales
Explain the concept of validity as it relates to measuring
instruments
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
5
MR/Brown & Suter
Learning Objective 2
Scale
Basic Comparison
Examples
Average
Ratio
Comparison of Absolute
Magnitudes
Comparison of Intervals
Order
Identity
Units Sold
Income
Geometric Mean
Harmonic Mean
Mean
Median
Mode
Interval
Comparison of Intervals
Order
Identity
Customer
Satisfaction
Brand Attitude
Mean
Median
Mode
Ordinal
Order
Identity
Brand Preference
Income (in
categories)
Median
Mode
Nominal
Identity
Gender
Brand Purchase
(Yes/No)
Mode
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
6
MR/Brown & Suter
Learning Objective 2
Higher
Ratio
Level of
Measurement
Lower
Data collected at
higher levels can
be represented at
lower levels;
however, data
collected at lower
levels cannot be
represented at
higher levels.
Interval
Ordinal
Nominal
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Define the term measurement as it is used in marketing
research
List the four scales (levels) of measurement
Name some widely used attitude scaling techniques in
marketing research
List some other key decisions to be made when
designing scales
Explain the concept of validity as it relates to measuring
instruments
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
8
MR/Brown & Suter
Learning Objective 3
Summated-Rating
(Likert) Scales
Neither
Agree
Strongly
Nor
Disagree Disagree Disagree
Agree
Cover Girl mascara is
long-lasting.
Cover Girl mascara boosts
lash volume.
Cover Girl mascara
smudges.
Cover Girl mascara runs
when wet.
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
9
MR/Brown & Suter
Strongl
y Agree
Learning Objective 3
Cover Girl Mascara (Semantic-Differential Scales)
Unreliable
Reliable
Inconvenient
Convenient
Expensive
Inexpensive
Undesirable
Desirable
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
10
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Define the term measurement as it is used in marketing
research
List the four scales (levels) of measurement
Name some widely used attitude scaling techniques in
marketing research
List some other key decisions to be made when
designing scales
Explain the concept of validity as it relates to measuring
instruments
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11
MR/Brown & Suter
Learning Objective 4

Number of Items in a Scale


The four previous examples had four items (i.e., questions)
each
Could a global measure (e.g., an overall evaluation) have
provided the same insight?


What is your overall evaluation of Cover Girl mascara?
Number of Scale Positions


The Summated-Rating and Semantic-Differential examples had
five scale positions each
Would six have been better? Seven?
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
12
MR/Brown & Suter
Learning Objective 4

Including a “Don’t Know” or “Not Applicable” Response
Category


If you are unfamiliar with Cover Girl mascara and its attributes,
would the opportunity to state that these questions do not
apply be helpful?
Reverse Scaling

The Summated-Rating example had two positively worded and
two negatively worded items


Positive: long-lasting, volume boosting
Negative: smudges, runs when wet
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
13
MR/Brown & Suter
Learning Objectives
1.
2.
3.
4.
5.
Define the term measurement as it is used in marketing
research
List the four scales (levels) of measurement
Name some widely used attitude scaling techniques in
marketing research
List some other key decisions to be made when
designing scales
Explain the concept of validity as it relates to measuring
instruments
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
14
MR/Brown & Suter
Learning Objective 5
Neither Reliable
Nor Valid
Reliable, but not
Valid
Both Reliable and
Valid
© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
15
MR/Brown & Suter