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

Flow of Presentation O Review of the research process O Measurement O Levels of measurement O Criteria of Good Measurement O Attitude Measurement

The Research Process

Measurement the process of describing some property of a phenomenon of interest, usually by assigning numbers in a reliable and valid way

Examples O What is the color of your hair? O How old are you? O What is the temperature? O What is your monthly income? O Which mode of transportation do you prefer? O Rank the following according to preference: O Attend this activity O Be home O Malling

Phenomenon of interest O Concept O Variable O Construct

Phenomenon of interest O Concept O a generalized idea that represents something of meaning O Variable O a characteristic that varies from one individual to another O Construct O concepts that are measured with multiple variables

Examples O Experience is positively related to job performance O Identify the concepts O Identify a construct O Identify variables

Levels of Measurement O Nominal O Ordinal O Interval O Ratio

Levels of Measurement O Nominal Categories O Ordinal Rank O Interval Distance O Ratio Multiples

Examples O Nominal O A root beer company experiments with different types of sweeteners: cane sugar, corn syrup, fruit extract O Ordinal O A customer is asked to arrange the following products according to taste: Coke, Nestea, C2, Tropicana

Examples O Interval O The scores of students in a marketing test. O Ratio O The price of food in the canteen Puto P 5.00 Binignit 7.00 Sandwich 10.00

Why identify the levels? O To help the researcher choose appropriate statistical procedures

Good Measurement O Reliable O Valid O Sensitive

Good Measurement O Reliability O A measure is reliable when different attempts at measuring something converge on the same result O Validity O the extent to which a score truthfully represents a concept O Sensitivity O ability to accurately measure variability in a concept

Reliability and Validity

Attitude O an enduring disposition to respond consistently in a given manner to various aspects of the world, including persons, events, and objects. O Three components: affective, cognitive, and behavioral

Components of Attitude O Affective O General feelings or emotions toward an object O Cognitive O Beliefs or knowledge about the object O Behavior O reflects a predisposition to action by reflecting a consumer’s buying or purchase intentions.

Example Identify the different components of the attitude of Maria Paz towards ICM. “Maria Paz loves shopping at ICM. She believes the store is clean and conveniently located and that it has the lowest prices. She intends to shop there every Sunday.”

Techniques for Measuring Attitudes O Rating O Ranking O Sorting O Choice

Attitude Rating Scales O Simple Attitude scales - dichotomous O Category scales – extension of the simple attitude scale O Likert scale – strength of agreement or disagreement

O Semantic Differential Attitude Rating Scales

O Constant-Sum Scale Attitude Rating Scales

O Graphic Rating Scale Attitude Rating Scales

O Behavioral Intention scale Attitude Rating Scales

Ranking O Consumers can be asked to rank their preferences O Paired comparisons

Sorting O Sorting tasks requires that respondents indicate their attitudes or beliefs by arranging items on the basis of perceived similarity or some other attribute.

Sorting

Randomized Response Questions

Some Practical Decisions O Is a ranking, sorting, rating, or choice technique best? O Should a monadic or a comparative scale be used? O What type of category labels, if any, will be used for the rating scale? O How many scale categories or response positions are needed to accurately measure an attitude? O Should a balanced or unbalanced rating scale be chosen? O Should a scale that forces a choice among predetermined options be used? O Should a single measure or an index measure be used?

Summary O Review of the research process O Measurement O Levels of measurement O Criteria of Good Measurement O Attitude Measurement O Reference: Zikmud, W. & Babin, B. (2007). Exploring Marketing Research, 9 th Ed.Ohio, USA: Thomson South-Western

Thank you!