BUS 362 - Fall 2011
AUBG, Department of Business
BUS 362
LECTURE 12:
Understanding Measurement
Prof. Milena S. Nikolova
Department of Business
OUTLINE
Question Response
Format
Basics of Measurement
Scales
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BUS 362 - Fall 2011
AUBG, Department of Business
1. Establish need for marketing research
2 Define the problem
2.
3. Establish research objectives
4. Determine research design
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5. Identify information types and sources
6 Determine methods of accessing data
6.
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BUS 362 - Fall 2011
AUBG, Department of Business
QUESTION RESPONSE
FORMATS
INGREDIENTS OF QUESTION DEVELOPMENT
Reasoning
Creativity
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC QUESTION-RESPONSE FORMATS
Open-ended
Categorical
Scale-response
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BASIC QUESTION-RESPONSE FORMATS
OPEN-ENDED
|
Respondent is not presented with a response options
|
Could be:
y Unprobed format -- seeking no additional information
| Advantage:
-- Allows respondent to use his or her own words
| Disadvantages:
g
-- Difficult to code and interpret
-- Respondents may not give complete answers
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC QUESTION-RESPONSE FORMATS
OPEN-ENDED
EXAMPLE:
What is your favorite brand of toothpaste?
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BASIC QUESTION-RESPONSE FORMATS
OPEN-ENDED
|
Respondent is not presented with a response options
|
Could be:
y Probed format -- includes a response probe
instructing the interviewer to ask for additional
information
| Advantage:
-- Elicit complete answers
| Disadvantages:
-- Difficult to code and interpret
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC QUESTION-RESPONSE FORMATS
OPEN-ENDED
EXAMPLE:
What is your favorite brand of toothpaste and
why?
Anyy other brand you
y like?
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BASIC QUESTION-RESPONSE FORMATS
CLOSED-ENDED (CATEGORICAL)
|
Respondent is provided with options on the questionnaire that
can be answered qquickly
y and easily
y
|
Could be:
y Dichotomous -- has only two response options (“yes” or
“no”)
| Advantage:
-- Simple to administer and code
| Disadvantages:
-- May oversimplify response options
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC QUESTION-RESPONSE FORMATS
CLOSED-ENDED (CATEGORICAL)
EXAMPLE:
Are you interested in trying the new toothpaste
“Shining Smile”?
†Yes
†No
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BASIC QUESTION-RESPONSE FORMATS
CLOSED-ENDED (CATEGORICAL)
|
Respondent is provided with options on the questionnaire that
can be answered qquickly
y and easily
y
|
Could be:
y Multiple response has more than two options for the
response
Advantage:
g off possible
p
responses
p
-- Allows ffor broad range
-- Is simple to administer and code
| Disadvantages:
-- Must distinguish “pick one” from “pick all that apply”
-- May alert respondents to response options, which they
were unaware of
|
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC QUESTION-RESPONSE FORMATS
CLOSED-ENDED (CATEGORICAL)
EXAMPLE:
Which of the following toothpaste brands are
you most likely to buy?
† Whiteness
†“Whiteness”
†“Shining Smile”
†“Good morning”
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BASIC QUESTION-RESPONSE FORMATS
SCALED RESPONSE
|
Utilizing a scale developed by the researcher to measure
the attributes of some construct under studyy
|
Could be:
y Natural -- using a scale that may be purely numerical
or readily understood measure (years, times, etc.)
| Advantages:
g off intensity/feelings
yf
g to be
-- Allows ffor degree
expressed
-- Is simple to administer and code
| Disadvantage:
-- Respondents may not relate well to the scale
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC QUESTION-RESPONSE FORMATS
SCALED RESPONSE
EXAMPLE:
How many times do you go shopping per
month?
†One
†Two
†Three
†Four or more
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BASIC QUESTION-RESPONSE FORMATS
SCALED RESPONSE
|
Utilizing a scale developed by the researcher to measure
the attributes of some construct under studyy
|
Could be:
y Synthetic -- using a made-up continuum (agreement/
disagreement, intention, etc.)
Advantages:
g of intensity/feelings
y
g to be
-- Allows for degree
expressed
-- Is simple to administer and code
-- Respondents can relate to scale
| Disadvantage:
-- Scale may be “forced” or overly detailed
|
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC QUESTION-RESPONSE FORMATS
SCALED RESPONSE
EXAMPLE:
How likely are you to buy the new “Whiteness”
toothpaste instead of your favorite brand next
time you go shopping (scale of 1 to 5)?
1 – Highly unlikely
2 – Somewhat unlikely
3 – Neutral
4 – Somewhat likely
5 – Very likely
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BASIC QUESTION-RESPONSE FORMATS
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BUS 362 - Fall 2011
AUBG, Department of Business
CONSIDERATIONS IN CHOOSING A QUESTIONRESPONSE FORMAT
|
The nature of the property being measured
y
|
Previous research studies
y
|
Use format in previous study if desire to compare
The ability of the respondent
y
|
Gender = dichotomous; liking for chocolate = scale
Children can’t relate to scaled response
The scale level desired
y
Yes/ no (% of shares) but How many times? (average)
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BASICS OF MEASUREMENT
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BUS 362 - Fall 2011
AUBG, Department of Business
BASIC CONCEPTS IN MEASUREMENT
|
Questionnaires – tools for collecting of information via
measurement
|
Measurement -- determining how much of a property
(attributes or qualities) 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
y Subjective properties are mental constructs
y
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MEASUREMENT LEVELS
|
Objective properties
y
Physically verifiable characteristics
age, gender, number of bottles purchased, etc.
|
|
|
Observable and tangible
Often predetermined as response options
Subject ve
Subjective
y
Cannot be directly observed because they are mental
constructs
person’s attitudes, opinions, or intentions
|
|
Unobservable and intangible
Relying on respondents to translate mental constructs onto an
intensity continuum (using synthetic scales)
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BUS 362 - Fall 2011
AUBG, Department of Business
MEASUREMENT PROCESS
THE OBJECT
Person
Product
Brand
C
Company
PROPERTIES
MEASUREMENT
RESULT
Age
How old are you?
_______ years
35 years
Gender
What is your gender?
___Male ___Female
Female
Preferred
Brand
Which is your favorite brand?
__Coke __Pepsi __Fanta
Fanta
Opinion
How do you rate our brand?
__Poor __Good __Excellent
Good
SCALES:
CHARACTERISTICS &
LEVELS
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BUS 362 - Fall 2011
AUBG, Department of Business
SCALE CHARACTERISTICS AND
LEVEL OF MEASUREMENT
Scale development
designing questions and response formats to measure the
subjective properties of a subject
| Scale characteristics
determine the scale level of measurement
|
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SCALE CHARACTERISTICS
|
Characteristics of scales
1)
Description: the use of a descriptor
descriptor, or label
label, to stand for each “unit”
unit
on the scale (all scales include description):
“yes,” “no,” “male,” “female,” etc.
Order: the relative sizes of the descriptors are known, allowing us to
say one is “greater/less than” the other:
less preferred brand, more preferred brand
Distance: the differences between the descriptors are known:
there is a $1-difference between $4 and $5.
$5 There is a 10-degree
difference between 90 and 100 degrees.
Origin: there is a true, natural zero:
there is a zero level of dollars, market share, sales
2)
3)
4)
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BUS 362 - Fall 2011
AUBG, Department of Business
SCALE CHARACTERISTICS
Each scale characteristic builds on the pprevious one
If a scale has order, it also has description… if it has distance, it also
has order and description…
If a scale has a higher-level property, it has all
lower-level properties
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LEVELS OF MEASUREMENT SCALES
Scale characteristics determine the level of measurement
Nominal scales:
-- using only labels, possess only description
| Ordinal scales:
-- with which the researcher can rank/order the respondents
or responses
| Interval scales:
-- in which the distance between each descriptor is equal
| Ratio scales:
-- ones in which a true zero exists
|
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BUS 362 - Fall 2011
AUBG, Department of Business
LEVELS OF MEASUREMENT SCALES
Scale characteristics determine the level of measurement
|
Nominal scales:
Gender, Race, Religion, Buyer/Non-buyer, etc.
|
Ordinal scales:
Rank brand in order of preference;
Use dry cleaning once a month, twice a month,
more than twice
|
Interval scales:
|
Ratio scales:
Car brand rated 4 – car brand rated 5;
Representative rates are very friendly – rated as
generally friendly
How many car purchases are registered today; How
many dollars do you spend per day (can compare
and construct ratios)
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LEVELS OF MEASUREMENT SCALES
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BUS 362 - Fall 2011
AUBG, Department of Business
IMPORTANCE OF LEVEL OF A MEASUREMENT
SCALE
|
Importance:
The scale affects what may or may not be said about the
property being measured
y The scale determines which statistical analysis you may use
y
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EXERCISE
|
|
|
|
Group 1:
y You are marketing experts for a small university deciding on marketing plan
for next five years; Your survey tries to determine which marketing channels
to use: internet, radio, other?
Group 2:
y You are marketing experts for a telecommunications company deciding how
to launch promotion for new services for teenagers; Your survey tries to
determine whether the promotion of new products needs to be targeted at
parents or the teenagers.
Group 3:
y You
Y are marketing
k ti experts
t for
f a TV channel
h
l launching
l
hi a new show
h targeted
t
t d att
young professionals; Your survey tries to determine whether to air show on
weeknights or during weekend
Case 4:
y
You are marketing experts for a luxury sports gear company deciding whether
to launch a big sale to compensate low sales level; Your survey tries to
determine whether price promotions will impact the luxury brand in a
negative way
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BUS 362 - Fall 2011
AUBG, Department of Business
WORKHORSE SCALES
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Frequent need to measure psychological aspects of
consumer behavior such as attitudes, opinions, evaluations,
beliefs, impressions, perceptions, feelings, and intentions.
|
Need for means that allow the expression of direction and
intensity of subjective properties –
synthetic scale
scale-response
response questions
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BUS 362 - Fall 2011
AUBG, Department of Business
WORKHORSE SCALES USED IN
MARKETING RESEARCH
|
Workhorse Scales:
y
y
y
Scaled response questions with an interval scale format (metric)
Sometimes numbers indicate a single unit of distance between
the positions on the scale
Usually (not always!) the scale ranger from extreme negative,
through neutral, and to extreme positive
|
Neutral is not a zero or origin but a point along the continuum
Negative
Neutral
Positive
Extremely
dissatisfied
No opinion
Extremely
satisfied
Strongly
disagree
Neither agree
nor disagree
Strongly
agree
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WORKHORSE SCALES USED IN
MARKETING RESEARCH
|
Workhorse Scales:
The Likert Scale
The Life-Style Inventory
y The Semantic Differential Scale
y
y
|
y
Halo effect
Other Scaled-Response Question Formats
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BUS 362 - Fall 2011
AUBG, Department of Business
LIKERT SCALE
|
Respondents are asked to indicate their degree of agreement or
disagreement on a symmetric scale for each statement
|
Statements need to be simple and plain
|
Modified depending on needs (statements, intervals, options, etc.)
LIKERT SCALE
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BUS 362 - Fall 2011
AUBG, Department of Business
THE LIFESTYLE INVENTORY
Register values and personality traits through evaluation
of unique activities, interests and opinions of respondents
– measure consumers’ unique way of living
| Could include questions on:
-- price awareness and attitude, fashion awareness and
attitude, activeness in expressing opinion, family
orientation, social preferences, etc.
|
|
Example: the VALS Survey
THE SEMANTIC DIFFERENTIAL SCALE
Features a series of bipolar adjectives for the various
properties of the property at study; respondents evaluate
through points along continuum
| Focus: measure meaning of object, concept, person
| Phrases are flipped to avoid grouping of positive or negative
only on one of the sides
|
y
|
Avoiding the halo effect (bias associated with overall feeling
towards object at study)
Result – plot profile of object image
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BUS 362 - Fall 2011
AUBG, Department of Business
THE SEMANTIC DIFFERENTIAL SCALE
THE SEMANTIC DIFFERENTIAL SCALE
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BUS 362 - Fall 2011
AUBG, Department of Business
OTHER SCALE TYPES
|
Summated scales:
– includes a list and respondents
p
select as manyy answers as apply
pp y
to them producing a metric measure (total number)
y
y
|
Example: Select each of the appliances that you possess:
Example: Mark each of the countries you have visited for leisure purposes:
Anchored scales:
-- endpoints are identified as by the opposite ends of the measurement
continuum and are associated with the beginning and ending numbers
Example: Please rate the quality of the customer service representative you just
interacted with: 1-unfriendly and 5-very friendly
|
Unanchored scales:
-- endpoints are not identified
Example: Please rate the friendliness of the customer service
representative you just interacted with a number from 1 to 5
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ISSUES WITH SYNTHETIC SCALES
|
Including a neutral point
y
|
Using symmetrical scales
y
|
Some respondents may have not formed an opinion but some
respondents may be using neutral as a dodge or a way to hide
opinion
Fort certain categories symmetrical does not make sense
(important/ unimportant) and some groups may respond
better to an unsymmetrical scale
Cultural specifics
y
Some cultures tolerate extremism in opinion, others value
“going with the crowd”
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BUS 362 - Fall 2011
AUBG, Department of Business
RELIABILITY AND VALIDITY
|
Reliability:
-- respondent responds in the same or a similar manner
to an identical or nearly identical measure
|
Validity:
-- accuracy of responses to a measure
y Face validity
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EXAMPLE
Travel Experience
p
& Patterns
ACT
DUR
H1 ; H2
Retrospective
Global
Evaluation
B h i Outcomes
Behavior
O t
H4
PEAK
GVAL
WOM
REV
TRN
H3
Post-Travel Brand
Experience
BVAL
ACT = Activities
DUR = Trip Duration
TRN = Overall Trend
PEAK = Peak
Intensity
GVAL = Global Value
BVAL = Brand Value
Control Variables
Demographics
Negative Events
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WOM = Word of Mouth
REV = Repeat Visit
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BUS 362 - Fall 2011
AUBG, Department of Business
EXAMPLE
Hedonic Dimensions Scale
Voss, K. E., Spangennerg, E. R., & Grohmann, B. (2003).
Measuring the hedonic and utalitarian dimensions of
consumer attitude. Journal of Marketing Research,
XL(August), 310-320.
Not fun
Dull
Not Delightful
Not Thrilling
Not Enjoyable
Fun
Exciting
Delightful
Thrilling
Enjoyable
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EXAMPLE
Behavior Outcome Scale
Zeithaml, V
Zeithaml
V. A
A., Berry
Berry, L
L. L
L., & Parasuraman
Parasuraman, A.
A (1996).
(1996) The behavioral
consequences of service quality. Journal of Marketing, 60(2), 31-46.
-
Likelihood to say positive things.
-
Likelihood to recommend .
-
Likelihood to encourage friends and relatives.
relatives
-
Likelihood to go back to the destination and engage in the same activities and/or visit the same regions you
visited during past trip(s)?
-
Likelihood to go back to the destination and engage in different activities and/or visit different regions
from the ones included in your past trip(s)?
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BUS 362 - Fall 2011
AUBG, Department of Business
EXAMPLE
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Thank You!
Milena S. Nikolova, PhD
mnikolova@aubg.bg
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