MR2300 MARKETING
RESEARCH
PAUL TILLEY
Unit 8: Measurement and
Questionnaire Design
IN THIS VIDEO WE WILL:
1. Determine what needs to be measured
2. Discuss the various types of measurement scales
3. Describe the criterion for good measurement
4. Describe how consumer attitudes are measured
5. Discuss the various types of rating scales and the merits of
each type
6. Explain the importance of questionnaire design
7. Describe and explain the basic types of quetions asked.
8. Discuss the basic activities involved in question design &
delivery
9. Design and test questionnaires
MEASUREMENT

Measurement is the process of describing some
property or phenomena, usually by assigning
numbers, in a reliable and valid way

The numbers convey information about the
phenomena
CONCEPT

A Concept is a generalized idea about a class of
objects, attributes, occurrences, or processes
that represents something of identifiable and
distinct meaning
OPERATIONAL DEFINITION

Researchers measure concepts through a
process known as Operationalization.

Operational Definitions specify what the
researcher must do to measure the concept
under investigation
VARIABLES

Researches us the variance of concepts to help
make meaningful diagnosis.

Variables capture the different values of a
concept
CONSTRUCT

A Construct is a term used for concepts that
measures multiple variables
LEVELS OF SCALE MEASUREMENT

A Scale is a series of items arranged according to
value for the purpose of quantification

A continuous spectrum

There are four levels of scale measurement:

Nominal Scales

Ordinal Scales

Interval Scales

Ratio Scales
NOMINAL SCALE
A Nominal Scale is a very basic scale, where
the numbers represent an identifier – such as a
number of a player’s jersey
ORDINAL SCALE
The Ordinal Scale allows for a rank order (1st, 2nd,
3rd, etc.) by which data can be sorted
INTERVAL SCALE
An Interval Scale allows for not only recording and
reporting order, but also describes the degree of
difference between items.
RATIO SCALE
Ratio scales are the highest form of measurement because
it posses all of the properties of the other scales with the
additional attribute of representing absolute quantities.
Ratio Scales have an absolute zero (a point where none of
the quality being measured exists). Using a ratio scale
permits comparisons such as being twice as high, or onehalf as much.
Examples:
RULER: inches or centimeters
YEARS of work experience
INCOME: money earned last year
NUMBER of children
GPA: grade point average
THE GOAL
OF MEASUREMENT
Reliability: The degree to which measures are
free from random error and therefore yield
consistent results
Validity: The ability of a scale to measure what
was intended to be measured
Low Reliability
High Reliability
Reliable but Not
Valid
RELIABILITY
RELIABILITY
STABILITY
TEST RETEST
INTERNAL CONSISTENCY
EQUIVALENT FORMS
SPLITTING HALVES
VALIDITY
Validity
FACE OR CONTENT
CRITERION VALIDITY
CONCURRENT
CONSTRUCT VALIDITY
PREDICTIVE
SENSITIVITY

A measurement instrument’s ability to accurately
measure variability in stimuli or responses.
MEASURING ATTITUDES
WHAT IS AN ATTITUDE?
An attitude is an enduring disposition to
consistently respond in a given manner
to various aspects of the world.
THREE COMPONENTS OF AN
ATTITUDE

Affective

Cognitive

Behavioral
AFFECTIVE
The feelings or emotions
toward an object
COGNITIVE

Awareness and Knowledge of the subject
matter: a person’s beliefs.
BEHAVIORAL

Predisposition to action as a result of affective
and cognitive components

Intentions

Behavioral expectations
THE ATTITUDE MEASURING
PROCESS
Ranking - Rank order preference
Rating - Estimates magnitude of a characteristic
Sorting - Arrange or classify concepts
Choice - Selection of preferred alternative
PHYSIOLOGICAL MEASURES:
RATING SCALES

Ranking tasks require that the respondent rank order a
small number of objects in overall performance on the
basis of some characteristic or stimulus.

Rating asks the respondent to estimate the magnitude of a
characteristic, or quality, that an object possesses. The
respondent’s position on a scale(s) is where he or she would
rate an object.

Sorting might present the respondent with several
concepts typed on cards and require that the respondent
arrange the cards into a number of piles or otherwise
classify the concepts.

Choice between two or more alternatives is another type
of attitude measurement - it is assumed that the chosen
object is preferred over the other.
PHYSIOLOGICAL MEASURES:
CATEGORY SCALES

Category scales have two or more answer options

The simplest category scale is a two response scale


Do you like pizza? Yes No
A multiple answer type category scale is a more sensitive
measure than a scale having only two response categories - it
provides more information.

How important were the following in your decision to visit Clarenville
Pizzeria (check one for each item)
VERY
SOMEWHAT
`NOT TOO
IMPORTANT
IMPORTANT
IMPORTANT
Location
___________
___________
___________
Menu Options
___________
___________
__________
Price
___________
___________
___________
PHYSIOLOGICAL MEASURES:
LIKERT SCALES
Likert Scales are an extremely popular means for measuring
attitudes. Respondents indicate their own attitudes by
checking how strongly they agree or disagree with
statements.
Response alternatives:
• “strongly agree”,
• “agree”,
• “uncertain”,
• “disagree”,
• and “strongly disagree”.
PHYSIOLOGICAL MEASURES:
LIKERT SCALES
It is more fun to play a tough, competitive tennis
match tan to play an easy one.
___Strongly Agree
___Agree
___Not Sure
___Disagree
___Strongly Disagree
PHYSIOLOGICAL MEASURES:
SEMANTIC DIFFERENTIAL SCALES
Semantic Differential Scales present a series of multi-point
bipolar rating scales. Bipolar adjectives, such as “good” and
“bad”, anchor both ends (or poles) of the scale.
A weight is assigned to each position on the rating scale.
Traditionally, scores are 7, 6, 5, 4, 3, 2, 1, or +3, +2, +1, 0, -1, 2, -3.
Exciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm
Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull
Simple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex
PHYSIOLOGICAL MEASURES:
CONSTANT SUM SCALES
A Constant Sum Scale has respondents divide a set number of
points among several attributes to indicate their relative
importance
Divide 100 points among each of the following brands
according to your preference for the brand:
Brand A _________
Brand B _________
Brand C _________
PHYSIOLOGICAL MEASURES:
GRAPHIC RATING SCALES
A graphic rating Scale presents respondents with a graphic
continuum to indicate their attitude.
PHYSIOLOGICAL MEASURES:
PAIRED COMPARISON SCALES
In paired comparisons the respondents are presented with two objects at a time
and asked to pick the one they prefer.
I would like to know your overall opinion of two brands of
bandages: Curad and Band-aid
• Curad is Better ___
• Band-aid is better ___
• They are both the same ___
PART 2 – QUESTIONNAIRE
DESIGN
A QUESTIONNAIRE IS
ONLY AS GOOD
AS THE QUESTIONS IT ASKS
THE MAJOR DECISIONS IN
QUESTIONNAIRE DESIGN
1.
What should be asked?
2.
How should each question be phrased?
3.
In what sequence should the questions be arranged?
4.
What questionnaire layout will best serve the research
objectives?
5.
How can the questionnaire encourage complete
responses
6.
How should the questionnaire be pretested? Does the
questionnaire need to be revised?
WHAT SHOULD BE ASKED?

Questionnaire relevance

Questionnaire accuracy
PHRASING QUESTIONS

Open-ended questions

Fixed-alternative questions
• Avoid Complexity: use simple, conversational
language
• Avoid leading and loaded questions
• Avoid ambiguity: be as specific as possible
• Avoid double-barreled items
• Avoid making assumptions
• Avoid burdensome questions
1. Do you believe that private citizens have the right to
own firearms to defend themselves, their families, and
property from violent criminal attack?
Yes
No
Undecided
2. Do you believe that a ban on the private ownership
of firearms would be significantly reduce the number of
murders and robberies in your community?
Yes
No
Undecided
1a. How many years have you been playing tennis on a regular basis?
Number of years: __________
b. What is your level of play?
Novice . . . . . . . . . . . . . . .
Lower Intermediate . . . . .
Upper Intermediate . . . . .
-1
-2
-3
Advanced . . . . . . .
Expert . . . . . . . . .
Teaching Pro . . . .
-4
-5
-6
c. In the last 12 months, has your level of play improved, remained the
same or decreased?
Improved. . . . . . . . . . . . . .
Remained the same . . . . .
-1
-2
Decreased. . . . . . .
-3
2a. Do you belong to a club with tennis facilities?
Yes . . . . . . .
No . . . . . . .
b. How many people in your household - including yourself - play tennis?
Number who play tennis ___________
3a. Why do you play tennis? (Please “X” all that apply.)
To have fun . . . . . . . . . .
To stay fit. . . . . . . . . . . .
To be with friends. . . . . .
To improve my game . . .
To compete. . . . . . . . . . .
To win. . . . . . . . . . . . . . .
-1
-2
-3
-4
-5
-6
b. In the past 12 months, have you purchased any tennis instructional
books or video tapes?
Yes . . . . . . .
-1
No . . . . . . .
-2
-1
-2
Dear Passenger:
American Airlines is pleased to have you on board today.
To help us provide the best service possible, we need to know
more about you and your opinions of our service. If you are
over 11 years old, we would appreciate it if you would complete
this questionnaire.
Your flight attendant will pick up your completed questionnaire
shortly.
Thank you.
1. Please indicate: Flight number ___________ Date_____________
2a. At the city where you boarded this particular plane, did you make a
connection from another flight?
Yes, from American . . . .
1
Yes, from Other Airline . .
2
No . . . . . . . . . . . . . . . . . .
3
b. Did you board this plane at the airport from which it just took off, or
were you a through passenger for which that was an intermediate stop?
Boarded here . . . . . . . . . .
Through passenger. . . . . .
1
2
3. How would you rate the overall service from American for this flight,
all things considered, from your arrival at the airport terminal until now?
Overall Service . . . . . . . . . .
Excellent Good
1
2
Fair
3
Poor
4
4. Please rate each of the following with regard to this flight, if applicable.
Excellent Good
Courtesy and Treatment from the:
Skycap at airport . . . . . . . . . . . . . .
Airport Ticket Counter Agent . . . . .
Boarding Point (Gate) Agent . . . . .
Flight Attendants . . . . . . . . . . . . . .
Your Meal or Snack. . . . . . . . . . . . .
Beverage Service . . . . . . . . . . . . . .
Seat Comfort. . . . . . . . . . . . . . . . . .
Carry-On Stowage Space. . . . . . . .
Cabin Cleanliness . . . . . . . . . . . . .
Video/Stereo Entertainment . . . . . .
On-Time Departure . . . . . . . . . . . .
1
2
Fair
Poor
3
4
QUESTIONNAIRE DESIGN


Question sequence

Order bias

Funnel technique

Filter bias
Question layout
PRETESTING IS IMPORTANT
LAYOUT FOR INTERNET
QUESTIONNAIRES

Graphical User Interface (GUI)

Paging layout going from screen to screen

Scrolling layout gives the respondent the ability
to scroll down

Push buttons

Status bar
4 COMMON QUESTION DISPLAYS
ON A COMPUTER SCREEN

Radio button

Drop-down box

Check box

Open-ended boxes
SOFTWARE THAT MAKES
QUESTIONNAIRES INTERACTIVE

Boolean skip and branching logic

hidden skip logic

Variable piping software

Error trapping - forced answering software

Interactive help desks
FREE ONLINE SURVEY SOFTWARE
FLUID SURVEYS
www.fluidsurveys.com