1. Measurement in Marketing Research

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

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

4. 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

5. 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

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

7. 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

8. 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

9. 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

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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. Levels of Measurement Scales
Ch 10

19. 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

20. Examples of Scaling Assumptions
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21. Measuring Objective Properties
Physically verifiable characteristics such as age, gender, number of bottles purchased, etc.
Ch 10

22. 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

23. 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

24. 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