Chapter 10

Measurement in Marketing Research

The Measurement Process

Empirical System (MKT Phenomena)

Abstract System (Construct)

Number System

measurement

Basic Question-Response Formats

• Open-ended• Close-ended• Scaled-response

Basic Question-Response FormatsOpen-Ended

Unprobed

• Open-ended question: presents no response options to the respondent • Unprobed format: seeks no additional

information• Advantage:• Allows respondent to use his or her own

words• Disadvantages:• Difficult to code and interpret• Respondents may not give complete

answers

Basic Question-Response FormatsOpen-Ended

Probed

• Open-ended question: presents no response options to the respondent • Probed format: includes a response probe

instructing the interviewer to ask for additional information• Advantage:• Elicits complete answers

• Disadvantage:• Difficult to code and interpret

Basic Question-Response FormatsClose-EndedDichotomous

• Close-ended question: provides options on the questionnaire that can be answered quickly and easily• Dichotomous: has only two response options,

such as “yes” or “no”, “Don’t know”,• Advantage:• Simple to administer and code

• Disadvantage:• May oversimplify response options

Basic Question-Response FormatsClose-Ended

Multiple Category

• Close-ended question: provides options on the questionnaire that can be answered quickly and easily• Multiple response: has more than two options for the

response• Advantages:

• Allows for broad range of possible responses• Simple to administer and code

• Disadvantages:• Must distinguish “pick one” from “pick all that

apply”• May alert respondents to response options of

which they were unaware

Basic Question-Response FormatsScaled-Response

Unlabeled

• Scaled-response question: utilizes a scale developed by the researcher to measure the attributes of some construct under study• Unlabeled: uses a scale that may be purely

numerical or only the endpoints of the scale are identified• Advantages:

• Allows for degree of intensity/feelings to be expressed

• Simple to administer and code• Disadvantage:

• Respondents may not relate well to the scale

Basic Question-Response FormatsScaled-Response

Labeled

• Scaled-response question: utilizes a scale developed by the researcher to measure the attributes of some construct under study• Labeled: uses a scale in which all of the scale

positions are identified with some description• Advantages:

• Allows for degree of intensity/feelings to be expressed

• Simple to administer and code• Respondents can relate to scale

• Disadvantage:• Scale may be “forced” or overly detailed

Considerations in Choosing a Question-Response Format

• The nature of the property (concept) being measured

• Previous research studies• The data collection mode• The ability of the respondent• The scale level desired– for the purpose of data

analysis

Basic Concepts in Measurement

• Measurement: determining how much of a property is possessed by an object

• Properties: specific features or characteristics of an object that can be used to distinguish it from another object• Objective properties are physically verifiable• Subjective properties are mental

constructs

Levels of Measurement

• Nominal scales: those that use only as labels• Ordinal scales: those with which the researcher

can rank-order the respondents or responses• Interval scales: those in which the distance

between each descriptor is equal• Ratio scales: ones in which a true zero exists

Workhorse Scales Used in Marketing Research

• The Modified Likert Scale• The Life-Style Inventory-- AIO• The Semantic Differential Scale • Halo effect

• Other Scaled-Response Question Formats

The Modified Likert Scale

• To measure intensity of agreement or disagreement on a symmetric scale. For example:

• “Marketing research class is the most valuable class in your major programs.”

5– Strongly agree

4– Agree

3– Neither agree nor disagree

2– Disagree

1– Strongly disagree

Semantic Differential Scale

• Using ‘bipolar adjectives’,

• Such as: Strong – Weak,

Agree – Disagree,

Light – Heavy,

Good – Bad,

Day – Night, etc.

Composite Scale

• Formative composite scale– Each item measures some part of the whole. (e.g., Store image).

• Reflective composite scale– Multiple items are used to measure a single dimension of a concept. ( e.g., Service quality of an airline.)

Other Scale Formats

• Graphic Rating Scale

• Stapel Scale – a unique 10-point nonverbal rating scale. It measures the direction and intensity simultaneously.

Stapel Scale Format

+5 +5+4 +4+3 +3+2 +2+1 +1

−1 −1−2 −2−3 −3−4 −4−5 −5

Fast service Friendly

Bank

Stapel Scale Format

+5 +5+4 +4+3 +3+2 +2+1 +1

−1 −1−2 −2−3 −3−4 −4−5 −5

Honest High saving rates

Bank

Reliability and Validity

• Reliability: respondent responds in the same or a similar manner to an identical or nearly identical measure: Test-retest

Equivalent forms Split-half(--test the consistency of responses)• Validity: accuracy of responses to a measure• Face validity (Judges validity by its face value.)

Validity –con’d

• Predictive validity (Does a measure predict another measure? )

• Convergent validity ( Do two methods of collecting the same information agree?)

• Discriminant validity ( Do measures of different construct differ as you expect them to?—( e.g., IQ vs. EQ. )

Questions and Answers

• Questions ?