© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Asking Good Questions Chapter 7, Student Edition MR/Brown & Suter 1

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter2 1. Define the term measurement as it is used in marketing research 2. List the four scales (levels) of measurement 3. Name some widely used attitude scaling techniques in marketing research 4. List some other key decisions to be made when designing scales 5. Explain the concept of validity as it relates to measuring instruments

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter3 1. Define the term measurement as it is used in marketing research 2. List the four scales (levels) of measurement 3. Name some widely used attitude scaling techniques in marketing research 4. List some other key decisions to be made when designing scales 5. Explain the concept of validity as it relates to measuring instruments

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 1 MR/Brown & Suter4  Measurement  Rules for assigning numbers to objects to represent quantities of attributes

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter5 1. Define the term measurement as it is used in marketing research 2. List the four scales (levels) of measurement 3. Name some widely used attitude scaling techniques in marketing research 4. List some other key decisions to be made when designing scales 5. Explain the concept of validity as it relates to measuring instruments

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 2 MR/Brown & Suter6 ScaleBasic ComparisonExamplesAverage RatioComparison of Absolute Magnitudes Comparison of Intervals Order Identity Units Sold Income Geometric Mean Harmonic Mean Mean Median Mode IntervalComparison of Intervals Order Identity Customer Satisfaction Brand Attitude Mean Median Mode OrdinalOrder Identity Brand Preference Income (in categories) Median Mode NominalIdentityGender Brand Purchase (Yes/No) Mode

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 2 MR/Brown & Suter7 Higher Level of Measurement Lower Higher Level of Measurement Lower Ratio Interval Ordinal Nominal Ratio Interval Ordinal Nominal Data collected at higher levels can be represented at lower levels; however, data collected at lower levels cannot be represented at higher levels.

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter8 1. Define the term measurement as it is used in marketing research 2. List the four scales (levels) of measurement 3. Name some widely used attitude scaling techniques in marketing research 4. List some other key decisions to be made when designing scales 5. Explain the concept of validity as it relates to measuring instruments

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 3 MR/Brown & Suter9 Summated-Rating (Likert) Scales Strongly DisagreeDisagree Neither Agree Nor DisagreeAgree Strongl y Agree Cover Girl mascara is long-lasting. Cover Girl mascara boosts lash volume. Cover Girl mascara smudges. Cover Girl mascara runs when wet.

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 3 MR/Brown & Suter10 Cover Girl Mascara (Semantic-Differential Scales) UnreliableReliable InconvenientConvenient ExpensiveInexpensive UndesirableDesirable

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter11 1. Define the term measurement as it is used in marketing research 2. List the four scales (levels) of measurement 3. Name some widely used attitude scaling techniques in marketing research 4. List some other key decisions to be made when designing scales 5. Explain the concept of validity as it relates to measuring instruments

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter12  Number of Items in a Scale  The four previous examples had four items (i.e., questions) each  Could a global measure (e.g., an overall evaluation) have provided the same insight?  What is your overall evaluation of Cover Girl mascara?  Number of Scale Positions  The Summated-Rating and Semantic-Differential examples had five scale positions each  Would six have been better? Seven?

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter13  Including a “Don’t Know” or “Not Applicable” Response Category  If you are unfamiliar with Cover Girl mascara and its attributes, would the opportunity to state that these questions do not apply be helpful?  Reverse Scaling  The Summated-Rating example had two positively worded and two negatively worded items  Positive: long-lasting, volume boosting  Negative: smudges, runs when wet

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter14 1. Define the term measurement as it is used in marketing research 2. List the four scales (levels) of measurement 3. Name some widely used attitude scaling techniques in marketing research 4. List some other key decisions to be made when designing scales 5. Explain the concept of validity as it relates to measuring instruments

© 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 5 MR/Brown & Suter15 Neither Reliable Nor Valid Reliable, but not Valid Both Reliable and Valid