Measurement in Marketing Research

Basic Question-Response Formats Open-ended Closed-ended Scaled-response Ch 10

Basic Question-Response Formats Open-Ended Open-ended question presents no response options to the respondent. Ch 10

Basic Question-Response Formats Open-Ended: Unprobed 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 Ch 10

Basic Question-Response Formats Open-Ended: Probed Probed format includes a response probe instructing the interviewer to ask for additional information Advantage: Elicits complete answers Disadvantage: Difficult to code and interpret. Ch 10

Basic Question-Response Formats Closed-Ended Closed-ended question provides options on the questionnaire that can be answered quickly and easily. Ch 10

Basic Question-Response Formats Closed-Ended: Dichotomous Dichotomous has only two response options, such as “yes” or “no” Advantage: Simple to administer and code Disadvantage: May oversimplify response options Ch 10

Basic Question-Response Formats Closed-Ended: Multiple Category 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 Ch 10

Basic Question-Response Formats Scaled-Response Scaled-response question utilizes a scale developed by the researcher to measure the attributes of some construct under study. Ch 10

Basic Question-Response Formats Scaled-Response: Unlabeled 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 Ch 10

Basic Question-Response Formats Scaled-Response: Labeled 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 Ch 10

Considerations in Choosing a Question-Response Format The nature of the property being measured Gender=dichotomous; liking for chocolate=scale Previous research studies Use format in previous study if desire to compare Ch 10

Considerations in Choosing a Question-Response Format The data collection mode Cannot use some scales on the phone The ability of the respondent Kids can’t relate to scaled response The scale level desired Ch 10

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 Ch 10

Scale Characteristics Determine the Level of Measurement Description: the use of a descriptor, or label, to stand for each “unit” on the scale; “yes,” “no,” “male,” “female,” etc. All levels of measurement have description. Order: the relative sizes of the descriptors are known allowing us to say one is “greater/less than” the other. Ch 10

Scale Characteristics Determine the Level of Measurement Distance: the differences between the descriptors are known: there is a $1 difference between $4 and $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. Ch 10

Levels of Measurement Scales Nominal scales: those that use only 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 Ch 10

Levels of Measurement Scales Ch 10

Why the Level of a Measurement Scale is Important The scale affects what may or may not be said about the property being measured. Examples: If you wish to calculate an average, you must use an interval or ratio scale. If you have a nominal or ordinal scale, you must summarize the results with a percentage or frequency distribution. Ch 10

Examples of Scaling Assumptions Ch 10

Measuring Objective Properties Physically verifiable characteristics such as age, gender, number of bottles purchased, etc. Ch 10

Measuring Subjective Properties Cannot be directly observed because they are mental constructs such as a person’s attitudes, opinions, or intentions. For subjective properties, researchers must translate mental constructs onto an intensity continuum. Ch 10

Workhorse Scales Used in Marketing Research The Modified Likert Scale The Life-Style Inventory The Semantic Differential Scale Halo effect Other Scaled-Response Question Formats Ch 10

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 Face validity Ch 10