Matakuliah Tahun Versi : MN J0412/ Riset Pemasaran : 2007 : Pertemuan Ketujuh Measurement Basic 1 Learning Outcomes Pada akhir pertemuan ini, diharapkan mahasiswa akan mampu : • Mahasiswa dapat menghasilkan skala pengukuran 2 Outline Materi • • • • Materi 1 : Scale of Measurement Materi 2 : The Measurement Problem Materi 3 : Variation in Measured Scores Materi 4 : Clasification and Assessment of Error • Materi 5 : Developing Measures 3 1. Scale of Measurement Scale Basic Comparisons Typical Examples Measures of Average Nominal Identity Male-female User-nonuser Occupations Uniform numbers Mode Ordinal Order Preference for brands Social class Hardness of minerals Graded quality of lumber Median Interval Comparison of intervals Temperature scale Grade point average Attitude toward brands Awareness of advertising Mean Ratio Comparison of absolute magnitudes Units sold Number of purchasers Probability of purchase Weight Geometric mean Harmonic mean 4 Assessing a Respondent’s Liking of Soft Drinks With Nominal, Ordinal, Interval, and Ratio Scales Nominal Ordinal Which of the soft drinks in the following list do you like? (Check ALL that apply): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Rank the soft drinks according to how much you like each (most preferred drink = 1, and least preferred drink = 6): ___Coke ___Dr. Pepper ___Mountain Dew ___Pepsi ___Seven Up ___Sprite Interval Ratio Please indicate how much you like each soft Please divide 100 points among these soft drinks drink by checking the appropriate position on the To represent how much you like each: scale: dislike like a lot dislike like a lot ___Coke Coke ____ ____ ____ ___ ___Dr. Pepper Dr. Pepper ____ ____ ____ ___ ___Mountain Dew Mountain Dew ____ ____ ____ ___ ___Pepsi Pepsi ____ ____ ____ ___ ___Seven Up Seven Up ____ ____ ____ ___ ___Sprite 5 Sprite ____ ____ ____ ___ 100 Measurement Basic 2. The Measurement Problem Hypothetical Construct Conceptual definition Operational Definition 6 Measurement Basic 3. Variations in Measured Scores Penyebab yang mungkin mengapa perbedaan skorbisa terjadi : 1. Perbedaan sebenarnya dalam karakteristik yang kita ukur 2. Perbedaan sebenarnya dalam karakteristik individual lain yang relatif stabil 3. Perbedaan karena faktor-faktor pribadi yang temporer 4. Perbedaan karena faktor-faktor situasional 5. Perbedaan karena variasi metode riset 6. Perbedaan karena tidak akuratnya item pertanyaan 7 Measurement Basic 4. Clasification and Assessment of Error - Systematic errorr - rendom errorr - validity - predictive validity - content validity - construct validity - reliability 8 5 : Developing Measures Procedure for Measurement Development Step 1: Specify Domain of the Construct Step 2: Generate Sample of Items Step 3: Collect Data Step 4: Purify Measure Step 5: Assess Validity 9