Transcript CHAPTER 10

CHAPTER 10
MEASUREMENT IN MARKETING
RESEARCH
Important Topics of This
Chapter
 Basic types question-response format.
 Consideration of choosing a question responseformat.
 Measurement and scale characteristics in a
question-response format.
 Levels of measurement of scales.
 Various types scaled-response question formats.
 Reliability and validity of measurements.
The Questionnaire’s “Position” in
the Research Process
Respondent’s
Information
Survey
Objectives
Questionnaire
Data
Analysis
Findings
Recommendations
Managerial
Action
Criteria for a Good
Questionnaire
To design a good questionnaire, the following issues
should be considered:
Does it Provide the
Necessary DecisionMaking
Information?
Does it Consider the
Respondent?
Basic Question-Response
Format
 Editing


Refers to going through the questionnaire to make certain the “skip
patterns” are followed and required questions are filled out.
A skip pattern is the sequence in which questions are asked.
 Open-Ended Response Format Questions:

An open-ended question is one that does not contain prerecorded
possible responses:

Un-probed format:
 Seeks no additional information from respondents.

Probed format:
 Researcher may ask comments or statement from the respondents.

Response format:
 Researcher may ask additional information.
Basic Question-Response
Format (cont.)
 Closed-Ended Response Format Questions:

Dichotomous closed-ended questions:


Yes/No options.
Multiple category closed-ended questions:

They are very popular question style.
 Scaled-response Questions:

Un-labeled scaled-response format:


Purely numerical or only endpoints are identified.
Labeled scaled-response format:

All of the scaled position are identified.
Considerations in Choosing A
Questions Response Format
 Nature of property being measured:

Different type of question format must be used.
 Previous research studies:

Questionnaires may be used with permission.
 Data collection mode:

Mail, telephone, personal/computer interviews.
 Ability of the respondents:

Previous research experiences may help.
 Scale level desired:

3, or 5, or 7 points scales.
Basic Concepts in
Measurement
 Objects:

Consumers, brands, stores, advertisements.
 Properties:

Demographic characteristics.
 Objective properties:

Physically verifiable.
 Subjective properties:

Cannot be directly observed, such as person’s attitude
and intentions.
Scale Characteristics
 Description:

Agree/Disagree, Approve/Disapprove
 Order:

Size of the descriptor .
 Distance:

Two cars Vs. one car family.
 Origin:

0 or 1.
Primary Scales of Measurement
Scale
Nominal
Ordinal
Interval
Ratio
Numbers
Assigned
to Runners
Finish
7
8
3
Finish
Rank Order
of Winners
Performance
Rating on a
0 to 10 Scale
Time to
Finish, in
Seconds
Third
place
Second
place
First
place
8.2
9.1
9.6
15.2
14.1
13.4
Primary Scales of Measurement
B a sic
C h a r a c te r istic s
N o m in a l N u m b ers id en tify
& classify o b jects
S ca le
O rd in a l
In terv a l
R a tio
N o s. in d icate th e
relativ e p o sitio n s
o f o b jects b u t n o t
th e m ag n itu d e o f
d ifferen ces
b etw een th em
D ifferen ces
b etw een o b jects
can b e co m p ared ,
zero p o in t is
arb itrary
Z ero p o in t is
fix ed , ratio s o f
scale v alu es can
b e co m p ared
C om m on
E x a m p le s
S o cial
S ecu rity n o s.,
n u m b erin g o f
fo o tb all
p lay ers
Q u ality
ran k in g s,
ran k in g s o f
team s in a
to u rn am en t
M a r k e tin g
E x a m p le s
B ran d n o s.,
sto re ty p es
P e r m issib le S ta tistic s
D e sc rip tiv e
In fe re n tia l
P ercen tag es, C h i-sq u are,
m ode
b in o m ial test
P referen ce
ran k in g s,
m ark et
p o sitio n ,
so cial class
P ercen tile,
m ed ian
T em p eratu re
(F ah ren h eit,
C elsiu s)
A ttitu d es,
o p in io n s,
in d ex n o s.
R an g e, m ean , P ro d u ctstan d ard
m o m en t
d ev iatio n
co rrelatio n ,
t tests,
reg ressio n
L en g th ,
w eig h t
A g e, sales,
in co m e,
co sts
G eo m etric
m ean ,
h arm o n ic
m ean
R an k -o rd er
co rrelatio n ,
F ried m an
ANOVA
C o efficien t
o f v ariatio n
A Classification of Scaling Techniques
Scaling Techniques
Non-comparative
Scales
Comparative
Scales
Paired
Comparison
Rank
Order
Constant
Sum
Q-Sort and
Other
Procedures
Likert
Continuous
Itemized
Rating Scales Rating Scales
Semantic
Differential
Stapel
Attitude Scales
•Scaling Defined:
•The term scaling refers to procedures for
attempting to determine quantitative
measures of subjective and sometimes
abstract concepts. It is defined as a
procedure for the assignment of numbers to
a property of objects in order to impart some
of the characteristics of numbers to the
properties in question.
Unidimensional and
Multidimensional Scaling
Unidimensional
Scaling
Multidimensional
Scaling
Procedures
designed to
measure only one
attribute of a
respondent or
object
Procedures
designed to measure
several dimensions
of a respondent or
object
Different Type of Scales
 Graphic Rating Scale:

Present respondents with a graphic continuum typically
anchored by two extremes.
 Itemized Rating Scale:

Itemized rating scales are very similar to graphic rating
scales, except that respondents must select from a limited
number of ordered categories rather than placing a check
mark on a continuous scale.
 Rank-Order Scale:

Itemized and graphic scales are non-comparative because
the respondent makes a judgment without reference to
another object, concept, or person. Rank-order scales, on
Different Type of Scales (cont.)
 Q-Sorting:

Q-Sorting is basically a sophisticated form of rank
ordering. A set of objects - verbal statements, slogans,
product features, potential customer services, and so
forth - is given to an individual to sort into piles
according to specific rating categories.
 Paired Comparison:

Paired comparison scales ask a respondent to pick one of
two objects from a set based upon some stated criteria.
Different Type of Scales (cont.)
 Constant Sum Scales:


Constant sum scales are used more often by
market researchers than paired comparisons
because the long list of paired items is avoided.
This technique requires the respondent to divide
a given number of points, typically 100, among
two or more attributes based on their importance
to the persons.
Different Type of Scales (cont.)
 Semantic Differential Scale:

The construction of the semantic differential scale begins with the
determination of a concept to be rated. The researcher selects
dichotomous pairs of words or phrases that could be used to describe
the concept. Respondents then rate the concept on a scale. The
mean of these responses for each pair of adjectives is computed and
plotted as a “profile” or image.
 Stapel Scale:

The Stapel scale is a modification of the semantic differential. A
single adjective is placed at the center of the scale. Typically it is
designed as a 10-point scale ranging from +5 to -5. The technique is
designed to measure both the direction and intensity of attitudes
simultaneously.
Different Type of Scales (cont.)
 Likert Scale:

The Likert scale consists of a series of statements
that express either a favorable or an unfavorable
attitude toward the concept under study.
 Purchase Intent Scale:

Scale designed to measure the likelihood that a
potential customer will purchase a product or
service.
Some Basic Considerations
When Selecting a Scale
Selecting a Rating, Ranking,
Sorting, or Purchase Intent
Scale
Number of Categories
Forced Versus Non-forced
Choice
Odd or Even Number of
Scale Categories
Balanced Versus Nonbalanced Alternatives
Approaches to Identifying
Determinant Attitudes
Direct
Questioning
Indirect
Questioning
Observation
Obtaining Shampoo Preferences Using
Paired Comparisons
Instructions: We are going to present you with ten pairs of shampoo
brands. For each pair, please indicate which one of the two brands of
shampoo you would prefer for personal use.
Recording Form:
J hirma c k
J hirma c k
aA 1
Fine s s e
0
Vida l
Sa s s oon
0
H e a ds &
Shoulde rs
1
Pe rt
0
1
0
1
1
Fine s s e
1a
Vida l Sa s s oon
1
1
H e a d & Shoulde rs
0
0
0
Pe rt
1
1
0
1
N umbe r of Time s
Pre fe rre d b
3
2
0
4
0
0
1
in a particular box means that the brand in that column was
preferred over the brand in the corresponding row. A 0 means that the
row brand was preferred over the column brand. bThe number of times
a brand was preferred is obtained by summing the 1s in each column.
Paired Comparison Scaling
The most common method of taste testing is paired comparison. The
consumer is asked to sample two different products and select the one with
the most appealing taste. The test is done in private and a minimum of 1,000
responses is considered an adequate sample. A blind taste test for a soft drink,
where imagery, self-perception and brand reputation are very important
factors in the consumer’s purchasing decision, may not be a good indicator of
performance in the marketplace. The introduction of New Coke illustrates
this point. New Coke was heavily favored in blind paired comparison taste
tests, but its introduction was less than successful, because image plays a
major role in the purchase of Coke.
A paired comparison
taste test
Preference for Toothpaste Brands
Using Rank Order Scaling
Instructions: Rank the various brands of toothpaste in order of
preference. Begin by picking out the one brand that you like most
and assign it a number 1. Then find the second most preferred
brand and assign it a number 2. Continue this procedure until you
have ranked all the brands of toothpaste in order of preference. The
least preferred brand should be assigned a rank of 10.
No two brands should receive the same rank number.
The criterion of preference is entirely up to you. There is no right
or wrong answer. Just try to be consistent.
Brand
Rank Order
1. Crest
_________
2. Colgate
_________
3. Aim
_________
4. Gleem
_________
5. Macleans
_________
6. Ultra Brite
_________
7. Close Up
_________
8. Pepsodent
_________
9. Plus White
_________
10. Stripe
_________
Importance of Toilet Soap Attributes
Using a Constant Sum Scale
Instructions
On the next slide are eight attributes of bathing soaps.
Please allocate 100 points among the attributes so that
your allocation reflects the relative importance you
attach to each attribute. The more points an attribute
receives, the more important the attribute is. If an
attribute is not at all important, assign it zero points. If
an attribute is twice as important as some other
attribute, it should receive twice as many points.
Average Responses of Three Segments
Attribute
1. Mildness
2. Lather
3. Shrinkage
4. Price
5. Fragrance
6. Packaging
7. Moisturizing
8. Cleaning Power
Sum
Segment I
Segment II
Segment III
8
2
3
53
9
7
5
13
100
2
4
9
17
0
5
3
60
100
4
17
7
9
19
9
20
15
100
Basic Non-comparative Scales
Scale
Basic
Characteristics
Continuous Place a mark on a
continuous line
Rating
Scale
Examples
Advantages
Disadvantages
Reaction to TV Easy to construct
commercials
Scoring can be
cumbersome
unless
computerized
Measurement
of attitudes
More
time-consuming
Itemized Rating
Scales
Likert Scale Degrees of
agreement on a 1
(strongly disagree)
to 5 (strongly
agree) scale
Semantic
Differential
Easy to construct,
administer, and
understand
Seven-point scale
Brand, product, Versatile
with bipolar labels and company
images
Stapel Scale Unipolar ten-point
scale, -5 to +5,
without a neutral
point (zero)
Measurement
Easy to construct,
of attitudes and administer over
images
telephone
Controversy as
to whether the
data are interval
Confusing and
difficult to apply
A Semantic Differential Scale for Measuring SelfConcepts, Person Concepts, and Product Concepts
1) Rugged :---:---:---:---:---:---:---: Delicate
2) Excitable :---:---:---:---:---:---:---: Calm
3) Uncomfortable :---:---:---:---:---:---:---: Comfortable
4) Dominating :---:---:---:---:---:---:---: Submissive
5) Thrifty :---:---:---:---:---:---:---: Indulgent
6) Pleasant :---:---:---:---:---:---:---: Unpleasant
7) Contemporary :---:---:---:---:---:---:---: Obsolete
8) Organized :---:---:---:---:---:---:---: Unorganized
9) Rational :---:---:---:---:---:---:---: Emotional
10) Youthful :---:---:---:---:---:---:---: Mature
11) Formal :---:---:---:---:---:---:---: Informal
12) Orthodox :---:---:---:---:---:---:---: Liberal
13) Complex :---:---:---:---:---:---:---: Simple
14) Colorless :---:---:---:---:---:---:---: Colorful
15) Modest :---:---:---:---:---:---:---: Vain
Balanced and Unbalanced Scales
Jovan Musk for Men is
Extremely good
Very good
Good
Bad
Very bad
Extremely bad
Jovan Musk for Men is
Extremely good
Very good
Good
Somewhat good
Bad
Very bad
Rating Scale Configurations
A variety of scale configurations may be employed to measure the gentleness of
Cheer detergent. Some examples include:
Cheer detergent is:
1) Very harsh ------------- --- Very gentle
2) Very harsh
1
2
3
4
5
6
3) . Very harsh
Cheer
.
. Neither harsh nor gentle
.
. Very gentle
4) ____
____
____
____
____
Very
Somewhat Neither harsh Somewhat
harsh
Harsh
harsh
nor gentle
gentle
5)
-3
Very
harsh
-2
-1
0
Neither harsh
nor gentle
+1
7
Very gentle
____
Gentle
+2
____
Very
gentle
+3
Very
gentle
Some Unique Rating Scale
Configurations
Thermometer Scale
Instructions: Please indicate how much you like McDonald’s
hamburgers by coloring in the thermometer. Start at the bottom and color up to
the temperature level that best indicates how strong your preference is.
Form:
Like very
much
Dislike
very much
100
75
50
25
0
Smiling Face Scale
Instructions: Please point to the face that shows how much you like the Barbie
Doll. If you do not like the Barbie Doll at all, you would point to Face 1. If you
liked it very much, you would point to Face 5.
Form:
Table 9.2
Summary of Itemized Scale Decisions
1) Number of Categories
Although there is no single, optimal number,
traditional guidelines suggest that there should be
between five and nine categories
2) Balanced vs. unbalanced
In general, the scale should be balanced to obtain
objective data
3) Odd/ even no. of categories If a neutral or indifferent scale response is possible
from at least some of the respondents, an odd
number of categories should be used
4) Forced vs. non-forced
In situations where the respondents are expected
to have no opinion, the accuracy of the data may
be improved by a non-forced scale
5) Verbal description
An argument can be made for labeling all or many
scale categories. The category descriptions should
be located as close to the response categories as
possible
6) Physical form
A number of options should be tried and the best
selected
Reliability of Measurements
Scale Evaluation
Reliability
Test/
Retest
Alternative
Forms
Validity
Internal
Consistency
Content
Criterion
Convergent
Generalizability
Construct
Discriminant Nomological
Potential Sources of Error on
Measurement
1) Other relatively stable characteristics of the individual that influence
the test score, such as intelligence, social desirability, and education.
2) Short-term or transient personal factors, such as health, emotions,
fatigue.
3) Situational factors, such as the presence of other people, noise, and
distractions.
4) Sampling of items included in the scale: addition, deletion, or changes in
the scale items.
5) Lack of clarity of the scale, including the instructions or the items
themselves.
6) Mechanical factors, such as poor printing, overcrowding items in the
questionnaire, and poor design.
7) Administration of the scale, such as differences among interviewers.
8) Analysis factors, such as differences in scoring and statistical analysis.