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