Exploring Marketing Research William G. Zikmund Chapter 13: Measurement.

Slides:

Advertisements

Similar presentations

Conceptualization and Measurement

Advertisements

Taking Stock Of Measurement. Basics Of Measurement Measurement: Assignment of number to objects or events according to specific rules. Conceptual variables:

Independent and Dependent Variables

King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT 345 Marketing Research Dr. Alhassan G. Abdul-Muhmin Introduction.

Professor Gary Merlo Westfield State College

4/25/2015 Marketing Research 1. 4/25/2015Marketing Research2 MEASUREMENT  An attempt to provide an objective estimate of a natural phenomenon ◦ e.g.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.

Chapter 1 A First Look at Statistics and Data Collection.

5/15/2015Marketing Research1 MEASUREMENT  An attempt to provide an objective estimate of a natural phenomenon ◦ e.g. measuring height ◦ or weight.

Exploring Marketing Research William G. Zikmund Chapter 13: Measurement.

Business Research Methods William G. Zikmund

Data and the Nature of Measurement

Descriptive Statistics for Different Scale Types.

MEASUREMENT. Measurement “If you can’t measure it, you can’t manage it.” Bob Donath, Consultant.

McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 11 Measurement.

Concept of Measurement

Measurement Validity and Reliability. Reliability: The degree to which measures are free from random error and therefore yield consistent results.

Beginning the Research Design

Research Methods in MIS

1 Measurement PROCESS AND PRODUCT. 2 MEASUREMENT The assignment of numerals to phenomena according to rules.

Taejin Jung, Ph.D. Week 7: Measurement in PR

1 Measurement Adapted from The Research Methods Knowledge Base, William Trochim (2006). & Methods for Social Researchers in Developing Counries, The Ahfad.

Measuring Social Life Ch. 5, pp

Copyright © 2008 by Pearson Education, Inc. Upper Saddle River, New Jersey All rights reserved. John W. Creswell Educational Research: Planning,

Measurement and Data Quality

Measurement in Survey Research MKTG 3342 Fall 2008 Professor Edward Fox.

Business Research Method Measurement, Scaling, Reliability, Validity

Slide 9-1 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Understanding Measurement Carl McDaniel, Jr. Roger Gates Slides.

McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 11 Measurement.

Copyright © 2008 by Nelson, a division of Thomson Canada Limited Chapter 11 Part 3 Measurement Concepts MEASUREMENT.

Measurement “If you can’t measure it, you can’t manage it.” Bob Donath, Consultant.

Chapter Eight The Concept of Measurement and Attitude Scales

McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 11 Measurement.

Collecting Quantitative Data

Essentials of Marketing Research William G. Zikmund.

What is a Measurement? Concept of measurement is intuitively simple  Measure something two concepts involved  The thing you are measuring  The measurement.

GODFREY HODGSON HOLMES TARCA

Chapter 5 Conceptualization, Operationalization, and Measurement.

Chapter 1 Measurement, Statistics, and Research. What is Measurement? Measurement is the process of comparing a value to a standard Measurement is the.

Exploring Marketing Research William G. Zikmund Chapter 22: Bivariate Statistics- Tests of Differences.

Chapter 11 Measurement McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Variables and their Operational Definitions

Learning Objective Chapter 9 The Concept of Measurement and Attitude Scales Copyright © 2000 South-Western College Publishing Co. CHAPTER nine The Concept.

Asking Good Questions Chapter 7. Scales of Measurement Nominal Nominal Ordinal Ordinal Interval Interval Ratio Ratio.

Chapter 4-Measurement in Marketing Research

Measurement & Attitude Scaling Chapter 10. Measurement Scaling  Concept  Operational Definition  Conceptual Definition  Rules.

Educational Research: Competencies for Analysis and Application, 9 th edition. Gay, Mills, & Airasian © 2009 Pearson Education, Inc. All rights reserved.

MOI UNIVERSITY SCHOOL OF BUSINESS AND ECONOMICS CONCEPT MEASUREMENT, SCALING, VALIDITY AND RELIABILITY BY MUGAMBI G.K. M’NCHEBERE EMBA NAIROBI RESEARCH.

Measurement and Scaling

Measurement Theory in Marketing Research. Measurement What is measurement?  Assignment of numerals to objects to represent quantities of attributes Don’t.

SOCI 2003B: Sociological Methods Colleen Anne Dell, Ph.D. Carleton University, Department of Sociology & Anthropology Canadian Centre on Substance Abuse.

Measurements Jaremilleta M. Arawiran January 22, 2010 Library Multifunction Room.

Chapter 7 Measuring of data Reliability of measuring instruments The reliability* of instrument is the consistency with which it measures the target attribute.

12-1 Chapter 12 Measurement Learning Objectives Understand... distinction between measuring objects, properties, and indicants of properties similarities.

McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. MEASUREMENT Chapter 11.

SECOND EDITION Chapter 5 Standardized Measurement and Assessment

Chapter 6 - Standardized Measurement and Assessment

Dr. Michael R. Hyman, NMSU Attitude Measurement (Click icon for audio)

13 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Lesson 3 Measurement and Scaling. Case: “What is performance?” brandesign.co.za.

Copyright © 2014 Wolters Kluwer Health | Lippincott Williams & Wilkins Chapter 11 Measurement and Data Quality.

Measurement and Scaling Concepts

Chapter 2 Theoretical statement:

Levels of Measurement

Research Methods: Concepts and Connections First Edition

Measurement Reliability and Validity

GODFREY HODGSON HOLMES TARCA

Chapter 5 Conceptualization, Operationalization, and Measurement

Introduction to Measurement Reference: Zikmund, Chapter 13

RESEARCH METHODS Lecture 17

Presentation transcript:

Exploring Marketing Research William G. Zikmund Chapter 13: Measurement

Concept A generalized idea about a class of objects, attributes, occurrences, or processes C opyright © 2000 by Harcourt, Inc. All rights reserved.

Operational Definition Specifies what the researcher must do to measure the concept under investigation C opyright © 2000 by Harcourt, Inc. All rights reserved.

Media Skepticism Media skepticism is the degree to which individuals are skeptical toward the reality presented in the mass media. Media skepticism varies across individuals, from those who are mildly skeptical and accept most of what they see and hear in the media to those who completely discount and disbelieve the facts, values, and portrayal of reality in the media. C opyright © 2000 by Harcourt, Inc. All rights reserved.

Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true? 1.The program was not very accurate in its portrayal of the problem. 2.Most of the story was staged for entertainment purposes. 3.The presentation was slanted and unfair. C opyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 Harcourt, Inc. All rights reserved. Scale Series of items arranged according to value for the purpose of quanitification A continuous spectrum

Copyright © 2000 Harcourt, Inc. All rights reserved. Nominal Scale

Copyright © 2000 Harcourt, Inc. All rights reserved. Ordinal Scale

Copyright © 2000 Harcourt, Inc. All rights reserved. Interval Scale

Copyright © 2000 Harcourt, Inc. All rights reserved. Ratio Scale

Copyright © 2000 Harcourt, Inc. All rights reserved. Scale Properties Uniquely Classifies Preserves Order Equal Intervals Natural Zero

Copyright © 2000 Harcourt, Inc. All rights reserved. Nominal Scale Properties Uniquely Classifies –Sammy Sosa # 21 –Mark McGwire # 25

Copyright © 2000 Harcourt, Inc. All rights reserved. Ordinal Scale Properties Uniquely Classifies Preserves Order Win, Place, & Show

Copyright © 2000 Harcourt, Inc. All rights reserved. Interval Scale Properties Uniquely Classifies Preserves Order Equal Intervals –Consumer Price Index (Base 100) –Fahrenheit Temperature

Copyright © 2000 Harcourt, Inc. All rights reserved. Ratio Scale Properties Uniquely Classifies Preserves Order Equal Intervals –Natural Zero –Weight and Distance

Index Measures ATTRIBUTES A single characteristic or fundamental feature that pertains to an object, person, or issue COMPOSITE MEASURE A composite measure of several variables to measure a single concept; a multi-item instrument C opyright © 2000 by Harcourt, Inc. All rights reserved.

The Goal of Measurement Validity C opyright © 2000 by Harcourt, Inc. All rights reserved.

Validity The ability of a scale to measure what was intended to be measured C opyright © 2000 by Harcourt, Inc. All rights reserved.

Reliability The degree to which measures are free from random error and therefore yield consistent results C opyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 Harcourt, Inc. All rights reserved. Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low ReliabilityHigh ReliabilityReliable but Not Valid (Target A) (Target B) (Target C)

Copyright © 2000 Harcourt, Inc. All rights reserved. Validity

Copyright © 2000 Harcourt, Inc. All rights reserved. Reliability

Sensitivity A measurement instrument’s ability to accurately measure variability in stimuli or responses. C opyright © 2000 by Harcourt, Inc. All rights reserved.